Many malls across the United States are struggling. So, why is Tacoma Mall investing tens of millions of dollars in a massive renovation?

Mall owner Simon Property Group — best known locally as the redeveloper of Northgate Mall, now known as Northgate Station — has launched plans for a multi-million-dollar revitalization of the mall, which opened in 1965. The mall is also undergoing a previously announced multi-million-dollar expansion called The Village, slated to open late next year. That project features two new buildings with new retailers, and cafes and restaurants with outdoor terraces. Tacoma Mall also recently revitalized a former anchor tenant space for new retailers Nordstrom Rack and Total Wine.

The newest project includes new entrances, a new food court, a brighter color palette and new flooring. Simon calls the investment “strategic” to “meet the evolving needs of shoppers.”

Data firm Coresight Research found that the death of the mall is exaggerated. Coresight notes that top-tier malls are actually thriving and can boost brand awareness. Only about 700 malls remain in the U.S., down from about 2,500 in the 1980s.

One can make the case that the Puget Sound region is among the national leaders in revitalizing downtrodden malls and creating upscale experiences. Think Northgate Station, a property that has significantly reduced retail outlets in favor of a community focus featuring the Kraken Community Iceplex, as well as residential development spurred by the Northgate light rail and bus station. Consider the redevelopment at Kirkland’s The Mall at Totem Lake, which now refers to itself as a “lifestyle center.” Westfield Southcenter in Tukwila is now considered high end. And, of course, there’s Bellevue Square, long considered the crown jewel of local malls.

It’s all about experiential retail.

“These upgrades will significantly enhance the experience for our guests,” Simon Regional Vice President Kelly Hartsell said.