The Gulf Coast Factory Shops at Ellenton, one of the best-performing outlet malls in the region, will change its name this fall to reflect its owner's new strategy. The 340,000-square-foot mall will be called Prime Outlet at Ellenton starting in November. Baltimore-based Prime Retail Inc. is renaming each of its 28 malls as Prime Outlets before the holiday shopping season. The Gulf Coast shops are among the more popular attractions for residents of the Tampa Bay area and visitors, with outlet stores for Nike, Ann Taylor and other name brands. Another 141,000 square feet of store space is under construction. About 90 percent of the new space is leased, said Brian Lewbart, spokesman for Prime Retail. "We've got people knocking on the door to be inside there." The construction of a neighboring J.P. Igloo Ice & InLine Sports Complex could draw still more shoppers to the mall. The 114,000-square-foot center will feature an ice hockey arena and a roller rink. The complex is not affiliated with the outlet mall. Prime Retail this week finished its acquisition of Horizon Group Inc., a $973-million stock and debt assumption that makes Prime Retail the largest real estate investment trust in the country. REITs have grown as a financial structure that can escape federal income taxes. The 22 malls under Horizon's management will take the Prime Outlet name in 1999, Lewbart said. Ellenton's outlet mall has ranked among Prime Retail's top five in terms of sales, Lewbart said. With the Horizon malls added to Prime Retail's portfolio, Ellenton would rank among the top 10. Prime Retail has plans to develop an outlet mall off Interstate 75 in Pasco County but hasn't broken ground because it hasn't found enough tenants.