The population of Columbus, Ohio, is growing rapidly, surpassing that of San Francisco, according to U.S. Census Bureau data from 2018.

Developers have stopped building malls and started making places. Consumers who can buy anything they desire using the little computers in their pockets no longer have to drive to the mall for a new dress, sofa or TV. At the same time, Americans are becoming more urban and they will walk to stores if they are in their neighborhoods.

This year’s State of the Region report, to be released today, says new projections based on recent population shifts and building trends show the overall population in the region perhaps nearing 3 million in 34 years.

“Retail developers are increasingly tweaking well-established formats for lifestyle centers and malls in an effort to capture tech-savvy millennial shoppers who have now become the nation’s largest and fastest-growing retail consumer segment.”

“The proverbial corner of Main and Main, long a hub for high-visibility retail, is now in unprecedented demand for urban housing.”

Increasingly, developers are building mixed-use centers that include residential, office and entertainment components, which turn them more into a consumer home base and less of a functional destination.