PLATFORM/Name game
Recently, DISH, Texas — formerly Clark, Texas — changed its name in exchange for 10 years of free DISH Network satellite television for the town’s 125 residents. In addition to DISH, several other cities have changed their names for money or goods and services from the private sector. American City & County asked readers of its weekly e-mail newsletter what they thought about cities changing their names to promote companies. The following are some of the responses:
“Cities altering their names in order to promote business and growth are being exploited and paying the price. Businesses should do their homework and locate where their goods and services are needed, not where they can receive public incentives. A name is often a representation of historic events and/or times, and should not be a reflection of who can give them some fleeting attention. This is a shameless attempt by the private sector to leverage benefits from an area that needs tangible economic assistance.”
— Scott Morgan, director, Cumming, Ga., Planning & Zoning Department
“This is quite the change from the old ‘company towns’ like Hershey, Pa.; Bethlehem, Pa.; Kohler, Wisc., and many, many others. I would agree that if a town sells the rights to its name and heritage, the return ought to be substantial. The company ought to have a vested interest in the success of the town.”
— Dave Johnson, facilities performance employee, Thunderbird Mountain Regional Park, Glendale, Ariz.
“Why not allow cities to sell their names? Why not go out for bids on an annual basis and that way we could attract a variety of businesses and benefits? For example, one year we could be Microsoft, and get free PCs for all; another year we could be Aetna and get free health care; another year AARP and get even more freebies for seniors; and Ford for free Expeditions for all our city employees.”
— Bob Allen, director, tax collections, Pasadena, Texas, Tax Department
“Changing a city’s name for financial gain shows that materialism reigns over dignity in Clark … I mean DISH. What will they switch to in 2015?
— Mara Giulianti, Mayor, Hollywood, Fla.