27th Street Corridor gains a name that no one will use

So, it's time for Oak Creek and Franklin to name the 27th Street corridor something more interesting than "the 27th Street corridor."

Given the colorful and varied history of the 27th Street corridor (touched upon in a FranklinNow story), I have to say I expected something much, much more evocative than.... THE BOOMGAARD DISTRICT.

That's "creativity by committee" for you. Blech. I can see the twee little logo already. When will we stop naming developments and subdivisions after the natural features that have been plowed under to construct them?

So much for effective branding.

UPDATE: If IKEA made those concrete blockades around the Green Zone in Baghdad, they would be called Boomgaards.

From FranklinNOW.com:

27th Street Corridor gains a name
By Julie Becker

As 27th Street continues to evolve in Oak Creek and Franklin, the two communities hope the joint development will become known as the "Boomgaard District."

Both the Oak Creek and Franklin common councils have endorsed the name, as its origin - boomgaard is Dutch for "orchard" - represents the area's agricultural economic history, according to a news release issued today by Zizzo Group Advertising and Public Relations.

Officials also selected the name based on its uniqueness, stating it brings to mind thoughts of progress, momentum and positive energy, and embodies an environmentally friendly vision for the six-mile corridor.

"The Boomgaard District name is as unique as the collaborative efforts between Franklin and Oak Creek," Oak Creek Mayor Richard Bolender said in the release. "The uniqueness of the name will set this development apart from others not only regionally, but nationally."

The name was selected after extensive research and discussion by the Zizzo Group and Joint South 27th Street Steering Committee, which unanimously recommended the councils adopt it.

Comments

[Scott Thinnes]

"Boomgaard" - It's unique alright. They've got to be kidding! This will set us apart nationally. Keep saying that eventually you will believe it. The rest of the nation will be saying "there go those cheeseheads again - anah hey. I know, street lights - shaped like wind mills.

This name will probably last as long as Robert McDonald Drive did.

I like the way the PR firm press release uses the name in almost every sentence. Maybe they haven't even heard it enough yet to develop a liking.

Can we get our money back?

[John Michlig]

If we're lucky, it'll simply become "27th Street" or "Orchard District" on its own.

I thought Boomgaard was what you call those concrete blockades around the Green Zone in Baghdad.

[Greg Kowalski]

The comments left the people of Franklin (and one from Cudahy and one from Brookfield) are hilarious in regards to this.

Please tell me the new Council members will do SOMETHING...ANYTHING...to get this changed!

[Fred Keller]

John,

I thinke you're right about the Green Zone thing.

How about "Green Apple Zone"?