Rockville Town Square property owner Morguard announced that it is dropping the "Rockville" part of its name. From this point on, the mixed-use development will simply be called "The Square." Ouch. What an insult to the City of Rockville, that the city name is seen as a marketing problem. We were always told by the evangelists of urbanization that 15-minute-city town centers would create "a sense of place."
Does "The Square" represent a geographical place in any sense? No. How would anyone know where "The Square" is, especially when so many retail centers utilize "Square" in one fashion or another. "The transition to The Square marks just the beginning of a reimagined and revitalized experience at this well-loved community epicenter," a Morguard rebranding announcement declares. "Get ready for a fresh perspective on shopping, dining, and entertainment. Coming 2025!"
The struggling Rockville Town Square, like much of the Rockville Town Center area, has been through a difficult decade. There are many ideas among residents, patrons, and business owners about what should be done. Dropping "Rockville" from the name is not one I have heard before!
Imagine the brainstorming session at Morguard:
ReplyDeleteDIscuss all the issues of Rockville Town Square - parking, large long term vacant retail spaces, competition north and south.
Hey, let's just change the name. People won't know they're in Rockville..lol
The name change is unlikely to be helpful.
ReplyDeleteLack of free parking that isn’t in a garage is one reason people aren’t going there
ReplyDeleteWhat is wrong with a parking garage? You'd prefer the wasted land of a big open lot just so you can more easily back your huge SUV into (but still taking 10 minutes)? If you don't like urbanization, move to Montana and pretend you're on Yellowstone.
DeleteI live at 33 Monroe and I don't walk over there because of all of the interference by homeless people. One homeless guy who asked me to help him get lunch, threatened to beat me up after I said "not today". I'm afraid to walk the two blocks. The first thing they need to do is make the area safe.
ReplyDelete8:24am interesting given the police station and county sheriff's are all based around the town center area. Maybe more foot patrols needed?
DeleteThe parking situation is sometimes difficult.
ReplyDeleteIf your title was accurate the name would now be "Town Square". Learning?
ReplyDelete12:39: Headlines have to be direct and convey the central point of the article and news event, in this case the development disassociating itself from the city it is the town square of.
DeleteLearning about Headlines 101?
I don’t get why parking is an issue? pike abs ride practically has the same set up
ReplyDelete"the city name is seen as a marketing problem"
ReplyDeleteDumb take. Shortening Rockville Town Square to The Square doesn't mean "Rockville" or "Town" were seen as bad words.
2:50: I would argue it was a very smart take. If "Rockville" was seen as not being a hindrance - or conversely, as a draw - - for marketing purposes, they wouldn't have dropped it.
DeleteI don’t think they think the name is an issue but really doing so because they want a fresh start
ReplyDelete8:28: It's understandable why they would want a fresh start or a rebrand. But why would they not want people to know where they can be found? And why would they keep the "Square" part of the name, which is more directly associated with failure than the city name? It's nonsensical on so many levels. This is a rebrand on par with "Washington Commanders."
Delete8:28: It's understandable why they would want a fresh start or a rebrand. But why would they not want people to know where they can be found? And why would they keep the "Square" part of the name, which is more directly associated with failure than the city name? It's nonsensical on so many levels. This is a rebrand on par with "Washington Commanders."
DeleteHasn't it always been Rockville Town Center or RTC?
ReplyDelete9:18: Rockville Town Center is the area that was formerly historic downtown Rockville, from Veirs Mill Road at the south to the US Post Office at N. Washington & 355 to the north. It's a city designation for planning purposes. Rockville Town Square was simply a development within the town center area.
DeleteAgree with Robert, the name should have been switched to City of Rockville Town Square at Rockville.
ReplyDeleteNice!
DeleteYeah, I’m thinking Robert is on point. the developer is trying to distinguish The Square from the larger, encompassing Rockville Town Center area. As long as you know you’re talking about Rockville maybe it will help.
ReplyDelete