Hoffman not sold yet on name for Prairie area
What's in a name?
Well, it's what's not in a name that's bugging Trustee Cary Collins.
Monday, Amy McCarter made a presentation before the village board, showing off two new logos for the Prairie Stone entertainment district.
McCarter's firm -- Pressley Jacobs -- offered the name "59/90," which would be displayed with a 3-D circular sculpture with red and white markings.
The name is derived from the intersection of highways 59 and 90. Keep in mind the village wouldn't employ the name for two years, as it waits for further development including the Prairie Creek Music Theater and planned water park, Mayor William McLeod said.
The presentation wasn't well-received by the board, with Collins in particular showing his disdain. He wants the "Hoffman Estates" name incorporated somehow, and reminded McCarter that it's the village -- not Cabela's or Sears Centre officials -- who are paying for their services.
"Hoffman is paying the bill, it's not the developer," he said.
McCarter diplomatically responded to Carter, saying omitting the village's name wasn't supposed to disrespectful.
"The name 'Hoffman Estates' brings with it a certain idea; you have a certain reputation, it's definitely different," she said.
Collins didn't buy into the explanation.
"I am a proud resident of Hoffman Estates," he said. "I feel insulted, and I think a lot of residents are going feel this way."
Subsequent taglines which would follow the logo in print advertising could include the village's name, McCarter added.
Trustee Gary Pilafas defended the name, and said that nobody knew what Woodfield mall was when that name was first unveiled. He pointed out businesses like Cabela's and area restaurants also gave input on the name. For the record, Woodfield came from Robert Wood, who headed Sears, and Marshall Field.
Other names considered: The District, Blazing Star, Prairie Stone and many names with "Poplar Creek." McCarter added that the firm wanted something unique, something that had no entries when punched up on Google.
As Village Manager James Norris noted -- there were few smiles from the village board during the presentation. Clearly, a logo is something that will be worked on and refined in the coming months. The matter has been tabled until January.
Movie theaters, stores and more restaurants are slated to open in the coming years.
The village board seemed to like the shape of logo, which look like a giant red coin. It reminded me of the giant souvenir nickel Batman keeps in his cave. But that's just me.
Let me pose some questions -- what do residents want the district to be called? And does it matter?