Readers, what's in a name?

It's been more than two weeks since the marketing and branding presentation for the Hoffman Estates entertainment district, and it's time to share some reader reaction.

The area includes the Sears Centre, Cabela's and other venues off I-90 and Route 59.

Village Manager James Norris said the village and the design firm it's working with, Pressley Jacobs, have seen a lot of movement since the initial presentation.

The red circle logo design tested well, and for the time being, there's going to be a focus on deriving a name out of "the spot."

Reader Cheryl Rogan isn't keen on one proposed name for the district, "59/90."

"You've got to be kidding me -- '59/90?' " she writes, referring to the proposed name. "Sounds like a medicine dosage! The area is in Hoffman Estates and we want it to be recognized as such."

Robert Steinberg offered the tongue-in-cheek tribute to late Mayor Mike O'Malley: "The O'Malley Valley."

Meanwhile, reader Kathy Sher doesn't think the village should spend money to pay a firm to come up with a name and logo.

"Why doesn't the village have a contest and people from town submit names and logos and the winner would receive a gift from the village?" she writes.

Norris said a village-wide contest isn't a new idea, as other towns have done that. But the village is going to wait and see what the firm offers.

We'll miss you:ŒVillage intern Sharon Turlek's last day is Tuesday. She spent two years with the village, and now will start her first full-time gig in Glenview. Good luck.

Holiday fun: The Hoffman Estates Park District will host its Celebration of Lights from 6 p.m. to 8 p.m. Saturday at the Willow Recreation Center. Santa, games and a 6:15 p.m. tree lighting will be part of the fun. Call the park district at (847) 885-7500. The event is free.

The holiday fun doesn't stop, as Santa will host breakfast from 8 a.m. to 11 a.m. Sunday at the Poplar Creek Country Club. Breakfast for adults costs $10.95, and $5.99 for kids ages 4 to 11. Children 3 and younger eat for free. Call (847) 781œ3655 for more information, as reservations are required.