“For Vancouverites who have dreamt of living in the Big Apple’s East Village, Hastings may now be the next best thing. The commercial district formerly known as Hastings-Sunrise is adopting the same moniker as the historically hip New York neighbourhood.
The trendy new name is just one aspect of an evolving rebranding campaign spearheaded by the Hastings North business improvement association .” …
“Working with brand consultants Signals Design Group* over the last eight months, the HNBIA began its rebranding process by conducting interviews and a survey with its membership—400 business owners and 200 commercial property owners—and residents in the area. The final East Village name was selected from a shortlist of 10 names.
“The East Village just kind of fit us.” says Patricia Barnes, Executive Director of the HNBIA. “We’re in the east, and it’s sort of a village-like area. We’re a neighbourhood commercial district, we have a lot of services and stores and staples that respond to our neighbourhood’s needs. We have a very loyal customer base in our neighbourhood and very friendly, very warm personal service.”
- from ‘HASTINGS-SUNRISE TO ADOPT THE NAME “THE EAST VILLAGE”, by Alexandra Samur, openfile, 19 Mar 2012 [hat-tip Aldus Huxtable]
VANHATTAN redux. -ed.