Really, Prescott Realty? "The Boulevard?"

[Longtime]

SMU has spent a lot of time and effort to create the unique environment that is The Boulevard. It's easily one of the best things about SMU. The positives vibes from The Boulevard reflect well on the school and the people who contribute to game day experience.

SMU has even put up billboards promoting The Boulevard experience. Remember the "We don't tailgate, we Boulevard" signs?

Now here comes a developer with its millions of dollars, focus groups, market research etc. And they copy The Boulevard name. Whether it was intentional, unintentional or SMU didn't have the name legally protected, it will dilute The Boulevard's branding as a special SMU tradition.

It also doesn't show much forethought on Prescott's part. They didn't name the project in honor of the tailgate scene. It's called The Boulevard because the project will be located on SMU Boulevard. I doubt the Prescott people are aware of the other Boulevard. That there is already an established Boulevard at SMU will water down the name of their project. Most companies desire unique and identifiable branding.

I also doubt Prescott would want to alter the name to The Boulevard Apartments. First, it's a mixed-use concept. The entire project is being called The Boulevard, not just the residences. Second, these will likely be high-end units marketed to affluent SMU students. I doubt they want the common term "apartments" attached to their luxury living spaces.

Basically, this is like someone putting a retail site in Oxford, Mississippi and calling it The Grove. There's only one Grove, and there should be only one Boulevard near SMU. There's a lot of wailing and moaning on this board any time someone tries to mess with SMU traditions. The Boulevard is by far one of SMU's most successful traditions and its name should be protected.