“What’s in a name?” asked Shakespeare.
Turns out, everything.
Identity, longevity, history, connection.
If I say “Winston,” you know exactly who I mean.
If I say “Xerox,” a host of associations come up – the machine, copying, paper.
If I say “LAWA” do you know what I’m talking about?
Anyone? Crickets?
Last week’s business article from Miri Rossitto talked about the dangers of rebranding – changing your name and logo because corporate heads far removed from the real world thought of a brilliant makeover. She cited the disaster of Cracker Barrel, who changed their iconic logo and faced not only a social media backlash but a drop in revenue.
Now, when I say LAX what comes to mind?
Of course, our world-renowned airport with its iconic Theme Building and huge letters spelling out LAX as you enter.
The entire world knows what LAX stands for (the “X” actually means international).
But again, somewhere in advance of FIFA, the Super Bowl and the Olympics coming to our fair city, someone way above the terminals, and probably way above the Theme Building, decided a name change would be an excellent idea.
Their official press release reads, “Los Angeles World Airports (LAWA) today unveiled a new identity and narrative at Los Angeles International airport (LAX). This will infuse all elements of LAX with the spirit of Los Angeles, better reflecting the region’s culture, neighborhoods and creative energy. These enhancements will provide employees and passengers with an improved experience, unite the multi-faceted and ongoing $30 billion Capital Improvement Program, and evolve LAX from a point of transit to a destination that feels welcoming, intentional and distinctly L.A.
As we prepare to host major global events, we must ensure that visitors experience the diversity of every neighborhood from the moment they arrive in Los Angeles at LAX,” said Los Angeles Mayor Karen Bass. “I want to thank Commission President Karim Webb and LAWA CEO John Ackerman for leveraging this investment, bringing LA’s rich cultural identity front and center on the world stage.”
Okay, someone with a higher IQ than my own explain to me what all that means. What cultural narrative? And don’t get me started on “experiencing the diversity of every neighborhood” given the state Los Angeles is in right now.
If you haven’t read the above closely – and my guess is you haven’t – they are proud of the new moniker LAWA for “L.A. World Airports.”
You tell me how that says anything more than Los Angeles INTERNATIONAL (which already says “world,” obviously).
Now it’s not just me who is baffled. I asked multiple friends, neighbors and countrymen what they thought, and to a person, they hadn’t heard of LAWA and thought it a ridiculous waste of money.
Oh, didn’t I mention. I just flew in and out of LAX and everything inside is being rebranded to LAWA, which is great if you’re an LAX C-Suite suit walking through the airport, but confusing to every other passenger.
Just for fun, I went to the American Airlines, British Air and Delta Airlines reservations website, and for departure city plugged in “LAWA.”
It came up Zimbabwe.
Now, I’ve been told that LAX will remain the call letter for booking. So why the name change? Why spend a lot of money on rebranding to be culturally inclusive, whatever that means?
According to the press release, it means this. “Architecture and design focused on delivering LA-themed terminals that pay homage to culture, history, seasons, sports and more.
Retail and dining offerings and amenities that reflect the rich flavors, bold styles and unique tastes across Los Angeles, showcasing local favorites and globally recognized brands alike.
Branding that distinguishes LAX as a modern, world-class destination and leader, representing the people, places and things that reflect the vibrancy of the region.”
Why not spend the money on getting the damn Metro line into the airport?
I’ve never understood that. We are the only major city in the world where public transportation doesn’t reach the airport. And when they originally built it – it stopped a mile from LAX. Projections are it will now open in 2026.
I do believe passengers would be happier being able to get to the airport on time than admiring a new logo on the side of a luggage cart.
The “X” has already been taken down from the entrance to the airport. Officials say it’s being “stored” because of space and will be relocated during the changeover.
We’ve heard that before right here at home, when Westfield took down the signature brass bells from The Promenade and promised to use them in a new center. Anyone hear bells from The Village?
The only saving grace in all this is that it’s not city money. The whopping $23.9 million contract to update signage and more is paid from fees and taxes generated at the airport.
But no one asked Los Angelenos what they thought about changing our airport’s name.
I really think they should have.
Les Mis Returns to L.A. at Pantages
One of the world’s most popular musicals returns to Los Angeles at the Hollywood Pantages Theatre in Hollywood October 7 to 19.
Cameron Mackintosh presents the acclaimed production of Boublil and Schönberg’s Tony Award- winning musical phenomenon, Les Misérables.
This brilliant staging has taken the world by storm and has been hailed as “a reborn dream of a production” (Daily Telegraph).
Set against the backdrop of 19th century France, Les Misérables tells an enthralling story of broken dreams and unrequited love, passion, sacrifice and redemption–a timeless testament to the survival of the human spirit. The story centers on Jean Valjean, a prisoner released after 19 years for stealing bread, who struggles to find a place in a society unwilling to forgive him. It is based on Victor Hugo’s 1962 novel, Les Misérables.
With music by Claude-Michel Schonberg, book by Schonberg and Alain Boublil and lyrics by Boublil and Jean-Marc Natel, the magnificent score of Les Misérables includes the songs “I Dreamed a Dream,” “On My Own,” “Bring Him Home,” “One Day More” and many more.
Upcoming productions of Broadway in Hollywood’s fall season include Hadestown October 21 to November 2, Moulin Rouge the Musical November 4 to 16, Suffs November 18 to December 7 and Stereophonic December 9 to January 2.
The Pantages Theatre is located at 6233 Hollywood Blvd. For complete schedule and tickets visit broadwayinhollywood.com.
