What do you think of the name Boomgaard District?

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How about letting the companies on 27th in the area BID on the naming rights? Best name and contribution win. dont have to take highest bid

- Ingrid, Bay View

Can we get our $370,000 back?

If Zizzo ever gets another client in this town again, we can all yell Boomgaard!!!!

I think we have just shown our youth HOW DUMB our politicians can be to choose a downtown ad firm to NAME a small community as long as a big paycheck in involved.

I'm guessing the staff at Zizzo who worked on this were NOT residents of Franklin or Oak Creek.

They should be ashamed along with everyone who voted on this stupid name without asking the residents their thoughts first.

Here is my idea: 41 Freeway!

As Forest Gump Says:
It is what is is..

- Shelly, Franklin

As a lifelong Franklin resident I never realized our community and that of neighboring Oak Creek were located in the midst of “The Little Netherlands.” Is that destined to be our moniker now that an advertising agency has helped the city fathers dub the 27th St. corridor the “Boomgaard District?”
Apparently Dutch terminology has more cache than anything relating to the area’s distinctly German heritage.
Before the advent of I-94 a few blocks east, South 27th was a bustling thoroughfare known more commonly as Hwy. 41. The highway was anchored by the 41 Twin Outdoor theater at 27th & Drexel and the Buckhorn Tavern at 27th & Ryan Rd. The Buckhorn was established at the crossroads of two major wagon trails in the 1850s to service weary travelers, farmers and their horses. Some think it still does. Be that as it may, while I was growing up during the 1950s, I remember that stretch of Hwy. 41 dotted by motels, a few bar/restaurants and apple stands, most notably tended by the Honadel, Meyer and Mahr families. I don’t recall much Dutch influence, although there was a National Hardware store which sold Dutch Boy paint.
If Orchard View is too pedestrian of a name, couldn’t we at least call it the Obstgarten to honor our German forefathers who settled there?
Since many of my neighbors weren’t even aware that this budding mecca of economic development requires a title, I think a naming contest among Franklin/Oak Creek residents would have better served the project as a way to stimulate awareness and creativity than investing $370,000 to have a downtown advertising firm spearhead the project. It’s kind of like the Brewers paying Eric Gagne $10 million to ensure that they had a quality pitcher to close games. As they have discovered, though, spending a lot of money on a name player doesn’t always guarantee the best results.

Doug Schmidt
Franklin

- Doug Schmidt, Franklin, Wis.

Well 300,000 for a name? Way to go Oak Creek and Franklin.....

Boomgaard? When I first heard the name I thought of South of the border and dancers...

This is sad

- Robert D, Oak Creek, WI

Hey Dick Bolander

How about this, look at your side of 27th street a little empty? Thats really sad.

Lets move to get Bolander and his cast of you know what who approved wasting this kind of money out.

- Rob D, Oak Creek, WI

ABSOLUTELY HORRID
this area is the major economic artery of our communities, we need to step up our game and realize the potential tax base there and what attracting quality business, developers to the area can do not only for the quality of life but for our home values. this area needs to not only have a progressive future design but in namesake as well.
I cant fathom paying that much in tax payers money to come up with such a foolish name. Zizzo needs to get sued for wasting tax payers money and
All you Idiots who we elected (actually we are the idiots for electing you idiots) need to be replaced with more forward looking, sound minded people.
When it comes to election time the new slogan will be:

Remember the boomgaard!!

good luck at the polls.

- Mike, Oak Creek, WI.

You thought it would be impossible to top "Marquette Gold"? Well they just did: Boomgaard

- Dan, Muskego, WI

Lets not insult Don Corleone!! Zizzo and Corleone in the same breath...blasphamy!


Is Powerade Iceport taken?

- Tony, OC

Awful name!
A good name should be easy to pronounce, memorable and not require an explanation.
Who cares about the areas Dutch history, the name should be progressive if it is going to drive economic development.

- Alan, Ex Franklin resident

I have an idea. Let's have a forum about how/why we, the citizens of Oak Creek, need to get rid of Bolender. Can he raise taxes any more? We'll be moving out of this city soon because of the outlandish property taxes. This City is losing outstanding citizens, but I'll move to an area that has similar taxes and get better education and better services!

- Maria, Oak Creek

Ought to be fun to watch Zizzo try to live this one down ... a real PR challenge. Doubt that they're up to it, based on what they've shown us here.

- Kelly, Oak Creek, Wis

one word...LAME!!!
Why are tax dollars (LOTS of them) being spent to name part of a city that already HAS a name? Man, I wish I had so much slush in my budget. Maybe then I wouldn't care that gas and milk are both $4/gallon.

- Mary, Menomonee Falls

$370,000 Dollars to come up with a dumb name from the Zizzo Advertising Group. Someone from the city should be fired!!!

- Matt, Franklin, WI

Wow just amazing it seems like the Zizzo Group just went and looked into English to Dutch translation book and closed there eyes and just pointed and got BOOMGAARD. With the 375k that the Zizzo Group got for naming the area isn't essential to do reasearch throughout the community to see there thoughts and what they think, obviously they didnt due to the high volume of people who disagree with the name and the biggest thing is the amount of money spent for a name.

- DAN K, Franklin

I wasn't fond of the name until I read the reason behind it. Were the orchards owned by and/or managed by Dutch people? Then it makes sense.
But I think you need to, somehow, come up with a way to get the story of the background across to the general public.

- Deb, Franklin, WI

WAIT A MINUTE! I want to rescind the comment I just sent.
$370,000 to come up with this? Are you KIDDING?!
Here's an idea, it'll cost you a plug nickel -- let's combine Oak Creek and Franklin and rename the area "Laughingstock".

What a bunch of idiots. Can't wait to move. I just hope I can find someone dumb enough to buy into this area.

- Deb, Franklin, WI

I think that it is absolutely ridiculous.

- David A. Works, Franklin,WI

Boomgaard is a ridiculous name for the street. Pick something in English s when we tell our friends where we live they won't make a joke out of it. Plus, from the article in the paper, the name was voted on in an illegal meeting. So the Common Council obviously knew the name was wrong. And why that kind of meeting. Maybe we should look closer at the kind of work being done by the Mayor and Common Council.

- Sandra Herek, Oak Creek, WI

Please Please Please Please Please keep this name!

It's the gift that will keep on giving for years to come. When we get depressed about the ridiculously high taxes and regulation in this state, we can just stop and say Boomgaard!, burst out laughing, and lift our mood.

- Tom, Franklin, WI

In a time when we are all cutting expenses to pay for rising fuel and food costs, how can they spend 375k on naming an area? This is outrageous and who ever paid for this should be investigated. I suspect foul play. Who runs the Zizzo Group, Don Corleone?

- Outraged, Greendale

I grew up in Milwaukee and this is the dumbest sounding name i've ever could think of for this area! It's almost as dumb as something like "Around the Corner from On the Boarder."

How about something that sounds like a local term - "Orchard Way?"

my email is jimo1972@hotmail.com

- Jim, Wheeling, IL

Ha ha ha, looks like Franklin's property taxes will be going up AGAIN to pay $370,000 for the name "Boomgaard."

It might be possible to think up a more stupid name, but unlikely.

Glad I don't live anywhere near this place.

- LeberMac, Milwaukee, WI

This is a stupid name. It sounds like a brand if whiskey. Come on --if Franklin?Oak Creek is trying to position itself as the "Mequon" of the South Side, let's start by using some class. I think the pricetag is a waste of taxpayer money and I suggest getting a new ad agency. One that promotes this much controversy obviously is not the right choice for our community. Maybe choose an ad agency who has experience working with residents of Franklin and Oak Creek.

I polled a few friends and here are some ideas to use: (FOR FREE)

Apple Orchard District
Oaklin (Think Elmbrook Elm Grove +Brookfield)
NOCO (North of Chicago) since at some point the whole area will become a suburb of both Milwaukee and Chicago.
The Corridor
27th Street Corridor (this sounds cool as it is)
The Flats
My husband added in the red light district--just to bug the people who like Boomgaard.

- Lisa, Franklin Resident

Doesn't make any sense to me personally. It sounds like a giant mistake by Zizzo that will once again backfire. Wasn't it Zizzo that came up with Marquette Gold?

- Cory, Franklin, WI

Responding to Observer, Milwaukee:

I don't live in Franklin or Oak Creek either, but I taught in Oak Creek for over thirty years and I care about the community.

The Reebok/Pepsi/Bondo situation and the Boomgaard situation are NOT the same.

In the case of Reebok/Pepsi/Bondo there was a product (or products) which bore the name. It was always visible and associated with the product. "Boomgaard" will not be associated with any product, and will only be visible when someone is driving through the area. This will make it much more difficult to connect the name "Boomgaard" to anything specific.

In addition to wrapping a story around the name, you have to be able to connect it to a product.

Also, Reebok/Pepsi are invented words. They don't carry any connotations with them. "Bondo" carries the concept of "bond"--but that's what the product does. So it makes sense. "Boom" and "gaard" both sound like words that already have meanings in English. It will be difficult to get past those meanings to "orchard (in Dutch)".

I live near the proposed Boomgaard district and do most of my shopping and other business along 27th Street. I'm sure we can find a better name for this area.

Another Observer from Milwaukee

* * * *

Comment from Observer, Milwaukee

I don't live in Franklin or Oak Creek. So disregard this at will.

If someone just said the word Reebok or Pepsi or Bondo way back before those names were known, people probably would have wondered what they meant and may have even said they hated the names. You have to wrap a story around any new name to make it work. Boomgaard seems like those names. Definitely different but given the right promotions it could be a winner, like Pepsi and Reebok and other names that might have seemed like headscratchers at the time someone first suggested them.

- Observer, Milwaukee

- Another Observer, Milwaukee

I really like the new proposed name. It's very unique, which I think is a good thing. I like being set apart from other communities. As an Oak Creek home owner, I vote for this name.

- M, Oak Creek, WI

That name is really stupid, since the Buchhorn Tavern is right in the middle
I would name it the Buckhorn District...
The buckhorn has been in Franklin since
the dawn of time!!!! I'll take only
$50,000.00 for my idea!!!!!!!!!

- Shawn Miller, Franklin,WI

For those interested, the Joint South 27th Street Steering Committee will be meeting tomorrow afternoon at 4pm.

Location: Oak Creek City Hall

- Greg Kowalski, Franklin, WI

I think it's a terrible name that shows a lack of creativity to come up with something that creates a "high-end" image. This is another reason why Franklin/Oak Creek will always take a back seat to their neighbors in Waukesha and Ozaukee Counties. I moved to Franklin a little over two years ago and I live in the Boomgaard Disctrict. For those that like the name and are interested in living there, my house will be for sale soon.

- Mark B., Franklin, WI

It's just a name folks!!!!!! God... isn't there a lot more important things to get worked up about? Like taxes, gas prices etc....oh I forgot this is WI, you re-elect tax raisers here...

- William Jones, Oak Creek, WI

I think Boomgaard is a very cool name. I would be proud to live or do business in the Boomgaard district.

- Kelly, Osseo, Wisconsin

As a taxpayer, I DEMAND to know who approved the $370,000 to go to Zizzo Advertising and WHY they needed to research a name for this "district."

It's a darn street. Cal is 27th. If you are looking for a name, then call it what it is. I've lived in Franklin for 42 years and have yet to meet anyone "Dutch."

This name is not appropriate and Zizzo should be ashamed of their results on accepting $370,000 for a project like this. Also, WHO approved spending this much? I suggest we begin to look into who is behind all this. That money could be much better spent on a better and healthier lunch program in the school system.

- Dan, Franklin Resident of 42 years

I like the historic nod to the orchard that used to be all along old Kilbourntown Road. I have to agree with Mrs. Honadel. There weren't any Dutch in the area. Check the historical names of the farmers. The orchards belonged to the Honadels, Meyers' and Mahrs. All those names are German. How about the German equivalent, "Baumgarten?" However, as much as I am a xenophile, I suggest something in English would be much better. Besides, my backyard is on South 27th Street. I don't want to spend a whole lot money to plant fruit trees.

- Dale Reckzin, Oak Creek

$370,000? Are you kidding me? Who do these clowns think they are? They should all resign for allowing money to be spent on something that could have easily been done with Franklin/Oak Creek Community involvement.

Now who do I send my bill to?

- Tony, Oak Creek

To: Observer

The difference is that Pepsi/Reebok didn't waste $370,000 in tax payers money to come up with such a stupid name.

NML didn't need the district named to move here, niether did WFH. The bums should all be thrown out of office. I wonder who Zizzo asked when they did their study?

Since taxpayers $$ went to this study, can we get the entire file as to how they came about this?

- Tony, Oak Creek

It sounds too much like "Boondoggle" to me. Oh wait...maybe it is? As a previous resident/consumer in that area, I will have to add that before the councils’ waste the time to debate a new name for this area, they should invest in new streets, landscaping, and sidewalks before you try to sell the citizens the name concept. On one recent trip where I left my car for repairs and walked down 27th street, I never saw such a blighted area in a suburb...potholes, broken curbs, holes in the driveways, etc., etc. Even the landscaping at most of the businesses along the street is a leftover of the 60's...and seldom improved upon even by the big boxes now in the area. $370,000 could have gone lots further to make the area more user friendly—and beautiful.

- DaveG, Fox Point

Great name for a strip club---very appropriate!!!!

- linda, wi

A lot of excellent/humorous comments and suggestions before mine. Just a couple of quick, additional notes on the 'Boomgaard' name:

1.) To me, the name is reminiscent of the legendary Norse mythological Middle-earth region called 'Midgard'.(here's a Wiki-link that gives some background on that: http://en.wikipedia.org/wiki/Midgard ) But while 'Midgard' sounds a little dark/mysterious/weird and 'inaccessible',(and is ALSO inappropriate for a this 27th street commercial corridor), the 'Boomgaard' name comes off sounding like a desperate last-minute effort in Scrabble or Anagrams, or juvenile/3rd
grade-ish result of some exuberant 8 yr old boys trying to outdo each other. Sure there's an esoteric historical explanation for it, but it has no pragmatic appeal, being lengthy to pronounce and vaguely vulgar sounding on top of it.

2.) What did they expect when they asked a group with a name like "Zizzos" to come up with a name - - Shakespearian prose? (And I should know from weird names!) Sounds more like a company you'd hire to name a hot-dog stand or the next World Wresting Entertainment pay-per-view event.

- Emery Schmid, Franklin, WI

Since this has been called "The 27th Street Corridor" project, why not call it that? I think "The Corridor" is pretty catchy. Have a naming contest - it would cost a LOT less.

- Dee, Franklin, WI

Let's see, what we have here are 2 sets of public officials(Franklin & Oak Creek)who with all their combined mental fire power could not come up with a new name for a street/area that already has a name and thus does not even need a change. They then proceed to WASTE an incredible $370,000 of taxpayer's money on the Zizzo Group for their input which quite frankly borders on criminal. What a joke! The public officials of these 2 communities should be phisically thrown out of office for their stupidity and WASTE of our money! Enough of these clowns! The Zizzo Group owes these 2 communities a major refund of their dollars. Also Mike Stefaniak of the Zizzo Group in the paper states that these posts are people being negative, the one-upmanship and alot of potshots. Mike keep your big mouth shut! This is all about local Franklin/Oak Creek residents who have a legitimate interest in their community and a concern when they see their hard earned tax dollars being thrown away on follies like this and wasted on companies like yours.

- Ken, Franklin WI

I don't live in Franklin or Oak Creek. So disregard this at will.

If someone just said the word Reebok or Pepsi or Bondo way back before those names were known, people probably would have wondered what they meant and may have even said they hated the names. You have to wrap a story around any new name to make it work. Boomgaard seems like those names. Definitely different but given the right promotions it could be a winner, like Pepsi and Reebok and other names that might have seemed like headscratchers at the time someone first suggested them.

- Observer, Milwaukee

This reminds me of something...Nearly 3 years ago to the day, Marquette University changed their nickname from the "Golden Eagles" to the "Gold". About a week later, in the face of overwhelming opposition, the administration rescinded the name and went to a democratic process whereby the student body chose the final nickname.

There are lessons to be learned in the past.

- Bryan Demski, Oak Creek, WI

Sean, you are full of it. When I search the archives for the MJS there's no mention of the name. The first time it comes up is April 30 in the small business times. That's not "a few weeks ago."

You lie.

- Patty,

$370,000 paid to a PR firm for this?

My tax dollars went toward this when we could have used that for a much better program.

Much easier answer-have a contest with the kids of Oak Creek and Franklin pick a name. It's like art--the best ideas come from the mind of a child instead of an adult. And who approved the price tag for this PR firm..this is not NY pricing. Get our tax dollars back, then fire Zizzo Advertising. This is ridiculous.

- Elizabeth, Franklin

How about CORY.. short for 27th St corridor?
There is a QUARRY in Franklin and unique word games would help find something that makes sense.
Boomgardt is just well... stupid.
Really.

Let the residents create the name, it provides unity and everyone loves a contest. The $370,000 spent could have been a $250 gift certificate to Sendik's to the winner in Franklin or Oak Creek and any resident would be happy.

This is the problem with the so-called "Common Council" decision--Ego, arrogance and middle age.

- Angela, Franklin

The "leadership" in Franklin spent 370 thousand dollars for this name. And folks wonder why taxes are so high? They should have asked the folks of Franklin for a name (free) and also the kids in the Franklin Schools (free).
Bob

- Bob, Franklin, WI

The name designation was reported by JSOnline a few weeks ago. If I recall correctly, the name symbolizes at least one group of European settlers historic use of the region: Dutch immigrants who cultivated apple orchards. If city planners in Oak Creek and Franklin envision a commercial, light industrial and residential mixed-use development in the region, the historic significance will be visually forgotten. I presume that the name 'Boomgaard' is a way to preserve the history of the land use long after development forever changes the region's landscape. Although not a common word or sound in the English language, 'Boomgaard' is a well thought of word that encapsulates the region and it's historic use by some of Milwaukee's early settlers.

In my opinion, an article or video explaining the use of land and how it impacted Milwaukee's development would be more insightful than using the same time to randomly interview citizens on the name choice of the region.

- Sean, Milwaukee, WI

As a person who drives a lot due to my job I find streets with several names very annoying.

- Guy, Cudahy

Having grown up in the "Evolving 27th Street Corridor" while there were still apple orchards along side the motels that became seedy, it's unfortunate for both Oak Creek and Franklin residents that both Common Councils have taken so long to look toward improving the area. While their efforts to work together should be commended, their decision to support a name from a marketing firm that obviously didn't research the full history of the area should continue to be questioned by residents. While the word "boomgaard" has it's place - this isn't it! Come on! You were elected to do a better job than that! You need to get a return on taxpayer's money for that marketing snafu!

- E, Hartland, Wisconsin

It is absurd. What connection does the area have to the Netherlands? Is there any orchard on 27th Street that is going to be the centerpiece of the area? Or has there ever been a famous orchard in the area? The sad thing is that our local government decided to spend a substantial amount of our tax money to have some company dream up this name. Take this against the background of budget deficits, an economic recession and an already burdensome tax environment, and they wonder why we have no faith in our government or our leaders. Council elections can not come soon enough.

- Michael Peck, Franklin, WI

When I heard the name "Boomgaard", my first thought was, Who were the Idiots that came up with this? After reading their explanations and reasons for their decision, I have determined that they are not only idiots, but have no regard for the citizens they represent. Where was our input? Democracy? I think not. This is not a Dutch community.
We have a diverse population. This is
AMERICA.
Just how many of our taxpayer dollars were spent on a name that will haunt us for all time.

- Bob Demski, Oak Creek, Wi

They got the "boom" part right. That's the sound you will hear all day long as the empty dump trucks go flying over the thousands of bumps coming from 7 mile road to the quarry on Rawson.

It sounds like thunder.

I can't wait to see them make it through the turnabouts that are planned.

- Joe Public, Franklin/OakCreek

It simply means orchard and it is a dutch name.

http://dictionary.reference.com/browse/Boomgaard

Does it fit? Not in my opinion. The orchards are gone.

The dutch connection is suspect to the one who is championing the name. The Dutch can be that way sometimes.

Both cities should try again. What's the rush? The building boom is winding down. Sit back and take a deep breath and think this thing trough.

Listen to the people.

- Joe Public, Oak Creek/ Franklin

My husband and I had lengthy discussions with the Zizzo reps since we were longtime residents and apple growers in Oak Creek on 27th St. I can't believe they decided upon Boomgaard(where were those Dutch, anyway?? The area was predominately German!) Even more disturbing is the fact that both councils approved it.

- Nancy Honadel, Oak Creek and Franklin, WI

One more vote for "that's a hideous name."

- Marie, Oak Creek

Am amazed that anyone on our common council would vote for such a ridiculous name.

How about:
Franklin/Oak Creek's Pride....
Two City's Cooperation....
Cooporation District....
Franklin/Oak Creek District....

Not the greatest, I admit. But please do not call it Boomgaard!

- Pat Bauman, Franklin, WI

It’s too bad I did not get an email reply from my Dutch friend from
Amsterdam before the public comment site for the Boomgaard District expired...hopefully I just made it.

Several days ago in an email to my friend I mentioned the crazy Boomgaard controversy and how there was such a public outcry in opposition to this title.

Today I learned that there is a district in Amsterdam that has been dubbed the “Boomgaard District” as well. It is a homosexual red light district. He said the title “Boomgaard” [fruit orchard] was a lampoon of that area.

Now I hope that this title is adopted. It will be entertaining to see how the prophecies of some promoters of the Zizzo group will unravel if this title is adopted. One promoter made a flimsy statement, “ the corridor will promote itself no matter what it is called.”

Yowzer…let the fun begin. If Zizzo’s “fruit orchard” name is adopted the floodgates will open with information about the “Boomgaard District” in Amsterdam and it will hit like a tsunami!!

- Kelly Sazczeipanski, Franklin, WI

This Boomgaard title choice is just plain plagiarism!!

It’s obvious whom they stole it from.... JOHN MADDEN!

I once heard him explain a special gridiron offensive maneuver something like this: “This is where a lineman pulls on a sweep to lead the runner and levels the first defensive player in his path...…he is a “guard”.....ya see....he swings out of position....BAM....ya gatta be quick....and then BOOM...he blasts a route around the end....POW...BOOM....he now becomes the BOOM GUARD....he’s the key man here....he’s an offensive guard that can really BOOM....a hard hit'n GUARD that can really BOOM... BOOM and GUARD....get it.... BOOMGUARD....Fuzzy Thurston was a good BOOMGUARD.....I like Fuzzy...he could really do this good.....owned a nightclub once........

- Art Sipe, Franklin, WI

I think the proposed name Boomgaard District is absolutely ridiculous. No one knows what the word means. It has meaning if you are from Holland. Why not just call it the "orchard district"? There are a great many more appropriate names that could be chosen. I hope that our elected officials will re-think the name of the 27th Street Corridor; one that will not make us the laughing stock of Wisconsin!

- Angela Person, Franklin, WI 53232

OIY VEY!! The Boomgaard is what we get for our gelt?? A stadium full of Schlameils could do better! Those who approved this title are automatically qualified for handicap parking!
Feh! More yutzi you can't get!!

- Sol of Franklin, FRANKLIN

It would have been one thing if this consulting firm would have come up with a fun/creative name that had the underlying meaning (dutch for orchard), but this name does not have that appeal. If the name can't stand on it's own and generate (positive) interest, then there is too much of risk and $$ loss in the continued marketing promotion of such a name. It would eb interesting to go to say Pewaukee where they have no idea about this and walk up to 50 people on the street and say 'when you hear the name Boomgaard, what do you think of'. If you do not get positive responses from random people that is pretty telling. My first reaction to hearing the name 'Boomgaard'? Certainly not an orchard. I envisioned industrial, big business, busy strets, nothing that I am drawn to see or experience.

- Jodi, Franklin

Come on city of Franklin, get your head out of your #$%^ and start thinking about what is truly important in our community.
I like this comment -- Mayor - Three years go by quickly and don't become to comfortable. You did not come into office because you were the brightest star; you were the less of two evils.---

So true, even my 5 year old has better ideas then your paid for Zizzo group.

We have so much we could be doing in Franklin with all this money. How about when my kid asks why he can't BIKE to school and I say because we have no sidewalks and you would get it HIT. SAD SAD day.

Stop spending money on NAMES and start thinking about what we need in this community, otherwise like many we will begin to look elsewhere to raise our families that are more aware of the NEEDS then the WANTS of a mayor!!

- Resident, Lives in this lovely named district

This is a terrible name. Several of the other options were much better though none are totally on target. If you have to explain it's meaning, it cannot be effective.

- Jeff Howard, Hales Corners, WI

I think the name is well-intentioned, since it reflects the area's history. However, the name itself is not inviting or attractive. People will hear or see the name, but the problem is, most won't know that it is dutch or what it means. They'll just know it's Boomgaard, a strange word. So...I hope we can come up with something nicer, how about holding a "name the district" contest in Franklin and Oak Creek, and award some $$ to the winner. People are creative, and I bet could come up with an attractive name.

- Jeanine Olson, Franklin, WI

Keep it in English and call it Orchard Highway. What is up with the Dutch....

- Paulette, Franklin, Wi

And you thought the Iceport was a Boondoggle! HA HA HA HA!

- Sean, Cudahy, WI

The name is terrible, it sounds like were a bunch of hillbillies! Maybe that's why I like to shop in Illinois?

- Christine, Oak Creek

"Boomguard"???

Almost silly. Not classy, dignified, or in good taste.

- Rachel Millin, Franklin, WI

I grew up in Oak Creek, and now I live in Milwaukee. I do not really care for the Boomgaard Disctict as a name for the 27th Street Corridor, because Dutch is not that big of a heritage in Milwaukee, none the less Franklin/Oak Creek. Doesn't make sense to me. Something German would make more sense if they are looking to go that route.

- JTH, Milwaukee, WI

In response to Kay's Comment " a 23 year resident of Franklin".

Preserve what? All Oak Creek wants to do is may the ALMIGHTY BUCK. selling off everything makes that possible. They are taking a most beautiful city and TRASHING IT. NO CHARM LEFT AT ALL TO OAK CREEK. There is the WFMC on 27th and Oakwood. OH Yeah that's FRANKLIN. COME ON OAK CREEK. GET IT TOGETHER. FIRE ZIZZO and and one writer quote. Have a district naming contest. But as many have already said the "Orchard District" fits just fine.

WE DON'T WANT TO BE KNOW TO LIVE IN THE BOONDOCK, DOONBOCKS, DOONEYVILLE, ETC...YOU GET THE DRIFT NOW GET IT RIGHT.......

- Sue, Oak Creek, WI

That name is ridiculous.

I grew up in Oak Creek and that strip of 27th street is/will most likely be referred to as "that part of 27th street where the strip club and the dirty motels are" for at least the next 10 years, and Boomgaard sounds like something on the buffet at On The Border.

Ann Zizzo and her crew can do better than that. Why do they need to name a section of 27th street, anyways?

Someone should hold a contest.

- J. Van, Bay View

Well, at least the name (and hence the district) are getting attention! Maybe the name will make it more successful. The French hated the Eiffel Tower at first, too, wanted to knock it down.

Anyway, I think it's funny. Milwaukee's old Mayor Meier wanted to name Sumemrfest JuliSpas, which means July fest or July fun in German. I think the Common Council or somebody vetoed that back in the day.

- Mary, St. Francis

I don't like the name. However the "Orchard District" sounds distinctive. And... why not have a statue or a Kiosk to the "Boomgaard" Legacy???Why not use the vision of old orchards and rural feel to the entire design of the business district???Let's plan something right for a change.
Cynthia, Frankin WI

- Cynthia Byrne, franklin, WI 53132

The name Boomgaard is a BUST. I urge our leaders to rethink this fast before we are the laughing stock of SE Wisconsin.

Some have suggested that the name will grow on people...much like a fungus I suspect. In that case,Perhaps Apple Scab Avenue would be a more appropriate choice.

- John Chapman, Franklin

I loved the reaction of the Franklin council when they dove for cover with a “let’s get this fixed” after they launched this exercise in jocularity. They apparently felt they could not handle a task of rocket science complexity and hired Zizzo to come up with a name for a district. But who cares about those wasted fees…you simply raise taxes above the norm again next year.

- Unfettered Candor, Franklin, WI

Frutteto means orchard in Italian. Since there are probably more Italians in this area than Dutch, it seems more appropriate…The Frutteto District! The drawback with this, however, might be sending a mixed message.

This exercise in jocularity will be an excellent test case to see how well the politicians respond to the voice of the people…also a good revelation of how our money is wasted by these “brain trusts” in the hiring of the Zizzo team to solve this dilemma of rocket science complexity.

Boomgaard just doesn’t fit…the majority say so. Just as the late great Johnnie Cochran once said, “If it don’t fit, you must acquit!” Call it South 27th Street and faggitabottit!!

I wonder how many Dutchmen are on the Bozo team!

- Kelly Preczieczeski, FRANKLIN, WI

This is a ridiculous name. Apparently our Common Council has no Common Sense. I was trying to tell someone about this yesterday and couldn't even remember the name - all I could remember was "Boom-something".

Why must the Common Council keep wasting our money? Hopefully those new alderman will make a difference - because the other alderman and mayor are in the back pocket of developers and act just like their little puppets. If you guys had put your own thinking caps on, you would have realized the absurdity of this name.

As Alan below said, Franklin and Oak Creek WERE special because of their rural feel and look. Naming a district after an Orchard that used to be there is a start. But lets try to actually preserve some of the real "orchards" and green space and woods and wetlands so that it doesn't all go to senseless and unnecessary development.

- Kay - a 23 year resident of, Franklin, WI

"Old 41"
Think nostalgia, celebrate 27th street in it's heyday, recognize the historic aspect of the corridor.
I've got to imagine this concept was pitched (presented).
It's plain, simple, and already widely used.
"Boomgaard District" seems contrived and over thought.
Old 41.

- What the Duck - resident of 27th & Rawson, Oak Creek, WI

No, that's ridiculous!

- Judy, Franklin WI

What are they, our elected officials, thinking. Why would you not hold a competition for naming ideas? This is a terrible name that obviously shows the great disconnect between our elected officials and the people that put them in office. They are suppose to be representing us, yet they don't even include our thoughts in their actions. it would be great to here who they talked to before coming up with this name!

- Jaime J. Maliszewski, Franklin, WI

Truly? Boomgard....I have dog named Boomer. Is that what they'd call his body guard? Pretty ridiculous comment right? Hence the ridiculous name...exactly.

- Sue, Oak Creek , WI

I think Franklin/Oak Creek leaders hired Zizzo Group because they were afraid of coming up with a STUPID name on their own; one that might create a public uproar... D’oh!

- Fred Keller, Franklin, WI

Since when were the people who homesteaded here over 100 years ago Dutch? They were mainly German immigrants.

Let's find out what the German word for orchard is? Will we really have a wonderful place to visit and shop or just another set of strip malls and car dealerships finding their way south?

- Long time resident of Franklin, Franklin, WI

Wait is this a belated April Fools joke?

- Dominic, Oak Creek, WI

I really would like to know how much of our tax dollars are going to another 'consulting' firm. As noted from Mayor Taylor "3-6 months was spent on obtaining the name Boomgaard for 27th Street". I am outraged when the Franklin common council will not approve a tornado warning system or asks our already stretched city departments to cut 2% from the budget but freely hand money to a consulting firm. When my firm hires a consulting firm, we obtain an itemized list of work performed. But for some reason our Mayor does not think Zizzo needs to provide that type of accountability because it is a "package deal"


Mayor - Three years go by quickly and don't become to comfortable. You did not come into office because you were the brightest star; you were the less of two evils.

- Resident, Franklin

Really stupid

- Tom, Oak Creek

It's terrible! Why not just call it the Orchard District? Boomgaard sounds like a truck accessory

- CW, Oak Creek

We have a new development in Holland we call "Orchard" which is an English word for Boomgaard.

Can we trade?

- Dutch Resident,

The Zizzo group should not be hired for anything. What's wrong with having the people of Oak Creek/Franklin decide?

A contest. My thoughts free of charge.

- Amy, Not from the Boomgaard District, WI

No one will know what the name means. It sounds ridiculous and I have to agree with the previous comment, it sounds like the name of a concentration camp.

- Rebecca, Franklin Wisconsin

Clearly all this discontent should be an immediate sign to the council to TAKE ACTION and find a new name. Listen to the constituents if you know what's good for you.

- Brandon, Franklin

Oh my god. Awful. Don't let this ridiculous name go through. I sure hope you did not pay anyone or any agency to come up with this name. I'm glad I don't live in that district, but my nephew does however. Yikes. Keep it simple. Keep it attractive, not something people will ridicule. Your two councils must be working overtime to approve anything this ridiculous.

- Gregg, Bay View

I think it's a great name for a district! Oh, wait. I though you said Beergarden.
Never mind.

- Scott, Greenfield, WI

A bit hokey, I would say!!
Why Dutch?
Why not another language?
Boomgaard xounds like "boom guard" and could mean ear muffs or earplugs since they would guard against a loud noise.
MT

- Mary Theisen, Franklin, WI

A bit hokey, I would say!!
Why Dutch?
Why not another language?
Boomgaard xounds like "boom guard" and could mean ear muffs or earplugs since they would guard against a loud noise.
MT

- MT, Franklin, WI

Stupid, just stupid.

- resident, oak creek

I think it sounds like the name of a Nazi concentration camp.

- Boomgaardener, Franklin,WI

The people have spoken. Now lets get this fixed...fast.

Oak Creek Mayor and Council

Mayor Richard R. Bolender 768-6548

Aldermen

Elizabeth J. Kopplin 762-8418
Daniel Burkiewicz
Mark Verhalen 764-2201
Michael Toman 762-9009
Dimity Grabowski 570-9164
Tom Michalski 745-1558


Franklin Mayor and Alderman

Mayor Thomas M. Taylor 425-7500

Aldermen

Steve Olson 425-9060
Timothy Solomon 529-2355
Kristen Wilhelm 423-1606
Steve Taylor 759-4086
Lyle Sohns 687-0572
Ken Skowronski 425-5541

- Jenny, Oak Creek, WI

As usual Oak Creek and Franklin failed to show any depth or modern day vision in thier efforts regarding 27th street. Franklin leads the way (or used to) in forward thinking but choosing a name the doesn't reasonate with the general public (only some old folks in the two cities), has little appeal to business leaders and offers very little excitement to new residents or businesses. It is time for new, leadership (at least in OC) to lead/offer fresh ideas. I mean come on...BOOMGAARD...how stupid!

- Steve, Oak Creek

Boomgaard... Is not a Boom, it's a Bust!

Try Again...

- Bill, Franklin,WI

No-Tell Motel District would be more appropriate.

- Bryan Maersch, Franklin, WI

Why didn't they just name it Orchard District. Why bring in foreign words.

- Henry Douglas, Oak Creek Wisconsin

How many people will know (or care)what "Boomgaard" means? I can see many, many variations of Boomgaard, none of which you'll be able to print. Come on--you couldn't come up with a livelier, more exciting, more vital name for the area?

- m-jo, new berlin, wi

The WHAT district?? Boomgaard?? Wow, that is fraught with so much culturally relevant meaning. If you're from Holland.

How long did these people search their limited intellects to come up with THIS cute, obscure reference?

Hello!?! Was their anything particularly objectionable about using the good old English language which has served us well here for several hundred years and calling it "The ORCHARD District"????

- Richard Krizan, Franklin, Wisconsin

It's a ridiculous name for an area that is now sadly just a collection of national chain big-box retail, parking lots, strip malls, fast food, and a huge highway. There's no sign of an orchard or even an area that is humane and walkable. It's a suburban commercial strip that looks like any suburban commercial strip in the USA. It's pure suburban Americana, nothing Dutch about it. They paved the Boomgaard, put up a parking lot.

- resident, Boomgaardland, NL

See why I left that area
Politicians at work while we have higher than ever gas , taxes , groceries we are worried about naming an area after orchards that no longer exist thanks to development. Thats progressive thinking for ya

- Dean, Muskego

Boomgaard, wow that just rolls of the tongue, huh? Are you kidding me? What type of business are they trying to draw to the area named after an "orchard"? Just another poor decision for an area that really needs some rebuilding.

Why don't you allow the first company who develops significant land in the area outside of the trashy motels select the name?

- Ryan, Oak Creek

And how much tax payer money was wasted on coming up with this name?

- John, Franklin, WI

How about Gregkowalskiville?

- Franklin NOW Reader, Franklin, WI

Don't like it, not one bit.
It is clever, but not something that is easy to say or remember. I just don't see your average resident saying "oh, that is in the Boomgaard district".
Oh and by the way, the unbelievable amount of money they are paying an agency to come up with this makes this taxpayer VERY UNHAPPY!

- Michelle Krause, Franklin WI

You mean that they PAID someone to come up with that?? Who is going to know what that means in Dutch?? Why didn't they just call it the "Orchard District" wouldn't that make more sense!

- Another resident near the corridor, Franklin, WI

What a Joke!!! Very POOR decision!

- Mike, Oak Creek

Why not name it the orchard district, which is English for "boomgaard".. this is America is it not?

- greendale resident, greendale, wi

Why Dutch?? Did the Franklin/Oak Creek areas have an abundance of Dutch immigrants or something? I do like the orchard reference though, but was wrong with the simpler "Orchard District?" I think that sounds much nicer.

- Katherine, Oak Creek, WI

The name is strange. It sounds old and harsh. The word is difficult to remember and spell.

- Cynthia, Franklin WI

Lets name it Girls, Girls & Girls representing the area's Artistic Dance economic history!

Jeff & Beth

- Jeff B., Franklin, WI.

Why not just call it the Orchard district then? It is a much more appealing name than Boomgaard. It just doesnt sound very attractive.

- Oak Creek resident, Oak Creek, WI

As a marketing and public relations professional of 38 years standing, I can tell you that a name that must be explained to be understood is not a good choice.

- Steve Gardner, West Allis, WI

Marquette Gold and now this? Time to shut down the "Naming" division over at Zizzo...

- Paul D, Franklin WI

...another reason I am glad that I moved and no longer pay taxes in Franklin. It boggles the mind to think that the Common Council felt there was a need to spend tax money to come up with a name for this area, at a time when municipal budgets are stretched due to the rising costs of commodities like fuel, and the City continues to fight with its employees labor unions over benefits. And I am not a City employee. Franklin needs to get it together and start acting more professionally in what it does, or it will maintain the "bumpkin" image it has been trying to shed for decades.

- Former Franklin Resident, Hales Corners

Absolutely not - it's a TERRIBLE NAME!
What's Boomgaard! It sounds the BOONDOCKS... How about true name,
"Farmer's Orchard" District. After all Oak Creek/Franklin were farm country and apple orchard. Why not represent what it truly is/was. You can't has some nobody just come up with a name.

- Oak Creek Resident, O C Wisconsin

I don;t think this is a name that is going to catch on. Nobody is going to know that Boomgaard is dutch for orchard. Why not just call it Orchard District?

- Mary, Greenfield

What's so Dutch about Oak Creek and Franklin? Did the Dutch establish something in the area? Why not Orchard Village or another name in English?

- Jerry, Greendale, WI

Cheesy sounds better than this. And even cheesy would have been accepted since its Wisconsin. This will take awhile for people to let this stick!

- Jay, Ruston, La

What do I think? In a word... "yikes!"

- Sara, Milwaukee, WI

try english and just go with orchard district

- debra, franklin

It's overthought and lame. If this is the kind of result we get from paying a group of "professionals" from the Zizzo group, I'd say we got ripped off.

As one poster already commented, "boomgaard" is too close to "boondoggle". Not exactly the kind of word assocation you want.

What would have been so wrong with just "The 27th street District"? That name tells you exactly where the development is located rather than "Boomgaard District" which tells you nothing and no one outside of the focus group that came up with the name knows it's Dutch for "Orchard".

- Oak Creek resident., Oak Creek, WI

Very wierd!

- Kathy, Formerly Franklin, Wisconsin

Why not just call it the Orchard District? At least people know what that means, instead of a silly name like "Boomgaard".

- Resident, Franklin, WI

Wonders of Wonders! How will people make the connection if they are new or just driving through the area with such a name? Forget the dutch word, name the 27th Street corridor in English, "orchard speedway." Plant apple trees along both sides of 27th Street to honor the agricultural land use of past generations.

What a poor example by our city officials to the public at large and tax dollar use with this kind of name game. The sweet smell of apple blossoms have consumed their thinking.

Elizabeth Walloch

- Elizabeth Walloch,

This isn't Holland.

What's wrong with Orchard District?

Who are we paying to think this stuff up?

- Franklin Resident 17, Franklin, Wisconsin

I propose the south end of the Boomgaard District (near On the Boarder) be called the Boobgaard District.

- Vince, Franklin

The name is fine....what's more important is that 27th Street gets the boulevard landscaped. For a major city street it looks terrible. Hopefully the 3 cities will work together on this issue.

- mary, milwaukee

will this be pronounced as in dutch: "bome-gard"? or will this be another tacky and mispronounced attempt to appear cosmopolitan? (anybody been to centanni's lately?)

- eduard fatleg, milwaukee

Absolutely no class to the name!

- Resident, Oak Creek, WI

Boomgaard??? Sounds like Boomhouser from the TV show "King of the Hill". Will there be guys drinking a couple brewskis in the alley?

- OC Resident, OC, WI

Live in the present not the past.

- MaryAnn, West Allis, WI

I HATE IT. I seriously cannot believe we paid for that name either. I sincerely hope the Franklin Common Council goes back and comes up with a more respectable name. For all those who keep wanting to make Franklin more classy and upscale, Boomgaard is NOT the way to go. Very disappointing.

- Brandon, Franklin

lame

- Dave, Greenfield

YOU'RE NO MILWAUKEE NEIGBORNHOOD, THAT'S FOR SURE

- DON, MILWAUKEE

Figures the city would name something after the item or idea has long since been gone.. Kinda like Milwaukee beauracrats in general--wasteful and behind the times. Wonderful name, Ziz. Can we now put you in the same useless aldermanic category as Zielinski? Color me unimpressed.

- Joel, Bay View

ARE YOU GAARDING IT OR IS IT BOOMING?DID NOT KNOW FRANKLIN OR OAK CREEK WERE DUTCH

- Don, MILWAUKEE

Maybe if we had a large Dutch population.

Whomever decided on this should not be allowed to make any further decisions regarding the Cities of Oak Creek or Franklin!

Thanks for making us the laughing stock ow Wisconsin!

- Tony, Oak Creek

why can't you do business with the City of Milwaukee? The mayor seems to think that Franklin is the best in the County. All it will bring is more crime to the area as the City developes,like the other suburbs. Good luck and Milwaukeans appreciate you taking the crime from its own City. Can you say Boondocks?

- DON, milwaukee, wi

Can we go back and rename it using a translation of a word from a different language? How about the Dummkopf District. That's German for stupid! I can only speculate on a new name for "On the Border" in the new Boomgard District. Ugh!

- Jenny, Oak Creek, WI

Make sure to read Mayor Taylor's comments in regards to Boomgaard on my blog:

http://blogs.franklinnow.com/todays_concerns/archive/2008/04/24/176627.aspx

- Greg Kowalski, Franklin, WI

As a former Franklinite, I can remember picking cherries from the orchard on 27th and Ryan, nights at the 41 Twin Drive-in. These are a few of the things that made Franklin and Oak Creek special, the rural feel and look need to be preserved.

Naming the area the orchard district is a start, creating zoning laws that require the area to retain some of that charm would go a long way to maintaining the feel.

My new home, Redlands, was once the Naval Orange capital of the world. Progress has destroyed most of the orchards. City ordinances now require the planting of citrus trees as buffers between major streets and developments. It has made a huge difference.

Naming an area is one thing, doing something to maintain that rural feel in an urban area is another.

- Alan Stroik, Redlands, CA

Kinda dumb
Oh well

- Jim M., Oak Creek, WI

REALLY don't like the name - it's a bit silly and clumsy, and most people won't associate the historical reference with a word taken from another language. So I'm not sure of the logic behind it. As a resident near the "27th St. Corridor" I think it makes much more sense to just say it plainly - "Orchard" District.

- Terry, Franklin, WI

The Name Stinks, Why Not Just Name It
"The Orchard Distruct?"

- Frankin Resident, Franklin, Wisconsin

As a former Franklin resident for 38 years, I think it is a horrible name!!

Who will know what it means? People will think you have a few screws lose picking that for a name of a very prominent part of the city.

Why didn't you just name it The Orchard District, which everyone would understand?

I think it would be a wise idea to re-think this very carefully!

- Penny Osiecki, Nekoosa, WI

I think it's a ridiculous name. I can't believe this is the best they could come up with. We should ask for a refund from Zizzo plus additional money for wasting our time.

I wonder which council member has a connection to the Zizzo Group.

- Resident Near 27th & Puetz, Franklin, WI

It must have been spring fever. You know, the thought of sweet apple blossoms in the air?

I think it "stinkt." (That's Dutch for stinks, as in Boomgaard).

- Janet Evans, Franklin, WI

I can't believe we paid Zizzo to come up with this garbage. I'm sure if the common council put it to the residents, we could have come up with something a lot better---FOR FREE!!

- Resident near the corridor, Franklin, WI

Hmmm. Interesting. My first reaction was: Does that say boondoggle?

What do I think of the name Boomgaard District? Put me down in the column that says, "Not much."

- Franklin Resident, Franklin, WI