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Wednesday, January 17, 2007

Natick Mall drops bid to be known simply as 'Natick'


An artist's rendering of how the mall expansion will look


With upscale stores, towering luxury condos, and swanky restaurants all planned for an expanded Natick Mall, the owners decided they needed one more thing: a new name.

They decided to streamline their existing name, chopping off "Mall" and referring to the shopping center as simply "Natick."

That didn't go over so well with local officials and residents in the town of Natick where the mall is located, who felt the mall was stealing their community's name.

"The new mall is many things," said Joshua Ostroff, a member of the Natick Board of Selectmen. "It is residents, it's shopping, it's a transportation hub. But it's not the town of Natick."

With town officials gathering signatures on a petition and preparing to fight the mall's trademark application for a new logo (which showed a stylized "N" over the single word "Natick"), mall officials today changed their tune.

"We really regret that our intent was badly misunderstood by people inside the town of Natick," Stephanie Gambino, senior marketing manager for Natick Mall, said. "We are no longer going to refer to ourselves as 'Natick.' We're trying to be good neighbors."

"Our desire was to honor a town we were proud to call home," she said. " We love this place."

In a related story, apparently there was no truth to the rumors that the owners of the Silver City Galleria were planning to change the name of their mall to "Taunton" ...

-- John C. Drake

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