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Amazon’s ‘National Landing’ leads to confusion and jokes

November 16, 2018
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FILE- In this Tuesday, Nov. 13, 2018, file photo, people walk in Crystal City, Va. Washington, D.C.’s subway system, which serves the Crystal City, Va., neighborhood that Amazon chose for one of its headquarters locations, is at capacity on many of its lines and has serious maintenance problems, said Tom Rubin, a transportation consultant based in Oakland, Calif. (AP Photo/Susan Walsh, File)

ARLINGTON, Va. (AP) — Place names in Arlington County have never been a simple matter. A major fight broke out when National Airport was named for Ronald Reagan in 1998. A fight continues over whether to name a park next to the airport for Nancy Reagan. And in the 1920s, the Postal Service refused to establish a post office in Arlington because the street names were so confusing and haphazard.

So it is fitting that as Arlington officials celebrated Amazon’s decision to locate a new headquarters in the area, there was a bit of confusion over the place name.

Amazon announced Tuesday that it was coming to National Landing, a place people had not heard of because it doesn’t exist. Economic development officials who were wooing the online retailing giant came up with the name as a way to describe the multiple neighborhoods that were being offered as a site.

Those neighborhoods — Crystal City and Pentagon City in Arlington County, and Potomac Yard in the city of Alexandria — span multiple jurisdictions, so the name allowed Alexandria and Arlington to work cooperatively without marketing one locality over another.

Unfortunately, because the yearlong process of wooing Amazon had been so secretive, the moniker that had become so commonplace in the economic-development discussions had zero recognition among the general public. So Amazon’s use of the name in its big announcement left people scratching their heads.

Some people confused it with National Harbor, a new development in Maryland that has attracted one of the biggest casinos on the East Coast. Comedian Remy Munasifi, who made his name poking fun at Arlington in a YouTube rap that has been viewed more than 2 million times, suggested that Arlington National Cemetery would soon be renamed “Kindle Shores.”

Rep. Don Beyer, whose congressional district encompasses the neighborhoods, got in on the act when he suggested that the location of a new $1 billion graduate campus be dubbed “Hokie Landing.” The campus was a key incentive offered to Amazon by Virginia, which promised to double the number of students who graduate each year with bachelor’s and master’s degrees in computer science and related fields.

No official steps were ever taken to rename the region, and local officials have made clear they have no intention of trying to rename Crystal City or any other neighborhood.

In a tweet posted by Arlington Economic Development on Thursday, Arlington County Manager Mark Schwartz explained that National Landing was simply “a way to avoid saying, ‘Parts of Arlington, parts of Alexandria.’ ”

Christina Winn, director of business investment for Arlington Economic Development, said officials never imagined “there would be so much conversation” about the concept. Winn said there’s no intention to supplant or override the name of Crystal City, which draws its name from a big chandelier in one of the first apartment buildings to go up in the area in the 1960s.

Still, she said, if Arlington and Alexandria team up on another economic-development pitch in the future, she said that the moniker might be revived.

“It worked once,” she said.

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