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US:Texas Town Adopts Corporate Name

by Matt SlagleAssociated Press
November 17th, 2005

Back in the 1950s, Hot Springs, N.M., was renamed Truth or Consequences, N.M., after a popular quiz show. During the dot-com boom of 2000, Halfway, Ore., agreed to become Half.com for a year.

This week, Clark, Texas, morphed into DISH in exchange for a decade of free satellite television from the DISH Network for the town's 55 homes. Residents in Santa, Idaho, meanwhile, are weighing the pros and cons of changing to Secretsanta.com, Idaho.

Across the nation, small communities are being courted by large corporations who say renaming a town provides a marketing buzz that can't be bought in television ads. Though some worry about corporate America's increasing influence in local government, many towns seem eager to accept.

In a deal unanimously approved Tuesday by the two-member town council, Clark agreed to become DISH permanently, effective immediately. It's part of an advertising campaign for Englewood, Colo.-based EchoStar Communications Corp., which operates the DISH Network satellite TV system.

The company pegged the deal at about $4,500 per home in the rural patch of ranch land, which is about a half hour's drive north of Dallas-Fort Worth.

Beyond the lure of free TV service for the 125 residents, the renaming is a way for the town to attract businesses and residents, said Mayor Bill Merritt, who courted EchoStar to pick the town.

"We really look at this as kind of a rebirth for our community," Merritt said. "We want everybody to come here."

The town was founded in June 2000 by L.E. Clark, who sharply criticized the renaming.

"I don't especially like it," said Clark, who lost to Merritt in May's mayoral election. "I worked my butt off a little over a year getting it incorporated."

It was 1950 when Hot Springs, N.M., voted 1,294-295 to change its name to Truth or Consequences. Host Ralph Edwards, who died Wednesday at age 92, had promised to broadcast the popular radio show from the town that agreed to the change.

In 2000, Halfway, Ore., become Half.com for a year in an agreement that put $100,000 in the town coffer and a new computer lab in the school.



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