White Flint could get new name for marketing purposes -- Gazette.Net


A public meeting to discuss the possibility of rebranding the White Flint-North Bethesda-Rockville-Kensington area along Rockville Pike is scheduled for Sept. 11.

A presentation and forum to discuss the process will be held from 6 to 9 p.m. at Streetsense, 3 Bethesda Metro, No. 140, Bethesda. Holly Sears Sullivan, president of the Montgomery Business Development Corp., and Streetsense, a branding firm, are scheduled to lead the discussion.

The Friends of White Flint organization posted details about the event at its website, whiteflint.org. To attend the meeting, RSVP by Sept. 4 to hsullivan@montgomerybusiness.org.

Evan Goldman, vice president for development at Federal Realty Investment Trust in Rockville, said in July that the White Flint Partnership was planning a public meeting to discuss branding in and around the White Flint Sector Plan area. The partnership is a group of six development companies, including Federal Realty, that own land in the White Flint area.

The partnership members and others have been talking about whether the area — called sometimes White Flint, sometimes North Bethesda and occasionally Kensington — should rebrand itself to promote a more cohesive and defined identity. The move likely would not involve changing the name of the area on postal addresses, but would make it easier to market the area, some have said.