Officials at Los Angeles-area Bob Hope Airport (BUR) voted this week to rebrand the LAX alternative as Hollywood Burbank Airport, a name it held during the 1960s and ’70s. The rebranding is an effort to increase its geographic recognition among travelers from outside of the region. Located closer to Hollywood than Los Angeles International Airport, Burbank is the only airport in the area with a direct rail link to downtown Los Angeles.
The gateway was known as Burbank-Glendale-Pasadena Airport until 2003, when its name was changed to honor the legendary actor/comedian and area resident who died that year at the age of 100. It has experienced somewhat of an identity crisis in the years since, according to airport management. It first opened in 1930 as United Airport, and has had several names in its long existence, including Lockheed Air Terminal. While it will still legally maintain the Bob Hope name, rebranding at the airport will take place starting this week.
Comments
Publicist NYC
May 7, 2016 - 7:50am
Branding gone wrong....In one of the most disrespectful and egregious of decisions, Bob Hope Airport officials voted earlier this week to change the airfield’s official name from Bob Hope Airport to the Hollywood Burbank Airport. During his lifetime, Bob Hope was good to our Veterans, the USO, the less fortunate, the Easter Seals, educational scholarships, the Rose Bowl among others causes and events that he supported, and he resided in the very area where the Bob Hope Airport is located. Bob Hope was always the first to say "yes" and lend his support when the cities of Burbank, Hollywood and Los Angeles needed him.
Just like no one would ever consider changing the name of J.F.K. Airport in New York, people in L.A. should offer the same respect to the memory of the iconic Bob Hope. Additionally, rebranding should be done only if the brand is confusing and difficult to remember for the public. Using "Bob Hope Airport" which has been in existence for over 13 years, is simple for people to remember and should remain for that reason alone.
GPS devices can all put in the name Bob Hope Airport to find the location! The airport is BUR.
No need to remove the BOB HOPE name while adding the location names.