This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
This is an archival story that predates current editorial management.
This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.
Burbank's Airport Gets A Terrible New Name
The pretty-freakin'-convenient Bob Hope Airport in Burbank (Photo by Karol Franks via the LAist Featured Photos pool on Flickr)
Burbank's Bob Hope Airport has a new name, and the people in charge have somehow decided to go with one of the four terrible suggestions that were proposed over a month ago.On Tuesday, the Burbank-Glendale-Pasadena Airport Authority announced they had chosen the name "Hollywood Burbank Airport." Technically, the airport will officially remain Bob Hope Airport, but KTLA reports that the terrible new name will be used as a "marketing brand identity."
The airport has gone through at least six name changes since it opened in 1930. In fact, the airport was previously named Hollywood-Burbank Airport from 1967 to 1978.
"We believe the Hollywood Burbank branding identity will let passengers know that they have more than one airport choice when they fly into the Los Angeles Basin," Burbank-Glendale-Pasadena Airport Authority President Frank Quintero said in a statement to CBS Los Angeles. "The city of Burbank is known as the media capital of the world [sic] and we want to promote its proximity to popular centers of entertainment."
Passenger numbers at Burbank's airport have been dropping in the last few years, and airport officials hope the rebranding will help the "airport's recognition with people east of the Rocky Mountains."
In embarking on the rebranding campaign, officials enlisted the help of the South Pasadena-based marketing group Anyone Collective, who coined "Hollywood Burbank Airport," along with the unused suggestions of "Burbank Hollywood Airport," "Burbank Los Angeles Airport" and "Los Angeles Burbank Airport." That's right, a marketing agency was paid to come up with those names.
According to KTLA, the new moniker will also come with a new logo. Can't wait to see what they come up with.
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
