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Oxnard Wants a Name Change. How About Oxnard Shores?

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When you hear Oxnard, what do you think of? Maybe strawberry farms, maybe Channel Island Harbor or maybe a sleepy beachside town. But officials of the 112-year-old city are not too happy with the name anymore because it doesn't conjure up images that attract tourists.

So now a branding firm has proposed the name Oxnard Shores, already a name given to a neighborhood within the city. "It's meant to add a physical picture," a representative told the LA Times. "If there were a town called Pismo or Seal, would it mean anything to you?"

The city is named after brothers Henry T. and James Oxnard, who built a sugar-beet processing plant that is no longer around.