A surprise twist has come to an ongoing saga over the Oakland airport name changes when San Francisco has been granted a temporary reprieve over Oakland in a heated dispute that is just beginning across the Bay Area. The issue is as far-reaching as a proposal to rename Oakland International Airport from OAK to putting “San Francisco” in its name to make it more attractive and competitive for tourist travelers who are not familiar with California’s geography. The discourse surrounding this debate, though centered on identity, spun into issues of tourism and understanding the interdependence of the two neighboring cities.
The proposition was put forth by tourism boosters, who argued that the new name would draw in greater numbers of international and out-of-state visitors. The boosters argued that “San Francisco” is a worldwide brand name, while “Oakland” may be far less well-known outside of the Golden State. By linking up with San Francisco, supporters argue that the Oakland airport can gain added prominence on the booking platforms and thus possibly generate more revenue in the sense that tourists are more likely to choose flights to a familiar place.
Proponents of the name change argue that relative scenarios such as the Fort Lauderdale–Hollywood International Airport in Florida connect various entities through their name. The increased number of passengers and revenue could be spread from the airport to hotels, restaurants, and other businesses within Oakland and other close destinations.
San Francisco officials and citizens have been vociferously opposed to the renaming, terming it as an invasion of the city’s brand and identity. The critics argue that this will only muddle up the public mind among travelers as Oakland’s airport will now share its image with San Francisco, the uniqueness of both cities thus being messed up. One of the busiest airports in the country, SFO is already an established brand in the aviation world; many feel that Oakland’s proposal would dilute SFO’s reputation.
When Oakland decided to change the name of the team, San Francisco responded with a filing of a motion that has come to fruition against efforts for the name change. A temporary blockade will give the city sufficient time for more revisions and debate regarding the new name for the team. The winner of the battle has temporarily gained power for San Francisco. City officials affirmed that they are interested in upholding a uniqueness in San Francisco’s identity and claim that each city deserves its uniqueness on Earth.
The Bay Area community had mixed views on the issue. Some Oakland residents feel this is a snub because giving away the identity of Oakland would fetch Oakland over to San Francisco’s global appeal. The people say Oakland is a city strong with cultural history; thus, giving over the name to the airport may downplay its character. In fact, many residents are in favor of the proposal. They see it as an opportunity through which the economy will grow in Oakland and perhaps surrounding areas.
In so far as concern goes for travelers, the proposed name change is problematic based on several considerations. One of these is whether labeling Oakland’s airport a San Francisco gateway misleads travelers who may not know the area, misconstruing distances and travel times between the Oakland-San Francisco Bay Area airport and San Francisco’s downtown.
The short-term block on the name change does not mean the battle is won. Expect the citizens of the two cities to continue their arguments; the final vote may be cast by regional authorities or further enforced with judicial decisions. The decision will determine a precedent for such cases in other places where cities situated closely next to each other contest the right to tourism branding.
The controversy over the name of the San Francisco-Oakland airport reveals an important part of regional identity, within which complexes of tourism branding operate. San Francisco has won this round but the saga continues because both cities struggle to represent themselves to the world without overpowering each other. Each controversy in this debate gives insight into how cities weigh economic interests against cultural pride and recognition.
