Choice Hotels International is proposing to move their world headquarters to downtown Rockville but it includes a request to rename “Middle Lane” to “Choice Hotels Lane.” Really, this is no April Fool’s Joke–in a letter to the City of Rockville on March 11, Dan Slear of Choice Hotels International stated, ”To clarify, Choice requests to change East Middle Lane in its entirety to Choice Hotels Lane.” It’ll be considered at the April 13, 2011 Planning Commission Meeting–but if it happens, the joke will be on us. Although the name change was proffered as an incentive by the City of Rockville (really? really??), the staff report to the Planning Commission mentioned several concerns:

1) it raised eyebrows at the Emergency Communications Center and the Montgomery-National Capitol Park and Planning Commission, who not only were concerned about confusion by emergency responders (are we going to the hotel or the street?) but thought it odd that we’d rename a street after a company.

2) it changes the name of this street three times within a three block stretch–West Middle Lane, Choice Hotels Lane, and Park Road–in downtown. Boy, that’ll help people find their way around downtown.

3) downtown businesses, such as Gordon Biersch and HSBC Bank, who would be effected by the name change haven’t had sufficient time to respond, but I’m guessing they don’t want to change their neutral address to one that advertises another business.

4) it changes the name of an historic street, indeed, the name of a street that’s been part of downtown Rockville since 1803, when the first map of Rockville was drawn. Let’s see, which has the better track record? Middle Lane has been around for more than 200 years while Choice Hotels has been around since 1981. SOURCE: Max for Rockville