By Any Other Name

Property owners devastated by Hurricane Katrina and frustrated by convoluted New Orleans politics, take note: A new name might help.

The Naming Rights Association has offered to work free for Katrina victims to lease their property's naming rights. Owners get a cash infusion, while companies that lease the rights earn good will, says Walter McGiveny, the association's executive director, who adds, "This gives anybody in New Orleans the chance to capitalize on their building."

McGiveny says he's willing to consider public parks, even residential buildings (though renters are off-limits). McGiveny hopes to raise "a couple hundred million dollars" for New Orleans, giving more people the financial ability to stay and rebuild the city.

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