"It's a $50 word, that's for sure," said Dan Downing, executive vice president at HCD. "But it's something that you see it, you don't forget it."Kind of like a car crash, I suppose. Fifty bucks, eh? One wonders what the going rate is for "Orchestrexcellent" or "Philharmarvelous."
Now, I really shouldn't make fun of efforts by smaller, regional orchestras to expand their name recognition or media presence—they're feeling the economic squeeze far more than their big-city counterparts. I'm going to make fun of this, though, because that might just be the stupidest name I've ever heard.
HCD's relationship with the English language does seem to be more that of a distant cousin than a beloved sibling. From their website:
If marketing is not relevant, it has no purpose. If it is not original, it will attract no attention. If it is not impactful, it will make no lasting impression.If it is not a double negative, it will be no harder to read. And there's a circle of hell reserved for non-facetious users of words like "impactful."
The orchestra announced the change on April 1st. I hope they take the implied out, and say the whole thing was a joke.