One odd little tidbit I’ve encountered through all the talk around Sparks Street is the move by the Sparks Street BIA to re-name Sparks Street as “Uptown”. It is nothing new for developers or business interests to attempt to re-brand a neighbourhood (recently, developers have attempted to re-name parts of Centretown “South Central”, and it is my understanding that the Golden Triangle was named by developers), but this seems particularly dumb.

Sparks Street is right in the heart of downtown. There’s really nothing more downtown than wedging yourself between Queen and Wellington. It’s… odd… to go for the exact opposite prefix. You might call it Orwellian, if it actually really mattered.