The recent editorial that the proposed City of Brookhaven would build a brand for Brookhaven was almost amusing.
It appears that Mike Jacobs and his YES neighbors seem to have stronger feelings about the name than the city itself.
Brookhaven has existed for over 110 years and already is a powerful and well known brand. You can ask almost any person in the greater northern Atlanta area and they know exactly where Brookhaven is located. And it is not Murphy-Candler or Buford Highway, nor should it be. Most people in Atlanta will never go to these two diverse areas to shop or eat, even if they get named Brookhaven.
The editorial also mentions housing values. Those in Murphy-Candler might go up considerably but those along the Buford Highway will never go up and those in the actual or real Brookhaven area will probably go down.
Speaking of numbers - without a Perimeter Mall and Perimeter Center as a huge tax base, the tax projections in the UGA study for the proposed city of Brookhaven are very suspect. The proposed city of Brookhaven does not have anywhere near the commercial tax base that Dunwoody has.
Furthermore, does anyone really think, for example, that the cost of fire protection or other services contracted from DeKalb County to the new city will not increase?
The existing Brookhaven brand is alive and well but I fear that it will be diminished by the proposed new city which has no commonality from end to end. Coca-Cola would never walk down that type of road.