In a recent meeting of the Vigo County Area Planning Commission, local business owners voiced strong opposition to a proposed road name change aimed at enhancing the visibility of the community's riverfront. The discussion, held on October 1, 2025, centered around the renaming of a section of First Street to Riverside Road, a move intended to promote the river as a community asset and attract visitors.

As the meeting unfolded, business owners like Steve Clark and Jim Cunningham expressed their concerns about the financial burden that a name change would impose. Clark, who has operated his business on North First Street since 2007, highlighted the costs associated with rebranding, including new signage, business cards, and marketing materials. He argued that the name change would not add value to the area and suggested that alternative solutions, such as adding honorary names or signage, could achieve the same goal without the financial strain.

Cunningham echoed these sentiments, emphasizing the logistical challenges of changing addresses, particularly for small businesses that rely on consistent branding. He pointed out that the proposed name change could lead to confusion for customers and potential revenue loss, as search engines might not easily associate the new name with established businesses.

Despite the pushback from local entrepreneurs, representatives from the planning commission defended the proposal as part of a broader vision to develop the riverfront area. They argued that renaming the road would create a gateway to the river, enhancing property values and fostering community engagement. The commission acknowledged the concerns raised and promised to assist businesses with the transition, including a potential grant program to help offset costs.

As the meeting concluded, it was clear that while the vision for a revitalized riverfront is ambitious, the path forward remains contentious. Business owners are left grappling with the implications of the proposed changes, questioning whether the benefits of a new name will outweigh the challenges they face in adapting to it. The outcome of this discussion will likely shape the future of the community's relationship with its riverfront and its local businesses.