Businesses lose thousands after military base name change

In North Carolina, businesses near the military installation Fort Bragg are grappling with the financial impact of the base's recent name change to Fort Liberty. This decision, made under the Trump administration, has led to significant costs for local entrepreneurs, like Ralph Rodriguez, who chose to name his shop Fort Liberty Pawn & Gun while believing it was a wise branding decision at the time. The administrative renaming has created confusion and concern among business owners about customer loyalty and recognition. With an estimated $30,000 in expenses on the horizon, Rodriguez and others face the prospect of rebranding amid a community that remains divided on the issue. The debate surrounding the name change reflects broader sentiments about military history and local identity. Businesses such as Rodriguez’s shop are caught in the crossfire, with customers potentially alienated by shifts in branding that seem to ebb and flow with political policy. While some, like Rodriguez, acknowledge the challenges of aligning their businesses with the fluctuating names, others, like real estate broker Sabrina Soares, see an opportunity to maintain their established branding instead of incurring costs for a new sign. The situation illustrates a duality within the community, where some residents adapt to change while others resist. The North Carolina state government also has incurred substantial expenses. In 2023, a reported $163,000 was expended to change highway signs from Fort Bragg to Fort Liberty. This situation highlights the unprecedented nature of the name change and the state’s response to it, categorizing the renaming initiative as part of a larger trend pertaining to military installations in the U.S. While the name Fort Bragg haunts many local establishments, numerous residents, including retired military personnel, tend to continue referring to it by its former title, indicating a reluctance to embrace the new nomenclature fully. As the businesses undergo this tumultuous transition, many owners, including Rodriguez, express hope for a resolution. Rodriguez interprets this constant change as a barrier to his business goals and desires to focus solely on operating successfully. Yet, local entrepreneurs fear this rebranding challenge could permanently alter their relationship with the surrounding communities and the military population they serve. The enduring identity around Fort Bragg complicates the notion of loss versus adaptation in terms of identity preservation and economic sustainability, forcing business owners to confront the realities of an ever-evolving environment.