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Mosher Weighs in on Schenectady’s Nickname Campaign in Albany Times Union Article

December 6, 2022

Times Union

Anne E. Mosher

Anne E. Mosher

Neil Golub, former Price Chopper CEO and long-time philanthropist, is a driving force behind decades of redevelopment efforts in Schenectady. He's pitching a "New Schenectady" slogan to help bolster pride and civic engagement for a community that's been transformed by dozens of construction projects.

Golub wants people to ease the phrase "New Schenectady" into everyday conversation, and hopes the phrase's usage will change the outlooks of those who continue to view the city in a negative light.

Anne Mosher, associate professor of geography and the environment, says it’s not uncommon for localities to cast about for a new identity.

"American communities have been reinventing themselves since the 19th century and this is generally how they attracted business and tourists," she says. 

Yet Golub’s campaign is unique, Mosher says, because typically city halls or legislative bodies spearhead nickname campaigns after sweeping victories as a way to symbolize a new start.

Read more in the Albany Times Union article, "What’s in a nickname? How about ‘New Schenectady?'."

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