Names are pretty important things.
I know they say that a rose by any other name would still smell as sweet, but would we still be shelling out $100 for a bouquet on Valentine's Day if they were called Crapweeds?
Not likely.
In the African Yoruba culture, children only receive their names eight days after they are born, in a traditional naming ceremony that honours the power and meaning of a moniker.
Names are so profound to the Yoruba that they believe the names children bear can influence their entire life - from status and possessions to success and morality.
You'll probably find very few Yoruba children named Liar McLazybones.
In the world of magic, witchcraft and spellcasting, knowing someone or something's true name supposedly gives you ultimate power over it or them.
But heck, if you really want to find out how important a name is (and sleep on the couch tonight), try calling your significant other by someone else's name in a moment of passion.
You'll not only feel the power of names, but probably also a good left hook.
So, it was with interest that I read that the Squamish Sustainability Corporation (SSC) was recently being urged to consider both corporate sponsorship and a new name for the Adventure Centre.
I like the idea of fishing around for some bucks to put back into the centre, and possibly getting a cool new name for the place - although we do have to be careful.
I mean, something like "The Telus Squamish Visitors' Centre" isn't exactly Shakespeare, but at least it's somewhat acceptable.
There is, however, that nagging fear that we could end up saddled with "The McDonald's Big Mac Centre," or "The Victoria's Secret Bra Dome."
I know Squamish lawmakers probably wouldn't let those particular names go forward with any degree of seriousness, but still, you never know what can happen when enough cash is dangled in the right direction.
Despite criticisms about cost overruns and some initial jokes about the "Saddle Dome" architecture, that building has indeed become an integral part of Squamish's tourism industry. Whenever I have people come to visit, I always take them by the Adventure Centre for a quick tour, some souvenirs and a gander at some of the current activities available in the area.
My visitors have always loved the place, and come away with the impression that Squamish is indeed a world-class recreation destination.
If Squamish were to consider any corporate sponsor and accompanying name change for this much-needed facility, then I hope both lawmakers and the community at large demand something apropos.
The Adventure Centre's new moniker would have to be something that both easily identifies it as the one-stop shop for tourist needs and as the hub of recreation and tour activities for the area.
Like most new businesses, the Adventure Centre has just needed a little time to get on its feet, find its groove and start making money, so I would hate to see all that go to waste for some fast bucks because Nike wants to call it the "Just Do It Centre."
But that's because names are pretty important things, and it's Squamish's that will bear the praise or scorn for what we do with that resource in the end.
