Personally I never thought of "Downtown Crossing" as so much a brand-name as a descriptive label, but what do I know?  The experts are saying if you want to transform Downtown Crossing into a world-class luxury shopping district you have to call it something else. 

My inside man slipped me a few of the suggestions the Urban Marketing Collaborative the city's hired to retool the area's image was tossing around at a recent meeting, and they may surprise you.

Conservatives at City Hall are in favor of sticking with the crossing theme, and have suggested:

Menino Crossing,

Bank North Crossing,

or just The Crossing (for that in-the-know feel).

Uptown Crossing is also on the table, since Boston doesn't presently have an uptown, but would like one.

Never mind how downright seedy "downtown" sounds.  Some of the overpaid consultants were concerned that the whole idea of crossing made the area seem like a place you wouldn't want to just stand around in. 

As one source said: "you cross bridges to get from one side of a river to the other.  Why did the chicken cross the road?  To get to the other side.  Did he stop?  No!  You cross the tracks, at considerable risk, I might add.  Maybe you'll end up on the wrong side of them.  Crossing sounds dangerous, forbidding."

Another overpaid consultant added:  "All these negative associations:  I mean, you crucify someone on a cross.  When you're angry people ask you, 'are you cross at me?'  You want to warn someone not to mess with you, you say, 'hey, don't cross me!'"

A third overpaid consultant then went in for the kill: "Now, 'luxury' has no negative associations.  How does 'The Thomas M. Menino Memorial Luxury Living and Shopping Promenade' grab you?  On a big glittery gold-leaf sign stretching over Washington Street all lit up with twinkly Christmas lights all year round?"

"We like Hynes Passage, too, though" piped in Number One, "after developer John Hynes, who's planning a $600 million need-we-say-luxury tower for the old Filene's site.  Just a thought."

Whatever they end up calling it, I'm sure it will be a fabulous new addition to the vibrant, eclectic shopping scene in Boston!  I can't wait for the relaunch!