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The fast-growing Lloyd District is changing its name as an exercise in rebranding.

Welcome to Lloyd.

鈥淒ropping 鈥榙istrict’ makes sense,鈥� stated Hank Ashforth, chairman of the Lloyd Enhanced Services District, in a news release. 鈥溾�楲loyd’ is fresh and modern, and better represents the diverse and lively businesses of the neighborhood. The word 鈥榙istrict’ is more of a throwback to a drab, emptying-out-at-5-p.m. employment area. We are so much more today.鈥�

The Northeast Portland district was named for Ralph B. Lloyd, who was born in 1875 and died in 1953. A California oilman, Lloyd bought up properties in Northeast Portland when most of the city’s business was concentrated on the west side.

Today, the Lloyd District is bustling with new construction. Among major projects are the 600-room Hyatt Regency Hotel at the Oregon Convention Center, the ongoing renovation of the Lloyd Center and construction of the 12-story Grand Avenue Apartments.

鈥淲e feel that the name change to 鈥楲loyd’ reflects the changes happening in our neighborhood and allows us to grow as a dynamic community together,鈥� Ashforth stated.

Visitors to the neighborhood will see street banners and store window decals with the new logo and name.