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Brand Bandits

Scottsdale knows what Arcadia is going through. For years things Phoenix have absconded the tonier brand on the other side of its signature street to obfuscate geography.

As the Arcadia area has exploded in popularity so too have developers attempted to elongate what it means to be in Arcadia, in order to boost sales.

Before going further it’s common knowledge that “Arcadia” is the area between 68th Street and 44th Street and Indian School to Camelback Mountain.

But that doesn’t stop some like Scottsdale-based The Empire Group from misappropriating the moniker for marketing purposes. Take a recent advertisement in the Independent Newspapers touting its new “The Villas at Baker Park.” Pay big money for their product on an old nursery site and you too can live “at the epicenter of Arcadia’s vibrant restaurant, retail shops and cultural venues.”

Huh? It would be more accurate to say you could live south of an old Taco Bell at Osborn and 40th Street. Not exactly Arcadia Main and Main. Or an “epicenter.”

Jeopardy is one of the greatest television shows of all time. Geography is a frequent topic. But if it’s ever the one for Final Jeopardy, and you find yourself next to the Empire Group’s Richard Felker, Geoffrey Jacobs or another one of its employees, don’t worry.

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