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Neighborhood Names

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A couple of businessowners on Beverly between Fairfax and La Cienega are sick of the 90048 area being referred to as "West Hollywood" or some other inaccuracy; they're petitioning the city to have it formally named Beverly Village. The new name is inspired by New York's Greenwich for some reason, which seems like a missed opportunity considering this is the area directly between the Grove and the Beverly Center. How about Grove Center? Intermall? Beverly Grove! Oh, right, it's actually already called that. [Los Angeles, image via]