New Tower Name Sears Chicago's Heart

Take a Midwestern metropolis that's already a little touchy about being a distant third in the minds of most Americans. Then rename its most recognizable landmark. How do you think a move like that would go over?

If the city is Chicago and the landmark is the Sears Tower, the answer is "not so well."

Later this year, London-based insurance broker Willis Group Holdings (WSH) will move 500 employees into the famed high-rise; naming rights are part of the lease agreement. The company plans to rename it -- are you ready for this? -- the Willis Tower.

Okay, let's get this out of the way: Whatchoo talkin' 'bout, Willis Group Holdings?

Construction on Chicago's pride and joy began in 1969. Sears (SHLD) commissioned architects to construct a bold and eye-catching skyscraper alongside Chicago's Loop. Financed completely by Sears, the building eventually reached 1730 feet, surpassing New York's World Trade Center. For 24 of the structure's nearly 36 years, Chicagoans laid claim to the world's tallest building.

Although Sears vacated the tower in 1995 -- and lost the naming rights in 2003 -- the landmark retained its original moniker until just this month.

Will Thoretz, a spokesperson for the insurance broker, attempted to put a positive spin on the situation: "We certainly appreciate and understand the sentimental attraction to the Sears Tower name, and it's certainly a Chicago icon," Thoretz said. "Our move into Chicago is a good thing for the city. We're bringing hundreds of jobs into the city."

Jobs or not, the townies aren't happy. Speaking with the Chicago Tribune, some local residents gave Willis Group Holdings a piece of their mind:

"Yeah," said one reader. "Nothing underscores your commitment to a city more than giving one of its greatest landmarks your company's name."

Referring to the renaming frenzy in the last few years, another detractor said, "As far as I'm concerned, it's still Marshall Field's on State Street, the Standard Oil Building on Randolph,  and Comiskey Park on 35th. And it will always be The Sears Building."

And reader Tinish summed up everyone's thoughts when she said, "That name will not be said in my household unless it is preceded by an expletive."