June 9, 2017
As real estate developers and brokers continue rebranding neighborhoods with new nicknames, some community members fear this gentrifies and strips the history away from their nabes. Like NoLo (SoHo + Nolita + Lower East Side) and DoBro (Downtown Brooklyn) before it, SoHa, the new branding moniker for South Harlem, has been met with resistance from residents. According to Crain’s, newly elected state Senator Brian Benjamin, a native of Harlem, talked with so many residents that opposed the term SoHa, he has introduced a bill banning people, specifically brokers, from using the nickname as a marketing tool.
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