It's not often that you get to rename an entire neighborhood, yet that is what we were tasked with when we moved our offices and the flagship Sailor Jerry store recently.

In years past, the area had been Philadelphia's notorious red-light district, but it has gone through quite a transformation thanks to renowned developer Tony Goldman (the mastermind behind NY's SOHO and Miami's South Beach). To that end, wedubbed it Midtown Village.

We created a whole graphics package for our new neighborhood and have gotten rather involved in creating events and general goodwill in the area, publishing a monthly newsletter and putting on the occasional free rock concert outside of the Sailor Jerry store.