Article: But will it play in River South? Developers eye new name in South Loop.(real estate offices)

Byline: ALBY GALLUN

Realtors will tell you south Uptown is Buena Park and east Logan Square is actually West Bucktown. Now if some developers succeed, part of the South Loop could become River South.

Developers in one of the city's fastest-growing areas want to rename a large swath of the South Loop. It's an age-old exercise in real estate brand-building: slap a new name on a neighborhood to make it more appealing to buyers. Yet it often fails, even in a place like the South Loop, where an attempt to call the area SoLo in the 1990s drew mostly ridicule.

Several developers aim to avoid that outcome for part of the South Loop roughly bounded by ...

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