It’s either an “indecent proposal” or a smart marketing gimmick. The dating app for rich and attractive people Luxy is offering an affluent California city $3.45 million to rename itself “Luxy U.S.A.”
Hidden Hills, home to celebrities like the Kardashians, Miley Cyrus and Jennifer Lopez, got the offer from Luxy last week.
“The $3.45 million is a starting point to get the city to talk with us. We’re willing to go higher,” said Luxy spokesman Darren Shuster.
Luxy isn’t new to controversy and gimmicks.
The app launched 6 months ago with the unapologetic message that it is like “Tinder without the poor people.” It also bills itself as the place to meet “successful & attractive millionaires.”
If Hidden Hills bites, it would become the first app-sponsored town in America.
There have been other towns that have renamed themselves after companies and brands. Topeka, Kansas renamed itself Googl (GOOG)for a month and Halfway, Ore. renamed itself halfway.com during the 1990s dot.com boom.
Luxy wants its name to be in effect for 10 years. “It’s a stretch but we can negotiate on that,” said Shuster.
It would also want Hidden Hills City Hall renamed as “Luxy City Hall” for five years and one of the city’s main roads renamed “Kardashian Road.”
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