Name change for Fort Bragg brings cost for businesses nearby

The impacts of Fort Bragg's name change to Fort Liberty reach beyond the military post.

For example, Bragg Boulevard on the post is due to become Liberty Boulevard by the end of the year. Fort Bragg officially becomes Fort Liberty on June 2.

However, the Fayetteville City Council has yet to decide if it will change the street names outside the post. People who live and work on the roads that could undergo change are trying to figure out what it means for them.

As of Wednesday, it’s unknown how much it would cost the city to change the street names.

Hundreds of businesses line Bragg Boulevard south of Fort Bragg, including one owned by Cumberland County Commissioner Jimmy Keefe.

Keefe has managed his business, The Trophy House, since 1987. His father started the business in 1969.

On Wednesday, Keefe said change would have a long-term impact on his business’ bottom line.

“If somebody can't find you easily on the web, then you have a good chance of losing that business,” Keefe said. If his physical address changes, Keefe pointed out, potential and even repeat customers may search for “trophy shop on Bragg Boulevard” and not find his business.

Fayetteville Mayor Mitch Colvin told WRAL News that the city council isn’t expected to decide on whether to change the city-owned roads with ‘Bragg’ in them until after June 2.

Rick Normand has lived on Fort Bragg Road for eight years. He renewed his driver’s license on Wednesday morning for $44.

"So, if it changes, I'm going to have to go back and redo all of that,” Normand said. “Credit cards [and] billing, I do everything electronically. So, there's going to be some additional billing issues there."

Fort Bragg resident Donald Cooper echoed Normand’s sentiments.

"It becomes a nuisance where we have to pay extra fees and stuff like that ... because times are already hard dealing with inflation,” Cooper said.

The federal government plans to financially support those impacted by the name change, but some business owners don't think that support will be enough.

“They’ll never be able to monitor or tell what the long-term impact would be,” Keefe said.