Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
News
YMCA Dropping The MCA
By
Ben Yakas
Published Jul 12, 2010
Modified Jul 12, 2010
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
By
Ben Yakas
Published Jul 12, 2010
Modified Jul 12, 2010
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
Remember that $16 million YMCA that opened in Park Slope this past winter? Well, it would like to be called "the Y" now, thank you very much. The 166-year-old institution is re-branding, and it's taking a cue from its biggest fans: “It’s a way of being warmer, more genuine, more welcoming, when you call yourself what everyone else calls you,” said Kate Coleman, the organization’s senior vice president and chief marketing officer. Yeah, unless what everyone is calling you is "Prince of Darkness" or "Numbnuts".
The Times examines the larger trend of companies and charities adopting shorter acronyms and abbreviations; National Public Radio even sent out a note to staff to refer to it as NPR from now on. “In many ways, we are just catching up to our audience,” said Dana David Rehm, NPR’s senior vice president for marketing and communications. Re-branding is no new concept, but with the advent of Twitter, Facebook and iPhones, many more companies are now jumping on the bandwagon. Kentucky Fried Chicken is now the KFC Corporation legally, British Petroleum is BP, and the American Association of Retired Persons is the AARP now.
As for the Village People, who will be forever linked with the YMCA, they aren't tweaking anything about their hugely famous song, and will continue to perform all four letters in concert: "We are deeply dismayed by today's announcement from the Y.M.C.A... Some things remain iconic and while we admire the organization for the work they do, we still can't help but wonder Y."
Tagged
BP
NPR
kfc
rebranding
ymca
Ben Yakas
Ben Yakas is a former Gothamist reporter.
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE news
NYC Council to consider earlier Legionella reporting after deadly outbreaks
A bill facing a hearing Monday would require cooling tower owners to notify city health officials when bacteria levels reach a much lower threshold.
By
Catalina Gonella
Published Oct 18, 2026 at 7:36 p.m. ET
Staten Island fire injures 2, but spares historic 'Godfather' church
Dozens of firefighters responded to the blaze, which started in a vacant warehouse. It was contained within three hours.
By
Giulia Heyward
News
Staten Island fire injures 2, but spares historic 'Godfather' church
Dozens of firefighters responded to the blaze, which started in a vacant warehouse. It was contained within three hours.
By
Giulia Heyward
Bail reform remains major issue in NY governor's race, 7 years after it became law
By
Gino Fanelli
NYPD identifies Bronx man, 26, killed in Midtown subway shooting
By
Ryan Kost
,
Elizabeth Kim
and
Phil Corso
Have you seen this Yorkie? NYPD looking for adorable pup dognapped from her Queens home
By
Ryan Kost
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .