Dane County: don't flub chance to rebrand Beltline as 'peppy' or 'zippy'

Forget the quaint old days in Madison when you'd tell the boss you got in late because traffic on the Beltline was congested. 

And, no, you're not about to be more reliably on time because modern transit has finally arrived: something more dynamic is about to change the way you roll.

A Dane County transportation body is recommending rebranding those generic strips of Beltline property between the outside lanes and the guardrails for "dynamic part-time shoulder use."

WisDOT photo accompanying Beltline web history

I have said I don't think this is a good idea, and I'm further fascinated by the  bureaucratic buzz wordiness - "dynamic part-time shoulder use" - - which jazzes up the way we think of those strips of pavement or gravel or dirt where we used to pull over and wait for a tow.

Besides "dynamic shoulder use" sounding like bad elevator etiquette or a 15-yard penalty on defensive backs, I'm wondering why the rebranding brigade didn't go with any of the other A-Z synonyms, from aggressive to zippy, to dress up this bad idea even more:

Synonyms for dynamic

• aggressive
• changing
• charismatic
• compelling
• effective
• energetic
• forceful
• influential
• lively
• potent
• powerful
• productive
• progressive
• vigorous
• activating
• driving
• electric
• energizing
• go-ahead
• go-getter
• coming on strong
• enterprising
• forcible
• go-getting
• highpowered
• hyped-up
• intense
• lusty
• magnetic
• peppy
• play for keeps
• play hard ball
• red-blooded
• strenuous
• vehement
• vitalizing
• zippy

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