Benjamin Lukoff

Born and raised in Seattle, Benjamin D. Lukoff had his interest in local history kindled at the age of six, when his father bought him pioneer granddaughter Sophie Frye Bass’s Pig-Tail Days in Old Seattle at the gift shop of the Museum of History and Industry. He studied English, Russian, and linguistics at the University of Washington, and went on to earn his master’s in English linguistics from University College London. His book of rephotography, Seattle Then and Now, was published in 2010, with an updated version coming out in 2015.

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“Look! They’ve finally signed the W Galer Street Flyover!” I thought to myself the other day as I drove onto the Magnolia Bridge onramp from 15th Avenue W. “I wonder why they took so long?” (It was built in 2002.)

Then I saw the sign that directed drivers to take the flyover if they were headed toward Expedia Group Way W. Of course… it was because Expedia was moving their corporate headquarters from Bellevue to Interbay, and the first employees were scheduled to arrive this month.

It made sense for the private road — originally Amgen Court W after the campus’s previous corporate occupants — to change its name… but why to Expedia Group?

Yes, Expedia’s official name is Expedia Group — it’s the parent company not only of the eponymous online travel agency but of many other brands, including Hotels.com, Orbitz, Travelocity, Hotwire, and CheapTickets — but still. Wouldn’t Expedia Way W sound and look better? Adding the “group” makes the name sound much more corporate to my ear.

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