5 Names Make Cut at Leisure World

A campaign to rename Leisure World in Laguna Woods to reflect something less leisurely is moving toward a community-wide election in late September.

The short list of names to replace the 40-year-old Leisure World moniker includes Laguna Woods Estates, Laguna Woods Resort, Saddleback Woods, Laguna Woods Village and Laguna Manors.

Members of a name-change committee pared 1,257 names submitted by residents to 26, then searched to see which were already copyrighted. Those left were pared to five at a recent board meeting.

No one suggested that the community simply go by the name of the incorporated city that envelops it, Laguna Woods.

Residents say the name change is needed because Leisure World is active, not sedentary.

The push for change gained additional traction after Heidi Cortese, daughter of the community’s developer, sued to prevent commercial use of the name Leisure World.

The community can use the name on such things as buses, stationery and brochures. But if it profits -- through website or cable television advertising -- it would have to pay.

Some residents oppose the name change, saying they’re happy with what they have.

“We are not a resort; we are a retirement community of moderately priced homes,” said Pamela Grundke, 63, who started the opposition group Residents Voice. “None of those names represent what we really are.”

Grundke also pointed to the cost of the change, which she said would be greater than paying Cortese a fee to use the name. Leisure World officials estimated the name change would cost about $50,000.

“This community is too alive, too active, and we need something appropriate to denote that,” said Marty Rhodes, who headed the committee charged with whittling down the names.