The word just wasn’t doing the town any good. On two occasions – in the 1980s, and again at the beginning of this century – Sioux City earnestly and formally petitioned the Federal Aviation Administration to change the letters. Many people find the word (however you spell it) offensive – and if you, by chance, think the word is not very nice, try to consider how the proud citizens of Sioux City have felt. It’s not a great calling card, not an ideal howdy-do to the world beyond the town’s borders. No city, no airport, wants to be connected to those letters. Los Angeles International Airport was LAX O’Hare International Airport in Chicago was ORD LaGuardia in New York was LGA Sioux City was SUX. It was a shortened version of “Sioux.” That was in the years before those three letters took on a somewhat unfortunate tone. Generations ago, federal aviation regulators gave Sioux City that identifier. So, to the dismay of Sioux City, it has not been especially helpful that, for as long as there has been commercial air travel into the town, travelers have glanced at the tags on their checked baggage and have noticed that the official designator for the town is: Every city, in this era of marketing and branding, likes to present itself as something special – a destination that is sparkling and inviting, a wonderful place for families to settle in, or for businesses to set up shop.
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