Section 25
§25 — Naming Workspace
Status: [DRAFT — workspace, not a decision document]
Principle: Names are set deliberately, late, and once. We do not over-bake naming until the structure is firm.
25.1 What this section is
This is a parking lot for naming decisions that are deliberately deferred so they don't get baked in prematurely. Each entry below is a name that is currently in use, provisional, and will be revisited at a defined moment.
25.2 The current naming inventory
| Name in use | Where it appears | Status | When to revisit |
|---|---|---|---|
| The Backbone | Internal, Drive doc title | [PROVISIONAL — flagged for replacement] | At the next quarterly refresh |
| Master Operating Document | This document | LOCKED | (locked at officer direction) |
| Assembly Atlanta | Campus brand | LOCKED | (locked) |
| Assembly Studios | Studio campus | LOCKED | (locked) |
| The Pringle | Amphitheater | PROPOSED | At opening / public announcement |
| Jewel Box | Smaller venue | PROPOSED | At opening |
| Chihuly | Hotel-adjacent special-events venue | PROPOSED | At opening |
| Stage 5 | Immersive partner-pending venue | [PLACEHOLDER] | At partner LOI |
| Third Rail | Pre-existing studio acquired in 2021 | [LOCKED — historical] | (locked) |
25.3 The naming discipline
Three rules:
1. Don't lock names before the asset works. A venue name is part of the brand promise. If the asset isn't yet what it will be at opening, the name shouldn't be either.
2. Don't change names casually. Every time a name moves, it costs trust with internal teams, partners, and the public.
3. Confirm names with the right room. Public-facing venue names go through Marketing (§15), brand integrity, NBCU coordination where production-adjacent, and CEO approval.
25.4 What "Backbone" is, and where it goes
"The Backbone" is the internal name of the predecessor document to this Master Operating Document. It served its purpose. Going forward:
- The Master Operating Document supersedes it as the operating spine.
- "The Backbone" is referenced where useful as historical context, not as an operating term.
- A successor internal name, if needed, will be selected at the next quarterly refresh — not now.
25.5 Open items
- TBD At next quarterly refresh: review whether any provisional names above are ready to lock.
- TBD Establish naming-decision protocol: who proposes, who reviews, who approves (currently: Marketing → Officer → CEO).
- CONFIRM No public venue-name announcements until the Marketing seat is filled and the protocol is in place.
25.6 Rename history (audit trail)
Audit Rule: when something gets renamed, we leave a note. We do not silently scrub history. Future readers should be able to trace a name back through every working title it carried.
| From | To | Reason | Version |
|---|---|---|---|
| Julie / Julie Event Center / The Julie | Chihuly | "Julie" was a working placeholder; venue's real identity is built around three commissioned Dale Chihuly pieces, hotel-adjacent. | v0.2 (May 2026) |
| Wedge | Service Requirement | "Wedge" was operating-team shorthand; rebranded for clarity in §5.4 financial framing. | v0.2 (May 2026) |
| Working Title — Master Operating Document | Master Operating Document | Subtitle dropped; document name is final. | v0.2 (May 2026) |
| Assembly Atlanta (as parent) | Third Rail Backbone (parent) / Assembly Atlanta (campus + brand portfolio) | Hierarchy clarified: TRB is the operating entity; Assembly Atlanta is the place and the portfolio of venues underneath. | v0.2 (May 2026) |
Further renames will be logged here as they occur.
The cheapest mistake in a long-build platform is a name set too early. This section is the discipline against that.