Route 66 was Already Taken?

Note to Ops: If the media reports things you don't like, simply rebrand the media as the fake news. So it makes sense that if you have an expensive highway project that nobody likes, simply rebrand the highway project:

A study to determine the feasibility of extending Route 53 into Lake County has been rebranded to reflect a broader range of possibilities to ease traffic congestion. Instead of focusing solely on Route 53 and associated work to improve Route 120 in central Lake County, the Illinois State Toll Highway Authority says the Tri-County Access Project will consider a range of alternatives to move traffic in Lake, McHenry and northern Cook counties.
Route 53 extension study rebranded as a 'Tri-County' project: Lake, McHenry, Cook

Now, the Illinois Toll Authority is spending $25 million to keep the Route 53 Extension alive. Apparently however little if none of that money went into rebranding the toxic highway project:

Tri-County Access Project

What's a Tri-County? Your guess is as good as your LakeCountyEye's.

To be sure, any decision to rebrand needs to be executed properly. Every dollar spent is twice as many saved. That's because when it comes to branding a venture, a million things can go wrong. Ten, in the case of the Route 53 Extension:

Ten Rejected Brands for the Route 53 Extension

Tollway to Heaven Route 53 Distention Tri-Ckle-Down Access Project Trump Tow & Wrecking The Amstutz Recreational Pothole Dispensary The Tollroad Paved with Gold New Coke The Route 53 Blockchain Extension Wide Enough to Drive a Truck Through!

Look for your LakeCountyEye somewhere in the Tri-County area near you.