In the photo there is a small peak just to the right of Piestewa. I want it to be named Mount Simon. Suddenly this is a revenue idea for the Phoenix Park and Recreation Department. Sell virtual naming rights to all of the minor peaks, knolls, valleys, canyons and other land features in the city. The naming rights would expire in twenty years and the names would only show up on the computerized and cleverly named maps accessible on your smart phone or printed on your very handsome certificate.

Who would pay for the right to name a hill. It is the perfect gift for an old hiker like me so my children would almost certainly buy me one or two. I propose that a gulch be $100, a knoll be $300 and a real hill be $800. Projected annual revenue two to three million dollars.

Overcoming your obvious objections to this new idea:

• It is not new. They have been doing it with stars for a long time.
• It is not permanent. they can be renewed, resold or cancelled in twenty years.
• It is not demeaning to sell temporary naming right to things. The buses are full of ads for ambulance chasing lawyers, the freeways are cleaned by the local Travel Lodge and Major League Baseball has an official tire (Hankook). Think Stadiums.

Photo is Piestewa Peak (recently renamed) from the lake at Granada Park.