Fayetteville Business Owner Faces $30,000 Rebranding Cost Amid Fort Name Change

Fayetteville, N.C. — Ralph Rodriguez faced a costly decision when choosing a name for his business. He opted for Fort Liberty Pawn & Gun, a choice that now requires him to spend approximately $30,000 on changes including signage, uniforms, stationery, business cards, advertising, and state and federal licensing updates.

When filing his incorporation papers last fall, Rodriguez was aware of President Donald Trump’s campaign promise to restore the names of Confederate officers to military installations rebranded under the Biden administration. Despite this, he chose the current name to align with his expected customer base—the military community.

Less than a month into Trump’s second term, Defense Secretary Pete Hegseth ordered the installation to be rechristened Fort Bragg, this time in honor of World War II paratrooper Roland Bragg of Maine. Rodriguez’s immediate concerns were the expense and potential backlash.

Rodriguez had already faced suggestions to name his shop Fort Bragg Pawn & Gun due to its location on Fort Bragg Road. The situation escalated when his sign was vandalized shortly before the grand opening in December, with a yellow line drawn across the word “Liberty.”

Despite the political divide in Fayetteville, Rodriguez believes he would have lost more customers by keeping the name Fort Liberty Pawn and Gun. Several other local businesses also switched to Liberty but have since changed back, though the process is gradual.

In contrast, Sabrina Soares, broker in charge at the real estate firm Fort Liberty Living, plans to retain the name due to its alliterative appeal. The state previously spent $163,000 to change Fort Bragg highway signs to Fort Liberty, and switching them back is expected to cost over $200,000.

Rodriguez estimates it will take about six months to complete all necessary changes. He remains focused on running his business and keeping his customers happy, even if it means navigating the complexities of political and cultural divides. To hedge his bets, he is keeping both names on the paperwork.