After facing strong opposition from alumni, Southwestern University will not change its name
Austin American Statesman
February 2, 2011
Southwestern University has decided not only to keep its double-directional name but to promote it.
Trustees of the small, private liberal arts college in Georgetown voted unanimously Friday to retain the name after strong opposition to a change emerged, especially among alumni. Although some trustees wanted a new name, they voted for the status quo when it became apparent that they would not prevail, Merriman Morton, chairman of the governing board, said Monday .
Trustees also pledged to undertake a campaign that could cost $2 million and run three years to increase the visibility of the Southwestern name and the school's academic qualities, said Morton, a retired Austin banker.
"It's not the name that's the issue; it's the visibility," said Morton, who, along with the school's president, Jake Schrum, had been instrumental in a review that included surveys of alumni and students and a report by a committee of students, faculty, staff and alumni. The current name was favored by the committee, two-thirds of current students and three-fourths of alumni.