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Shacking Up With Shaq

August 11, 1996|Darrell Satzman

The studios have long been hip to the ancillary appeal of Shaquille O'Neal. But the nascent Laker's marketing magic is tragically lost on some local businesses that, though they need only replace a couple of consonants in their monikers, bafflingly spurn the ultimate Shaq tie-in. A sampling:

Bicycle Shack

Studio City

"No, we don't have any plans to change the name. Well, now that you mention it, maybe we should, but we just put up an awning and we'd have to change the letters." --Florence Machado, owner

Jack's Sugar Shack

Hollywood

"No . . . I'm sure it would help business once he starts playing here, though. Maybe he'll stop by one night and buy a round of drinks."--Bruce Melena, owner

The Shack

Santa Monica

"Oh, no, we wouldn't change the name, we've had it for 30 years. Our feeling is that maybe he should change his name. We have a Shack burger on our menu--we bet he'd really like that." --Phil Gearhart, owner

Radio Shack

Studio City

"No, I don't think they'll change the name. Everything we do comes straight from Texas, where our corporate headquarters is. I haven't heard anything yet." --Cathy Chima, manager,

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