Prescott city councilors have denied a petition to rename one famous block in the heart of the city as "Historic Whiskey Row."
Once lined with saloons, the portion of Montezuma Street informally has been known as Whiskey Row for much of the past century.
The council voted Tuesday against renaming it.
The Whiskey Row matter first went to the council in September, when businessman Dave Michelson presented the petition.
Supporters have said the name change would help conjure up Prescott's Old West heritage.
Other business owners argued that signs already designate the one-block area as Whiskey Row and say it could be better marketed. They also questioned the expense involved in officially changing their addresses on legal documents and mail.
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