but many older residents continue to call it the South Bronx. Efforts to change to "Downtown Bronx" have been even less successful. In 2015 developers tried to rebrand a portion of the South Bronx as the Piano District, a reference to the piano factories were located in the area a century earlier. Proposed legislation In April 2011, New York State Assemblyman Hakeem Jeffries promised to introduce a bill to require a series of approvals for new neighborhood names — from the community board, the City Council and the mayor. The bill would also punish real estate brokers who promoted property with an unofficial, made-up name. The bill calls for fines and the possible suspension or revocation of brokers’ licenses. References Further reading Rebranding