A road by any other name was not good enough for the Queenstown Lakes District Council.
At Thursday's full council meeting in Queenstown, councillors were tasked with renaming the Eastern Access Rd (EAR) - picking from a shortlist of seven names.
They found none of them met the mark.
During the public forum, Brian Fitzpatrick, on behalf of Remarkables Park Ltd, said his preference was for the name Remarkables Park Rd.
But he was not raising a ''spectre'', he said, giving as examples Harry Potter's nemesis Lord Voldemort, referred to as ''He-Who-Must-Not-Be-Named'', Shakespeare's Macbeth (often referred to as The Scottish Play); or New Zealand's rugby team, who the Wallabies are refusing to call the All Blacks.
He submitted that Remarkables Park Rd was nothing more than reference to a locality, which was appropriate and no different from many other roads around the district.
The road, which is under construction, will eventually link State Highway 6 at Glenda Dr to Remarkables Park via the back of Queenstown Airport's runway.
Councillors were yesterday divided on the future name.
In favour of Remarkables Park Dr were Crs Simon Stamers-Smith and Scott Stevens.
They both believed that name was appropriate because it linked to the Remarkables Park shopping centre, while Cr Stamers-Smith said it also took into account the view of the Remarkables for south-bound motorists.
But Cr Lyal Cocks suggested a different name entirely.
His preference was extend Hawthorne Dr - the road presently used to access Remarkables Park - to State Highway 6 near Glenda Dr.
The council had gone through a thorough process in naming that section of road and in ''every other case'' similar to the EAR, the existing road name had been extended.
His motion was seconded by Cr Craig Ferguson, with mayor Vanessa van Uden saying it was a ''logical name''.
Cr Stevens didn't agree and questioned the relevance of ''Hawthorne''.
''It was named that for whatever reason, but taking on board what Brian [Fitzpatrick] was saying ... [the road] does have a relevance to a town centre.''
Ms van Uden contended if that logic was followed, the road could ''just as easily be called Five Mile or Airport''.
''The rationale for saying we should call it Remarkables Park Dr is just as flawed as saying we should call it Five Mile.''
While Cr Cath Gilmour believed Hawthorne Dr might remove ''the politics'', it wasn't a good enough reason.
Other options were quickly ruled out because they referred to wider areas.
They were Oterotu, the Maori name for the Frankton area; Frances or Frances Rees, a Wakatipu settler after whom Frankton was named; and Tahuna, the Maori word for Queenstown.
After Cr Cock's recommendation was put to a vote it was lost by a majority.
The name of the road will be ''back to the drawing board'' for infrastructure principal planner Denis Mander, who will prepare an agenda item for a future council meeting.
