Amazon's announcement of its second headquarters, HQ2, sparked considerable debate and public reaction, particularly concerning the chosen locations and the incentives offered. While the prospect of economic development and job creation was appealing to many cities, the project also faced significant opposition. This was most evident in New York City, where strong local resistance ultimately led to the cancellation of Amazon's plans for Long Island
City, Queens. The controversy highlighted broader concerns about corporate welfare and the impact of large tech companies on local communities.
The decision to split HQ2 between National Landing in Arlington, Virginia, and Long Island City in Queens, New York City, was initially met with mixed reactions. However, the New York portion quickly became a focal point of contention. Local grassroots organizers, residents, and politicians voiced strong objections, primarily citing the substantial tax breaks and incentives offered to Amazon as an example of corporate welfare. This opposition gained momentum, leading Amazon to withdraw its plans for the New York site in February 2019, a move that Tech:NYC characterized as a setback for New York's standing as a destination for large-scale tech investment.
Public Backlash and the New York Cancellation
The opposition in New York was multifaceted, encompassing concerns about the financial burden on taxpayers, potential displacement of existing residents and businesses, and the overall impact on the city's character. Critics argued that a company as wealthy as Amazon did not require significant public subsidies to establish a presence. An opinion piece in The New York Times, co-authored by Kim and Fordham University professor Zephyr Teachout, explicitly stated that the city should "not offer incentives and giveaways to an internet giant known for squashing small businesses."
This public outcry and political pressure proved to be a decisive factor. Amazon's decision to cancel the Long Island City project underscored the power of community activism and local governance in shaping major corporate development plans. The withdrawal left National Landing in Virginia as the sole focus for HQ2, altering the original vision for Amazon's expansion.
The Branding of National Landing and Local Confusion
In Virginia, the chosen site was rebranded as "National Landing" as part of a local economic development strategy to attract Amazon HQ2. This new name, announced on November 13, 2018, generated significant confusion and even mockery among locals. Many residents had never heard the name before and did not perceive "National Landing" as a real place, as it was not used by them prior to Amazon's announcement.
Initial comments suggested that Amazon was unilaterally changing the name of Crystal City. However, local officials clarified that the region encompassed more than just Crystal City, and that the name and branding campaign were initiatives from local jurisdictions and their economic development committees, in collaboration with Amazon and developer JBG Smith. The rebranding was intended to serve as an umbrella term for the area, rather than replacing the names of existing neighborhoods. This episode highlighted the challenges of introducing new identities to established communities, even in the context of major economic development projects.
