Marketing? He’s worried about marketing a wildfire? I’d say having your city nearly suffer the fate of a Boy Scout marshmallow isn’t going to make for good marketing no matter what you name the blaze. Some in Saratoga Springs are actually jealous that Alpine, just across the way, got the more picturesque name “Quail Fire” when that mountainside went up in smoke. But look, that name isn’t great, either. You should see the pictures of the quail.

But let’s not be hasty. Perhaps there is a way to spin a wildfire for marketing purposes. For Saratoga Springs, I can envision brochures in stunning color, promoting the city with it’s lovely lake and mountain views, golden sunrises, neat suburban streets, greenscapes — and whole families on fire, grinning like Joe Biden as they flee their burning homes. Ever see magazine ads showing pictures of happy people enjoying an expensive resort? That’s the idea. There’s no reason the near destruction of your community by fire and subsequent mudslide needs to come off as a negative.

Saratoga Springs shouldn’t complain about the name Dump Fire. After all, the message could be a lot worse. “Life’s just better here,” the city’s slogan proclaims. Yes, come to Saratoga Springs, where life is beautiful all the time, except when you’re forced to evacuate.

How about changing the slogan to “Life’s just better here — usually.” Or “Dump Fire: Get over it and get a life.”