FAYETTEVILLE, N.C. — Ralph Rodriguez took a significant risk when naming his business, Fort Liberty Pawn & Gun, a decision that is projected to cost him approximately $30,000. This expense covers a range of updates including signage, uniforms, stationery, business cards, advertising, as well as changes in state and federal licensing.

When Rodriguez was in the process of filing his incorporation papers last fall, he was aware that one of Donald Trump’s campaign pledges was to restore the names of Confederate officers—such as General Braxton Bragg—to military installations that had been rebranded under the Biden administration. Nevertheless, Rodriguez opted to proceed with the installation's name as it existed at that time. “We were trying to attach ourselves to the military base and show support for them, because we know that’s going to be our customers,” he stated nonchalantly. “I could care less about Braxton Bragg.”

Less than a month into Trump’s second term, Defense Secretary Pete Hegseth ordered the installation to revert to the name Fort Bragg, this time honoring World War II paratrooper Roland Bragg from Maine. This brought two immediate thoughts to Rodriguez's mind: “The first thing I said was, 'It’s going to be expensive.' And the second thing was, 'Who’s going to get mad about THIS?'” he recalled.

Even before Trump’s election victory, people suggested Rodriguez name his shop Fort Bragg Pawn & Gun, given its location on Fort Bragg Road. Shortly before the grand opening in December, Rodriguez’s sign was vandalized, which left him concerned about the community’s divided views. Rodriguez is no stranger to criticism, either for his Michigan origins or the peace sign tattoo on his arm, noting the divergent political climates in Fayetteville. “Look, there’s no middle ground in Fayetteville. They’re extremely either right or left,” he said. “If you tilt one way or another man, you’re going to lose customers ... But we would definitely have lost more if we would have kept it Fort Liberty Pawn and Gun.”

Other local businesses also chose the name Liberty. However, the local federal credit union quickly reverted back to its original name, a decision expected to cost over $200,000 to switch back outdated highway signs from Fort Liberty to Fort Bragg. “We came up with this whole name based on the alliteration, because I’m a big writer geek,” shared Sabrina Soares, a broker at Fort Liberty Living, who confirmed that they would maintain their name.

The state had previously spent $163,000 to change all Fort Bragg highway signs to Fort Liberty. Now, returning them back to Fort Bragg is projected to exceed the $200,000 mark.

Amid these transitions, Freddie de la Cruz, a retired Army officer and mayoral candidate, visited Rodriguez to check on a purchase he made—a semiautomatic 12-gauge shotgun decorated with the Stars and Stripes intended for a raffle. He advised Rodriguez, “It was a smart move there, at the time.” Retired Army Master Sgt. Sidney High, who stopped by the shop, expressed indifference toward the Fort Liberty name, admitting he often calls it Fort Bragg anyway, illustrating the persistence of the former name in local vernacular.

Rodriguez anticipates that it will take about six months to implement all necessary changes. “I just want to be in business,” he remarked. “I want to be happy. I want everybody else to be happy. And it’s hard. It’s hard, and you can’t keep both sides happy.” To cover his bases, he is keeping both names on his paperwork.