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Locating new retail in the District isn’t easy.

On Oct. 24, Mayor Anthony A. Williams stood before dozens of onlookers gathered in the close-to-freezing air to unveil the latest addition to the District’s retail scene: the new Best Buy store, directly above the Tenleytown Metro stop. The resurrection of the long-unoccupied Hechinger building at 4500 Wisconsin Ave. NW—brought back to life by the combined power of low-priced consumer electronics and the mayor’s business-recruitment strategy—represented a victory for a community that had been starved for retail.

The District’s success story, however, appeared to be lost on one of the principal actors. The day before the doors opened, Best Buy took out ad supplements in the Washington Post inviting customers to come out to its newest location: “Chevy Chase.” When District residents punched their ZIP codes into the store locator at BestBuy.com, the Web site suggested trying “Chevy Chase MD (Store 801).”

Tenleytowners weren’t amused. “All of us were mad,” says Carolyn Long, a member of Tenleytown’s neighborhood association. “We worked hard for this.”

Best Buy officials say they weren’t trying to bring the suburbs over Western Avenue onto Tenley’s turf. They describe the pair of mislocations as a “typographical mistake” and say that they are working to fix the Web site. “We’re very happy to be a part of that neighborhood,” says Best Buy spokesperson Erin MacMillan. —Ryan Fox