PHOTO: Blackpool, England. (photo via Flickr/Jeremy)
A hotel owner is facing backlash from authorities in Blackpool, England after renaming his property after a well-known pill used to treat impotence in men.
According to the Sun, Neil Marshall changed the name of The Vidella Hotel to "The Viagra Hotel" last month in hopes of making his property stand out in a city full of hotels. However, he caught the unwanted attention of the local council and tourism officials in the process.
Now, Blackpool authorities have given him 21 days to change the name.
"In the spirit of cooperation we would encourage you to rethink the name of the hotel to something less provocative and more in keeping with the nature of your business: i.e a hotel," the council wrote in a letter to Marshall via the Sun.
In addition to local councilmembers, tourism officials are concerned about the potential implications of the new name.
"Blackpool is about something for everybody, coming and having a good time. The hotel is not in a family area so that’s good, it’s in the party area," Stay Blackpool president Clare Smith told the Sun. "There are over a 1,000 guests houses and B&Bs in Blackpool and you have to find your niche. This is being done very tongue in cheek. My concern would be they are opening themselves up to problems and putting off good quality guests."
Nonetheless, Marshall appears determined to maintain the unique moniker. "They are looking at any way they can get to me," the 47-year-old told the Sun. "Well, I want a fight. I’m not bothered. Bring it on."
READ MORE: 7 Wild, Weird, and Wacky Hotels You Must Visit
Marshall said "business has been great since all this started" and has even gone so far as to offer herbal medication on guest room pillows designed to enhance sex (at $44 a pill).
And while travelers typically come to a hotel for rest, The Viagra Hotel's current brashness promises to keep guests up all night.
In addition to the council, though, Marshall is under threat from pharmaceutical company Pfizer, which hasn't given him permission to use the name of its popular pill.