East Downtown Neighbourhood Name Wanted

[jgsz]

Name wanted.
 
In KW we have Uptown Waterloo, Midtown and Downtown Kitchener.  However, in Kitchener, we don’t have an “official” East End.  Let’s keep it that way.
 

Developer ready to begin $60M project in Kitchener’s east end

The east end of most cities is the poorer side of town.  It’s where ghettos are located.   And there’s a good reason for this.  Because of the prevailing westerly winds in the northern hemisphere, the east side of cities have more pollution, are dirtier and less desirable places to live.  In other words, the “east end” is almost always used  pejoratively.
 
Since Kitchener doesn’t have an official ‘east end’ and because King Street East actually goes north-west to south-east, not east or west, let’s come up with a name that doesn’t have all the negative connotations of “the east end.”   
 
I suggest that we call the area from Stirling Avenue to the Conestoga Parkway  “Stirling-Rockway.”  I consider the area from Frederick to Stirling to be Downtown Kitchener.
 
So, we would have Uptown Waterloo, Midtown, Downtown Kitchener and Stirling-Rockway.  
 
Any thoughts, or name suggestions for the King East area?