Harry,
What about AA Diving? or AA Diving Shop? or AA Dive SHop?
When a customer comes into the store
and ask what the AA stands for, instead of telling them it's too get your 
name first on the phone/directory lists/etc., it's a guess the name contest 
and if anyone can guess it, they get X$$$ store credit.  Of course, do create 
something and stick by it that is reasonable for your area, possibly 
something like American Advanced.....
Beery
 > Hallo Dennis
 > HO>        I wonder if sombody could help me,
 > HO> I'm looking for a good name for a Scuba shop etc
 > HO> If you think you saw a good name please let me know.
 > HO> I need something starting with the letter A
 > HO> That would allow you first in the Phone Book.
 >  DS> I don't have an "A" but might have a good "B" if you want.
 > That is OK, any name will do  there are 3 guys involved in this
 > so there will be a vote, then a rush to check if the name is registerd
 > :)
 > before we can use it here anyway
 > Cheers Harry
 > --- Maximus/2 3.01
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