A La Jolla travel agency formerly known as Travel Dynamics Group was forced to change its name after doing business for 15 years. A company located in New York,called Travel Dynamics International held the trademark rights to the name “Travel Dynamics,” and demanded that the La Jolla firm find something else to call itself. “We were totally shocked,” Wendy Burk, CEO of the agency, said in a recent statement. “It was major, an identity crisis of sorts.” Burk saw how much money and energy the company was pouring into lawyers to defend itself in the trademark case, and decided the resources would be better spent on rebranding and restructuring efforts. “Basically, we made lemonade out of lemons,” she said. “We took the opportunity to restructure how we communicate with the public. It’s very exciting, actually.” The company mined the expertise of brand development specialists, and eventually settled on the name CADENCE as the agency’s new moniker. “We wanted one word, one name, and cadence has a strong meaning,” she said. “We’re marching forward, as cadence means.” CADENCE handles corporate travel, leisure vacations, business meetings, incentive trips and events. It is known for luxury travel options through its partnerships with the Four Seasons, the Ritz-Carlton and the Mandarin Fan Club. Its most recent high-profile travel partnership was created through an association with Virgin Galactic Space Travel, the first company to offer sub-orbital space flights as a vacation destination. Only about 15 companies are handling reservations for space travel with Virgin Galactic. “We are a La Jolla homegrown agency, and we’ve grown and sophisticated over the past 16 years,” Burk said. “The situation has all been very positive.” For more information, visit www.cadencetravelmanagement.com