The part of Tenth Avenue north of West 59th Street was renamed "Amsterdam Avenue" in 1890 at the request of local merchants seeking to distance themselves from "Death Avenue" and to increase the value of their properties in an area that had yet to "catch on". The name was intended to recall the Dutch roots of Manhattan's earliest colonization in the 17th century, when the city was known as New Amsterdam. They hoped that the area would become a "the New City" and a "new, New Amsterdam". The Board of Alderman approved the name change, but only after first considering "Holland Avenue"; the change was made just before the vote on the resolution. In their approval, the Board noted that other name changes in the area – such as that of Eleventh Avenue to "West End Avenue" – had "a marked and beneficial effect on property", and said that they held such name changes "as second in importance only to the advantages of increased rapid transit."