Officials in the northern Idaho town of Santa, Idaho, Monday voted to rename the 115-person hamlet to hype an online gift exchange management service. Last-minute legal wrangling left unclear whether the water board for Santa, the town’s only official body, had the authority to approve a new moniker. Even so, the board voted in favor of becoming in exchange for an undisclosed sum from a planned documentary on the name change.

Santa is the latest in a lengthening list of rural communities to agree to bear the brand of a company or service. Clark, Texas last week changed its name to Dish to promote EchoStar Communications Corp.’s Dish Network.