EORC means nothing. It only is good for people already familiar.
I'm sure it's basically local people running there and using the facilities. No reason for them to wanna bring runners in from around the country on a daily basis. If they do, then those people will learn to use the initials, also.
However, saying four words, albeit initials each being a word..... it's far easier to say a one word description of a place, then four words. It's just too much of a tongue twister. Around here is a place called the 'Empire School of Beauty'. It's been around for 60 or more years. No one... and I mean no one calls it that or ESOB [
for obvious reasons], but it's known as EMPIRE. It's understood when using that name, it means this one place. Many other places around here start with 'Empire', but they all use the second word in their name to differentiate the many places.
I would think if you could create a 'buzz' word title by emphasizing the 'Empire' somehow, it will work better for them.