Scripps Howard News ServiceNews Budgets News Budgets Sports Budgets Sports Budgets Business Budgets Business Budgets OPED Budget OPED Budget Western Budgets Western Budgets View All View All Washington Washington International International National National Politics Politics Western News Western News Education Education All Other News All Other News Editorials and Opinion Editorials and Opinion College Basketball College Basketball Boxing Boxing Men's Pro Basketball Men's Pro Basketball College Football College Football Sports Personalities Sports Personalities Professional Football Professional Football National League Baseball National League Baseball Recreation Recreation Olympic Sports Olympic Sports Sports Columns Sports Columns Auto Racing Auto Racing Hockey Hockey Golf Golf Soccer Soccer All Other Sports All Other Sports Health/Fitness Health/Fitness Food and Nutrition Food and Nutrition Science and Technology Science and Technology Business and Economy Business and Economy Consumer Issues Consumer Issues Personal Finance Personal Finance Travel Travel Film Film Music Music People and Celebrities People and Celebrities Fashion Fashion People and Celebrities People and Celebrities Minorities Minorities Family and Relationships Family and Relationships Religion Religion Home Home Gardening Gardening Home • Search • Art • Stories • Feature Fronts • Columns • Help & Info Stories • Skeds / Advisories • News / Commentary • Sports • Health • Business & Tech • Entertainment • Life / People • Family & Religion • Home & Garden • Scripps Networks sign up SHNS is distributed by United Media. For rates and information for your publication or Web site call 800-221-4816. visit Web site >> •SCRIPPS HOWARD NEWS SERVICE CONSOLIDATED BUDGET •SCRIPPS HOWARD NEWS SERVICE NEWS BUDGET •SCRIPPS HOWARD NEWS SERVICE SPORTS BUDGET •SCRIPPS HOWARD NEWS SERVICE LIFESTYLE BUDGET •SCRIPPS HOWARD NEWS SERVICE BUSINESS BUDGET •SCRIPPS HOWARD NEWS SERVICE OPED BUDGET •SCRIPPS HOWARD NEWS SERVICE CONSOLIDATED BUDGET view all skeds » Slug: cal-cityslogans Date: 2008-06-23 00:00:00 Version: original Wire Category: A Words: 751 Bytes: 24064 E-Pub: N Use Warning: Must credit The Press-Enterprise of Riverside, Calif. Text only version California towns try catchy slogans to lure business By DOUGLAS QUAN The Press-Enterprise 2008-06-23 00:00:00 What "brand" of city do you live in? Is it one that dares you to "Dream Extreme?" Or is it a "City of Action?" More and more California cities are attempting to create catchy slogans and eye-grabbing logos -- or brands -- to lure developers, residents and tourists, and boost civic pride. The brands, sometimes developed with the help of outside consultants, appear on city Web sites, promotional materials, street banners, monuments and vehicles. Last fall, Moreno Valley rolled out a slogan -- "Where Dreams Soar" -- and a logo that features a tree with a broad canopy and a skyward-bound bird that, officials say, represent nature, peace, growth, strength, shelter and "dreams taking off." The city spent more than $70,000 to hire a consultant and implement the brand. "It's competitive out there," said Angela Rushen, assistant to the city manager. "It's the thing that makes you memorable and noticeable." Citizens may not care, but branding puts cities on the radar of businesses thinking about relocating there or tourists thinking of vacationing there, said David Stewart, dean of University of California Riverside's Anderson Graduate School of Management. That's what Lake Elsinore leaders banked on when they unveiled their city slogan -- "Dream Extreme" -- in 2006. In the city's new logo, the "E" in Elsinore is stylized in a wave motif with the Ortega Mountains in the background. Even while the city underwent a housing and retail boom a few years ago, its image was still associated with past problems with its lake, including algae blooms and fish kills, and a perception that the city was unsafe, said Mark Dennis, the city's information and communications manager. The city chose "Dream Extreme" to reflect the opportunities for first-time home buyers and businesses owners, he said. The slogan also speaks to the popularity of extreme sports in the area, he said. The city hosts an annual Grand Prix motocross event. It has also been the site of wakeboarding demonstrations and is a popular venue for skydiving. "When you look back 25 years from now, you can say you lived your dream and you lived it in Lake Elsinore. It's a future-looking brand," Dennis said. The city spent $83,000 on a consultant, focus groups, trademark research and prototyping. Officials expect the city will have spent $205,000 to implement the brand -- on street banners, government vehicles, uniforms and stationery -- between 2006 and 2009. Dennis said the city has not tracked whether the campaign has resulted in any measurable outcomes. But feedback from residents and businesses has been positive, he said. Kim Thorne, 28, a Lake Elsinore bartender, said she wasn't aware of Lake Elsinore's branding campaign but said she likes "Dream Extreme." It fits given the area's affinity for extreme sports, she said. "It's probably the coolest thing that happens here." Fontana rolled out a branding campaign two years ago after surveys showed residents knew little about community improvement projects and services, said Kyla Brown, acting manager of the Community Services Department. The city unveiled billboards and posters that replicate movie posters to highlight the development of a park, senior center, library and other projects. Each poster was branded with the city's new slogan, "A City of Action." Outside consultants were not used. No study has been done to evaluate the effect of the branding campaign. But the city has received positive feedback in surveys and has seen increased participation in public meetings and city-sponsored programs, Brown said. Branding really picked up after Las Vegas launched its risque "What Happens Here, Stays Here" campaign in 2003, said Eric Swartz, president of the Tagline Guru consulting firm in San Mateo, Calif. Even First Lady Laura Bush couldn't resist using the slogan when, during an appearance on "The Tonight Show" with Jay Leno, she was asked whether she had gambled or visited a male strip show during a visit to the city. "They do seep into people's psyches" when they're done well, Swartz said. A successful brand must have broad appeal but be specific enough so it's distinct from other cities' brands, Swartz said. "A great place to live" or "America's Hometown" isn't going to cut it. Branding campaigns should evoke images and emotions and speak to unfulfilled dreams, Swartz said. He praised Lake Elsinore's "Dream Extreme" slogan. It's saying, "This is where your fantasies can be fulfilled," he said. And, "it's short, simple, succinct." Swartz was more critical of Fontana's "A City of Action" slogan. Too vague, he said. E-mail Douglas Quan at dquan(at)PE.com (Distributed by Scripps Howard News Service, www.scrippsnews.com.) SCRIPPS HOWARD NEWS SERVICE Scripps Media Center 1090 Vermont Ave. N.W. Suite 1000 Washington, D.C. USA 20005 GENERAL LINE: 1.202.408.1484 FAX: 1.202.408.2062 SHNS Products | SHNS Schedule | Privacy Policy | Need Help? | Contact Us Administrator: nielsend@shns.com