Fresno Re-Branding Itself

Fresno, CA The Fresno Convention and Visitors Bureau touts the area as "California's year-round playground."

Add to that a new rally cry - "Be world class. Be Fresno."

A landmark arch declares Fresno as "the best little city in the USA" though Hollywood never portrays Fresno in a positive way.

The big trees inside the lobby of Fresno-Yosemite International airport let visitors know national parks are close. Soon the airport will feature prints trumpeting the area as "California's year-round playground."

Branding Consultant Suzanne Bertz-Rosa explained, "Because of our weather and our location there's something to do year-round here."

Bertz-Rosa is helping the Fresno Convention and Visitors Bureau roll out the new logo. The Fresno brand platform highlights the region's assets such as its cultural diversity and agriculture. Bertz-Rosa adds, "We're a big city. We're the fifth biggest city in California but we have that small town ease."

Fresno's brand vision calls for the city to "Be world class." Chamber of Commerce Director Al Smith embraces that thought. Smith said, "If everywhere you went you saw "be world class," a constant reminder to excel I think that would be a a great message to a community."

Aram Tatarian desperately wants Fresno to "be world class." He said, "That sounds good. That's better than the other they have. Fres-yes, fres-yes. Just didn't jibe."

But one size does not fit all. Bertz-Rosa said, "Not one tag line's gonna work for every organization in Fresno."

Former Mayor Alan Autry's administration came up with the city motto "A culture of excellence where people get the best everyday."

Remember when Fresno was the "All-american city?" Fresno may be in danger of becoming the city with a lot of mottos.

Fresno Mayor Ashley Swearengin has endorsed the branding process, which is in its early stages. She is urging the community to help define the Fresno brand and shape how Fresno is marketed.

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