In September 2010 the Glendale-News Press announced the results of a city survey indicating that respondents defined Glendale as “boring.” Rather than protesting the harsh opinion, it generated a supportive reaction from the City Council, which swiftly contracted North Star, an advertising firm based on Nashville Tennessee, to reposition Glendale.
The result is a multicolor logo and the tagline Glendale: Your Life Animated. Expecting to change Glendale’s dull perception, this tagline aims to lure new shoppers and investors. The city announced that the theme will have its most visible unveiling at the 2013 Tournament of Roses float.
To be fair, Glendale is not the only community that struggles to get attention in order to increase business. Furthermore, is hardly debatable that since the latest recession, business is down in this community. However, this branding effort did not come without critics; one of them was Glendale City Councilman Dave Weaver, who cast the sole dissenting vote by stating “There’s nothing catchy about it that I can see.”
As some Glendalians took “boring” as a pun, others became confused with the proposed solution “Your Life Animated.” So why is Glendale boring? According to the findings analysis presented at council meetings, the survey indicated that the “safe, clean, and quiet” reputation of this community also works against creating a buzz to make Glendale hip.
Therefore, if it is all about perception, do boring implies that Glendale has no mojo? A je ne sais quoi? Also, how these boring attributes have a correlation to reality? As in any opinion, as this is what in reality the survey is about, it all depends who you ask.
When locals go for brunch to Foxy’s, Porto’s Bakery, or Paradise Café, they will have a hard time to find a table, but also to spot a guy wearing a goatee along with a Panama hat, and a Fair Trade T-shirt ordering a soyrizo wrap.
What locals do see is, visitors from nearby areas, disguised in baseball caps and shades, coming to Foxys to order the hearty Mexican food, the 300 plus calories patisseries at Paradise Café, and the power jolt aka café cortado at Porto’s. So, although Glendale has never been labeled hip, hipsters come to this city running away from their own pretenses. Is there something wrong with this?
Acknowledging that there is always room for improvement, in this case in a more substantial offering of performing arts presentations, and that for this reason Pasadena residents might look down in Glendale for its light-hearted commercial productions, yet it is also important to realize that the Alex Theatre, A Noise Within, and the Glendale Center Theatre offer more inclusive professional performances for children, families, senior, and diverse ethnic communities. Besides, where else can anyone experience Bellydance Superstars?
Your Life Animated? Here we say: Life is already animated.