Glendale's boring, you say? City officials want to change that perception
A survey released by the city found that Glendale has a positive reputation among residents and visitors -- but that some also considered it boring and undistinctive.
City officials hope to erase that problem with the next phase of a city branding effort.
Kari Harris of North Star Destination Strategies, the Nashville-based company tapped by the Redevelopment Agency to lead the branding effort, said a survey of upscale Angelenos who live outside the city shows people know Glendale is between Pasadena and Burbank. But, she said, "They really don't know where Glendale is. It's a clean city, but there isn't much to do."
Harris reeled off the city's best qualities according to separate surveys of 209 residents, 128 civic leaders and 200 people who live outside of Glendale, but north of the Santa Monica (10) Freeway: A great location, a healthy business mix, cultural diversity and a well-run municipality. Survey respondents also said enhanced entertainment options would be the best way to draw more people here.
But, Harris said, "The rich, textured nuances of your neighborhoods and business districts are not being communicated."
North Star's job is to change that with a logo, catchphrase, street banners, marketing materials or all of the above as part of a two-year marketing effort.