A Name Isn't Everything (But it Sure Helps)

Perception counts! Just ask someone about Tiger Woods or South Carolina Governor Sanford. What about cars: a Yugo or a Lexus? Food? Would you choose ice cream over, say, arugula? Spain or Uzbekistan as a place to visit? Ask people for their view of Peoria (Illinois), Detroit, Buffalo, Barstow....or Fresno. (I have been to all these cities, and they all have their challenges, but they also have significant attributes). Rightly or wrongly, perception counts.

I moved from Glen Ellyn, near Chicago, to Fresno in 1988. I came for the job at Fresno City College (a first-rate community college), and to return to California which I really missed after an absence of 22 years. Glen Ellyn is a fine community, with a beautiful name, and proud residents. Fresno is a fine community, with a lousy name, and residents down on themselves and the city. The name of our community, particularly with the 'no' suffix, is inappropriate for a fine city of almost a half million residents, sixth largest in California. I would have loved to drag the Glen Ellyn name with me. Even the street I live on--Audubon--is an improvement over Fresno. (I am sure you can come up with a favorite name.)

With tongue only partially planted in my cheek, I used Fresyes during my tenure on the council to describe our city, not because I wanted to name it that, but because the Fresno name and the Fresno pessimism needs to be replaced with another name and a better attitude. Maybe its not completely an apples and apples comparison, but I remember Hangtown, a relatively small community in the foothills of Placer County that many years ago changed its name to Placerville. Yay! While the Hangtown name was kind of clever, would you want that on your drivers license, passport or marriage certificate?

Closely tied to the question of Fresno's name is the method by which Fresno officially touts itself as a place to visit, tour or attend a convention. The recent less-than-stellar performance of the Fresno City and County Convention and Visitors Bureau (FCVB) is a case in point.

While enjoying the holidays in San Francisco, I picked up a U.S.A. Today newspaper to see what was happening in the world. Wrong move, Brian! Inside (fortunately not on the front page) was a lengthy article (with unflattering pictures) reporting on the FCVB's proposed new marketing campaign for Fresno: "World Class!" What? Come again? How could the Bureau have hired a small, relatively new local marketing firm to come up with this goofy over-the-top marketing term? Even Chicago, particularly after the recent snub by the International Olympic Committee to give the Olympics to Rio De Janiero, Brazil instead of Chicago, would be reluctant to call itself "world-class."

That the Bureau's director, Jeff Eben, his board of directors (which includes Mayor Swearingen and Council member Sterling), would permit a reporter to write an article for a national newspaper comparing the "world-class" pitch with the negatives of Fresno is unforgivable. And our taxes are supporting this kind of Bureau management?

Mayor Autry and the former council, of which I was a member, found the Bureau so inept that we replaced the director and board. We also hired the national entertainment company, SMG, to operate Selland and the Exhibit Halls. While a big step in the right direction, it apparently wasn't enough. The Bureau is still gaffe-prone, and I don't see any constructive action being taken by the mayor and council to improve it.

I propose that a Blue Ribbon Commission of community leaders be appointed, chaired by someone like Dr. Bill Stewart (former Chancellor of the State Center Community College District, and chair of the citizen commission that brought the highly effective strong mayor system of government to Fresno), to recommend a new image direction for the City of Fresno. At the top of the to-do list would be a name change followed by taking a close look at the operation of the Bureau.

Finally, I would encourage Mayor Swearingen and council members to get serious about Fresno's image. Of course Fresyes, much less world-class, is not the answer. But let's think 'yes,' and let's permanently banish the 'no' from our name and from our thinking.

Coming Soon. . .

1. We should not tolerate releasing prisoners from the Fresno County Jail.
2. Where are our private sector leaders?
3. Public transportation and the tyranny of the cell phone abuser.

Comments are always welcome. Click on "Comments" below or e-mail abriancalhoun@gmail.com.