Several Fort Collins, Colo., residents were asked what their community is best known for during last month’s Springfield Area Chamber of Commerce Community Leadership Visit. Without fail, residents enthusiastically responded with some form of “beer, bikes and bands.”
How would Springfieldians answer that same question? Undoubtedly, a few ideas would quickly rise to the top but they’re probably not nearly as succinct or consistent.
The 2010 Census lists the top five industries for Springfield as education and health services (69,700 jobs), government (28,000), retail trade (23,700), professional and business services (20,800), and leisure and hospitality (18,000). The top employers were the two hospital systems, followed by Wal-Mart Stores, the public schools, the U.S. government and Bass Pro Shops.
Armed with that bit of knowledge and a few decades of living in the Queen City, here are a few possible themes to consider:
• “Eds, meds and beds” – education, health care and tourism all bundled in four syllables.
• “Boats, bikes and barbecue” – an alternative tagline for the James River Basin Partnership’s Dam Jam next June at Park Central Square, but also three of the Ozarks’ favorite activities.
• “Tuition, trails and trade” – after working hard in the classroom, it’s time to hit the greenways or find some retail therapy.
• “Arts, parks and hearts” – a nod to Springfield’s strong arts and culture, nationally recognized parks and recreation, and spirit of generosity and volunteerism.
• “Cards, collaboration and cardio” – proudly celebrating the Texas League champion Springfield Cardinals, a rich history of collaboration, and outstanding wellness facilities at the health centers, YMCA and Springfield-Greene County Park Board.
Boiling down all the best elements of a community into a catch phrase is a challenge. Some deserving attributes will be inevitably left out. But there is merit in establishing a shared language and points of pride.
The residents of Fort Collins have a swagger when talking about their town. They are passionate about what is happening and excited about the future.
As the city of Springfield releases its Field Guide visioning document later this year – the culmination of a two-year strategic planning process – the particular words are far less important than the process of finding common ground for the past and priorities for tomorrow.
Rusty Worley, executive director of Urban Districts Alliance, can be reached at rusty@itsalldowntown.com.
