It’s been years, nay decades, since metro Phoenix started its transformation into a real city. Dip in economy after dip in economy has prompted business leaders to fashion new marketing plans in order to attract new customers.
Cheap land? Done. Lots of roads to drive your car from retail shop to shop? Done. Easy financing to buy that too-big home out in the boonies? Yeah, we have that too.
None of these promises are sustainable. None of them will last once growth slows. And none of them address the most important need: helping those who are already here thrive.
Like a cell phone company who makes promises of better service but instead runs ads promoting what little good it’s actually doing, Phoenix has no center. It has no core to call its own. It has no personality, very little city loyalty and even less support from the people who make it run.
“The best part of #PHX (the people) thrive by not counting on the city & prosper despite it.” (@jose602)
We shouldn’t have to fight our home. Our home should make us feel safe, support us when we’re down and celebrate our successes. Instead, Phoenix is looking to attract the wrong kind of people. One new initiative is being marketed toward first-class flyers on US Airways and high-end resorts around the Valley. They will not form the foundation you are seeking. There’s one already here, but it’s being ignored.
The one and only lesson we can learn from other successful cities is a lesson in exclusivity. There HAS to be barriers to living in a city. If you want it to thrive, it has to be a little tough to stay there. Seattle is successful because it takes a strong person to survive the rain. Portland is the same. Chicago requires a special kind of inhabitant that can deal with freezing cold and rampant corruption. San Francisco, well, isn’t for conservatives.
Phoenix needs to be exclusive. We can’t market to everyone. Try marketing to no one. But it’s over. Phoenix business leaders have lost the very people they’re trying to save, and all because they can’t listen.
I’ll still be writing Phoenix on my return address for a few more months, because contractual obligations say that I must. But my heart is, and will always be, somewhere else.
It’s over, Phoenix business leaders. Time to move on.






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