SALINAS, Calif. -- New information on changing Salinas' image.
On Thursday, the city showed its new logo to Central Coast News.
Over the past three years, the city has worked with two different groups to come up with marketing strategies.
The facelift will cost about $219,000 as the city faces a structural deficit of $5 million projected for next fiscal year.
"The overall marketing plan says, 'Hey, get fresh in Salinas,'" said Ray Corpuz, Salinas city manager.
A new image for Corpuz that means putting aside the gang stereotype and shuttered businesses and focus on the positives.
So the city paid thousands of dollars for two consulting groups to come in and tell staff how to re-define the city.
The saying is: "Rich in land. Rich in values." The image shows a skyline, mountains in the background... and green rows representing agricultural dominance.
"You can't just put a sticker or, as they say, a band aid on a gaping wound, and in this case a logo on a city that is slightly crumbling and expect things to be fixed," said Stacey Wilson, co-owner of Nine . "But I think it's a nice first effort."
Paul Farmer, president and CEO of the Salinas Valley Chamber of Commerce, said the branding is the first step to getting people into shops, like Wilson's.
"I think the brand is simple, visually, and calls on agriculture and other things Salinas is known for," he said. "McDonald's spends a lot of money and comes up with 'I'm loving it.'"
The city will roll out the new image in the next few months.
