Butterfly Town U.S.A.
© Meredith Mullins

The Telltale Stories of Town Slogans

Sometimes, a city’s descriptive moniker is so memorable, it becomes a part of modern culture.

New York—The Big Apple
Philadelphia—The City of Brotherly Love
Las Vegas—What happens in Vegas Stays in Vegas.

One slogan like “The Big Apple” may not be enough for a city like New York (also represented by
“The City that Never Sleeps,” “Gotham,” and “I Love New York”).
© iStock/emyu

However, there is a unique universe to explore in the town slogans and welcome signs of some of America’s smaller cities. And the focus that each community chooses can be a travel inspiration.

Meet Butterfly Town, U.S.A. The sign at entrance to Pacific Grove reminds visitors and residents alike that this quiet California town by the sea is a haven for the Monarch butterfly’s winter migration. Every autumn the butterflies are welcomed by a hometown parade as they come to rest in two special groves of eucalyptus trees.

Pacific Grove has branded itself with one of the unique aspects of its identity—a wondrous natural phenonmenon that attracts visitors from around the world.

The Monarch butterflies entice visitors to Butterfly Town, U.S.A.
© iStock/LifeImagesbyGloria

The Magnetism of Town Slogans

As we travel from place to place, especially on the roads of the U.S., the town slogans that appear on welcome signs are not just an interesting read, but also a revelation of a town’s spirit. Oh, I see. They may also be a call to action.

When should we pause and turn off the highway? Why is this community significant? What towns should we visit . . . and why?

Why not visit Tombstone? The town will always be there.
© Tombstone Chamber of Commerce

A town’s motto, whether official or unofficial, originates with a number of questions. What makes a town unique? What is its marketable quality—for businesses, residents, and visitors? How should it present its essence in a brief slogan on a sign that people speed by? How does it get passersby to take notice in a world of fast-paced information and fleeting sights?

Collaboration with marketing firms, brainstorming sessions, chamber-of-commerce soul searching, market research, contests, and lengthy discussions all play a role in the creation of a community’s homespun brand.

The paths are varied—with history, location, humor, wordplay, unique qualities, friendly seduction, and just plain bragging rights presenting myriad possibilities.

Los Banos proclaims its importance.
© DMT

Gateways, Crossroads, and Centers (oh my)

Many town slogans take advantage of that all-important aspect of location—a gateway, a crossroad, or a geographical center.

For the “gateway” towns, it seems to pay to be at the entrance to something.

St Louis, Missouri—The Gateway to the West
Sioux Falls, South Dakota—Gateway to the Plains
Aurora, Colorado—The Gateway to the Rockies
Clarksville, Tennessee—Gateway to the New South

Why not promote your being at the crossroads or center of something? Anything?

Los Banos, California, seems special for its place “At The Crossroads of California;” and Milpitas, California, opens the door to the tech corridor as “The Crossroads of Silicon Valley.”  But it’s hard to compete with Terre Haute, Indiana—the “Crossroads of America.”

Pittsfield, Wisconsin, is “The Exact Center of the State;” Belle Fourche, South Dakota, is the “Center of the Nation;” and, with all due humility, Boswell, Indiana, is the “Hub of the Universe.”

Can the “Center of the Nation” compete with the “Hub of the Universe”?
© DMT

There is also a displacement trend where towns become a tribute to other towns.

Carrboro, North Carolina—The Paris of the Piedmont
Decatur, Alabama—The Chicago of the South
Ouray, Colorado—The Switzerland of America
Muskegon, Michigan—The Riviera of the Midwest
Deland, Florida—The Athens of Florida

Size is relative.
© iStock/Andrei Stanescu

Size Doesn’t Matter

Many cities and towns allude to their size—whether big or small.

Reno, Nevada, is “The Biggest Little City in the World” (although it’s unclear who set the statistical parameters).

Manhattan, Kansas, is “The Little Apple,” and Denver, Iowa, is “The Mile-Wide City.”

Livonia, New York, puts things in perspective with “Some Bigger, None Better.” And Burkeville, Virginia (population around 500) proudly proclaims that it is “The Little Town That Could.”

They’re “Down to Earth” in Gravity, Iowa.
© Jeff Morrison

Humor Matters (As Well As a Touch of Wordplay)

Some of the best town slogans are the ones with humor. Travelers on the roads of America can always use a smile.

Some slogans perhaps fall short of Pulitzer depth, but are still a breath of creative air in the whirlwind of the more staid “biggests” and “bests.”

Gettysburg, South Dakota—Where the battle wasn’t.
Gravity, Iowa—We’re down to earth. (If gravity goes we all go.)
Drumright, Oklahoma—Town of oil repute.
San Andreas, California—It’s not our fault.
Walla Walla, Washington—The city so nice they named it twice.
Bushnell, South Dakota—It’s not the end of the Earth, but you can see it from here.
Knox, Indiana—Where opportunity knocks.
Hooker, Oklahoma—A location, not a vocation.

A highway smile
(Image Courtesy of the City of Gettysburg, SD.)

The Feel-Good Towns

Some cities and towns just want people to feel good when they visit or want to attract more residents through a rose-colored promise.

Hico, Texas—Where everybody is somebody.
Andover, Kansas—Where the people are warm even when the weather isn’t.
Happy, Texas—The town without a frown.
Eustis, Florida—The City of Bright Tomorrows
Boyd, Wisconsin—The friendly town. Why go by?
Gulfport, Mississippi—Where Your Ship Comes In

Sometimes, the promises become even less specific.

Wasko, California—A nice place to live.
Forest Junction, Wisconsin—You can get there from here.
Bellingham, Washington—Let us surprise you.
Metter, Georgia—Everything’s better in Metter.
Beaman, Iowa—You’re not dreamin’ you’re in Beaman

A town slogan so ingrained in Hershey, Pennsylvania, that even the lights on Chocolate Avenue
hint at chocolate.
© iStock/gsheldon

Town Slogans That Dominate A Town

Some towns dive deeply into their brand, carrying the theme through all aspects of community life.

Hershey, Pennsylvania, is “The Sweetest Town on Earth” and, of course, “The Chocolate Capital of the World.”  Chocolate can be found everywhere.

Castroville, California, is the “Artichoke Center of the World.” The expansive fields surrounding the town confirm the title, as does the artichoke “cuisine” offered in the town’s restaurants.

Everything artichoke
© Meredith Mullins

Top Five for Travel Inspiration

Which towns won my heart from their town slogans . . . and made me curious enough to put them on my travel “to do” list?

• Winnemucca, Nevada—The City of Paved Streets (Paving does seem enticing.)
• Tombstone, Arizona—The Town Too Tough To Die (There will always be a future.)
• Cherryfield, Maine—The Blueberry Capital of the World (although Hammonton, New Jersey, might challenge this assertion)
• Bothell, Washington—For a day or a lifetime (One of my favorite slogans. No pressure. You’re free to do what you want.)
• Knik, Alaska—Dog-Mushing Center of the World (The ultimate in unique experiences)

Which one provides some travel inspiration for you?

Thanks to Brad Herzog for his list of travel slogans.

And particular thanks to the Tombstone, Arizona Chamber of Commerce for showing the true meaning of hospitality.

For a review of additional town slogans, visit Offices Net.

Comment on this post below, or inspire insight with your own OIC Moment here.