In early July of this year I began exploring routes away from San Diego's coast in an effort to find some sunshine. The weeks of "May Gray" and "June Gloom" went way overboard this year. Almost every day, the forecast was "increasing cloudiness," which seemed comical long after the sky was filled with nothing but clouds.
This exploration allowed me to see more of San Diego County, both within and outside San Diego's city limits. One day my friend Dennis and I decided to put a hundred miles on our bikes. We passed the city limits more than once. At one point during our long ride, Dennis pointed out how embarrassing San Diego's new "tag line" is. I thought we were still "America's Finest City," but Dennis pointed out how someone in our finest city's government decided it was time to change that tag line to "A City Worthy of Our Affection." I had never noticed this before, and when I realized he wasn't kidding, I suddenly felt very embarrassed for San Diego. This was a bone-headed move at so many levels…
- "America's Finest City" was a great tag line. Why would we change that? Did someone else steal the honor from us? Was it because of the horrible maintenance of the roads? I will admit that most cities (and unincorporated communities) around San Diego have smoother roads than San Diego does. Dropping this tag line is a horrible admission that—for some reason unannounced to the constituents—we aren't even going to claim that we're the finest. Very sad.
- Worth of our AFFECTION? Since when does one think of cities as something to get affectionate about? This new phrase sounds like something a committee of undereducated bureaucrats came up with. From what I've gathered, it's actually borrowed from one of Mayor Sanders' "state of the city" address several years ago. How misguided is that? Dump a great tagline and replace it with an awkward phrase in an uninspired political speech? Clearly the city doesn't employ a good marketing person…at least not one with any pull. Very embarrassing.
- San Diego has been in financial trouble for quite a few years. Can you imagine somebody at city hall signing the purchase order to replace all those city limit signs just so this lame tagline can replace the good one? Way to go, SD. Don't spend that money on fixing our roads, maintaining our parks, or beautifying major tourist routes like Torrey Pines Road heading into La Jolla. Spend it on a bad tagline. Very wasteful.
So there we have it: Very sad, embarrassing, and wasteful. If we have an interim tagline before we become "America's Finest City" again, how about making it, "San Diego, the City's Management is Worthy of our Attention." Let's not let this sort of nonsense continue on our watch, using our tax dollars.