I want people to think of St. Louis as a bigger city with a smaller town atmosphere. People should think of St. Louis as being outgoing and confident yet kind and friendly.
If St. Louis walked through the door right now it would be shorter, middle aged man, driving an old Volvo or Toyota, wearing a suit wanting to be like the business men on Wall Street. This demonstrates St. Louis' current attitude that they want to be someone else and they aren't quite to point of greatness. I would change the attitude saying that St. Louis should stop imitating and be proud of what they already are. I see St. Louis as a younger man who knows what they want to be and it is reflected in the way he looks. He is dressed well but not too flashy, like L.A. and he drives a car like a Lexus that says I'm doing well but obsessed with money like New York. St. Louis is a city with tradition and dedicated people.
St. Louis is different from many places in that it has the Arch, it doesn't know what it wants to be, it's in the middle of everything and it is now the crime capital of the United States. St. Louis needs to showcase their dedicated fans and things like their different language and state of the art hospitals and museums. St. Louis needs to have some self esteem and believe in what we already have.
St. Louis' position should be based on dedication and how it is different for the better. You can find places like forest park, the zoo, the history and art museum, the city museum and some of the best sports and fans in the nation. To deliver this new spin on the city the tag line could be something like “St. Louis, be yourself and be proud of who you are”. This implies that St. Louis is already great but we need to just need to be confident in who we are. St. Louis has lots going for it, it just needs to be uncovered and spread.
