On Tuesday, the City of Arlington and the Arlington Convention and Visitors Bureau (CVB) announced the City’s official brand “Arlington: The American Dream City.” This brand marks the first time in which the City and the CVB have aligned in developing an identity for Arlington.
The City and CVB worked closely together to develop the brand, interviewing hundreds of people from across Arlington to understand their perception of our past, present and future.
“Arlington is multi-dimensional with a lot to offer families, businesses, consumers and visitors,” said Jay Warren, Arlington Marketing Communications Manager. “When building this brand, it was important that we approach it by looking at the entire community. We wanted to make sure it represents all of Arlington.”
With an excelling education system (four independent school districts, the University of Texas at Arlington and Tarrant County College), a strong entrepreneurial business community and diverse neighborhoods where the housing dollar stretches further than most cities, Arlington is a direct reflection of how the American Dream thrives when citizens have a can-do, independent spirit and city pride.
Throughout its history, even when faced with those who said it wasn’t possible, Arlington has become home to a host of international brands, including:
- The nation’s first regional fun park of American family fun, Six Flags Over Texas
- American manufacturing with the General Motors plant
- America’s pastime with the Texas Rangers and the iconic Globe Life Park
- America’s Team with the Dallas Cowboys and its world-class AT&T Stadium
- And, the United States Bowling Congress, celebrating the most participatory sport in the world
All of this growth has increasingly placed Arlington on a global stage, as it plays host for major, prestigious events, such as the Super Bowl, World Series, NBA All-Star Game, NCAA Final Four, NCAA Football and International Soccer.
“With this added attention, City Council recognized a greater need for Arlington to tell its own story. To talk about our history, our vision, our future and what makes Arlington unique,” said Arlington Mayor Robert Cluck.
The American Dream City reflects that Arlington is where many dreams start as aspirations that can turn into a reality and a better future.
“Arlington allows one to define their own version of the American Dream,” said Ronnie Price, President & CEO of the Arlington CVB, “this is where dreams get done by the can-do spirit of our residents, and that reflects positively on visitors to our city.”
While it officially launches today, a complete implementation of the logo will happen over time through attrition, due to fiscally responsible planning. As the city placements of the current logo wear out or are used up, they will be replaced with the new brand.
See Arlington business leaders, students and residents share their personal experiences in relation to the city in which they live and work and also provide their point of view in: “Arlington: The American Dream City.”