Left In Lowell

The City Marketing Web Site

7 Responses to “The City Marketing Web Site”

1. tryin to stay anonymous Says:
   May 26th, 2009 at 3:54 pm

   There is almost no way to respond to this without sounding racist, so naturally I need to.

   I looked at it and yeah it looks white. But based on the people I see here, the other ethnic groups figured out where Lowell was and that it was a decent place to live a long time ago. I have multiple Southeast Asians, East Africans, Portuguese and Indian families on my street and I live in Pawtucketville, not exactly known for diversity. That may be the type of neighborhod I want my kids raised in, but I’d be stupid not to acknowledge that a lot of other people I know are not on board with the concept.

   Only the white people I know from other local communities look at me funny when I tell them where I live. Followed immediately by being asked if I have to live there because of my particular employment.
   So can you blame the marketers for recognizing the target audience… people with money? Its not like they are targeting Appalachia and the NASCAR crowd either folks. The artist movement and JAM plan are efforts to turn Lowell into a mini South End. Fine with me, but we can’t have it both ways. If Lowell wants to be Cambridge just remember there is an old saying, “I’m neither rich, nor poor enough to live in Cambridge.” Diversity…with a price.

   People aren’t flocking to Lowell from the rest of the US just because its Lowell, the only reason for that type of relocation is for job growth. So essentially Lowell (as a cost effective alternative) is competing for people who already live in New England, which, except for a few small pockets, is somewhat more affluent and pretty white last I checked. Based on continuing and successive waves of immigration the recent arrivals have always taken care of spreading the word this city is a good place to live.

   I’d say its less about race and more about class. Not that that’s any better. Gentrification is what it is, but that is the driving force behind a lot of what Lowell has tried to do for quite some time. I’m just calling it how I see it.

2. Eleanor Rigby Says:
   May 26th, 2009 at 10:07 pm

   Really the only campaign undertaken by Lowell in recent memory that I would consider a success is when the city targeted the arts community in Boston, specifically Fort Point Channel area, and offered the live work spaces at vastly reducted prices as compared to what they were paying in Boston.

   If the city really wants to bring in new blood (and I am not convinced they really do since the people that come will want a say in how the city is actually run) then they should target people that are being shut out of the housing market in Boston and show them what they can get for the same money here.

   I have heard their radio campaign and the ads are not exactly awe inspiring and certainly don’t make me want to explore the city or even visit and I’m already here!

3. Eleanor Rigby Says:
   May 26th, 2009 at 10:14 pm

   As for the web site being all white…what’s new? I recall seeing artist renditions of the Hamilton Canal project and the characters illustrated are also all young white and middle to upper class.

   Wasn’t it Lowell that decided to change the name of a street in the acre from Marion St to Cork St without consulting the residents? When the residents complained the CC looked embarrased, but went ahead with the change anyway, why? Because the people living on Marion Street were primarily low income minorities.

   Wanna bet what would have happened if they decided to change the name of Clark Rd to Cork St without approval of the people living there? Go back in the archives and check out how much time the CC gave to the debate over a stop sign on Clark Rd. Why? White, upper/middle class and voters.

   So why would anyone be surprised the new website is white only?

4. Lynne Says:
   May 27th, 2009 at 8:17 am

   I think this is honestly a really interesting debate.

   I have to disagree on some points, I think the diversity attracts people here. One reason I stayed was that I realized that I was suddenly a minority in my neighborhood (at the time). I liked that. I’m from white white NH and it was tiring.

   The festivals, ethnic restaurants, etc all are part of the city and deserve as much prominence in our marketing as anything.

   Half my neighbors are of various ethnic origins. Most of them own their houses or are long term renters.

   I do think non white middle class might well be looking to relocate someplace that offers the diversity that Lowell has, and I think many white folks are too.

   By the way, appealing to some types of Boston buyers requires having diversity.

5. Lynne Says:
   May 27th, 2009 at 8:24 am

   Oh and ER, I meant to mention that you have a GREAT point about representation and who gets attention in this town. Sort of a great argument for partial or full district representation, eh?

6. tryin to stay anonymous Says:
   May 27th, 2009 at 7:14 pm

   I do believe there are people who value the diversity here, but probably not as many as I wish there were. Sorry I’m just a cynic by nature I guess.

   I think most of the poeple who place an emphasis on diversity are educated and have some finacial stability. Unfortuantely they probably already live where they want to live. The metro Boston buyers are those with the money to live there. Is there a mindset of people shut out because of the cost? Maybe, but how does that get fleshed out?

   Empahsis on the diversity might work for driving tourism and business but I’m not sure that a majority of people want to live in a neighborhood that is culturally different from their own.

7. Eleanor Rigby Says:
   May 28th, 2009 at 5:30 pm

   “…I have to disagree on some points, I think the diversity attracts people here. One reason I stayed was that I realized that I was suddenly a minority in my neighborhood (at the time). I liked that. I’m from white white NH and it was tiring. ”

   If tht diasgreement was meant for my post you misunderstood what I wrote. I am pointing out that the powers that be in Lowell are white, upper/middle class and that is who they are targeting in their campaigns.

   The “melting pot” image of Lowell is largely ignored by our “leaders” or relegated to history as part of the National Park and if it were up to them it would be forgotten!

   Lowell has been and continues to be a melting pot and that is good, but if you look at the various campaigns the city has undertaken to attract new blood, it’s not the melting pot image that they are pushing.

   Former CC Dick Howe once said that Muffy and Buffy are never going to come to Lowell to live. He is correct but unfortunately the folks deciding how to market this city are still holding out hope that Sissy, Buffy and Mr. French will be on the next bus.

   As many people smarter than I have said, You play the hand that is dealt you, not the one that you wish you had. That is my message to the folks coming up with these brilliant (cough cough) marketing campaigns.

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