Branding YOU Better! – Susan Newman Lerer

It’s very clear to me now. Mayor Steven Fulop doesn’t seem to understand what the department of Cultural Affairs does, nor grasp the true concept of “branding.”

In a recent interview on the website River View Observer, “Jersey City’s New Mayor Steven M. Fulop Envisions the City’s Cultural Future” he negates the responsibilities of his own Cultural Affairs Dept. and shows a disregard for the years and effort of many.

Now it makes sense why he moved the Dept. of Cultural Affairs to under the new “Resident Response Center.” (<< Read about this transition.)

If Mayor Fulop wants to move Jersey City forward and show a powerful cultural front, how about talking to his own employees about what they’ve done and what they visualize for the future. When you belittle them and file them away, it doesn’t look like you are asking them to look toward the future. (Also, the Jersey City Government website could do a better job at showcasing what makes Jersey City great.)

Now, I understand, rebranding a city like Jersey City is a huge undertaking. It’s one of the most diverse cities in the country and it’s not easy to spin that when representing so many. But it’s bad brand visibility to talk about Cultural Affairs dismissively. A great place to start is by embracing the department that spent years providing… “numerous art fairs, ethnic festivals and flag raisings, as well as local theatre, film and performing arts. They are a proud partner in the October Jersey City Artists Studio tour, which draws thousands from across the tri-state area.

They are also the host of the Summerfest Concert Series at Liberty State Park, MLK Hub Concerts and Jazz for Lunch at Exchange Place. They curate and have monthly art shows in the Rotunda within City Hall as well as care about our local preservation and environment and have an employee focused on the Historical Project.”

There used to be even more events but some had to be cut due to the lack of funding.

Why is it that when someone new comes into power they start to look for expertise elsewhere instead of under their own roof? Mayor Fulop talks about new murals and galleries that are going to display the work of famous artists from around the world instead of building up the world class artists who live and work right here.

How about making Jersey City great for its citizens first, then the tourists will come.

As a citizen of Jersey City for the past 7 years (previously I was a Hobokenite), I see a city with such potential, yet still divided. The Heights needs so much help, which it’s not getting, as resources are pushed toward downtown Jersey City and soon Journal Square. This at least is a good thing with some funds going to the Landmark Loew’s Theatre renovation.

So, Jersey City Rebranding 2.0.

What do you, the public visualize for our city in the coming decades that will excite us all, bind us together as a community and welcome the masses?

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