HEART OF STEELE

I grew up with Scandinavian roots in rural Minnesota, baptized and confirmed in a Lutheran church, so I know a little something about staying humble.
If I heard it once, I heard it a hundred times: God first, others second, I am third. And Proverbs 16:18, “Pride goeth before destruction, and a haughty spirit before a fall.” Even as an adult, I have a terrible time boasting about my own accomplishments, and no trouble at all pointing out my faults.
So, I understand the apparent disconnect revealed in Owatonna’s branding study. Consultants with North Star Place Branding & Marketing found in surveys that outsiders from the Twin Cities and Mankato/Rochester areas appeared to think more highly of the community than the residents themselves.
This, even though Owatonnans they met in person couldn’t stop gushing about their wonderful city.
We must keep in mind, of course, that the residents and business owners they spoke to in person were likely to be Owatonna boosters. Those who aren’t as enthused about the city probably aren’t going to take the time to participate in the branding process.
It’s still disconcerting, though, to learn about a quarter of residents surveyed said they wouldn’t recommend Owatonna as a place to live or do business.
No doubt some folks have bones to pick with the city. I’ve never lived in a place where everybody was happy about their local government, I don’t believe that kind of magical utopia exists anywhere on earth.
But I wonder, too, whether some folks wouldn’t recommend the city because they like it just the way it is, and they worry that too much growth will mean change, and not for the better. That’s a valid concern, but not enough growth can be just as challenging.
Growth brings an increased property tax base, more customers for local merchants, more families supporting our schools, a wider variety of services and restaurants and other businesses. It’s definitely worth promoting.
The folks driving Owatonna’s new brand– “where the extra mile takes you” – have already started moving in that direction. Last week, they released a well-produced video that features a group of boosters talking about the community’s greatest assets, from its historic jewels to community events and, of course, the much-beloved Steele County Free Fair.
Their efforts to promote the heart of this community should make every Owatonnan proud.