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“Awesometown” taking some heat?

September 29, 2010
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For those of us who live here, we’re all (too) familiar with Newhall Land & Farm’s rebranding of Valencia, CA as “Awesometown.” And, fortunately or unfortunately, this rebrand has definitely sparked some interest in our little suburb, with articles from both the LA Times and, just today, one from AOL’s Housewatch blog.

Ironically, neither really spend much time commenting on whether or not Valencia is actually “awesome.” They spend most of their articles asking “Why, of all possible names, would you brand your town after a failed Andy Samberg skit?”

So, instead of telling you what we think and, instead of just taking the LA Times’ word on this, we want to know what you think. Speak up, Awesometown!

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7 Comments leave one →
  1. Isis permalink
    September 29, 2010 6:21 pm

    Honestly, the use of “Awesometown” offends me as a local. I grew up in VALENCIA, knowing that once I got older, this place would bore me and ignore my teenaged/twenty-something needs.

    Well, I’m finally in the latter group I mentioned, and the situation hasn’t changed at all. Valencia is boring, has no campus life at it’s major community college… There’s no creative spark here to keep people interested. Sure, it’s great for families with young children, but once you hit an age where you can go shopping by yourself, you’re ignored.

    I’ve even brought some of my issues to the city council to no avail. They don’t care. How can an “awesome” place be so horrible to specific age groups? Most people my age get out of here as fast as they can. I look forward to counting myself among them.

  2. September 29, 2010 7:04 pm

    I think it really depends on your age. Everyone knows each other, and there are a lot of activities for smaller children and their stay-at-home moms/dads. I would consider raising a family in Valencia. However, the cost of living there is anything but “awesome”, and the area is pretty awful for teenagers and twenty-somethings. I think the city has done a great job with the aesthetics of the community, and the boring aspect of it could be remedied if anyone from the city would get off his/her ass and acknowledge the growing population of high school and college age residents.

  3. September 29, 2010 10:10 pm

    I am by no means an “Awesometown” advocate, but at the same time so many people act that there is a utopian paradise out there somewhere… well most people think its anywhere BUT Valencia…. to me the reality is that this place has the same amount of pros and cons as the cities or more rural areas. I think most of American suburbia has great potential to be flourishing artistic and cultural centers, but like it has been stated, the corporate, mainstream status quo does its part to prevent such a movement to invade its “Awesometown”. But another blockade to this movement that is never mentioned is the fact that the majority of creative talent flee the suburbs just to be another drop in the bucket(for the most part) rather than setting up shop in a suburban environment. Of course there are many economic and social benefits from setting up a creative enterprise within a major city. But I believe a different set of benefits exist in the suburbs.

    Basically how can we keep complaining about “Awesometown” if we contribute to what makes it what it is as much as the other factors we criticize?

  4. September 29, 2010 10:37 pm

    I definitely think Santa Clarita is awesome, but this campaign seems to be Newhall Land and Farming’s way to market and rebrand “Valencia” as the most awesome place in the city–which anyone who has lived in the SCV would and should argue otherwise.

    What really makes a town awesome? Is it really the mall? And thanks LATimes for that shout out to Taylor Lautner–really, is that hometown to Twilight werewolf Valencia’s new claim-to-fame? I’d like to think that anyone who has grown-up in Santa Clarita has less of a superficial and materialistic definition of awesome.

  5. Melissa Gasca permalink
    September 30, 2010 3:22 pm

    Valencia is “Awesometown” but not for the reasons Newhall Land wants it to be. Paseos and good schools are …. respectable. But what makes Valencia (And all of SCV for that matter) awesome is the people. The people who volunteers dozens of hours to help others. The Starbucks baristas who actually go out of their way to memorize your drink. The people making a difference. There’s a whole lot of NOT awesome people. But SCV is “Awesometown” because many of its people CARE.

  6. October 2, 2010 4:40 pm

    I do think Valencia is an awesome place, but I don’t know if the dubbing of it as “Awesometown” was an honest representation of our city. But all the negative press we are getting for it is great for the town, because as they say “any publicity is good publicity.” The other factor is that if the promotion of Valencia as “Awesometown” makes people think it is more youth/young adult friendly, perhaps we will see more of a young adults moving here and I am in favor of that.

    In all honesty, at first I thought it was ridiculous.
    But as people from both sides argue about it and I see culture develop here for artists and creatives, I’m starting to believe that Valencia is an awesome town.

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