Are Dallasites Still Living Large?

A lot has happened since the Dallas Convention and Visitors Bureau rolled out its “Dallas–Live Large. Think Big” tagline back in 2004, the result of a rebranding effort by The Richards Group. In the intervening years local boom turned to bust as the city laid off hundreds, Hummers were traded in for hybrids, multimillion-dollar mansions went into foreclosure and paychecks were slashed everywhere .

So, any second thoughts about the “live large” theme in a downsized, small-is-beautiful time when Dallasites are into shabby chic and raising chickens in their backyards?

Not at all, says John Beitter, who helped craft the city slogan at Richards’ Pyro Brand Development. “We see it as a metaphor,” one that makes sense “over a long period of time, rather than just this short economic crisis we’re facing,” he says. “We still like it and support it.”

So, that’s settled; Dallasites are still livin’ huge. And don’t let anybody tell you different.


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  • Tom

    UrbanDaddy seems to think so.

  • bill holston

    I am not a sloganeer, so I don’t think I could necessarily do better, but bigness is not an attribute I find appealing. (Ok, that’s some straight line, so go ahead…)

    These are buzz words I like:
    community, natural, local, energetic, creative,
    It’s why my wife and I have one new years resolution, to eat at a new restaurant every month. We’re starting in Oak Cliff.

    to me, leaving large is yesterday.

  • bill holston

    sorry, ‘living large’ is yesterday

  • Dadavark

    Living large is a state of mind not an economic indicator. You can live large without a McMansion or fancy wheels. It’s all about the person and not the property.

  • mm

    “Leaving Large” isn’t a bad slogan, either.

  • JE

    Maybe we are “living large” in a different way, as in too broke to afford groceries so we eat from the McDonald’s Dollar Menu.

  • I can’t afford to buy as many vowels lately, but I’m still “Lvn Lrg”

  • “Do-oh”

    How about “Living Sterile-knock it down and build an expensive concrete box”.

  • j.d.w…

    Bill – when heading down to Oak Cliff for dinner, I recommend Bolsa. I think you’ll find all of the following apply: “community, natural, local, energetic, creative”

  • broke

    Would my coworker who lost her 100% financed Frisco wannabe McMansion to foreclosure and then turned around and bought a big Mercedes be considered living large or just living stupid?

  • bill holston

    jd, thanks. that’s what I had in mind.

    It seems to apply to KXT too, a player of very good and energetic local music, don’t you think?