OPINION: Why Is Our City For Sale?

I’ve just read that the City of Falls Church is going to get “branded.”

A local marketing firm has been hired to advertise Falls Church to the public and produce a “brand video.” The idea seems to be that with the right kind of advertising, more people will want to live, dine, and do business in our fair City.

A steering committee has been appointed, and the members form an impressive list of City activists – the cream of the crop, really, and I’m grateful for their record of service.

So – who am I to dare question the idea? Well, whenever an idea surfaces that “nobody” would object to, I remember Emily Dickinson’s poem, “I’m nobody! Who are you?”

I’m not the devil – just his advocate. And I ask: What does the City of Falls Church need that can be supplied through publicity, advertising, and a brand image?

Let’s divide this question into two categories: residential needs and commercial needs. The residential needs seem pretty simple: Homeowners want to see property values maintained and City surroundings at least preserved and at best improved. And of course we all want to preserve a standard of excellence for our schools.

How will advertising support these needs? For example, I recall that recently our Mayor recommended to the Obamas that Malia and Sasha enroll in Falls Church City schools. Although in the end the City lost out to Sidwell Friends, the idea seemed to be that this was good publicity, and even if the Obamas didn’t take us up, maybe others would. Good advertising for the City!

And yet – our schools are not hurting for students. Do we need more? Do we want more? Do we want to build more school buildings, which apparently have to be outside City limits because we can’t afford to lose the tax revenue on City land?

The other residential question is about our property values. Yes, of course values are falling in this post-bubble market, but I believe we still enjoy a premium over similar properties just outside City limits. Falls Church City remains a desirable address, even with our somewhat higher real estate taxes. I’m not aware of any distress sales in the City – oh, wait, I forgot about the high-rise condominiums. At last report, only 14 units in the Spectrum had sold (not including the 8 subsidized “affordable dwelling units”). Pearson Square, of course, had to convert to rental apartments due to low sales. So perhaps advertising the City will attract occupants to our high rises, and when they are full we can build some more (and use the additional tax revenue to build more schools).

OK – enough. Let’s talk about commercial needs. We all know that the City needs a stronger commercial base to ease the residential tax burden. So bring on the marketing, right? The idea is to promote our “unique”-ness.

Now the devil rears his head: What is there from a commercial standpoint that is “unique” about Falls Church City? Why would a merchant want to locate inside City limits rather than outside (where business taxes are lower)?

I guess if I were making an advertisement, I’d stress the “charm” — as expressed in the old storefronts on West Broad. In fact, ironically, if you walk by the new Pearson Square papered-up storefronts, you see banner photographs of none other than the charming old storefronts on Broad Street! Nostalgia comes to Pearson Square!

Trouble is, those nostalgic West Broad store fronts aren’t faring very well. Since I moved here in 2002, I’ve seen the hobby shop and the children’s book store move out of the City when their leases expired and their rents increased. Now the eyeglass shop and adjoining optometrist have also forsaken the “charm” section for the glitz of the new Spectrum building. Fortunately, we’ll always have Brown’s Hardware (although I recall a City recommendation a few years ago to knock it down).

Well, enough. Perhaps somebody (as opposed to “nobody”) disagrees. Below is all the space you want to rebut the above and explain why I’m a Luddite. Have at it!

(The above Community Comment does not reflect an editorial position of the Falls Church Times. Readers are encouraged to submit a Community Comment on any subject germane to the City.)