Al White, Colorado tourism chief, pens new slogan for New Mexico: Just south of paradise!

Categories: Media, News

al white.jpg
alwhite4co.com
Al White.
Earlier this month, the Wall Street Journal ran a story about New Mexico's $2.5 million effort to rebrand the state "as a place of charm and character, adventure, excitement -- and really good green chili cheeseburgers." It seems that the Land of Enchantment isn't perceived as very enchanting; focus groups described it as "dull," "barren" and "close to Arizona," while Colorado was called "majestic." Al White, the former state senator-turned-director of the Colorado Tourism Office, couldn't help but respond.

White wrote a letter to the editor, and the WSJ published it.

"The 'Land of Enchantment' Needs a Lift," about New Mexico's rebranding says that the state is looking to Colorado, which "routinely gets praised in focus groups," as a model. So how about this for a theme: "New Mexico . . . just south of Paradise!" That would have saved New Mexico the $2.5 million it spent on the effort.

Al White
Denver

Mr. White is the director of the Colorado Tourism Office.

At yesterday's Tourism Day at the state Capitol, White told a crowd of tourism pros that he hadn't yet heard from his counterpart in New Mexico. He said he had, however, heard from one man who said White's smart-ass response would ensure that he never brings his family to Colorado -- and from another who said just the opposite.

More from our News archive: "Scott Gessler not at fault for flaws in spending report, Secretary of State's office says."



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3 comments
Harleyflyer57
Harleyflyer57

I think he meant to say "just south of south park" the land of insanity where you'd better get out of Denver baby. and where you can take a tour bus to visit the scenes of our 4 school shootings and visit the Pat Sullivan detention center with lunch in the Littleton cemetary and a visit to Alfred Packer's grave while you munch on some local cuisine. A visit to the baloon boy museum is a must. Seriously, I have to say that as a businessman who has had enough of the bullying, browbeating and harassment that comes with running a popular tourist destination and receiving absolutely no help from the Colorado or Park County tourist agencies, I find that New Mexico sounds like heaven after the hell they have put us through. My business is the Coney Island restaurant in Bailey so I guess you can say that I come prepared to give Colorado the Mad dogging they deserve. google and you tube    Columbine family request.

Harleyflyer57
Harleyflyer57

I think he meant to say "just south of south park" the land of insanity where you'd better get out of Denver baby. and where you can take a tour bus to visit the scenes of our 4 school shootings and visit the Pat Sullivan detention center with lunch in the Littleton cemetary and a visit to Alfred Packer's grave while you munch on some local cuisine. A visit to the baloon boy museum is a must. Seriously, I have to say that as a businessman who has had enough of the bullying, browbeating and harassment that comes with running a popular tourist destination and receiving absolutely no help from the Colorado or Park County tourist agencies, I find that New Mexico sounds like heaven after the hell they have put us through. My business is the Coney Island restaurant in Bailey so I guess you can say that I come prepared to give Colorado the Mad dogging they deserve. google and you tube    Columbine family request.

Boondocker
Boondocker

Unfortunately, this isn't very original. Way back in the '80s, Colorado was looking for a new tourism slogan and put out a general call. The eventual winner was the short-lived "Colorado: Above All," but in the process Wyoming's tourism department cast its own entry: "Colorado: Just South of Paradise."

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