Scottsdales ” name ” game

What’s in a name? Well, plenty at least in Scottsdale where designer labels conceal a multitude of sins, motives and inconvenient truths. Labels shouldn’t define us as a community yet the fact is – they do. You know the ones- North, South – snob. In Scottsdale , land of make believe, labels and appearances matter, contributing to our carefully cultivated image as a higher end playground for the pretentious. Hey, we weren’t simply handed the Snotsdale title – we earned it. To augment our reputation as a premier community for those folks that delight in the finer points in life, we have actually sacrificed various other qualities that contribute to a communities reputation. How you design or revitalize a community depends on that you are designing it for – who’s the target demographic? that has actually the ” right stuff ” ? that fits the profile and is deemed worthy to call the area estate ?

Part of south Scottsdales unique charm was related to its lack of pretense, its a lot more down to earth , relaxed vibe. South Scottsdale is/was authentic by Scottsdale standards, a place where those of a lot more modest means reside, a place where middle class families, retirees and simply plain folks could hang their hats. It is a place that required a little sprucing up thanks to years of neglect by city officials yet is receiving a full blown makeover instead finish along with botox injections designed to attract the all necessary young, hip and trendy demographic. yet at Exactly what cost? Every globe class city has actually nooks and cranies for a variety of demographics, places where you feel at estate regardless of your ” pedigree ” – or lack of . Labels often convey little of real significance. For example, the term South is merely a geographic designation as I am fond of repeating. It is where we are located – not that we are. We often attach our own shallow meanings to such labels. In the Scottsdale vernacular, the term south conjures up images of an harmful area, drive by shootings, graffiti, places where residents earn much less compared to $100,000 a year, shop at ” Super Centers ” and consume fast food. Shudder. They seldom dine at higher end bistros ( because we never had any ) or restaurants that describe themselves as ” Bistros ” meaning you will certainly should use those brand-new bifocals and a magnifying glass to discover your entrĂ©e. Worse , you will certainly be forced to dust off that bank credit card to pay for a meal you couldn’t – discover – or identify. Your husband will certainly spend hours pondering why you had to spend so much for an unidentified protein artfully arranged on a – kale chip. Sure these standard south Scottsdale residents may seem like an alien species to the brand-new demographic. We are simple, uncomplicated- honest. We frequent restaurants that may give coupons, a concept foreign to this brand-new elite species that plans to populate our turf. Yes, the young, urban professionals that embrace the 24/7 live , job and play lifestyle, sip overpriced lattes at outdoor cafes along with wi fi capability. The brand-new breed embraces the ” green ” lifestyle reveling in the benefits of green building and green – food. Organics. They can easily often be observed sipping concoctions that are nutrient rich and green in color. Green tea infusions, spinach/lime smoothies. The rest of us poor slobs prefer the 24/7 live, job and nap lifestyle and can easily be found pounding down a cold one at the neighborhood bar/s . They can easily appreciate public art and can easily even identify it. The rest of us are often confused by it and want to know 2 things. – Exactly what is it and Exactly what purpose does it serve ? The answers are No one knows and – none yet it appeals to young professionals that may know nothing regarding art yet wish to convey the impression they do . The rest of us consider it and believe – graffiti magnate. Hey, I’ve got the paint and the night vision goggles – simply haven’t had the time.

If I sound jealous – I’m not. No, I’m actually impressed by how effortlessly this group wields their power and influence. Entire battalions of developers, city officials, assorted bureaucrats and various other ” lifestyle specialists ” ( brand-new label – ya like ? ) are prostrating themselves to cater to their every whim. Heck, they are reinventing an entire city. It’s downright – inspirational especially once you think about the naked truth that long time residents have actually had their wants met along with icy indifference – for years. Their earning potential and pedigree have actually enabled them to accomplish points south Scottsdale residents could only dream of. We weren’t members of the right income bracket, the key to all Scottsdale triumph stories. As ego crushing a concept as this is, I have actually decided to pick up the pieces of my middle class life and move on. You see , I’m secure in the knowledge that the demographic I’m a proud member of is simply as worthy of cultivating as the brand-new breed of Scottsdale resident. We’ve got the right stuff. It simply comes in a a lot more generic package. that are we ? We are long time south Scottsdale residents. We live in middle class hoods, drive middle class cars and aren’t impressed by the superficial. We are educated, hard working and say Exactly what we mean and mean Exactly what we say. Pity politicians don’t take a leaf from our book. We are the meat and potatoes of any community. Sure botox and bling are nice yet variety is the spice of life.

Scottsdale officials have actually tried to convince us that we are simply one big happy family – no North , no South. We are – Onesdale . One demographic – elite, luxury – higher end. City officials are well on their means to reinventing south Scottsdale , transforming their vision of Onesdale in to reality. Only one problem . They have actually to wait until the rest of us become extinct. Our demise might be imminent. Area rents, housing prices and the retail seduced to the area by the promise of higher end incomes may price the rest of us out. I have actually talked to a variety of residents including retirees , teachers etc that complain that they are being forced out by rapidly rising rents and multifamily communities that cater exclusively to the luxury crowd – not the middle class. I have actually begun to long for the days once the luxury crowd was confined to their own habitat as in – up North. They seldom ventured beyond the walls of their gated communities which could be easily identified by the trail of Benzes, BMWs and various other higher end rides leading to their front doors. They never traveled in to enemy territory AKA south Scottsdale unless the GPS system on the Escalade malfunctioned leaving them stranded in an area lacking in the upscale amenities they had become accustomed to . Sure the rest of us may inhabit neighborhoods riddled along with code violations yet we know our neighbors. We even advice them from time to time. Our shabby chic hoods have actually heart – and soul unlike the BMW driving hipster whose ride was adorned along with a rhinestone encrusted license plate that read – ” Princess ” She was no doubt late for her manicure appointment since she felt compelled to cut in front of me this morning and flip me off all while chatting on her Iphone – as in I am the crucial person on this or any various other planet. You know that you are . I hate to break it to you yet you aren’t a princess.

Yes , Scottsdale is obsessed along with labels yet apparently we haven’t ” arrived ” simply yet. We only snagged the #4 spot on a list of snobbiest cities as reported by the Scottsdale Republic, Scottsdales official source for – all the news unfit to print.. Yes – 4th in a city that prides itself on its higher end lifestyle as defined by median estate prices ( higher ) , household incomes ( higher ) , percentage of college graduates ( higher ) , art galleries per capita ( the greater the much better ) and fast meals bistros ( the fewer the much better ) . See a trend developing? The not so subtle message – The rest of us should move to lower ground as in Mesa or Hell . They really don’t care. Yes, guess we’ll have actually to try a little harder in order to earn that prestigious title – Top Snob. Maybe we can easily flash a little cash. Perhaps some of that ” dark money ” is still floating around. Oh – wait. There’s an additional election coming up. They’ll need that to spread rumors, lies and half truths regarding their opponents. Silly me. We’ve already sacrificed a wonderful deal in our relentless quest for the top spot. We’ve fully embraced that 24/7 live job and play lifestyle. Heck , our downtown merely reeks of alcohol and sophistication. We’ve sacrificed our quality of life, our future and our long time residents. Exactly what a lot more can easily we do – adopt a Kardashian? Mayor Lane and the front man for the Scottsdale Chamber, Rick Kidder, believe that having that snobby reputation is , as Martha would certainly say, a good thing. I beg to differ. Actually, being a snob is a reflection of attitude and not accomplishments. It’s a symptom of Exactly what numerous believe is wrong along with Scottsdale. No one desires to live in a community of snobs except various other snobs Perhaps that’s the idea. Birds of a feather…..Funny , mom always taught me that truly accomplished people, people that were well educated and financially secure didn’t have actually to flaunt it. They wore it like an old shoe.

The city , in yet an additional attempt to stamp out the Scottsdale that was and replace it along with – brand-new York, is utilizing a brand-new tool in their ongoing crusade to reinvent the city. Branding . A fancy means of saying they really do support – labels as long as they are labels that reinforce our affluent image. Now I understand why the label ” south ” was so unpalatable to them . It reminded them that there were pockets of nonconforming, middle class residents in their midst. Branding is a technique used to redefine an area. The Scottsdale Republic recently reported ( so much trivia – so few real reporters ) that an effort was under means to rebrand an area in the downtown. Similar to the Soho district in brand-new York, some folks along with too much time on their hands felt the downtown area required an identity so why not – Sodo as in south downtown or Sosco for south Scottsdale. Yup, if it is good enough for brand-new York we need districts along with silly names too. permit me to contribute to this ” worthy ” effort.

So – Exactly what ( self explanatory )

So bo ( so botoxed )

So – kill me – see So Exactly what above

Sogo – Exactly what they would certainly like the rest of us to do – that may not fit comfortably in to the demographic they chance to attract.

If only a lot more compared to 23% of the electorate would certainly bother to vote maybe we wouldn’t be – so screwed. How regarding SOFU ? A relative to Tofu, a favorite of the health conscious ” in ” crowd. Additionally serves as a descriptive term used to describe how our council often treats the rest of us.

All long time south Scottsdale residents ask for is a little respect. All you ask for is our vote and a little of that dark money to seal the deal. Perhaps we can easily job something out – SOVO ( So vote November 4th ) .

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