Letter | City should reflect ‘ethos’ most residents want

Santa Cruz Sentinel

Center

High Factuality

Private Equity: Alden Global Capital

Letter | City should reflect ‘ethos’ most residents want

Last week’s Sentinel story that the city of Santa Cruz seeks to “rebrand itself” garnered a fair amount of attention as is evidenced by the number of LTE’s that appeared the next day. Aside from wondering why a cash-strapped city would spend money for tie-dye clad consultants from San Jose to play TV game shows is the question of what’s wrong with our brand? Santa Cruz is already widely known as a place with a beautiful beaches, great surf, maje…