Norfolk leaders consider ditching 'Life, Celebrated Daily' motto

NORFOLK

“Surprising” Suffolk isn’t the only area city that may be looking for a new motto.

City Councilman W. Randy Wright has proposed that Norfolk ditch its longtime motto, “Life, Celebrated Daily.”'

“It’s a real dud,” he said.

In its place, Wright, who led the city’s effort to attract light rail, suggested “Norfolk, a City on Track.”

Some council members liked the idea, presented at the council’s retreat earlier this week, and nearly all made light of it.

“We could call it Wright on Track,” said Mayor Paul Fraim, drawing laughs.

However, it was no laughing matter to Wright, who said the city needs to capitalize on next year’s opening of its 7.4-mile, $288 million light-rail line.

“There are only 38 cities in America that have light rail,” he said. “That puts us in elite company. We need to make that a part of our marketing tool right now.”

Wright said his suggestion captures much of what city officials are trying to convey about living and working in Norfolk.

“Too many people perceive Norfolk as a great place to visit and not a great place to live,” said Councilwoman Daun S. Hester.

Wright’s got a decent track record when it comes to branding. He suggested Hampton Roads Transit name Norfolk’s light rail line “The Tide.” After being vetted by focus groups, an Internet survey and the Downtown Norfolk Corporation, HRT is now promoting “Ride the Tide.”

Suffolk officials announced last month that they were searching for a new motto and would invest several thousand dollars on the initiative.

The Norfolk council agreed to discuss Wright’s proposal at a later date. But said Councilman Paul R. Riddick: “This is something we shouldn’t spend a dime on.”

Harry Minium, (757) 446-2371, harry.minium@pilotonline.com