In a sign Petaluma may have finally turned the page on its reputation of being anti-business, the city has launched a branding campaign to attract new employers, employees and potential residents to its "Fertile Ground."
That earthy description is the theme, along with a logo of a five-pointed red star above a vintage-looking Petaluma, for a marketing effort designed to showcase Petaluma's charms and unique business opportunities.
The effort officially launched Friday night, as some of the businesses highlighted in the new website — Petalumastar.com — gathered to celebrate what they hope will be a renaissance of Petaluma's business esteem among the greater Bay Area.
Ingrid Alverde was hired in mid-2011 to fill the newly created position of economic development director. Her goal is to help small businesses develop locally and attract new businesses, essentially, she said, "to tell them why Petaluma is a premier business destination."
The city contracted with the Petaluma Design Guild to create a broad marketing strategy to highlight Petaluma's distinctive qualities.