| The City of San Bernardino is excited to submit the first ever translated Parks Make Life Better brand, “Los Parques Mejoran la Vida!”for a CPRS Award. The brand has been revitalized in San Bernardino and, its implementation into a city that serves over 220,000 people, has provided access to programs, equity to Spanish speaking residents and an invitation to make life better! The city spans over 62 miles and is made up of different cultures, the largest is 62% Hispanic. San Bernardino has endured drastic effects to its service levels, most recent being a bankruptcy in 2012, which eliminated the majority of programs and services provided by the Parks, Recreation and Community Services Department. The median household income of residents is a mere $25,686, which is less than 65% of the State median household income of $75,235. By translating our marketing and branding, a sense of community pride and presence presented itself. What started as a branded statement on the front of a brochure, turned into a movement in the communities that make up San Bernardino. Los Parques Mejoran la Vida has resonated deeply into the Spanish speaking population and in return has provided residents a new perspective of trust and resilience towards the city. Each day more Spanish speaking moms, grandmas, uncles, dads, and more approach our office to ask about the program in the brochure and how their family can participate. When they complete a program such as a swim lesson or a Karate class, the result is a positive lifelong memory being created. This only serves as yet another tool to strengthen community identity and for our department staff, it creates a justification for doing more. The translated brand has been added to a variety of marketing efforts that go beyond print, but the most successful effort, gathering community and engaging in health, fitness, and safety, is the brand placed on our brochure. It serves as an information tool for services, but it also serves as an educational tool for many who would have, in the past, never had any idea that the city continues to provide crucial services that the community needs to thrive, feel safe, and progress into a brighter future. The Los Parques Mejoran la Vida brand was the catapult to engaging with the Spanish speaking community and developing a strategy to implement programs that serve the needs of all who participate. |