City announces rebranding campaign

PENSACOLA, Fla. (WALA) - The City of Pensacola held a news conference Wednesday to announce a new brand campaign for the city.

Mayor Ashton J. Hayward spoke at the event which was held to introduce a new brand identity for the city itself as well as other city-owned entities.

City officials are calling it "the Upside of Florida," same flavor, new attitude.

Leaders said it's a marketing campaign to attract business, tourists, and to keep locals from leaving.

"We are a historic city, the first settlement in America. We have an amazing walkable downtown," said Mayor Hayward.

Its strengths are obvious: attractive beaches, prime waterfront real estate.

But to some, it remains a hidden gem.

"One thing that we've always lacked is not getting the word out there about Pensacola, it's kind of been this sleepy little town that didn't want to grow," said Mayor Hayward.  

Mayor Hayward says younger generations want to live in Pensacola.

"In the past, we've lost people to our neighbors just right here in Northwest Florida; and we shouldn't be losing anybody," said Mayor Hayward.

But some people, such as Scott Zepp, came back to open a World of Beers franchise location.

"It's seems like it's more pro business than it's ever been," said co-owner Scott Zepp.

Since opening on July 4, Zepp has relied on a Tampa based beer supplier, MicroMan.

MicroMan sends a truck filled with bottled and kegged beer to North West Florida for distribution to area bars.

That supplier has now expanded its sales in and around Pensacola.

It would appear that growth is already underway.

"Pensacola knows how to have fun that's for sure," said Zepp.

One area the mayor wants to build upon is making Pensacola attractive to snow birds and vacationers.

"Well, what I want to do is when they here Pensacola, Florida, they can get a direct flight from the Northeast," said Mayor Hayward.

The city will unveil a new gateway sculpture as part of its new identity.

A model shows the sculpture positioned between East Gregory Street and Bayfront Parkway.

Mayor Hayward also said he anticipates well planned growth for Pensacola over the next 10 years.