Farmington council approves ‘Not So Fast, Farmington’ speed-management campaign

The Farmington City Council on a 4–0 vote approved a conceptual, yearlong speed-management campaign that city staff presented as a nonpunitive, community-driven approach to reducing speeding and traffic fatalities.

Marketing and communications manager Gina Antopa told council the campaign — branded “Not so fast, Farmington” — draws on national models such as Vision Zero and smaller-town campaigns (examples cited: Dublin, Ohio). Antopa said the plan emphasizes three components: data, thoughtful messaging and community engagement, with materials ranging from yard signs and decals to video, billboards and a mascot named Cruz, described as “the responsible road runner.” She proposed a landing page/dashboard updated monthly to show key metrics and suggested launching the campaign in April in conjunction with a museum event.

City Manager Reese and Antopa said the campaign would be coordinated with Police, Parks & Recreation and other departments. Antopa said some creative elements remain in development and staff will refine exactly which metrics will be tracked and how frequently. "Not so fast, Farmington" was presented as a psychology-informed message designed to encourage voluntary behavior changes rather than a direct command; Antopa said that approach aims to reduce resistance to the message.

Council members supported several aspects of the plan during questions: Councilor Rogers and others urged a simple, sustainable dashboard (three to five key data points), Councilor Giacchino suggested incorporating distracted-driving messaging, and Councilor Logan emphasized signage and school-zone outreach. Council members also asked staff to review sign ordinances and the logistics of placing campaign signs in neighborhoods and near schools.

Councilor Logan moved to adopt the conceptual program and Councilor Rogers seconded. The motion carried 4–0. City staff said they would return with fine-tuned statistics, a finalized budget allocation and implementation steps; staff also said they could absorb the initial cost through an adjustment to the city manager’s or marketing budget.

What happens next: staff will continue coordination with Police and Parks & Recreation, finalize the campaign creative and data dashboard, and prepare a budget adjustment and implementation schedule for council review. The city is planning outreach to schools, community events and a summer media push aimed at reinforcing the campaign’s messaging.

Attribution: Quotations and paraphrases in this article are drawn from statements by Gina Antopa (Marketing and Communications Manager), City Manager Reese and council members during the March meeting. All direct quotes and attributions follow the meeting transcript.