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Intern proposes 'The Hidden Gem' slogan to strengthen South Weber identity
Summary
Management intern Dan Fillmore presented a capstone recommending a new city slogan, 'The Hidden Gem,' and suggested incorporating it into city materials and wayfinding to highlight South Weber's geography and small-town character.
Dan Fillmore, a management intern who worked in the city for six months, presented a capstone project recommending a refreshed city slogan and identity. After reviewing resident surveys and speaking with councilmembers, Fillmore said residents value South Weber as a small town tucked away geographically. He proposed the slogan "The Hidden Gem" for use on city documents, memorabilia, and the website, and suggested installing a plaque or boulder describing the city's geography at a future City Hall site.
Fillmore described language for the plaque that emphasizes the city’s placement "at the mouth of the Weber Canyon" and being "tucked away from the surrounding urban sprawl," and he recommended a trail highlighting the city's unique geography as part of any future site plan. Mayor Westbroek and the council thanked Fillmore for his work; Councilmember Joel Dills suggested the slogan be added to the city website.
