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Rebranding Not Needed In Ybor City

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The Tampa Tribune

Published: October 17, 2007

Updated: 10/15/2007 10:11 pm

Ybor City, to be sure, remains a work in progress.

It is the historical, immigrant soul of Tampa, but since the oxymoronic heyday of urban renewal, it has been in identity-crisis mode. No need to rechronicle that here, but suffice it to say that wooing businesses, residents, shoppers and diners to a wet-zoned venue frequented by drunks and punks is a challenge. One that warrants curfews, decibel ordinances and a high-profile police presence.

It also involves proactive marketing or 'branding' of Tampa's historical - and entertainment - district.

But there has been recent talk of 'rebranding,' and it has created a stir among some vested Ybor interests. They have not taken kindly to elements of the gay community promoting Ybor as 'Gaybor.'

In the Ybor-based, weekly newspaper La Gaceta, publisher-editor Patrick Manteiga took the gay-themed re-branding move to task. He said that a 'Gaybor' gambit 'will only confuse the consumer and disrespects the area's historic name. ... Everyone is welcome, but don't tread on our past.'

Manteiga is right.

Ybor needs an infusion of anything that doesn't involve weapon searches and drinks by the coupon. Not to traffic in stereotypes, but the gay community has a track record of gentrification and stability - from investment to patronage - that Ybor sorely needs. Imagine, real adults savoring Tampa's historical-entertainment district and spending real money.

But not at any cost.

For all its eclectic component parts, Ybor is still Ybor - not 'Gaybor' or 'Rapbor' or '2-for-1bor.'

Ybor has always warmly welcomed those who respected its unique place in Tampa's history. That goes for goths as well as gays. But being a key player in the Ybor dynamic and a fixture in its economic future comes with a condition: a healthy respect for its past.

Rest assured, word will get out about a reinvigorated Ybor without any rebranding affronts.

The 'Ybor' brand will be better for it.

Quarles' Leadership Role
A lot of eyebrows were arched when it was learned that former Tampa Bay Buccaneer linebacker Shelton Quarles was Gov. Charlie Crist's choice to chair the newly formed Tampa Bay Area Regional Transportation Authority board.

That is the entity entrusted with producing a seven-county mass transit strategy by July 2009. A lot - as in quality of life and smart economic growth - literally rides on the agency's success.

The Quarles selection is a surprise because he has no background in transportation - other than having commuted to One Buc Place for 10 years.

To his credit, Quarles, a Vanderbilt University grad, has defied the dumb jock stereotype. He's involved and generous with his time when it comes to the Tampa Bay community. He's also a nice guy.

Having said that, however, Quarles couldn't possibly be the best choice for the agency's point man, a position that entails briefing elected officials and the public and helping forge a consensus among members. It also presupposes more than a novice's knowledge of mass transit issues. Monte Kiffin won't be able to help him on this one.

It wasn't as if there were a dearth of candidates for Crist to appoint, unless he wanted a figurehead. Among the unappointed applicants: Ed Turanchik, the longtime regional rail advocate who wants to fight the good fight.

Put it this way: It would make no less sense if Turanchik were named Bucs' starting middle linebacker by Jon Gruden.

Joe O'Neill is a South Tampa writer who can be contacted at www.OpinionsToGoOnLine.com.

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