'It's all within reach' is Federal Way's new slogan


Staff writer

The City Council has approved “It’s all within reach” as Federal Way’s new tagline, but not without objections.

Councilman Jim Ferrell pulled the item off the council’s consent agenda — a list of business items which the council usually approves in one vote without discussion — after hearing testimony against it during a public comment period at the May 18 council meeting.

“I had serious concerns about it because I didn’t think it said anything,” Ferrell said.

Still, a majority of his colleagues on the council disagreed with him and Mayor Dean McColgan, who also voted against the slogan.

The city’s Finance, Economic Development and Regional Affairs Committee recommended using the phrase in promotional and marketing materials for the city.

In late 2002, city officials adopted a new logo, but they delayed picking a tagline until an opportunity came up that would require one. That opportunity presented itself last year as the city prepared to run an ad in CEO Magazine, and again this year for the city’s promotional video.

Assistant city manager Derek Matheson said once the city uses “It’s all within reach” in a few promos, officials will get feedback on what the public thinks.

“Depending on how it goes, we’ll consider adopting (the slogan) permanently,” he said.

The city hired Seattle design firm Leonhardt Fitch in 2001 to come up with a new logo and a tagline to boost awareness of Federal Way and to encourage businesses and residents to move here.

The city paid about $90,000 — $50,000 in lodging tax revenue — for Leonhardt Fitch’s services, which included a survey of how the public wanted to present Federal Way. In March 2002, the company offered several tagline ideas, including “It’s all within reach.”

A year ago, some council members and residents criticized suggested taglines for not being positive enough. They said one, “The city next door,” undermined Federal Way’s status, and another –– “Start here. Go anywhere” –– seemed to encourage people to leave.

Staff writer Erica Hall: 925-5565,

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