This will be my column for Monday’s Gazette.
“The Fifth Season Is Progress” proclaims a billboard as you approach the Cedar River on Interstate 380.
Almost a year ago, the I-380 bridge was the only way to cross the river in downtown, as the river surged for blocks beyond its banks in both directions, swallowing bridges and buildings in its path.
As you may recall, I moved to town that week. As Mimi and I we drove toward Cedar Rapids on Monday of that week, we noted how high the Iowa River was south of town and wondered if it might close I-380 soon (it did, later that week).
By Thursday, the city was inundated. You remember the rest of the story. If you weren’t here to experience it, you can read and watch our anniversary coverage in the coming week.
As a newcomer, I was puzzled by the “City of Five Seasons” nickname. I remembered from my time in Des Moines people mocking Cedar Rapids as the “City of Five Smells.” I could remember why the reference to smells (and got quick reminders, if I forgot), but could not recall why it was called the “City of Five Seasons” and what the fifth one was.
Before moving here, I began asking people I met around the country what they knew about Cedar Rapids. No one knew about the alleged five seasons and if I asked, they showed no recognition. So I could see that if the nickname was intended to promote the city to outsiders, it wasn’t working.
People had enough trouble remembering our real name. I had people congratulate me on moving to Cedar Springs and Cedar Bluffs (and once since moving here, a colleague wrote about me being from Grand Rapids).
So I asked locals after I moved here, thinking maybe the nickname had some value in helping define the city to its residents. No, most people I asked couldn’t identify the fifth season and if they could (“Time to Enjoy”) they explained it sheepishly.
So a couple months after the flood, I suggested we needed a new nickname, something reflecting the fact that enjoyment had been curtailed during a struggle for recovery. While a few people who had invested time in promoting the Five Seasons nickname criticized me, most of the response I received was support (or derision for the whole notion of city slogans and nicknames).
Still, I had to admit that the city had more pressing needs than launching a new branding campaign, so I let it drop. But I still shook my head frequently when I saw signs and logos promoting the outdated Five Seasons theme.
So I’ll have to give qualified support to “The Fifth Season Is Progress.”
It answers the question that the original nickname raised. It doesn’t need a new campaign to launch or promote it (or change all the city signs and logos, perhaps the best reason I heard for not changing the slogan). It addresses the disaster that has come to define our city to most people who know who we are. And it says we’re coming back.
The Gazette’s editorial board met last week with Mayor Kay Halloran, City Manager Jim Prosser, City Council member Brian Fagan and other city officials. They gave us a four-page brochure touting progress since the flood and you have to agree that much has been done. They explained the need to take the time to make the right decisions for the long term, even if that means we have to wait a while for action, and again, you have to agree with the principle, even if you want a faster recovery pace.
I’ve enjoyed every bit of the progress — playing basketball at the downtown YMCA and eating dinner at the Chrome Horse and Blend, lunch at Maid-Rite and Victor’s and kolaches from Sykora.
I wonder, though, why “Progress” is a temporary slogan. The need for progress will linger (and they promise the progress will continue) long beyond the 30-day run planned for this slogan.
Here’s why I qualify my support: We’ve made a lot of progress, but not enough.
Drive down 3rd Street SE in the New Bohemia area, then cross the river and drive 19th Avenue SW, just a few blocks south of the reviving Czech Village businesses. Wander the streets of Time Check that aren’t blocked off. You might want to erect — or possibly spray-paint — a sign saying, “The Fifth Season Is Plywood.”
If it’s a boast, “The Fifth Season Is Progress” falls short. As a challenge, as encouragement, as a promise that we’re just getting started, it works.
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I agree wholeheartedly! “The season of Progress” should be a permanent slogan to the city and a reminder to its citizens that progress is not only rebuilding.
Progress is re-envisioning and, most importantly, moving forward!
For those of us who were blessed to be marginally affected by the flood, it was a single event last summer that is now only a good story to be told. For the other people of the city, it is a catalyst for a wholly altered life.
Unfortunately, these two halves, from what I have seen, have not been reconciled. One half of the city is being abandoned, stripped, rebuilt, demolished and reopened while the second half is business as usual. Once again, it is the river that divides this city.
It was my hope that post-flood, the river would be a symbol to unite Cedar Rapids.
Instead, I still see it as a divider; the poor and wealthy, the marginally affected and the destroyed, the rebuilt and the abandoned. The busy and the forgotten.
Although beautiful things are starting to blossom on the southeast side, especially in the Czech Village, it is still a myriad of plywood, rotting buildings and for sale signs. But hardly a soul talks about that anymore.
In fact, it seems to be celebrated as “over” by officials and a perennial charity cause to the middle class. Blind to the need, the progress of the city is slow as not all its members are actively supportive.
But after all these words, this is what I ask of the city and all of its inhabitants celebrating the season of Progress:
Never let it become the season of Complacency.
That would hail death to the city in far more subtle and malignant process than the fall and rise of the river.
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