10/06/2025
When I say a town is hard to love, I’m not trying to be cruel. I’m trying to be honest.
How we talk about our communities shapes how we think about them and how we fix them. And the way we’ve been talking about them isn’t working.
We hide behind language that sounds smart but says nothing.
“Deferred maintenance of downtown properties is likely having a long-term impact on the tax base, hindering economic activity and creating retention and recruitment challenges.” Sure. True enough. But it sounds like something an economic development robot would say.
We’ve spent decades treating community development like a math problem, as if every issue can be solved with a spreadsheet and every decision must be justified in dollars and cents. That kind of thinking has drained the life out of too many places.
Money matters, but it shouldn’t be in the driver’s seat. When finances come first, communities fall apart.
When you pick a restaurant, cost matters, but it’s not the main thing. You care about the food, the atmosphere, the way it makes you feel. Nobody ever said, “Let’s go to the cheapest restaurant in town, that’ll be great.”
Businesses understand this. They position themselves intentionally. Some sell luxury, others sell value, others sell convenience. Their choices about design, quality, and service shape how people perceive them.
So why do so many towns insist on being the Dollar Store of place?
Our grandparents didn’t build courthouses, libraries, and schools with the goal of being the cheapest option. They built places that inspired pride because beauty mattered.
And here’s the thing. Beauty isn’t just emotional. It’s financial. The most beautiful, well-maintained parts of town always carry the highest property values. Beauty pays dividends.
We all make choices based on value, not just cost. A car can make you feel dignified. A pair of jeans can make you feel confident. A restaurant can make a date feel like a memory.
Places work the same way. A street can make your kids feel safe. A downtown can make you feel connected. A city can make you feel proud.
The towns that get this, the places that invest in making people feel good, are thriving. And yes, they often cost more. People will pay for joy.
Maybe your town wants to be the affordable option. That’s fine. But that market’s already cornered.
There’s a better position to take. You’ll pay a little more to live here, but you’ll love your life more.
That means a pretty downtown, local shops, well-kept homes, pride in place, and stable property values.
Because until your town is easy to love, no tax incentive in the world will save it.