Council Defines Path Forward For Town Tagline

Los Alamos County Administrator Harry Burgess briefs Council Tuesday evening on the effort that began in 2005 to find an effective way in which to market Los Alamos to those living outside the community. County Attorney Rebecca Elher, center, ensures Council stays within the guidelines of its current contract with Atlas. Senior Deputy Clerk Ona Trujillo documents the meeting. Photo by Carol A. Clark/

Los Alamos County Council removed ‘Live Exponentially’ and is adding ‘Where Discoveries Are Made’ to the list of possible taglines to market to people living outside the community. Photo by Carol A. Clark/


During Tuesday’s meeting, Los Alamos County Council determined a path forward in its quest to market Los Alamos to the rest of the world. 

Council voted unanimously Tuesday night to eliminate the ‘Live Exponentially’ tagline and directed staff to submit the remaining seven taglines developed by consultant North Star, along with ‘Where Discoveries Are Made’ to its current marketing contractor Atlas. Council also directed staff to request that Atlas utilize the research conducted by North Star to create three logos for Los Alamos. Those logos are to include two using taglines and the other being an image with no tagline.

“Where Discoveries Are Made” is a popular tagline with the community and several of the Councilors so Council agreed to include “Where Discoveries Are Made” in its list of possible taglines. 

Councilor David Izraelevitz explained that the goal is to find a marketing concept and tagline that resonates with those living outside Los Alamos. “Where Discoveries Are Made” is directed toward citizens living within the community, he said, just as ‘Land of Enchantment’ is directed toward citizens living within the state. The “New Mexico True” campaign targets people living outside the state such as in Chicago where he saw a ‘New Mexico True’ sign at the airport.

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