This article first appeared at The Orange County Register
“Southern California is man-made, a gigantic improvisation” — Carey McWilliams, Southern California: An Island on the Land, 1946
Largely invented, a semi-desert far from the metropolitan heartland of the nation, Southern California has relied on a combination of engineering genius and marketing bravado. The constructed infrastructure has become creaky, but still functions. Not so our sense of marketing our region to the rest of the world — and ourselves.
In its earliest decades, the Los Angeles region merchandised itself aggressively, but the product largely sold itself by showing off its natural beauty and uniquely wonderful climate at events like the Rose Bowl. Read more