Since coining the tag “The City Too Busy To Hate” in the 1970s, Atlanta has been trying to define itself -- in simple terms.
That task falls to William Pate, the head of the Atlanta Convention and Visitors Bureau.
The effort is crucial to keeping the metro area’s $11 billion hospitality engine running.
Cities around the nation are competing harder than ever to attract visitors to pump up revenue.
Atlanta certainly has ground to make up, and Pate has a much smaller marketing bucket to work with.
Brand Atlanta eventually raised some $8 million between 2005. Pate has $2.9 million for 2010, a pittance by marketing standards.
So how’s he going to do it?