MINNEAPOLIS— On Minneapolis’ western border are two neighboring cities that like to think of themselves as the sweet spot for the entire metro.
People know them as St. Louis Park and Golden Valley, separated by Interstate 394, the highway that leads straight to downtown Minneapolis in a few minutes.
The marketing organization that oversees these communities has renamed the duo “Westopolis.”
It’s actually the name of the organization, formerly called Discover St. Louis Park. Westopolis is a mashup of the words “west of Minneapolis.”
They made a fun video highlighting the variety of destinations in the two cities. There’s the popular West End shopping and dining district where Highway 100 meets I-394, outdoor spaces like Theodore Wirth Park and the Westwood Hills Nature Center, and several more notable small businesses and family-friendly activities.
Artist Adam Turman, who lives in St. Louis Park and has a studio in Golden Valley, helped create the video.
The new name is intended to “capture the essence of this dynamic area just west of Minneapolis” and “reflect the energy and cosmopolitan spirit of the area.” There is a clear emphasis on location and accessibility.
Besides trying to make a name that attracts attention, there were also a number of reasons that led to the rebranding.
In 2017, Discover St. Louis Park added Golden Valley to its marketing efforts. That means it has been representing two cities for several years now, and not just its namesake.
Westopolis CEO Becky Bakken told WCCO that there was also confusion because some people or groups dropped the word “Park” and thought the organization represented St. Louis, Missouri.
However, the Westopolis name has not been well received, at least not on social media. Comment sections on Facebook and X – where negativity thrives – yielded nothing in this case.
The organization even had to clarify that the actual place names have not changed, only the organization in charge of marketing them.
“We really took into account that we are just west of Minneapolis,” Bakken said. “For us, we felt like this made us different than any other Minneapolis suburb. We’re closer to downtown Minneapolis than parts of Minneapolis.”
So, what is her message to those who don’t like the name?
First, she understands that change can be difficult to accept.
“What I really want to assure people, especially those who live here and call this place home, is that nothing really changes for them,” she said. “There’s no change to the name of their city or what they call home. For us, this is a marketing organization decision. We feel like this really sets us apart.”
Bakken said while locals may be bothered, they hope outside event planners or visitors unfamiliar with either city will be intrigued by the name Westopolis.
“We hope that people just become curious and interested. And that gives us an opportunity to talk to them. That gives us an opportunity to create great ads, great pieces and publications that really sell the region,” she said.
According to Westopolis, there were 2 million guests in the two cities last year, generating $188 million in tourism. St. Louis Park and Golden Valley together have a population of approximately 75,000.
Jeff Wagner
