Local Developer Defends ‘Friends Don’t Let Friends Live in Chesterfield’ Slogan

UIC, a St. Louis based development company, has stirred some Chesterfield Patch reader’s emotions with their slogan, “Friends Don’t Let Friends Live in Chesterfield,” a marketing campaign to promote living in the city of St. Louis.

“So, let's see now. Chesterfield has world-class parks, ball fields, a stunning amphitheater, museum-quality public art, beautiful neighborhoods with trees and gardens, good restaurants, shopping. And it's a safe place to live and work with a nationally accredited police force. Good school districts. Must have left some good stuff out, but, sure, let's live downtown instead. Really? Stupid campaign,” commented a reader going by Maurice Hirsch, . 

The company printed bumper stickers and coasters with the slogan, which were distributed mainly to businesses in the city.

Brent Crittenden, manager of UIC, said the slogan was meant to attract attention to his company, which focuses on renovating and developing housing in the city that will entice more people to live there.

“We are trying to overcome a lot of the negative perspective others have of the city,” Crittenden said. “We want to get beyond that. I have three daughters that go to schools here in the city. There is a lot of amenities, a lot of great restaurants, a lot of great parks, you can walk everywhere.”

Crittenden said the goal of the campaign was to be tongue-in-cheek. He said that, during a brainstorming session with co-workers, they chose Chesterfield because people there would have a more of a sense of humor.

“There is a reason we picked Chesterfield and not one of the other affluent cities,” Crittenden said. “Chesterfield is more middle-of-the-road. We didn’t think they would take it so seriously. We felt they would have more of a sense of humor.”

Crittenden added that there a lot of political and social barriers between city and county, and wishes the two would work together more.

“We are big advocates for consolidating more regional governments and adding more mobility between the two,” he said. “But we also want people to realize there is a bright future and a lot of living opportunities in the city.”

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