REDDING, Calif - From the outside looking in the world sees Redding as a city filled with crime and air pollution.
But residents that live here have quite a different perception.
"We kind of know each other we go into a store and you kind of meet its a community also the outdoors, it's also super beautiful," said Johnny Mendoza.
That’s why the Redding Chamber of Commerce is looking to start the "Redding City Identity Project."
“We really see as our opportunity to improve, and that’s outshouting the negativity that’s out there because that really clouds what actually exists," said President and C.E.O. Jake Mangas.
He says the chamber has been working on this project for a year now, gathering information and feedback on what the world sees when it comes to Redding.
That’s when they came up with this plan to redefine the city and highlight what Redding has to offer.
Especially in a time when there's so much momentum that’s building within.
”It's more than a logo, or a new city flag or something like that. All those things are positive but this is kinda looking at the heart of the matter, who are we, and what are we all about, “ said Mangas.
But for a city that’s trying to grow, the chamber is worried, if Redding doesn’t change its reputation all this progress could be halted.
“For the chamber as a business organization it really comes down to how is an improved image in reputation. Help us as far as develop the economy," said Mangas.
And he says it's going to take a lot of work to make that happen.
“I don’t have all the answers, the chamber doesn’t have the answers we want to community to help us come to that realization,” said Mangas.