Apr 14, 2015
1 comment

Richmond Mayor Tom Butt appeared on KRON4 Monday to discuss his campaign to improve Richmond’s image.

The first-time mayor has set a goal of raising $100,000 from local businesses to create a marketing plan. He wants outsiders to no longer view Richmond as a dangerous city but rather a place to raise families and do business.

The mayor says he has so far raised $60,000, mostly from developers and Chevron.

Butt believes recent steep declines in crime and a rising number of jobs will help turn around Richmond’s image.

“The perception of Richmond Bay Area-wide lags far behind the reality,” Butt said on KRON4. “Like the rest of the Bay Area, Richmond’s unemployment rate has plummeted [It was 6.1-percent in February], lot of new businesses have come into town. There have been over 6,000 jobs created there in the last three or four years. And that’s good news.”

In addition, the crime rate last year was the lowest “since anybody’s been keeping records,” Butt said, and the homicide total was the lowest since 1971.

“It’s become much safer and cleaner,” Butt said.

Previous attempts to launch image re-branding plans for the city have been “bogged down in politics,” so Butt has kept this initiative within the mayor’s office, using private funds.

“We are going to approach this in two phases,” Butt said in his e-forum Monday night. “The first phase is ‘Education, Research and Insights’ and will cost $54,000.”

Butt added, “If you or your company would like to contribute, please send a check marked for ‘Mayor’s Branding and Marketing Study’ to the Richmond Main Street Initiative, Inc., a 501(c)3 serving as fiscal agent.”

Contributions should be sent to:

Richmond Main Street Initiative, Inc.
1015 Nevin Avenue, Suite 105, Richmond, CA 94801
Phone: (510) 236-4049  |  Fax: (510) 236-4052
Email: Amanda Elliott aelliott@richmondmainstreet.org


  1. The mayor did a good job as the ambassador for the city in this interview .
    The keys to Richmond long term success is through our public school system , taking advantage of the Richmond promise program for collage scholarships is the key to Richmond success , the mayor moduled the Richmlnd Promise program after a similar program in Arkansas .
    Like a former employer in Richmond Steve Jobs said , ” we steal good ideas.”

    Richard Poe | Apr 15th, 2015

About the Author

Mike Aldax is the editor of the Richmond Standard. He has 13 years of journalism experience, most recently as a reporter for the San Francisco Examiner. He previously held roles as reporter and editor at Bay City News, Napa Valley Register, Garden Island Newspaper in Kaua’i, and the Queens Courier in New York City.