Every successful community has something that is difficult to quantify but easy to feel: a sense of place.
You know it when you experience it.
Some communities feel memorable, distinct and authentic. They create an emotional connection that makes people want to return, invest and belong. Others just feel interchangeable. That difference matters more than most people realize.
In my last column, I wrote about attending the City Nation Place Americas Conference and the importance of regional alignment in economic development. One of the central ideas discussed throughout the conference was a concept often referred to as “placemaking.” At first glance, placemaking can sound abstract or overly academic. It isn’t. Placemaking is the process of turning geography into identity, and for a long time it has been a central concept in my approach to leadership. It is the intentional effort to create communities that feel meaningful to the people who live there and memorable to the people who visit.
That identity is shaped by many things: public spaces, architecture, agriculture, art, local businesses, culture, history and the stories communities tell about themselves. It is reinforced through festivals, markets, athletic events, neighborhood traditions and the countless informal interactions that create a shared sense of belonging. Communities develop identity when people begin associating a place with a feeling. That feeling creates connection, and connection creates investment. People invest in places they believe in, not just financially, but emotionally. They volunteer. They open businesses. They restore historic buildings. They coach youth sports. They raise families. They participate in civic life. And they advocate for improvements because they feel connected to the outcome.
Strong communities are built on a sense of shared ownership; this is also where branding enters the conversation. Branding is often misunderstood as logos, slogans, or marketing campaigns. But successful place branding goes much deeper than that; branding is really about emotional association.
When people hear the name of a city or region, what immediately comes to mind?
Opportunity.
Creativity.
Authenticity.
Outdoor recreation.
Agriculture.
Innovation.
Culture.
Or something else?
Those associations shape behavior. They influence where people travel, where businesses invest, and where families decide to put down roots.
The most successful communities understand this instinctively. Places like Leavenworth, Bend and Nashville did not become recognizable by accident. They cultivated identity intentionally and reinforced it consistently over time.
That does not mean copying another community’s model. In fact, authenticity is the entire point. The goal is not to become somewhere else; the goal is to understand who you already are and amplify it confidently.
I can trace much of my thinking on this subject to a single moment.
The summer before my senior year at Washington State University, I spent several months studying abroad in Florence at the Lorenzo de' Medici Institute. During that time, I traveled extensively throughout Italy, especially to smaller towns in the countryside surrounding Florence, I was captivated by them.
Each community had its own identity. Many were built around a niche industry or craft. They featured historic stone buildings, strong agricultural roots, close-knit neighborhoods, and an unmistakable sense of pride and authenticity.
I found myself thinking how remarkable it would be to live in one of those places.
And then, almost all at once, something clicked.
I realized I was already from a place very much like that.
Tenino had all the same essential ingredients: a rich history, distinctive architecture, agricultural traditions and a resilient community with a story worth telling.
I returned home seeing my hometown through an entirely different lens.
For the first time, I understood that the challenge was not to become something else. It was to recognize the value that was already there and tell the story in a way that helped others see it too.
That realization fundamentally changed how I viewed leadership, economic development, and community building, and that is something I believe Thurston County is increasingly beginning to understand. More importantly, we are beginning to understand it regionally.
No single jurisdiction defines this region on its own.
Olympia, Lacey, Tumwater, Tenino, Bucoda, Yelm, Rainier and our unincorporated communities each contribute something unique to the larger story.
Olympia offers the cultural and governmental center of the region. Lacey and Tumwater continue to grow as hubs of commerce and recreation. Tenino and Bucoda demonstrate how small communities can harness history and creativity to build identity. Yelm, Rainier, and our rural communities contribute agricultural strength, open space, and a distinct sense of authenticity that is increasingly valuable in a rapidly changing world.
Regional alignment does not mean erasing those differences; it means understanding how they complement one another. It means playing from the same sheet of music while still maintaining our individual character and that is where real momentum begins.
We are already seeing this take shape through greater coordination around tourism, increased investment in arts and agriculture, expanded use of the Thurston County Fairgrounds, and collaborative efforts to prepare for opportunities such as the FIFA World Cup.
These efforts are about more than entertainment; they are about building identity. And identity matters because it strengthens community wellness, in ways I have explained above.
People who take pride in where they live are more likely to support local businesses, participate in civic life, invest in their neighborhoods, and work together to solve problems.
That kind of social cohesion has real economic value. It attracts investment, encourages entrepreneurship, supports mental and social well-being, and creates resilience during difficult times.
Economic development is often discussed in terms of infrastructure and investment, and those things matter, but underneath all of it is something more human.
People want to belong to something meaningful.
That is what placemaking is ultimately about.
Creating communities where people do not just reside; they connect.
Where they do not simply pass through; they participate.
Where identity becomes an asset instead of an afterthought.
Because communities that understand who they are, and tell that story confidently, do not just attract visitors.
They attract belief!
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Wayne Fournier is a Thurston County commissioner and former mayor who has spent more than three decades working in public safety. His column appears in The Chronicle twice each month.
