Because the Underground’s Crack Legislative Team never sleeps, they’ve managed to unearth yet another story that will fundamentally alter the fly fishing experience for millions of California anglers.
Or, just the uniforms of hundreds of wardens (via MSNBC.com):
“The game wardens themselves have been doing a TV show called ‘CalWild’,” says Pasadena Assemblyman Anthony Portantino. “So we have CalTrans, we have Cal Fire, CalFire, so the game wardens said why don’t we use the phrase CalWild?”
Portantino says calling the department “Fish and Game” is outdated. His bill would change the name to the “California Department of Fish and Wildlife.” Cal-Wild — “Cal-Wild” for short.
“This is an attempt to reflect the mission of the department and reflect a contemporary appreciation of wildlife,” Portantino says. He adds that there are cost-saving measures built into his legislation. New signs, uniforms, even stationary would only change when it is necessary to buy new ones.
But a legislative analysis has shown that just changing the department’s website and designing a new logo would still cost anywhere from $250,000 to $400,000.
So let’s get this straight.
Maybe “CalBubba” would best reflect the majority of Cal sportsmen?
The state budget is so far underwater you’d need James Cameron’s mini-sub to even find it, yet now’s the time to launch an expensive makeover of a department that can’t even keep a reasonable number of wardens in the field?
Then again, maybe it’s time they did away with those unflattering tan uniforms. Maybe a nice puce or avocado (I got it: mauve) would boost morale.
I know it would be easier to apprehend perpetrators while they’re laughing too hard to do anything but wet themselves.
And yes, I know exactly what you’re thinking.
“At $400K to design a logo and simply install it in an existing website, why isn’t the Underground chasing lucrative state web contracts instead of working for the under-paying private sector?”
Sadly, the L&T just asked exactly the same question.
For which I have no good answer.
See you changing the Underground’s name to “Cal-ManlyFlyFisher,” Tom Chandler.
Are you shitting me? I’d design the logo for less than half that amount. I, like you, need to refocus my target clientele. Sheesh.
Kirk Werner(Quote)
I had to love the way the design firm tried to play all the angles at the same time: “Yes, it would cost bazillions; now is not the time; but we could create a great “brand” for them [apparently forgetting a brand isn't just a logo].”
Once again, marketing professionals reinforce their own brand (shifty, insincere, predatory, etc).
Tom Chandler(Quote)
And I’m sure the improved image of the dept will be far more beneficial than the half dozen wardens that would hire….
marty(Quote)
I think you’re underestimating the impact a mauve uniform would have on the public…
Tom Chandler(Quote)
At least they haven’t merged F&G with the Department of Energy like they did in Connecticut. It’s now called DEEP – Department of Energy and Environmental Protection. I wonder which of those two things is a priority?
Steve Z(Quote)
Probably should just rename it “Department of Energy Protection and the Environment” and get it over with.
Tom Chandler(Quote)
Another sign that I’m getting old: This is too confusing for me to comment…
Kentucky Jim(Quote)
What a terrific and expensive waste of time. Recently we Californianos, or rather the people we somehow or other have representing us, changed the name of “Food Stamps” to “CalFresh.” If you go in to to the dept. of human services and ask to apply for “CalFresh” they don’t know what the hell you’re talking about. The state workers with their feet on the ground still call it food stamps and are entirely unaware of the name change. Personally I think CalFresh sounds like a good name for a west coast rapper from the 80s.
http://www.calfresh.ca.gov/
On another note – Dept. of Fish and Wildlife? Are fish not wildlife? Hatchery fish are wildlife right? How about feral hogs? Rural cock roaches? Feral Humans? Anybody who does not shave regularly?
Let’s cut out the crap and just call it “The DW.” Catchy right? The DW could put out a line of urban clothing and/or skateboard shoes and start turning a profit, therefore reducing the price of fishing licenses.
Noiso(Quote)
For that matter, the CalWild name could be licensed to a series of raves. Clearly, the state could use the revenue…
Tom Chandler(Quote)
….just call it The Department of Brownlining and Water Extraction…..
JP2(Quote)
Oh boy, does this press some buttons with me. We get this in the UK, too – a culture that obsesses with image over substance and whose people are so thick that any corporate name comprising more than two syllables is deemed simply unmanageable for the masses.
And always, always, some suit tries to justify it with gibberish. One of our pro soccer clubs has just ditched the blue uniform it has worn for decades because its new red one apparently resonates more culturally in the Far Eastern homeland of the club’s new owners. Not that we’re told this, of course: the chief executive says that the change “will give this club a new focus and dynamism”. Which, when analysed, means absolutely nothing whatsoever. He and Portantino should double-date.
Jeffrey Prest(Quote)
When the DFG starts branding its own designer drugs the 49 other states could secede from the union and then reform it without us. Either that or South Carolina will secede (as usual) and perhaps take most of the red states with her.
Noiso(Quote)
Changing Fish and Game’s name to CalWild is a first step in campaign to separate the deparment from its original mandate: fishing and hunting. This is a long term tactic to take the hooks and bullets out of the Department of Fish and Game. Note that it is fishing and hunting licenses that finance the department and that revenue is being used, more and more, to support programs that increasingly close fishing and hunting opportunities. Create a new Department of Wildlife and Ecology that is non-game (non-fishing), and let them see how much funding it gets and how long it will last. Hunters and Fishers have traditionally supported conservation and the Department since the early 1900′s. Don’t muck with the Department, and don’t turn a blind eye to what’s really happenning with this infiltration of idealogical-zealots that want to force their values on all Californians.
Reality Check(Quote)