7 Surprising Reasons Why 'You Will Do Better In Toledo' Is Still True In 2025
Few city slogans have the staying power, the historical weight, and the sheer audacity of "You Will Do Better in Toledo." As of December 24, 2025, this phrase is more than just a relic of the past; it is a rallying cry for a city undergoing a profound modern-day renaissance. Originating from a 1913 contest, the slogan has been resurrected by local businesses, city leaders, and proud residents, prompting a critical question: In an era of rapid change, does the 112-year-old promise still hold true?
The answer, according to recent developments, is a complex, yet resounding, yes. While the challenges of a modern Midwest city—from retaining young talent to environmental concerns—persist, Toledo, Ohio, has leveraged its history, its industrial backbone, and significant new investments to make a compelling case that the 'Glass City' is once again a place where opportunity truly thrives. This deep dive explores the fascinating history of the phrase and the seven most compelling reasons why the promise of "doing better" is being fulfilled right now.
The Unforgettable History of a 112-Year-Old Slogan
The story of "You Will Do Better in Toledo" is one of civic pride and audacious marketing that began over a century ago. The phrase was not coined by a marketing firm but was the winning entry in a 1913 contest designed to give the city a powerful, unifying slogan.
Out of approximately 7,000 submissions, the simple, declarative statement was chosen. The original sign bearing the slogan was a massive, electric billboard that was first lit on December 17, 1913, attracting a crowd of thousands to witness the event.
This date is now celebrated annually as "You Will Do Better in Toledo Day," a testament to the slogan's enduring legacy. The phrase cemented itself in the city's identity, appearing in publications like the Toledo Blade and becoming synonymous with the city's industrial boom and progressive spirit.
While the sign eventually faded, the slogan was never truly forgotten. In recent years, it has experienced a massive resurgence, notably championed by local businesses like the clothing company Jupmode, which prints the phrase on apparel as a badge of honor for Northwest Ohio residents. This revival signifies that the sentiment—the belief in Toledo's potential—has been passed down through generations.
7 Modern Reasons Why the Promise Endures in 2025/2026
The slogan's revival is not merely nostalgic; it is backed by tangible economic and community developments happening across Toledo right now. Mayor Wade Kapszukiewicz and city leaders have highlighted a period of intense growth and investment, proving the city is actively working to make the promise a reality.
1. Massive Downtown Revival and Infrastructure Investment
Downtown Toledo is currently undergoing a significant transformation, often referred to as a "revival." A centerpiece of this effort is the substantial $70 million renovation of the Glass City Center, which serves as a major convention and event hub. Furthermore, the annual Wander the Warehouse event showcases newly completed and in-progress developments throughout the historic Warehouse District, indicating a sustained commitment to urban renewal.
2. Recognition as a Top City for New Business
In his 2025 State of the City Address, Mayor Kapszukiewicz underscored Toledo's recent recognition as a top city for new business investment. This ranking is a powerful endorsement of the city's economic climate and its efforts to attract fresh capital and entrepreneurial talent. The focus on making Toledo business-friendly directly translates into "doing better" for its residents through job creation and economic stability.
3. The Strategic Pivot to High-Tech Jobs
While Toledo has a rich history in automotive and glass manufacturing (earning it the nickname 'Glass City'), its future is increasingly focused on the digital economy. The employment outlook for 2025 highlights a growing demand for professionals in high-tech fields. Local employers are actively seeking talent in cloud computing, cybersecurity, and full-stack development, offering new pathways to success for those seeking modern careers.
4. Commitment to Modern Sustainability and Infrastructure
Toledo and Lucas County are moving forward with major infrastructure projects aimed at improving quality of life and sustainability. One key example is the plan to build a new Material Recovery Facility (MRF) by 2025. This project is designed to streamline waste management and reduce transportation costs, demonstrating a focus on modern, efficient city operations that benefit all residents.
5. A Symbol of Unity: The New City Flag
In a powerful symbolic move, the Toledo City Council adopted a new flag design in 2025. The adoption of a new, unifying civic symbol was a moment of pride for many, with some leaders explicitly stating that the feeling of "you'll do better in Toledo" had never felt more true than on that day. This reflects a renewed sense of collective optimism and civic identity.
6. The Enduring Spirit of the Local Community
The slogan has been kept alive not by government mandate but by the people. The local retail scene, including businesses like Jupmode, has successfully turned the phrase into a symbol of local pride, selling merchandise that allows residents to wear their allegiance to Toledo on their sleeves. This organic, grassroots support is a critical factor in the city's positive momentum, fostering a welcoming environment for newcomers.
7. Accessible Cost of Living and Quality of Life
Compared to larger metropolitan areas, Toledo continues to offer a relatively accessible cost of living. This affordability, combined with significant cultural assets like the Toledo Museum of Art and the revitalized riverfront, makes the city an attractive option for families and young professionals who want a high quality of life without the prohibitively high expenses of coastal cities. The ability to "do better" is often directly tied to the ability to afford a comfortable life, a key advantage Toledo still holds.
The Critical View: Is the Promise Still Real?
While the city's progress is undeniable, a truly honest assessment of the slogan must acknowledge its challenges. Not everyone is convinced that the promise of "doing better" applies universally, especially when looking at specific socio-economic and environmental factors.
One major hurdle is the struggle to attract and, more importantly, retain young professionals. While new tech jobs are emerging, the city must continue to invest in amenities and opportunities that appeal to a younger demographic to ensure long-term, sustainable growth.
Another persistent issue is the environmental challenge posed by toxic algae blooms in Lake Erie, which affects the region's water quality. Addressing this complex environmental problem is crucial for the long-term health and prosperity of the area. Critics argue that until issues like these are fully resolved, the slogan remains an aspiration rather than a universal truth.
Ultimately, the validity of "You Will Do Better in Toledo" depends on individual perspective. For a new business owner, the city's top-ranking for investment makes the slogan feel real. For a professional in cloud computing, the growing job market is proof. For others, the work remains ongoing.
Toledo's Enduring Legacy: A Slogan for the Future
The phrase "You Will Do Better in Toledo" is a powerful piece of civic history that has transcended time. It was born in the industrial age, endured through periods of economic fluctuation, and is now being revitalized in the digital age. The city's current trajectory—marked by the $70 million Glass City Center project, a focus on tech employment, and a renewed downtown—suggests a strong commitment to the promise.
Whether you are moving to Northwest Ohio for a new job, starting a family, or looking to launch a business, Toledo offers a unique blend of historical grit and future-forward development. The slogan is a challenge, a declaration, and a statement of intent. In 2025, Toledo is working harder than ever to prove that its 112-year-old promise is not just a catchy phrase, but a guiding principle for a city on the rise.
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