Kern County, California, and its largest city Bakersfield sounded familiar to some, but most just know of it in passing on the way to glitz and glamour or gigawatts. It’s a place famous for the Bakersfield Sound but also breaking the sound barrier.
The city, county and partners wanted people to know the region holds the opportunities to rival those along the coasts, paired with price tags that don’t cause sticker shock. North Star research revealed it is the rare place in California where you can still have it all, except for shared apartments and hours-long traffic. And though many limelight seekers and startup founders only pass through, those who stay find a chance at the American Dream. Blessed with natural resources and perfect weather, families have long harnessed the gifts of Kern County’s giving ground to fill dinner tables and fuel communities. Today, Kern is the statewide leader in agriculture and renewable energy. North Star identified a strategic positioning and creative tools for each that allow Bakersfield to invite audiences to listen for the sound of something better along these famous streets and Kern County to encourage folks to understand the grounded and boundless opportunity offered here.