Like the older carnival rides at its famed fairgrounds, West Allis has long been considered a little frayed around the edges – a once-booming steel town slowly rusting.

“I think the city is perceived as being run-down and full of fast food restaurants,” says Mayor Dan Devine. But many new businesses have opened in the area in recent years, and Devine believes the city has outgrown its “Dirty Stallis” image. To get the word out, he’s hired Savage Solutions – a marketing agency whose clients include the municipalities of Oak Creek, South Milwaukee and Waukesha – to rebrand the town.