Jones -- I hear where you're coming from. The funny thing to me is, _inside_ Durham, none of us who live in Forest Hills, or Watts-Hillandale, or Trinity Park, or Old North Durham, etc., are called "pioneers." People understand that they're tight-knit, family-friendly, attractive communities with lots of things to do in the neighborhoods. I actually was talking to a woman who's lived in a suburban/quasi-rural stretch of northern Durham for 20 years last week, who told me that she and her husband are planning to downsize their big house up there and move downtown. From the conversation up to that point, I would have pegged her as the last person in the world to "move downtown." Yet you go to... Knightdale, or Holly Springs, and people are literally afraid to drive into Durham.
I agree that the media is a big part of the problem. Amusingly, the N&O publishes a weekly news section, _The Durham News_, that's filled with positive news, focus on neighborhoods, new developments, etc. Yet the "big" N&O rarely runs positive news from Durham, though if it "bleeds," it leads in the city. Even WRAL gets into the act; when groundbreaking was held on the massive new downtown theater last month, there was zero coverage on 'RAL that I could tell, despite the fact that Capital Broadcasting _owns_ the adjacent ATHD and Bulls. Not implying that corporate media cross-ownership should drive coverage (it shouldn't), but it was a big story that happened next door to the Fox 50/Durham WRAL studios. Ya'd kind of think folks would have walked across the street.
To my mind, the region is hearing positive things about American Tobacco, and I've never heard anyone walk away from seeing that saying, "Gosh, that's really a lousy place." Brought my dad down there to see it two years ago, and he was astounded -- and he's been in commercial lending originating financing for major projects for three decades. Over time, the exposure that AT gets across from the DBAP has the possibility of introducing more people to the positives in Durham.