SAN DIEGO -- A century ago, when San Diego welcomed the world to Balboa Park to celebrate the opening the Panama Canal, the catchphrase was "San Diego All Year." The idea was that San Diego's mild climate was made for fun and business for all seasons.
For 2015, planners for a year-long event centennial celebration want to go beyond bay and climate and showcase San Diego's edginess in technology, commerce, culture and the arts.
The brand name unveiled Wednesday to signal that theme: "Edge2015."
The subtitle reads "San Diego-Balboa Park: Another Day, Another Discovery."
On a new website for the event, the Balboa Park 2015 Centennial Celebration committee says the 1915-16 Panama-California Exposition "ushered in a century of opportunity for San Diego and all of California."
"Edge2015 celebrates this spirit of progress by taking it into the new century," the site says.
The committee's co-chairman, Ben Clay, said a $50 million budget has been tentatively set and a fundraising campaign will be launched this month to appeal to sponsors, companies, foundations and institutions.
Read the full story in U-T San Diego HERE.