How Pride Grew from Industry to Neighborhoods

Some of the first Pride efforts didn’t start with flower beds or yard signs. They started with a simple, visible problem: the way our region looked when you drove into town.

Back in the mid-1960s, the entrances to major industrial properties and the roadside areas around them were a big part of what people saw first. Those first impressions mattered, not just for visitors passing through, but for the people who lived here every day. In 1966, Pride, Incorporated formed as an area-wide beautification organization with a clear purpose: improve the appearance of local industry and reduce the negative impact it was having on surrounding communities.

One of the early signs that the mission had traction was the level of cooperation Pride was able to build. Pride quickly brought major industry leaders to the table, including companies like American Oil and Shell Oil Company. Their representatives worked alongside Pride to clean up and improve entrances and roadside areas of their properties. It was community pride in action, and it showed that real change can happen when people decide that “good enough” isn’t good enough anymore.

By 1967, Pride was already recognizing progress. Dr. Gordon Moore presented a Beautification Award to the American Oil Refinery, celebrating the improvements that had been made. That moment wasn’t just about one award, or one property. It was a signal that our region was ready to take pride seriously and reward the effort it takes to make a place look cared for.

As the work continued, Pride’s focus expanded beyond industry. Pride, Incorporated soon broadened its beautification efforts to include homeowners and renters across 16 local communities, known together as the “Alton Lake Region.” The idea was simple and powerful: a more welcoming region isn’t built by one group alone. It takes industry, neighborhoods, families, renters, homeowners, and volunteers all pulling in the same direction.

That spirit is still the heartbeat of Pride today. We show up because small improvements add up, and because our communities deserve to look as strong as the people who live in them.

If you believe first impressions matter and local pride is worth protecting, we would love your help. Volunteer with us for an upcoming project, or consider donating to support the work that keeps our communities looking their best.

Pride is powered by neighbors who care about how our communities look and feel. If you’d like to be part of the effort, volunteer with us or make a one-time donation to support our projects.

Volunteer: https://prideincorporated.org/#section-oMm5JmSSJM
Donate: https://prideincorporated.org/one-time-donation
Membership: https://prideincorporated.org/membership