Clovis is Fresno’s smaller, richer and more suburban neighbor. It plays a role common in metropolitan areas around the country – the Pasadena to Los Angeles, or the Cambridge to Boston for example. The cities share a common border but the demographics and income levels don’t quite match up.
To differentiate itself, Clovis positions itself as the more traditional and rural alternative to “big city Fresno.” Downtown Clovis is called “Old Town”, and two decades ago the entire district was re-themed in an old-west motif that works quite well on the single or two-story century-old buildings. Along with the annual rodeo, the farmer’s markets and other activities, Clovis tries to preserve what they tout is their “way of life”. The recent centennial for example was branded as “Celebrating the Clovis Way of Life for 100 Years.”