I'm just saying if they wanted to try to improve their image...
Did you perhaps mean to say "to expand" instead of "to improve?"
I and many of us in Fort Worth do not consider that Fort Worth has a negative image that requires improvement. Just because some people think that Fort Worth's image is "cheesy" says more about snobbery and a limitation to expand ones horizons or the inability to appreciate something out of the ordinary.
Tourists still seek the "westerners" culture. There was a momentary period when the top attraction for Dallas, the "Grassy Knoll", was supplanted by "Southfork"; now the top attraction in Dallas is once again the "Grassy Knoll" along with the Dallas "cheesy" Cowboys and Cowgirl Cheerleaders.
Fort Worth has that something out of the ordinary that tourists really enjoy to engage in. Instead, of improving Fort Worth's image, I believe that it should receive greater exposure.