This chapter examines efforts to reinvent Tijuana’s reputation during and after a period of image crisis. From 2008 to 2010, cartel violence dominated international news coverage about the city, with devastating economic effects. Drawing on a set of twenty interviews conducted in Tijuana from 2009 to 2012, the chapter explores cultural contestation over how to represent the city during that time of image crisis and in its aftermath. Actors with stakes in industry promoted substantially different place images than those involved in tourism and cross-border commerce. A third, diverse set of actors worked to shape the city’s image from the bottom up, through blogs, grassroots organizations, and entrepreneurialism, which showed potential for shaping place narratives within and outside the city. Finally, the chapter takes a closer look at the transformation of the former tourism district and finds promising signs for a debordering future stemming from ongoing image work.