The 1963 assassination of President John F. Kennedy turned the world against the city, as Dallas became known as the "City of Hate". Dallas Mayor Erik Jonsson made it a priority to reinvent the city's image, and the "Goals for Dallas" program was enacted to accomplish this. One of the goals, Design of the City, was summarized by the statement, "We demand a city of beauty and functional fitness that embraces the quality of life for all its people." This was the start of the movement to create a new modern City Hall and municipal center.