In this chapter we examine multiple, competing senses of place in a rapidly changing city in the USA through a lens of critical theory. In particular, we analyse discourses around urban change in the city of Seattle, one of the fastest growing and most dramatically changing cities in the USA, in order to uncover how hegemonic discourses are constructed and deployed to establish a normative order, and how those dominant narratives are challenged by divergent perspectives. Although the specifics of the urban change and discourse we highlight are fairly unique to Seattle, the broader dynamics around multiple competing senses of place vying for expression pertain to any city undergoing transformation. In analysing competing narratives and demonstrating the power of dominant discourses to create a falsely homogenised sense of place, this chapter offers a cautionary tale for vigilance against the erasure of multiple senses of place.