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HomeMy WebLinkAbout03-15-2009 CITY OF MOUNDS VIEW • ECONOMIC DEVELOPMENT COMMISSION MEETING AGENDA MOUNDS VIEW CITY HALL FRIDAY, MAY 15, 2009 7:30 A.M. 1. CALL TO ORDER 2. ROLL CALL EDC Members: Chair Gary Meehlhause, Vice Chair Jennifer Wagner-Harkonen, Commissioners Greg Belting, Jackie Entsminger, Jason Helgemoe, Torri Johnson & Dan Larson City Staff: Community Development Director Ken Roberts & Economic Development Specialist Heidi Steinmetz 3. APPROVE MAY 15, 2009 EDC AGENDA 4. APPROVE APRIL 17, 2009 EDC MINUTES 5. SPECIAL BUSINESS 6. EDC BUSINESS 40 A. Potential Mounds View Farmer's Market— Commissioner Wagner (Verbal Report) B. Review City Tagline Options 7. REPORTS OF COMMISSIONERS 8. REPORTS OF STAFF A. Recap of April 25, 2009 Town Hall Meeting B. City Council Approved Robert's Sports Bar Flea Market & Auctions C. Potential Business Registration Program D. Mounds View Branding Project E. Select Senior Living Project F. Self-Serve Car Wash 9. NEXT REGULAR EDC MEETING Friday, June 19, 2009 at 7:30am 10. ADJOURNMENT Minutes of the Economic Development Commission City of Mounds View Ramsey County, Minnesota Regular Meeting April 17, 2009 City of Mounds View, Council Chambers 2401 Highway 10, Mounds View, MN 55112 1. CALL TO ORDER Chair Gary Meehlhause called the meeting to order at 7:36am. 2. ROLL CALL Members Present: Chair Gary Meehlhause, Commissioners Greg Belting (arrived at 7:38am), Jackie Entsminger, Torri Johnson, Jason Helgemoe, Dan Larson and Jennifer Wagner Staff Present: Community Development Director Ken Roberts and Economic Development Specialist Heidi Steinmetz • 3. APPROVAL OF MAY 15, 2009 AGENDA Ms. Steinmetz requested to add Item 8F about future Robert's Sport Bar's parking lot activities. She also requested to add Item 7A (under"Reports of Commissioners") so that Commissioner Wagner could provide an update about a potential Mounds View Farmer's Market. Motion/Second: Commissioner Entsminger moved and Commissioner Larson seconded the approval of the May 15, 2009 EDC agenda. Motion Carried: 6 Ayes 0 Nays 4. APPROVAL OF APRIL 17, 2009 EDC MINUTES Chair Meehlhause noticed that his name should be added to the list of those present at the April 17, 2009 meeting. Motion/Second: Commissioner Johnson moved and Commissioner Wagner seconded the approval of the amended April 17, 2009 EDC minutes. Motion Carried: 7 Ayes 0 Nays • Draft EDC Minutes April 17,2009 Page 2 of 4 • 5. SPECIAL BUSINESS Commissioner Johnson reminded people that the Town Hall Meeting would be held on Saturday, April 25, 2009 at 9am. Commissioner Helgemoe congratulated Chamber President Tim Roche for recently celebrating his one-year anniversary at the Chamber. 6. EDC BUSINESS A. Housing Replacement Program - Discuss Possible Policy Changes Economic Development Specialist Steinmetz stated that she is suggesting a couple of changes to the EDA's Housing Replacement Program. She is suggesting that applicants submit an application form (rather than a letter of intent) so that applications are more consistent. She is also suggesting an application fee to cover the staff time involved in processing applications. The fee would ensure a level of,commitment from the applicant. Commissioner Johnson asked for background information on the use of the program. Ms. Steinmetz answered that the EDA denied an application in December 2008 because the applicant's home was not on the EDA's list of properties eligible for acquisition. She added that the latest application does not meet the prograncriteria because the applicant is not requesting to replace the home but wants the EDA to purchase the home for general redevelopment purposes. • Commissioner Wagner. stated that she has a concern about the non-refundable aspect of the proposed application Commissioner Larson statedthat it appears as though the EDA should update its list of properties eligible for acquisition. Community Development Director Ken Roberts said that the City, especially the Community Development Department,charges fees for other City services such as zoning requests and building permit requests and a Housing Replacement Program application does not seem much different. He added that$100 does not seem too out of line considering the benefit the applicant may receive from the program. Commissioner Johnson stated that she agrees with Commissioner Wagner that there should at least be a partial refund if the EDA's denies an application for the program. She also agrees that an application form should be required for the program. Commissioner Entsminger stated that $100 is not out of line and that paying a fee shows commitment. Commissioner Helgemoe, Commissioner Belting and Chair Meehlhause agreed. Chair Meehlhause added that the $100 application fee is justified because of the benefit of this program (a deferred loan at the end of ten years). Motion/Second: Commissioner Belting moved and Commissioner Entsminger seconded a recommendation to the EDA that applicants for the Housing Replacement Program be required to submit a non-refundable application fee of $100 and a completed application form. Draft EDC Minutes April 17,2009 Page 3 of 4 4111 Motion Carried: 6 Ayes 1 Nay (Johnson opposed) Commissioner Larson reminded the Commission about the results of the Risdall survey and how the residents are concerned about blighted properties within the community. The Commission discussed how the EDA's list of properties eligible for acquisition could be a way to help eliminate blight within the community. Mrs. Steinmetz stated that the City Council's new goal to ramp up code enforcement within the City might help the situation. Mr. Roberts added that the City's Street & Utility Improvement Project might also spur homeowners to improve their properties. Motion/Second: Commissioner Johnson moved and Commissioner Meehlhause seconded a recommendation to the EDA that they continue to discuss updating the EDA's list of properties eligible for acquisition. Motion Carried: 6 Ayes 1 Nay (Entsminger opposed) 7. REPORT OF COMMISSIONERS A. Potential Mounds View Farmer's Market Commissioner Wagner reported the following information about a potential Farmer's Market in Mounds View: • She spoke with Lesley Young,the person that runs the Farmer's Market in Shoreview. • Ms.Young said that if Mounds View established a group of committed volunteers,they could negotiate a contract with Ms,Young to manage Mounds View's Farmer's Market. • The planning phase for a Farmer's Market should begin 12-18 months ahead of time. • The Mounds View Parks, Recreation&Forestry Commission has also discussed a Farmer's.Market but is assuming the EDC would take the leadership role. • Commissioner Wagner and Parks, Recreation & Forestry Commissioner Cindy Palm are interested in serving on a Farmer's Market Committee. • A potential location for the Farmer's Market could be the Mounds View Community Center parking lot. Commissioner Wagner told the Commission that she would like to solicit volunteers for the Committee. --- Community Development Director Ken Roberts provided an update that the Planning Commission recommended on April 15, 2009 that the City Council approve a Farmer's Market at Robert's Sports Bar, in addition to auctions and flea market sales in the Robert's parking lot. The events would occur from 7:30am to 1:30pm on Thursdays, Saturdays and Sundays. The City Council will consider this request on April 27, 2009. Commissioner Wagner stated that a true Farmer's Market serves fresh produce from local farmers,which is a different concept than what Robert's Sports Bar is proposing. She would like to meet with Ms.Young from Shoreview to estimate costs of running a Farmer's Market. Draft EDC Minutes April 17,2009 Page 4 of 4 • After a marketing plan is established, perhaps the volunteer committee would approach the City about working together and if the City would be wiling to contribute financially. Commissioner Johnson thought it would be a good idea to solicit volunteers in the City newsletter. Chair Meehlhause asked if a formal motion by the Commission is need to place an article or ad in the newsletter. Mrs. Steinmetz responded that she did not think so. The EDC encouraged Commissioner Wagner to move forward with her research. 8. REPORTS OF STAFF Ms. Steinmetz provided the EDC with updates on the following projects and meetings: • Mounds View Branding Project • The Mermaid TIF Agreement Amendment and Subdivision • Convention &Visitors Bureau Changes • May 12, 2009 "Housing Resources for Mounds View Residents" Seminar • Recent Star Tribune article on Paster Enterprises 9. UPCOMING EDC MEETINGS The next regular EDC meeting is scheduled for Friday, May 15, 2009 at 7:30am. 10. ADJOURNMENT 410 There being no further business before the Commission, Commissioner Belting moved and Commissioner Larson seconded the adjournment of the meeting at 8:35am. Respectfully submitted, ,74,,,,,e, 'Heidi Steinmetz Economic Development Specialist Item Numbers: 8A-8F • Meeting Date: May 15, 2009 Type of Business: EDC City of Mounds View Staff Report To: Economic Development Commission From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Reports of Staff: Items 8A-8F A. Recap of April 25, 2009 Town Hall Meeting About 40 residents attended the fifth annual Town Hall Meeting on Saturday, April 25, 2009 at the Mounds View Community Center. A formal presentation began at 10am when the Mayor gave a "State of the City" speech; Clerk-Administrator Jim Ericson presented the City Council's 2009 goals and presented the City's new logo to the public. Residents provided comments to the City Council and asked questions for about a half hour at the conclusion of the presentation. There were many booths for the residents to visit in the Community Center lobby, including City Commission booths, City Department booths and a Housing Resource Center booth. 10 B. City Council Approved Robert's Sports Bar Flea Market & Auctions On April 27, 2009, the City Council approved Robert's Sports Bar's Conditional Use Permit (CUP) application for outside seasonal sales in the Robert's parking lot. This will allow for events such as flea markets and auctions to occur in the parking lot from 7:30am to 1:30pm on Thursdays, Saturdays and Sundays from April through September of each year. C. Potential Business Registration Program The City Council may consider this item at the Tuesday, May 26, 2009 City Council meeting. The last time the Council discussed this item was in January 2009 when they directed Building Official/Fire Marshal Kathi Osmonson to draft a business registration ordinance. The EDC and Chamber President Tim Roche discussed this potential program on February 20, 2009 and I forwarded their input to the Community Development Department to be included in Ms. Osmonson's staff report to the City Council. Items that the City Council will consider are the draft ordinance, the draft business registration form and the cost of purchasing software to run the potential program. D. Mounds View Branding Project There is a separate staff report about City taglines. Choosing a City tagline will • complete Phase 1 of the Mounds View Branding Project. Items 8A-8F,Reports of Staff May 15,2009 EDC Meeting • Phase 2 of the Mounds View Branding Project is the creation of a Public Communications/Marketing Plan. Patrick Bettenburg of Risdall Marketing Group will present the EDA with the Plan on Tuesday, May 26, 2009. The plan will be an extension of the entire branding process. The goal and objectives for the plan are as follows: Goal: Successfully connect with the City's target audiences, getting them to remember the City's brand message and associate it with the brand's value. Objectives: 1) Refine the City's current communication vehicles 2) Offer suggestions for other communication efforts and 3) Provide a structure for each communication channel The implementation of the plan is not included in the EDA's contract with Risdall, so City staff would implement the plan. Implementation tasks will include the extension of the brand identity to City communication vehicles such as the City Website and the City newsletter. E. Select Senior Living Project The City Council approved this 95-unit senior housing project at the corner of Groveland Road and County Road 10 in October 2008. The contractor applied for the building permit in February 2009 and Building Official Kathi Osmonson has signed off on the building plans. There are several items that the City needs the developer or builder to • complete before issuing the permit including: • A signed Development Agreement • A signed Final Plat • Payment of Park Dedication and County Hwy10 trail fees In addition, the developer needs to secure financing in order to purchase the property. F. Self-Serve Car Wash The owner of the self-serve car wash on County Road 10 recently told City staff that he plans to re-open on Monday, May 18, 2009. The building, however, must pass a building inspection before the owner re-opens the business. As of today's date, the owner has not scheduled the inspection. Respectfully submitted, Heidi Steinmetz • Economic Development Specialist Page 2 of 2 Item Number: 6B • Meeting Date: May 15, 2009 Type of Business: EDC Administrator Review: City of Mounds View Staff Report To: Economic Development Commission From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Review City Tagline Options Background Mounds View's original tagline was "Gateway to the North". There are records that the City used "Pride, Progress and Partnerships" and "Quite Simply the Best" as its tagline beginning in 1991 but essentially, "Pride, Progress and Partnerships" has been the City's tagline for the past 18 years. On May 11, 2009, the EDA discussed new tagline options for the City. Choosing a new • tagline will complete Phase 1 of the Mounds View Branding Project, which began in August of 2008. The EDA reviewed the list below, which was a compilation of taglines prepared by Risdall Marketing Group and City staff. • Where you want to be • See more from here • The small town with big • Growing better everyday opportunities • It's all here • Connected to the future • A caring connected community • Central to growth • Discover for yourself • Close. Convenient. Connected. • A connected community • Convenient. Connected. Caring. • The heart of it all • Close enough. Far enough. • At the center of growth. • Growing better every day. • The Intersection of Progress and • Small Town Feel. Big Picture Growth. • Thinking. • Growing home. • Where past values meet a bright • future. • The future looks great from here. • Small Town Feel. Big City • Mounds View: Value(s) the past. Vision. Welcome(s) the future. • Small town feel. Forward looking • Celebrating the present and vision planning for the future • Community Within Reach • A small town feel with a modern • Community Redefined vision • Two Words. One Community. • Honoring the past and building • Honor the past. Celebrate the the future present. Choose the future. Discussion The EDA will discuss tagline options again on Tuesday, May 26, 2009 and in the meantime; they want to hear residents' ideas. For your information, listed below are six taglines that the EDA discussed on May 11, 2009 as options: • • Two Words. One Community. • You'll enjoy the view • Close enough. Far enough. • Where community matters • Where you want to be • Make it yours City staff also has attached reading material that might make it easier for the EDC to suggest new taglines for the City. One article provides ten steps to creating a tagline (many of which Mounds. View has already taken) and another article provides lists of many other city taglines. Finally, a report to the City Council of Tracy Brand Base in California describes how they chose a new tagline last summer that, in City staff's opinion, is exactly the type of tagline Mounds View needs because it is unique yet describes the City geographically. • EDC Item 6B—May 15,2009 Review City Tagline Options Page 2 of 3 Recommendation Staff recommends that the EDC recommend three to five strong tagline options to the EDA for consideration on May 26, 2009. The EDC may chose from the above lists or propose new ideas. Respectfully submitted, Heidi Steinmetz Economic Development Specialist Attachments: • "How to Give Your City a Motto Makeover in 10 Easy Steps", Eric Swartz, March 2006 • "TaglineGuru Releases List of Top U.S. City Mottos & Monikers", Eric Swartz, September 2005 (lists included) • • "Approval of Tagline for the City of Tracy Brand Base, CA", Staff Report to the Tracy, California, City Council, July 15, 2008 • EDC Item 6B—May 15,2009 Review City Tagline Options Page 3 of 3 R JUMPING ON THE BRANDWAGON, IW _.,... A Motto Makeover ..„:, , in 10 Easy Steps „ ,„ „ ri /iii x z ce'-` / i �� ', lii., , , ,,,,,,,,z,i.,..;,::'",,:,;,4,- ''',//-°.'4''' ) c�.� ems”• P �: ;. Y ._:. By Eric Swartz City Branding Isn't For Sissies To put it bluntly,branding isn't for sissies. Big cities can 40 So you're thinking of creating a new slogan and brand identity expect to spend nine months to a year in brand development for your city... and several more years promoting their brandiwork.They also Join the club.The entire country is caught up in a frenzy have to contend with lots of stakeholders,such as city offi- of sloganeering. More than 80 percent of towns with popula- cials,neighborhood leaders, corporate sponsors,downtown tions greater than 25,000 either have a motto or are attempt- redevelopers,the Convention &Visitors Bureau,and the ing to develop a new one. Chamber of Commerce. Oh,and let's not forget the opinions of The surge in branding can be attributed, in large part,to vocal city residents and members of the press who weigh in our friends in Las Vegas,whose daring motto,"What throughout the entire process. Happens Here,Stays Here," hit the national airwaves in 2001 So if branding is painful, protracted,and perilous,why do and shows no signs of abating. Of course,it helps if you're cities do it?Why don't they keep their old motto?Why can't blessed with a towering budget,an endless supply of neon they simply quote that cool Latin inscription on their official lights, and hordes of tourists who are admitted adrenaline seal?What difference does a brand new slogan really make? junkies. Well, I'm here to tell you...it makes a huge difference.A Other big cities that have jumped on the brandwagon to slogan is a valuable ambassador.When conceived correctly, polish their image include the likes of Cleveland ("Cleveland it can reflect a city's style and personality,leverage its assets, Rocks!"), Omaha ("0!"),Atlanta("Every Day is an Opening and communicate a compelling message.Think of it as urban Day"),San Diego ("City with Sol"),and Atlantic City('Always renewal without having to pass a bond measure. Turned On").They have launched city-wide campaigns to Every city is unique,possessing both positive and nega- help sell their new brand message and make it stick.The tive perceptions. It has a history, a culture,and a constituen- results so far have been favorable and city fathers are cy.The key to effective branding is to embrace an appealing relieved. Projects of this magnitude are usually accompanied slogan that promises an experience that can't be duplicated illby a fair amount of anguish and nagging doubts,especially anywhere else.A good slogan is just the tip of the iceberg, an when detractors start chomping at the bit.After all,a city's exclamation point at the end of a municipal pitch to the world pride and reputation are at stake. at large. Cities that succeed in incorporating their refurbished Step#1: Build Your Case brand message into their campaigns and advertising creative To kick off a city branding project,you need top-down and provide the impetus for attracting visitors, retirees,home grass-roots buy-in.The officials who control the budget will builders,and investors,which,in turn,helps generate greater want to know why re-branding is necessary. Be prepared to tourism,tax revenue, unity, and goodwill. give them a good answer.Conduct a brand audit to bench- Cleveland's motto makeover is a case in point.After 30 mark your current thinking and build consensus.As you move years of living with the shameful moniker, "The Mistake on forward,try to obtain pro-bono support from a leading ad the Lake,"and the ever-so-brief,yawn-inducing slogan, agency and donations from a few local corporations. "America's Comeback City,"it has emerged with its self- Assemble a plan,a timetable,and a set of expectations. Refer esteem intact and is now enjoying renewed pride and opti- to the branding success of other cities and focus on bottom- mism largely inspired by its new slogan, "Cleveland Rocks!" line results.Start thinking like a brand manager...not a city Cleveland has fast become a popular destination for the rock- manager. ers and the Dockers®set,and its brand barometer has never looked brighter. Step#2: Don't Be Afraid to Re-brand Preparing Your Motto Makeover Okay,so you have a tired,worn-out slogan that's negative, unoriginal,boring, and trite- and it doesn't do justice to your Your city's motto is the focal point of your brand message. It fair city.Well,then,do something about it! If companies can tells a story,your story. It should be succinct, positive,origi- re-invent themselves with exciting new slogans,so can you. nal,and memorable. It should be believable(this is who we Perceptions change and you can find yourself in a rut very are), but it can also aspire to be something bigger and greater quickly.You don't need to spend millions on urban redevelop- (this is how we're evolving). ment to have an excuse to re-brand—just a strong belief Mottos can be humorous("Experience Our Sense of shared by others that your slogan is no longer channeling Yuma"—Yuma,AZ); alliterative("Livable, Lovable Lodi"); your city's mojo. . ! quaint("Where the Trout Leap on Main Street"—Saratoga, Give your citizens something to rally around. Give them a WY); clever("There's More Than Meets the Arch"—St. Louis, new battle cry.Create a new platform for delivering an endur- MO");disarming ("It's Not the End of the Earth,but You Can ing message that expresses confidence and shows some atti- See It from Here"—Bushnell, SD),or rhyme("Where Nature tude.Who remembers Las Vegas's former motto, "Las Vegas Smiles for Seven Miles,"—Spring Lake,MI).Whatever motto Loves Visitors?"That's ancient history.The city re-branded you select,it reflects on you and vice-versa.Think of it as a itself and never looked back. robe you put on that fits well,feels good,looks great,and makes the right impression. Step#3: Test the Waters Since your motto competes with others in the municipal, Brainstorm as much as possible.Solicit opinions and ideas regional,and national marketplace,it should also be strikingly from newspaper readers and all of your key stakeholders. unique so that it stands out in a crowd. Organize their responses in a meaningful way and ask your In the long run,you need a solid strategy for not only agency to help you sort, craft, and polish them.Narrow down developing a motto,but also promoting it and communicating the best slogans to a manageable list.For a reality check,do its value.A motto is just part of an overall brand awareness a little focus group testing.Feedback is always invaluable. Be program that your town's citizens and the rest of the world sure to determine in advance who will make the final selec- will judge by its clarity,consistency, and creativity. tion of your motto—a branding committee or the results of a The Ten Steps to Successful Sloganeering city-wide contest. In some instances,a branding committee will select three to five mottos and then ask city residents to As a public service, I have identified 10 easy steps that any vote on them. city or town can follow,regardless of size,budget,or inclina- tion,to ensure that its branding and sloganeering process is • satisfying and successful. Here we go: Step#4: Focus on Brand Attributes Step#7: Keep Your Brand Visible • What are your town's assets and attractions?What words More than 80 percent of the web sites of the 50 largest U.S. best describe its past, present, and future?Focus on slogan cities don't even mention their official slogans,which just attributes that illustrate your town's brand character(tradi- goes to show how little thought they give to their own brand- tional or innovative),style(colorful or understated),tone ing.Too often,a city will spend months on brand development (informative or imaginative)affinity(Main Street or Wall and then fail to make its new slogan and logo a visible part of Street),and personality(playful or serious).What core values its communications. Make sure your new brand identity is are ingrained in your town's culture? Be sure to survey the front and center on business cards, brochures,e-mail mes- competition (e.g.,other cities and other slogans)for added sages, and the home page of the Web sites that promote your perspective. city(e.g., city government,Chamber of Commerce,Convention &Visitors Bureau, etc.). Step#5: Make Your Slogan Specific Strive for synergy and consistency among these sites, Me-too, cookie-cutter slogans are a dime a dozen.If you bor- especially a common look and feel in the treatment of your row another city's brand style, personality,or message,you're logo,slogan,and city colors.The creation of a style guide will selling your town down the river.What are you proud of? help achieve this.Finally,give some thought to turning your What are you known for?Are you merely the gateway to slogan into a web site address,such as Charlottesville's someplace else or is there a there,there?Too many towns www.soveryvirginia.com,which takes you straight to its have generic mottos or monikers that sound notoriously alike C&VB site. Now that's branding! ("America's Hometown," "A Great Place to Live,"A Place to Call Home,"etc.). Don't go down that road. Instead,you can: Step#8: Tell a Compelling Story • Honor your hometown hero: "Birthplace of Johnny Cash" It's the story behind the slogan and the theme that drives it —Kingsland,AR that gives it"legs." It should be told and re-told with convic- • • Confer a title upon your town: "Goat Ropin'Capital of the tion and enthusiasm.Since your stakeholders are your strate World"—Gotebo, OK gic partners and strongly invested in the outcome,get them • Emphasize something unique: "Home of the Candy Dance" on board from the get go. Early adopters make the best even- —Genova,NV gelists.When it's time to announce your slogan publicly,make • Play up a weird attraction: "The World's Largest Chee-to" sure you inform your team how and when you're going to roll —Algona,IA out the new brand message.Make sure they have the talking • Make an unusual claim: "The Poison Oak Capital of the points they need to help promote your program.You also may World"—Forestville, CA want to take a few members of the press into your confi- dence.Whatever else you do,publicize,publicize,publicize! Step#6: Turn Your Brand Into an Ambassador Step#9: Devise an Integrated Marketing Plan Your slogan is your brand ambassador. People experience your brand every time one of their five senses comes in con- The first six months after you announce your brand identity tact with it.Your job is to package the most positive impres and new slogan are the most critical. Many people will be in a sions that comprise their experience, and then brand it for state of shock;others will be totally nonplussed;and there are them. "The Sweetest Place on Earth,"the motto of Hershey, those who will write nasty letters to the editor and turn your PA,is a perfect example. Its brand image and message cap- fresh new branding into rancid lunchmeat.Don't worry,this is ture the joy and happiness that people feel when they experi normal.You don't have to embrace these opinions,but you ence chocolate. can rise above it all with a carefully-planned and well-honed As your brand ambassador, use your slogan to make your market strategy. town more appealing. Is it a fun place to visit?What are the An agency can provide expert guidance and the Hetes benefits of living there? Does your motto inspire us to learn sary overview if you're planning to mount a communications more about your town?A good brand ambassador hits all the campaign that involves print, radio,or TV advertising; collater • emotional touchpoints. al development; e-mail marketing; and web messaging,as well as the creation of signage for billboards, buses,and downtown banners.An integrated marketing plan is designed to work multiple channels for maximum effect,leveraging all The pros and cons should be weighed carefully based on ill of your resources under one branding umbrella. shifts in the political,economic,cultural, and competitive ch- Over the past year,the city of Omaha has enjoyed great mate. Caveat civitas:branding requires more time and effort success at promoting its new brand identity and slogan, than a simple roll of the device.Just ask Las Vegas. embodied dramatically in a bright,eye-catching red logo.The Of course,if the slogan-savvy town twenty miles down "0!"has popped up on street corners, public buildings,local the pike is siphoning off much-needed tourism dollars,there's businesses,festival streamers,and even election stickers. probably sufficient reason to ramp up your branding lickety- i Merchandise emblazoned with it can be purchased online, split and play some old-fashioned hardball. and city residents are encouraged to submit photos of "0!" One thing is for sure,city branding is here to stay.As sightings to www.ososurprising.com. long as we're influenced and inspired byi iconic ideas and Despite the uneasy comparisons with Oprah, Oxygen, expressions, mottos and monikers will continue to strike our and Overstock.com,the city of Omaha has played the brand- fancy, capture our imagination,and resonate in our lives.The ing game with a lot of smarts—partnering with key stakehold- good ones have staying power.They move and inspire us. ers in the management of its brand awareness campaign, They make us think and laugh.They guide our vacation plan- integrating its message across complementary web sites,and Hing. encouraging the entire community to get more involved and Rome wasn't built in a day. Either are the best slogans. embrace the spirit and surprise of "0!" Since all branding is local,make sure the roads you take lead Step#10: Think Beyond City Limits back to your home town. City mottos were not meant to change with every passing ©2006 Eric Stephen Swartz.All rights reserved. mayoral administration. If they did,they wouldn't address This article was published as a best practices paper on the American what is universal and timeless about your town.They would Marketing Association web site(www•ama.org)in March,2006. simply serve as a convenient catchphrase to spur,at best, . downtown economic growth.When you sit down with your i Swar isfrinderaidpresidentofTagiineBuru ' creative folks,focus on things like vision and values and the I (www tt:all tri crrmJ,whtch specializes rn the creatrQn, qualities that define your city's greatness.That's the level on "integration,and packaging of slogans,names, messages, which you should communicate. j arty/ thet°brand"concepts . ince 1996,he has developed There are no absolutes,no right or wrong answers in the branding andmessaging campaigns farsuch clients as branding game.When all is said and done,success in brand- Americans press,Apple Computer,,CMP edta,FedEx, ing is measured by the integrity of the concept that underlies Wells lrargo,and Zif Oavrs A recipient of a Kiting award your main message. It's the bridge that lets you reconcile the fro the"Council for The,Advancement and Support of experience of your city with the expression of its message. Edu ation„Swam has bee "publishedjby the Business Remember,your city's motto is more than just a calling card; Marketing Association, a American Marketing it's a special invitation. So treat it like one. Association,and the InternationalAsscr iation of trsrness Summary Comrnttrttcat r and'has been featured in £' Bus nessl!leeek cam,Meetings a Conventions Map,;,,,,17,„ Y,, In the last five years or so,sloganeering has become a popu- and Marketing Magazine.Swartz received his A B.it, lar way to spruce up or overhaul city image and brand identi- Communication&Public policy from the Universityol ty. Most efforts have succeeded:mottos are being crafted � California etBerkel y,and his MA.in Communications more cleverlyand competitively, and are promoted in being from The Anipertbarg Schr ol"farCemmurfida:inn at°the creative and compelling ways. More importantly,they're University;of Pennsylvania:`' treated as an integral part of an ongoing branding and com Contacts 650-573-9009 or arlb aid,, , ,:ru cvm munications campaign designed to raise awareness and crys- Webtaglinegiru coir%w� tallize public opinion. However,those cities under pressure from various camps S . 1111/ TM—a trademark of The Byline Group.All rights reserved.Dockers is a registered trademark of Levi to refresh their message and updatetheirslogan need to step Strauss&Company.No portion ofthisarticle may bereproducedorredistributedbyanymeanswthout the prior written consent of The Byline Group. back and ask themselves,"Is it really necessary to re-brand?” Tagline Guru • City Branding Press Release Page 1 of 5 Heidi Steinmetz • From: Barb Benesch Sent: Wednesday, March 11, 2009 3:23 PM To: Jim Ericson; Heidi Steinmetz Subject: Emailing: Tagline Guru *City Branding Press Release TaglineGuru Home Sloganville, USA Awards City Branding Survey TaglineGuru Releases List of Top U.S. City Mottos and Monikers Winners of Sloganville, USA Awards Also Announced; City Branding Honored for Charm, Humor, and Infamy SAN MATEO, CA — September 20, 2005 —Just because you're a small town doesn't mean you can't have a big slogan. The towns that play the branding game well are part of a growing trend of thriving hamlets and villages whose mottos and monikers are helping to market their appeal and put them squarely on the map. • So says TaglineGuruTM (www.TaglineGuru.com) which today released its survey of the Top 50 U.S. City Slogans and Top 50 U.S. City Nicknames. It also announced the winners of the "Sloganville, USA AwardsTM," recognizing the most charming, colorful, dubious, and infamous city slogans and sobriquets across the nation. According to one hundred leading branding, marketing, and advertising professionals, "What Happens Here, Stays Here" (Las Vegas) was ranked #1 out of 400 city slogans, followed by "So Very Virginia" (Charlottesville); "Always Turned On" (Atlantic City, NJ); "Cleveland Rocks!"; and "The Sweetest Place on Earth" (Hershey, PA) The well-known moniker, "The Big Apple," was ranked #1 out of nearly 800 city nicknames, followed by "Sin City" (Las Vegas); "The Big Easy" (New Orleans); "Motor City" (Detroit); and "The Windy City" (Chicago). For a complete list of the 50 top-ranked slogans and 50 top-ranked nicknames, go to wwvv.taglineguru.com/citymottosmonikers.html. Survey Methodology Respondents in 82 cities across 38 states were asked to rank their top 10 city slogans and • top 10 city nicknames. Both official and unofficial, as well as past and present, slogans and nicknames were eligible for consideration. To level the playing field, a city could be listed only once in each category even though it had several mottos or monikers. 5/13/2009 Tagline Guru • City Branding Press Release Page 2 of 5 Rankings of city mottos and monikers were based on the following branding criteria: • Attributes: Do they express a city's brand character, affinity, style, and personality? • Message: Do they tell a story in a clever, fun, and memorable way? • Differentiation: Are they unique and original? • Ambassadorship: Do they inspire you to visit there, live there, or learn more? According to Eric Swartz, president of TaglineGuru, "Rebranding your town with a memorable motto or moniker is the most cost-effective way to leverage your assets, increase your visibility, and build brand identity. In a post-9/11 world in which the cost of gasoline is spiraling, towns that once counted on tourist and investment dollars are now competing for a smaller slice of the pie. To survive, they must grab greater mind share among prospective travelers, home buyers, and retirees. "Successful slogans satisfy deeply-cherished dreams and desires," Swartz says. "They tell a story and engage us in a compelling way. As affluent Baby Boomers abandon urban sprawl for a more fulfilling and less stressful lifestyle, small towns are in an ideal position to create enduring brands that reflect some of these strongly-felt values and sentiments." Survey Results • The Southwest accounts for 36 percent of the top-rated slogans in this study. "Perhaps it's the region's history and lore, or the ability to spin a good yarn, but the Southwest is chock-full of towns that sport fun, clever, and engaging mottos," notes Swartz. Survey results indicate that 52 percent of top-ranked slogans are from towns with populations less than 25,000. In contrast, 58 percent of top-ranked nicknames are from cities with populations greater than 100,000. City Population <25,000 25,0011-100,001 >100,000 Slogans 52% 22% 26% Top50 Nidotatoes 34 8 58 "When it comes to slogans, small towns have an easier sell," Swartz says. "They're known for one thing, and everyone usually agrees what that one thing is. Big cities, on the other hand, are complex and have many constituents. They require an overarching message that must satisfy and unify disparate interest groups. The result is more bland than brand-oriented. In the absence of a good slogan, a big city's identity has been • shaped primarily by its unofficial nickname, which is often tough to shake off. "Look at Cleveland. They've suffered for years with the sobriquet, the `Mistake on the 5/13/2009 Tagline Guru • City Branding Press Release Page 3 of 5 Lake,' says Swartz. "Now, they have a new slogan that's vibrant and contemporary. Other big cities should take heed: Urban rebranding is a form of urban renewal...without the need for a bond measure." What Makes a Slogan Successful? A good slogan is unique. Cities that borrow another city's brand style, personality, or message are simply a "me too" and not a true original. Baltimore, Cleveland, and Detroit have all been known as "America's Comeback City." There are seven cities that claim the title of"Magic City," Miami being one of them. Finally, two California coastal towns, Santa Cruz and Huntington Beach, are currently embroiled in a legal battle over the moniker "Surf City, USA," which is sparking heated debate. A good slogan is specific. It should reflect a city's history, values, or main appeal, and allow its individual style, personality, and character to shine through. For example, some towns rely on hometown heroes ("home of' or "birthplace of') to cement their reputation; and some pick the one thing they do really well, like hub caps (Pearsonville, CA) or barbed wire (La Crosse, KS), which becomes their de facto claim to fame. Others leverage the assets of nearby attractions, positioning themselves as the "gateway to" someplace else. "Cities do themselves an injustice when they claim to be America's `best' or `most' (superlative) city, or 'the (some such) capital of the world,' and then fail to back it up by putting their money where their mouth," Swartz says. Like all brand messages, a slogan should be a visible and integral part of all city communications. Ironically, most slogans are elusive. More than 80 percent of the Web sites of the 50 largest U.S. cities don't even mention their official slogans. "That just goes to show how little thought most cities give to their own branding," says Swartz. "Without help from the city's official Web site, it's difficult to distinguish between official and unofficial slogans and nicknames," Swartz says. "The unofficial ones tend to have a longer shelf life and enjoy greater grass roots support. On the other hand, most official slogans are developed by ad-hoc committees of business and city officials or simply voted on in a city-wide contest, usually with mixed results." Swartz continues: "The upshot is that most cities aren't convinced they need a strong brand identity. A city motto is not simply a convenience for filling up empty ad space on buses, billboards, and banners. It's an expression that reinforces your brand and invites people to experience it and internalize its value. "Still, a slogan in and of itself is not a panacea," Swartz warns. "Without the proper • infrastructure and campaign to market the message, it remains an empty promise. Without a strong brand identity, a slogan doesn't have much of a foundation to build on." 5/13/2009 Tagline Guru• City Branding Press Release Page 4 of 5 Sloganville, USA Awards SIn conjunction with the Slogan & Nickname Survey, TaglineGuru announced the first annual Sloganville, USA Awards, which recognizes greatness, weirdness, and "other- ness" in American city mottos and monikers. According to TaglineGuru, which selected the award winners, the goal of the Sloganville, USA Awards Program was to honor the best, brightest, and most bizarre slogans and nicknames in ten different categories. "To be honest, the vast majority of city mottos and monikers are pretty dull and not very original," says Swartz. "Those that stand out and make an impression deserve some much-needed recognition." For a complete list of award winners, go to www.taglineguru.com/sloganvilleawards.html. Summary With the success of Las Vegas's slogan, many cities have jumped on the bandwagon to get a motto makeover. Atlanta recently selected its new moniker ("City of Peace"); Omaha is adjusting to its new slogan ("0! is for Omaha"); and Atlantic City is basking in the glow of its latest incarnation. The buzz is that Indianapolis and Oklahoma City are still searching for one. "All slogans have their detractors. That comes with the territory," Swartz says. "The goal for all towns, big and small, is to select a motto or moniker that connects with people on a personal level, makes them feel good, and opens up their hearts, minds, and wallets. "Coming up with an effective slogan or nickname for your city is a political, economic, cultural, and creative decision, and requires more time and effort than a simple roll of the dice. Just ask Las Vegas. Their gamble paid off." A division of The Byline Group (www.thebylinegroup.com), TaglineGuru is dedicated exclusively to the messaging strategies that shape effective branding and positioning choices. Its president, Eric Swartz, has created slogans, names, and other branding concepts for more than 80 organizations, including Adaptec, Apple Computer, CMP Media, FedEx, Sun Microsystems, and Wells Fargo. For more information about Slogan & Nickname Survey, the Sloganville USA Awards, or www.TaglineGuru.com , contact Eric Swartz at 650.573.9009 or eric@taglineguru.com. ### • TaglineGuru Home City Branding Survey Sloganville, USA For more information, contact Eric Swartz at 650.573.9009 5/13/2009 Tagline Guru • City Branding Press Release Page 5 of 5 Awards or eric(a�TaglineGuru.com. ©2005-2008.The Byline Group.All rights reserved. • 5/13/2009 Tagline Guru • U.S. City Mottos Page 1 of 6 Heidi Steinmetz From: Barb Benesch Sent: Wednesday, March 11, 2009 3:19 PM To: Jim Ericson; Heidi Steinmetz Subject: Emailing: Tagline Guru . U.S. City Mottos TaglineGuru Home U.S. City Moniker List City Branding Survey U.S. City Mottos A Whole Lotta Texas Goin' On! Abilene, TX It'll Make You Smile Adair, IA Good For You, Albuquerque Albuquerque, NM Where the People Are Warm Even When the Weather Isn't Andover, KS Big City, Southern Hospitality Atlanta, GA The City Too Busy to Hate Atlanta, GA Always Turned On Atlantic City, NJ Auburn: More Than You Can Imagine Auburn, WA • Oasis in the Sun Avenal, CA Keep Austin Weird Austin, TX The City That Reads Baltimore, MD Believe Baltimore, MD You're Not Dreamin', You're in Beaman Beaman, IA Let Us Surprise You Bellingham, WA Highest of the Heights Broadview Heights, OH Boost Buffalo Buffalo, NY It's Good for You Buffalo, NY It's Not the End of the Earth, But You Can See It From Bushnell, SD Here Where Northern Enterprise Meets Southern Hospitality Cairo, IL You Can Do Better in Cando Cando, ND History for the Taking Carson City, NV What We Dream, We Do Charlotte, NC So Very Virginia Charlottesville, VA The Only Cherokee in the Cherokee Strip Cherokee, OK Urbs In Horto (City in a Garden) Chicago, IL 5/13/2009 Tagline Guru• U.S. City Mottos Page 2 of 6 I Will Chicago, IL In Season Every Season Clemson, SC The Best Location in the Nation Cleveland, OH Cleveland Rocks! Cleveland, OH We Create Community Colorado Springs, CO Where Friendliness Flows Columbia, SC More Than You Dreamed Columbus, OH Ohio's Sharpest Corner Conneaut, OH One Mile Square and All There Covina, CA Live Large. Think Big Dallas, TX Big Beach, Big Fun Daytona Beach, FL The Pride of the Prairie Decatur, IL/Hazelton, ND Where the Surf Meets the Turf Del Mar, CA It's a Great Time in Detroit! Detroit, MI Where the Name Just Says It All Devine, TX Where Yee-Ha Meets Ole Eagle Pass, TX • The Pride Shows Easley, SC We're Always Up to Something Fun! Eau Claire, WI Where the Sun Spends the Winter El Centro, CA Make History on the Texas Border El Paso, TX More Than Just a Pretty Beach Encinitas, CA The Way Texas Used To Be Fayetteville, TX Where the Stars Come Out to Play Fort Davis, TX Where the West Begins Fort Worth, TX Where History Never Gets Old Fredericksburg, VA Fresno: Smile When You Say That Fresno, CA The City That Time Forgot Galena, ILBaldwin Park, CA/New Orleans, LA The Town That Made Tulsa Famous Glenpool, OK It's the Climate Grants Pass, OR Where Your Ship Comes In Gulfport, MS • The Town Without a Frown Happy, TX Twenty Lakes in Twenty Minutes Harrison, MI 5/13/2009 Tagline Guru • U.S. City Mottos Page 3 of 6 Get 'Er Done Havre, MT Town Without a Toothache Hereford, TX The Sweetest Place on Earth Hershey, PA Where Everybody is Somebody Hico, TX Ha'aheo No '0 Honolulu (Honolulu Pride) Honolulu, HI Houston's Hot! Houston, TX The Real Texas Houston, TX Where the Trails Start and the Buck Stops Independence, MO Where Florida Begins Jacksonville, FL Make It a Good Place to Live In Kansas City, MO Lose Your Heart to the Hills Kerrville, TX If It Is To Be Me, It Is Up To Me Kinross Township, MI Third Oldest City in Oregon Lafayette, OR It's Always Been the Place Lake Geneva, WI Jewel of the Hills La Mesa, CA What Happens Here, Stays Here Las Vegas, NV How About Doin' Some Time in Leavenworth? Leavenworth, KS The First Town of the First State Lewes, DE Livable, Lovable Lodi Lodi, CA Hip Is Here! Long Beach, CA We've Got It Louisville, KY An Unexpected Pleasure Lyons, KS The Town That Loves Company Mackinaw City, MI Where People Care Malabar, FL Rollin' on the River Manchester, OH The Hub of the Universe Marion, IL/Boston, MA A Slice of Heaven on Earth Mayfield, UT Where Horses Have the Right of Way McKinleyville, CA Where Chiefs Meet Meeteetse, WY Right On Top, Not Down Under Melbourne, IA The Sky's the Limit Midland, TX West Texas Adventure Midland, TX . Genuine Milwaukee Milwaukee, WI Timeless Beauty...Ageless Fun Natchez, MS Newark, On a Roll Newark, NJ 5/13/2009 Tagline Guru• U.S. City Mottos Page 4 of 6 The City That Never Sleeps New York City, NY Life. Celebrated Daily. Norfolk, VA A Place for All Seasons Northport, NY Only Oakland Oakland, CA Rare. Well Done. Omaha, NE 0! is for Omaha Omaha, NE The End is Just the Beginning Oregon City, OR It's All the Name Implies Paradise/Pleasanton, CA Almost Heaven Paw Paw, WV Where the Odds Are With You Peculiar, MO Philadelphia Isn't As Bad As Philadelphians Say It Is Philadelphia, PA The Place That Loves You Back Philadelphia, PA Moves Mountains Pikeville, KY Welcome to the Good Life Porterville, CA The City That Works Portland, OR Where the Bald Eagles Soar and the Carp Drops! Prairie du Chien, WI • Southern Part of Heaven Raleigh, NC Real. America. Up Close. Rapid City, ND Climate Best by Government Test Redwood City, CA With Time for You Richmond, MI One City, Our City Richmond, VA We've Got All the Civilization You Need Riverton, WY The Aliens Aren't the Only Reason to Visit Roswell, NM There's More Than Meets the Arch St. Louis, MO Middle of the Mitten St. Louis, MO Always in Season St. Petersburg, FL Something to Remember San Antonio, TX It's a Great Day in San Bernardino San Bernardino, CA Where It's Good To Be Alive San Clemente, CA City with Sol San Diego, CA The City That Refused to Die Sanford, ME Only in San Francisco San Francisco, CA iThe City That Knows How San Francisco, CA City with a Mission San Gabriel, CA 5/13/2009 Tagline Guru • U.S. City Mottos Page 5 of 6 San Jose Is Growing Up San Jose, CA Where the Swallows Return San Juan Capistrano, CA Santa Ana: The Spirit of Change Santa Ana, CA The City Different Santa Fe, NM Where the Trout Leap in Main Street Saratoga, WY Come Live Where You Play Saratoga Springs, UT The West's Most Western Town Scottsdale, AZ More Than Just a Song Shenandoah, TX Named For the Turn of a Card Show Low, AZ The Natural Place to Visit Sitka, AK The Place to Watch Skowhegan, ME Live the Legends South Bend / Mishawaka, IN We've Got a Lot To Give Spokane, WA Where Nature Smiles for Seven Miles Spring Lake, MI Dear Hearts and Gentle People Swanton, NE fbSoul of the Southwest Taos, NM Twice as Nice Texarkana, AR Key to a Continent Ticonderoga, NY Time Spent in Timewell is Time Well Spent Timewell, IL The Town Too Tough to Die Tombstone, AZ To the Stars Through Difficulty Topeka, KS Try Turlock First Turlock, CA Clearly Texas Uvalde, TX Take Me to the River Vicksburg, MS Living with a Mystery Villisca, IA The Richest Place on Earth Virginia City, NV People Say We're Old-Fashioned. We Hope So. Virginia City, MT From Solid Roots -- Strong Branches Walker, MI The City That Was So Nice They Named It Twice Walla Walla, WA City Living, DC Style Washington, D.C. The Coldest Spot in Iowa Washta, IA • Cares More, Shares More Whittemore, IA Wichita —We Got the Goods Wichita, KS 5/13/2009 Tagline Guru • U.S. City Mottos Page 6 of 6 You're Something Special in Winston-Salem Winston-Salem, NC Family Country Yakima, WA Experience Our Sense of Yuma Yuma, AZ TaglineGuru Home U.S. City Moniker List City Branding Survey • • 5/13/2009 Tagline Guru • City Branding Survey Page 1 of 5 Heidi Steinmetz • From: Barb Benesch Sent: Wednesday, March 11, 2009 3:17 PM To: Jim Ericson; Heidi Steinmetz Subject: Emailing: Tagline Guru . City Branding Survey TaglineGuru Home S.oganville, USA Awards Read Full Story The Top 50 U.S. City Slogans 1. What Happens Here, Stays Here. Las Vegas, NV 2. So Very Virginia. Charlottesville, VA 3. Always Turned On. Atlantic City, NJ 4. Cleveland Rocks! Cleveland, OH 5. The Sweetest Place on Earth. Hershey, PA 6. Rare. Well Done. Omaha, NE 7. The City Different. Santa Fe, NM 8. Where Yee-Ha Meets Ole. Eagle Pass, TX 9. City with Sol. San Diego, CA • 10. Where the Odds Are With You. Peculiar, MO 11. Where Your Ship Comes In. Gulfport, MS 12. Soul of the Southwest. Taos, NM 13. Experience Our Sense of Yuma. Yuma, AZ 14. The City Was So Nice They Named It Twice. Walla Walla, WA 15. There's More Than Meets the Arch. St. Louis, MO 16. Keep Austin Weird. Austin, TX 17. Where Chiefs Meet. Meeteetse, WY 18. City with a Mission. San Gabriel, CA 19. Where the Trails Start and the Buck Stops. Independence, MO 20. The City That Never Sleeps. New York City, NY 21. The Aliens Aren't the Only Reason to Visit. Roswell, NM 22. Lose Your Heart to the Hills. Kerrville, TX 23. Take Me to the River. Vicksburg, MS 24. We've Got All the Civilization You Need. Riverton, WY 25. The Town Without a Frown. Happy, TX 26. The Town Too Tough to Die. Tombstone, AZ 5/13/2009 Tagline Guru • City Branding Survey Page 2 of 5 27. Where the Stars Come Out to Play. Fort Davis, TX • 28. Rollin' on the River. Manchester, OH 29. Named for the Turn of a Card. Show Low, AZ 30. More Than Just a Song. Shenandoah, TX 31. Where Horses Have the Right of Way. McKinleyville, CA 32. Only in San Francisco. San Francisco, CA 33. It's Not the End of the Earth, But You Can See It Bushnell, SD From Here. 34. Where Nature Smiles for Seven Miles. Spring Lake, MI 35. Live Large. Think Big. Dallas, TX 36. Real. America. Up Close. Rapid City, ND 37. The Richest Place on Earth. Virginia City, NV 38. With Time for You. Richmond, MI 39. Newark, on a Roll. Newark, NJ 40. Where the Trout Leap in Main Street. Saratoga, WY 41. Life, Celebrated Daily. Norfolk, VA 42. The Natural Place to Visit. Sitka, AK • 43. People Say We're Old-Fashioned. We Hope So. Virginia City, MT 44. Where the People Are Warm Even When the Weather Andover, KS Isn't. 45. Where the Bald Eagle Soars and the Carp Drops! Prairie du Chien, WI 46. Where History Never Gets Old. Fredericksburg, VA 47. The Town That Made Tulsa Famous. Glenpool, OK 48. Get 'Er Done. Havre, MT 49. Town Without a Toothache. Hereford, TX 50. Livable, Lovable Lodi. Lodi, CA Honorable Mention You Can Do Better in Cando. Cando, ND Twenty Lakes in Twenty Minutes. Harrison, MI More Than Just a Pretty Beach. Encinitas, CA Something to Remember. San Antonio, TX Twice as Nice. Texarkana, AR The Top 50 U.S. City Nicknames 5/13/2009 Tagline Guru • City Branding Survey Page 3 of 5 1. The Big Apple New York City, NY 2. Sin City Las Vegas, NV 3. The Big Easy New Orleans, LA 4. Motor City Detroit, MI 5. The Windy City Chicago, IL 6. Beantown Boston, MA 7. Baghdad by the Bay San Francisco, CA 8. Tinseltown Hollywood, CA 9. Mistake on the Lake Cleveland, OH 10. La-La Land Los Angeles, CA 11. City of Witches Salem, MA 12. Berzerkeley Berkeley, CA 13. The Graveyard of the Atlantic Cape Hatteras, NC 14. The Protestant Vatican Nashville, TN 15. The City of Brotherly Love Philadelphia, PA 16. Hangtown Placerville, CA 17. The Wickedest Little City in America Dodge City, KS • 18. The Mile High City Denver, CO 19. Porkopolis Cincinnati, OH 20. The Land of Lincoln Springfield, IL 21. The Biggest Little City in the World Reno, NV 22. The Mini Apple Minneapolis, MN 23. Whiskers Crestwood, KY 24. Dynamo of Dixie Chattanooga, TN 25. The Land of Oz Liberal, KS 26. Brew City Milwaukee, WI 27. The Big Sweet Grass Basket Charleston, SC 28. Valley of the Sun Phoenix, AZ 29. Naptown Indianapolis, IN 30. Shampoo-Banana Champaign-Urbana, IL 31. Chimneyville Jackson, MS 32. The World's Largest Chee-to Algona, IA 33. Home of the Catfish Stomp Elgin, SC 411 34. Vice City Miami, FL 35. The Big Gun Canon, GA 5/13/2009 Tagline Guru • City Branding Survey Page 4 of 5 36. Drunk Driving Capital of America Gallup,NM 37. The Little Apple Manhattan, KS 38. Home of Susie the Duck Lodi, WI 39. Cow Chip Capital Beaver, OK 40. Goat Ropin' Capital of the World Gotebo, OK 41. Sparkle City Spartanburg, SC 42. The Soo Sault Ste. Marie, MI 43. Crunkville Charlotte, NC 44. The Old Pueblo Tucson, AZ 45. Spamtown, USA Austin, MN 46. Home of the Candy Dance Genoa, NV 47. Tackyoma Tacoma, WA 48. Surf City, USA Huntington Beach, CA 49. Space City Houston, TX 50. The Dog Mushing Center of the World Knik, AK Honorable Mention • Winnemucca — City of Paved Streets Winnemucca, NV SLO Town San Luis Obispo, CA Poison Oak Capital of the World Forestville, CA Spokan't Spokane, WA Red Carpet City of the South Vicksburg, MS CRITERIA & METHODOLOGY Approximately 350 city slogans and nicknames were nominated from a field of 1,200. They were sent to 100 advertising, marketing, and branding professionals from more than 82 cities across 38 states. To level the playing field, a city could be ranked only once in the slogan or nickname category even though it had several mottos and monikers. Both official and unofficial, as well as past and present, nicknames and slogans were included. Informants were asked to rank their top 10 city slogans and top 10 city nicknames based on the following branding criteria: • • Attributes: Do they express a city's brand character, affinity, style, and personality? 5/13/2009 Tagline Guru • City Branding Survey Page 5 of 5 • Message: Do they tell a story in a clever, fun, and memorable way? S • Differentiation: Are they unique and original? • Ambassadorship: Do they inspire you to visit there, live there, or learn more? Nominated slogans and nicknames were given a weighted ranking based on the number of votes they received and the rank they were assigned. TaglineGuru Home Read Full Story Sloag nville, USA For more information, contact Eric Swartz at 650.573.9009 Awards or eric@TaglineGuru.com. ©2005-2008.The Byline Group.All rights reserved. • 11111 5/13/2009 • July 15, 2008 AGENDA ITEM 5 REQUEST APPROVAL OF TAGLINE FOR THE CITY OF TRACY BRAND BASE CA EXECUTIVE SUMMARY The Consultant (defined below) has recommended the following tagline for the City of Tracy Brand Base: Think Inside the Triangle (the "Tagline"). DISCUSSION On June 17, 2008, the City Council approved the following character voice for the City of Tracy Brand Base: • Inspirational Speaker Voice/first person (the "Character Voice"). NAPPIC Communications (the "Consultant") also engaged the City Council in a discussion regarding taglines. A tagline is a phrase that captures the imagination, direction or essence of an organization and communicates it to the desired target audience(s). For the City's purposes, a tagline should speak to and about the community in a way that is inspiring to the adopted target markets. Taglines should be easy to remember and roll off the tongue. They can be used to articulate an organization's vision or unique position, convey essential qualities of a brand's character, emphasize a compelling `consumer' benefit, and the brand message should always be aligned with an intended target market. The Consultant is recommending the following tagline for the City of Tracy: • Think Inside the Triangle. The Consultant feels this tagline speaks to and for the community of Tracy in a way that is inspiring and inviting to the target audiences identified. This tagline is unique to Tracy and differentiates the community from its surrounding communities. Think Inside the Triangle promotes location by pointing out the geographic identity of Tracy, with the City being surrounded on three sides by Interstate Freeways (1-205, 1-580 and 1-5). In addition a triangle is formed around Tracy when you connect the three major metropolitan areas of California - Sacramento, San Francisco and Los Angeles. This tagline is also a fun play on words, similar to the phrase Think Outside the Box, Think Inside the Triangle is catchy and playful which works well for a young Tracy population as well as providing a fresh idea for businesses outside of Tracy. The Consultant also feels this tagline lends itself easily to strong visual representation and many ways to extend this tagline such as: • Live Inside the Triangle. • Work Inside the Triangle. • Play Inside the Triangle. • Get Inside the Triangle. • Celebrate Inside the Triangle. Agenda Item 5 July 15, 2008 • Page 2 Building a Brand Base is a step by step process where each previous step provides the foundation for the next step. Therefore, it is critical that there is approval and sign-off each step along the way. It is customary for formal approval sign-off prior to the next step of the process. Upon approval of the Tagline by the City Council, staff will execute a milestone approval agreement. Any changes after the milestone approval agreement has been signed will result in a change order and an increase in the fee for services. The Consultant also desires the City Council to participate in a discussion regarding the City of Tracy's vision, mission and values statements. Vision, mission and value statements spell out the essence of an organization's beliefs and values and define its place in the world. They establish the long-term direction that guides each and every aspect of an organization's daily operations. A vision statement expresses an organization's ideal goal and reason for existence. A mission statement provides an overview of the group's plans to realize that vision by identifying the service areas, target audience, and goals of the organization. Value statements express the guiding principles by which an organization plans to carry out its vision and mission in the ways it conducts its daily business. In an effort to determine the appropriate vision, mission and value statements for the City of Tracy, the Consultant reviewed the City's existing vision, mission and values statements • and interviewed the City Council and the City Manager to gain their respective perspectives and insight. Further, the Consultant distributed a survey to all City employees to determine if the employees have a similar view on these issues. It is important that employee's validate the mission, vision, and values for its successful implementation. The employees' responses to this survey are due on June 23, 2008 and the Consultant will summarize the results of the surveys on July 1, 2008. FISCAL IMPACT There is no fiscal impact to the General Fund. The consultant cost is included in the FY 07-08 budget. RECOMMENDATION It is recommended that the City Council, by resolution, approve the Tagline (as defined above). Prepared by: Arnie Parker, Economic Development Analyst Reviewed by: Ursula Luna-Reynosa, Economic Development Director Approved by: Leon Churchill Jr., City Manager Attachments— Resolution s S RESOLUTION APPROVAL OF TAGLINE FOR THE CITY OF TRACY BRAND BASE WHEREAS, On January 15, 2008 the City Council of the City of Tracy (the "City Council") directed staff to move forward with a community identity and branding pursuit to further economic development and city image efforts, and WHEREAS, A Professional Services Agreement (the "PSA") was entered into by and between the City of Tracy (the "City") and NAPPIC Communications (the"Consultant") for the purpose of professional marketing services to establish a brand base, and WHEREAS, On June 17, 2008 the City Council approved the following character voice; "Inspirational Speaker Voice" (the "Character Voice"), and WHEREAS, Based on the research conducted and feedback solicited by the Consultant, the Consultant recommends the following tagline; "Think Inside the Triangle". NOW, THEREFORE, BE IT RESOLVED, That the City Council does hereby approve the following Tagline "Think Inside the Triangle". * **** *** * ** * * *** ** * ** *** *** * • The foregoing Resolution was passed and adopted by the Tracy City Council on the 15th day of July, 2008, by the following vote: AYES: COUNCIL MEMBERS: NOES: COUNCIL MEMBERS: ABSENT: COUNCIL MEMBERS: ABSTAIN: COUNCIL MEMBERS: Mayor ATTEST: City Clerk • Arden Hills project suffers setback: Developer exits Page 1 of 1 • ANYWHERE3, ArriStarTribun e,com IME Arden Hills project suffers setback: Harpstead said the details of the project have Developer exits never been set in stone,but some of the major themes of the development could still become Last update: May 11, 2009- 11:57 PM reality. A massive redevelopment project in Arden Hills "It won't be this developer or on this current suffered a major setback Monday when the schedule,but this particular project isn't over,"he developer pulled out of the project and the City said. Council voted to rescind purchasing the Twin Cities Army Ammunition Plant from the federal LORA PABST government. "Without any money and agreement to purchase the property,it brings it back to the beginning," said Mayor Stan Harpstead. The TCAAP land is one of the largest areas open for development in the metro area,and in the past several years city officials had looked at creating a mixed-use development that would include more than a thousand housing units,as well as • commercial space,athletic fields and green space. The city had agreed to buy 585 acres of the site, which sits northeast of Interstate 35W and Hwy. 96,from the federal Government Services Administration for$45 million and then sell the land to developer Ryan Companies. Citing the economic feasibility of the project,Ryan Companies backed out,leaving the land,parts of which are contaminated,to sit while the city regroups. Advertisement Rem. einder: Send Fl Secretary's aY10 80 216 6 539 w Boesel.Corn Print Powered By narnicsj http://www.startribune.com/local/north/44759167.html?elr=KArksUUUU 5/13/2009