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Branding, Development, and Marketing Action Plan Table of Contents

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Branding, Development, and Marketing Action Plan Table of Contents Sparks, Nevada July 2009 Branding, Development, and Marketing Action Plan Table of Contents Table of Contents Scope of Work and Process . 5 The Sparks Brand Promise . 9 Vision . 11 The Brand . 13 Executive Summary . 19 Why Brand Sparks? . 23 Economic Impact of Festivals and Events . 24 Target Markets . 27 Strengths, Weaknesses, Opportunities & Threats . 31 Recommendations . 33 #1 The Brand Leadership Team . 34 #2 Additional Goals for the BLT . 35 #3 Obtain URLs to promote the brand . 35 #4 Develop a Brand Style Guide . 36 #5 Logos and Taglines . 37 #6 Recruit Activity Vendors . 38 #7 Create a Sparks Festival Calendar . 39 #8 Create a Wayfinding System . 40 #9 Develop a Recruitment Program . 41 #10 Develop City Ordinances . 42 #11 Provide Wireless Internet Access . 43 #12 Recruit Events . 43 #13 Develop New Events . 44 #14 Develop Event Sponsorships . 46 #15 Develop a Street Performer Program . 46 #16 Rolling out the Brand . 46 #17 Redevelop all Marketing Materials . 47 #18 Develop a Sparks Visitor Website . 47 #19 Develop a Sparks Activities Guide . 49 #20 Create a “Best of Sparks” Guide . 50 #21 Periodic Facilitation of the Plan . 50 #22 Revisit the Site Plan for Victorian Square . 51 #23 Create a Strong Transportation Link . 51 #24 Create an Electronic Readerboard Sign . 52 #25 Newsprint Advertising . 52 #26 Plan Update . 52 2 Sparks, Nevada - July 2009 Table of Contents Table of Contents (continued) Ideas for Consideration . 53 Rename Victorian Square . 53 Rename the Marina . 53 Suggestion - Chambers of Commerce . 53 Timeline . 54 Possible Funding Sources . 55 Supplemental Information . 57 Demographics . 58 Map . 59 Retail Marketplace Profile . 60 Tapestry Segmentation Area Profile . 69 Interview Summary . 87 Charrette Week Schedule . 88 Festival Case Studies . 89 Burnet, Texas . 89 New Haven, Connecticut . 90 Case Studies . 93 Sample Ordinance for Sidewalk Dining . 98 WIFI Information . .101 Sample Street Performer Ordinance . .104 Contact Information . .107 Sparks, Nevada - July 2009 3 Scope of Work 4 Sparks, Nevada - July 2009 Scope of Work Scope of Work Sparks, Nevada - July 2009 5 Scope of Work Scope of Work and Process Sparks, Nevada is a city of 90,000 located in the a vibrant community that attracts local residents pedestrian friendliness, attractions, seasonality, Truckee Meadows of Northern Nevada . They share into the downtown during evening and weekend overall appeal, etc . their beautiful valley with their famous neighbor, hours . As the plan title implies, it includes the Reno, and are only a little over an hour’s drive brand direction – what you want to be known for; Task 2: Assessment Findings and Suggestions from scenic Lake Tahoe . Sparks is in a high desert development – what you need to build or do so you Workshop climate at an elevation of nearly 4,500 feet with four “own” the brand; and marketing – how to tell the Following the assessment process, DDI presented full seasons and sunshine almost 80% of the year . world . This action plan is a to-do list that involves a workshop where we showcased the findings . DDI Most widely known as the premier special events many organizations since it “takes a village” to noted shortcomings or drawbacks and provided venue for northern Nevada, with events at Victorian implement a successful effort . suggestions on how to increase visitor spending in Square such as Hometown Farmers Market, Hot each area . The workshop also included community August Nights, Nugget Best in the West Rib Cook- Task 1: Community Assessment, Marketing branding essentials to inform and educate the off and Hometown Christmas, bringing hundreds of Effectiveness and On-Site Assessment participants as to what branding is, the steps thousands of visitors . For the Marketing Effectiveness Assessment, people involved in branding a community and how branding can benefit Sparks . Information obtained The City of Sparks is interested in developing a from the DDI team were assigned to take a look at Sparks from the standpoint of a first time visitor . from the assessment process was used to help unique community identity that will create a place develop specific recommendations in the plan . that is vibrant and attractive to both locals and Sparks was “secret shopped” to determine the effectiveness of the current marketing efforts . The visitors alike . The City has retained Destination Task 3: Site Visit Development International (DDI) to assist them in team looked at websites, guidebooks, called visitor Once Sparks decided to move forward with a an evaluation of Sparks tourism potential and status information and requested materials, asked specific Branding, Development and Marketing Action as a visitor destination . questions and took a professional look at Sparks marketing efforts . Plan, the next step was a site visit . Two members The primary goal of this effort has been to develop of the DDI team came to Sparks to hold interviews a comprehensive vision or “brand” for Sparks that Then, the DDI team made an initial visit to Sparks with key leaders and stakeholders . Representatives maximizes its current assets and amenities . DDI to view the community through the eyes of a first from city government, both the Reno-Sparks has developed this detailed Action Plan, which time visitor . The team took dozens of photographs, and Sparks Chambers of Commerce, the Reno- provides the road map to accomplish this goal assessed the signage (both public and private), Sparks Convention and Visitors Authority, land through branding, product development and wayfinding (ease of getting around), gateways developers, community advocates and significant marketing initiatives . The implementation of this into the community (first impressions are lasting retailers and attraction owners were part of this plan will result in increased tourism spending in the impressions), critical mass (shopping and dining process . Information was gathered about Sparks in community, increased overnight stays (overnight options), customer service, attractions mix, general, as.
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