Branding, Marketing and Development Action Plan Rock Springs, WY • October 2007 WYOMING Contents Introduction and Scope of Work ..............................................4 Organizational Recommendations ..........................................62 Strengths, Weaknesses, Opportunities and Threats .................6 #32 Create the Brand Development Committee .............63 Executive Summary ...................................................................9 #33 URA/merchant-driven retail sign program .............64 #34 Hire a retail recruiter .................................................69 Brand Development ................................................................14 #35 Adopt a sidewalk dining ordinance .........................70 #1. Adopt the two-wheeled sports brand .......................15 #36 Adopt a street performers ordinance .......................75 #2. Adopt the Union Square District for downtown ......20 Time lines (recommendations summary) ...............................78 #3 Encourage community-wide participation .................21 Supporting Documentation .....................................................90 #4 Create a Standards & Practices Manual ....................22 Funding Sources ...............................................................91 #5 Develop signage, wayfinding & gateway system .....23 Visitor statistics and information .....................................92 #6 Improve Interstate road signs ....................................25 Review of previous plans and studies ............................94 Product Development .............................................................26 Sweetwater Events Complex ...........................................99 #7 Develop more off-street parking ...............................27 Ormond Beach draft mural ordinance ..........................104 #8 Widen sidewalks ........................................................28 Regulations of abandoned buildings ............................109 #9 Plant trees on Broadway ...........................................30 Interview summary ........................................................120 #10 Build public restrooms downtown ..........................31 Potential Interview Sources ...........................................121 #11 Develop performance venues ..................................32 The Art of Branding ..............................................................125 #12 Make Broadway a one-way street ............................34 Benefits of tourism .........................................................125 #13 Develop architectural standards downtown ............35 Why branding? ...............................................................127 #14 Create a outdoor market venue................................37 What is a brand? .............................................................128 #15 Develop a public arts program ................................38 What isn’t a brand? .........................................................128 #16 Develop free Wi-FI downtown .................................39 What makes a successful brand? ...................................128 #17 Reduce rents downtown ...........................................40 Branding gone bad ........................................................130 #18 Add Trompe l’oeil downtown ..................................41 Twenty-five steps to branding a community ................133 Recruitment Recommendations ..............................................42 The brand message: slogans and logos ........................134 #19 Recruit retail stores & restaurants .............................43 The final word ................................................................135 #20 Recruit residential development ...............................45 Your town, online ..................................................................136 #21 Recruit a downtown hotel ........................................46 Sample site map .............................................................150 Marketing Development ..........................................................47 Contact Information ..............................................................152 #22 Concentrate on regional market ...............................48 #23 Hire a public relations firm ......................................49 #24 Develop marketing materials ....................................50 #25 Develop an internet marketing strategy ...................53 #26 Develop an activities guide ......................................56 #27 Develop an online marketing kit .............................57 #28 Develop an online press room .................................58 #29 Recruit events to Rock sSprings ...............................59 #30 Develop a “two-wheeled sports” campaign .............60 #31 Create framed posters ...............................................61 2 Rock Springs, WY October 2007 Introduction and Scope 3 Rock Springs, WY October 2007 d d i Introduction and Scope ock Springs, Wyoming is located in the of Commerce have the enthusiasm and vision to around, retail mix, customer service and general southwest corner of Wyoming, in Sweet- change Rock Springs into a vibrant community appeal. Rwater County. The city encompasses 18.44 that serves its growing resident population well square miles and is home to approximately 28,000 and attracts more visitors. Task III: Stakeholder Interviews residents, with a median age of 34 years and a The city of Rock Springs provided DDI with a list median annual household income of $46,000. In order to meet the objectives and goals out- of potential interviewees, from which 22 were lined by the city, DDI produced a Rock Springs selected. These stakeholders were interviewed to Over the years, the community has experienced Assessment Findings & Assessment document help understand and determine priorities, commu- the “ebb and flow” associated with an economy and this Branding, Product Development, and nity visions, opportunities, funding issues, mar- based upon natural resource extraction. Ultimately, Marketing Action Plan. The development of this keting, signage, development, zoning and land- Rock Springs found itself entering the 21st century plan was accomplished through the following use issues. These interviews helped answer the with a revitalized economy and a blighted down- scope of work: question, “Where do you want to go?” A summary town. The City took the lead in “rebranding” Rock of these interviews is included in the Supporting Springs with the establishment (2005) of their Task I: Marketing assessment Documents section of this report. own Urban Renewal Agency (URA). The URA is DDI performed a marketing effectiveness assess- charged with the responsibility of revitalizing the ment - a review and analysis of current market- Task IV: Research Urban Renewal District, which generally encom- ing and branding efforts by the City of Rock DDI conducted demographic research and passes the downtown historic business district and Springs, the events complex, and the Chamber reviewed existing visitor research about Rock the east entrance to the City of Rock Springs. of Commerce. “Secret shoppers” researched the Springs and the area to determine the details of Internet and reviewed guidebooks and other visi- the target markets, both primary and second- To assist in the city’s revitalization efforts, tor information services to determine the visibility ary. Previous studies and reports were reviewed, Destination Development, Inc. (DDI) was retained of the region. They requested promotional materi- as well as lodging tax receipts and expenditures to help develop a detailed action plan for brand- als, logged the timeliness in receiving it in the mail over the last five years and other possible fund- ing and marketing the City of Rock Springs, and to and assessed the quality of the materials. Finally, ing sources for implementation of the plan. DDI tie that effort into the branding and marketing of they determined the overall effectiveness of the examined Rock Springs’ current visitor profiles: the city’s downtown core to increase visitor spend- marketing effort and whether it “closed the sale.” demographics, psychographics, trends, geographic ing. The intent is to maximize current assets, iden- market areas, transportation, marketing reach and tify hidden opportunities, and provide a road map Task II: On-site community assessment themes, continuity between organizational efforts, to a sustainable and vibrant economy through DDI performed a community assessment that branding and image development, occupancy branding, product development and marketing. included a review and analysis of tourism assets rates, seasonality, and private and public-sector from the eyes of a tourist. This entailed an on- investment. New Development site visit to the community - an intensive two-day effort during which DDI assessed wayfinding and A major emphasis was researching the BMX and City Government directional signage (from Interstate 80 and US motocross communities and developing a market- A top priority of the city council and staff contin- 191), business signage, beautification, attractions ing plan targeting this niche. Rock Springs is in a ues to be the community’s economic and social mix, visitor amenities and services (restrooms, unique position since they are one of a very few revitalization. The Urban Renewal Agency (and parking, visitor information, etc.), ease of getting communities in the country that offer indoor