Community Branding, Development & Marketing Plan Moses Lake, WA August, 2007 Brand Development & Marketing Action Plan Contents Introduction and Scope of Work ......................................................................................4 #29. Downtown beautification ...........................................................................74 #30. Decorative crosswalks .................................................................................78 Strengths, Weaknesses, Opportunities, and Threats ........................................................7 #31. Shade trees, light poles, banners ................................................................80 #32. Ownership of Broadway .............................................................................81 Executive Summary ...........................................................................................................9 #33. Vacate rail line along waterfront ................................................................83 #34. Move downtown clock ...............................................................................84 Recommendations ...........................................................................................................14 #35. Downtown wireless zone ...........................................................................85 Brand Recommendations ................................................................................................15 #36. Downtown music system............................................................................86 #1. Adopt Lake Sports brand ..............................................................................16 Marketing Recommendations ..........................................................................................87 #2. Adopt new logo ............................................................................................21 #37. Adopt Brand Standards and Practices Guide.............................................88 #3. Adopt slogan and key marketing messages ................................................22 #38. Concentrate on regional market .................................................................90 #4. Adopt Laketown Landing as identity for downtown...................................25 #39. Redevelop marketing materials ..................................................................91 #5. Make city’s parks the primary lure/downtown the diversion .....................26 #40. Activities Guide ...........................................................................................93 Product Recommendations .............................................................................................28 #41. Public relations program.............................................................................94 #6. Identify areas of lake for brand-specific uses ..............................................29 #42. Target niche publications ............................................................................95 #7. Build docks, buildings, moorage for concessionaire use ...........................32 #43. Brand extensions .........................................................................................96 #8. Contract for feasibility/engineering study for water-based development ..33 #44. Grant County marketing focus ...................................................................97 #9. Facilitate new Dragon Boat club ..................................................................34 #45. Visitor itineraries .........................................................................................98 #10. Implement Signage, Wayfinding & Gateway Plan .....................................36 #46. Generate community buy-in .......................................................................99 #11. Develop visitor information kiosks ............................................................38 #47. Promote water park ..................................................................................101 #12. Move auxiliary organization signage ..........................................................39 #48. Develop new websites ..............................................................................102 #13. Improve signage at freeway exits ...............................................................41 #49. Internet keyword marketing .....................................................................104 #14. Develop larger RV park on the water ........................................................42 #50. Online facilities and events marketing kit ...............................................105 #15. Paint water towers to reflect brand ............................................................43 #51. Online press kit and photo library ...........................................................106 #16. Establish boundaries for downtown “Laketown Landing”” .......................44 #52. E-marketing program ................................................................................108 #17. Start with two-block demonstration project on W Third ..........................45 #53. Online watersports technique section .....................................................109 #18. Contract for planning services for downtown ...........................................46 #54. Framed posters ..........................................................................................110 #19. Develop gateways into “Laketown Landing” .............................................57 #55. Centennial Theater events ........................................................................111 #20. Develop destination retail zoning for “Laketown Landing” ......................58 #56. Gorge events .............................................................................................112 #21. Architectural standards ...............................................................................59 #57. Billboards for Interstate-90 .......................................................................113 #22. Off-street parking downtown .....................................................................60 Recruitment Recommendations ....................................................................................114 #23. Public restrooms ..........................................................................................61 #58. Contract for recruitment specialist ...........................................................115 #24. Gathering/event plazas ...............................................................................62 #59. Residential condominiums and apartments .............................................117 #25. Downtown outdoor market ........................................................................66 #60. Downtown water park hotel ....................................................................118 #26. Facade improvement program ...................................................................67 #61. Water-based concessions ..........................................................................119 #27. Public arts program .....................................................................................69 #62. Water taxi service ......................................................................................123 #28. Downtown murals ......................................................................................73 #63. Kenmore air service from Seattle .............................................................124 #64. Artisans in action .......................................................................................125 2 • Moses Lake, WA • July 2007 Brand Development & Marketing Action Plan Contents #65. Street performers .......................................................................................126 Organizational Recommendations ................................................................................127 #66. Brand Development Committee ...............................................................128 #67. Community-wide branding program .......................................................129 #68. Business Improvement District .................................................................131 #69. Sign Review Board ....................................................................................132 #70. Sidewalk dining ordinance .......................................................................136 #71. Street performer ordinance .......................................................................142 #72. Open hours initiative downtown .............................................................145 Summary of Recommendations ....................................................................................146 Supporting Documentation ...........................................................................................152 Why tourism, local spending, demographics ..................................................153 The art of branding a community ....................................................................156 Visitor statistics and information ......................................................................167 Competing waterparks ......................................................................................171 Your Town Online ............................................................................................174 Sport Descriptions .............................................................................................195