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COLUMN: Jury out on re-branding

I n the late s ummer of 2014, the Squamish Branding, Development and Marketing Action Plan was unveiled with considerable fanfare following an intensive consultation exercise.
Helmut

In the late summer of 2014, the Squamish Branding, Development and Marketing Action Plan was unveiled with considerable fanfare following an intensive consultation exercise. Now, nearly three years after it was launched, the program is receiving mixed reviews.

For the most part, Squamish council has been encouraged by the evolution of the project. Peter Kent says it “has been wildly successful” and with the continued support of council, staff and business it will gain even more traction.  

Ted Prior says the “Hardwired for Adventure” slogan is a keeper and “we should all get on board with it.” Karen Elliott believes the strategy has been highly effective and “it’s great to see a unified brand now with participation and support of Tourism Squamish, the Chamber and the Downtown BIA.” 

Jason Blackman-Wulff, who was initially sceptical about the re-branding campaign, claims there have been some notable benefits, especially when it comes to increasing “Indigenous visibility in our community” and connecting “at a deeper level with our history.” 

But Coun. Susan Chapelle has a number of concerns. She says “The expense drives me crazy. It should have been done by community… our community already does tourism well. There are tons of blogs and social media responses to just about anything you want to buy or do in Squamish.” She likes the new logo but is less excited about the “Hardwired” tagline. 

“Nothing needs hardwiring anymore, and it may be obsolete for my generation, or maybe there will be an electromagnetic field rebellion and everyone will worry about cancer and plug back in? I doubt it,” she says. 

According to local pundit Eric Andersen, the branding initiative caters overwhelmingly to tourism/recreation and contributes only marginally to building community infrastructure. It primarily takes advantage of existing facilities other sectors help to support. 

“It is not a problem that a branding initiative focuses on tourism but it is important to recognize the limited scope and purposes of the “Hardwired” branding exercise,” he says                                                                                                                                            Tony Bortolotto, the owner of the Chicago Hair Gallery on Cleveland Avenue, has plied his trade in Squamish for close to 50 years. He notes that his business taxes are funneled into the district’s operating budget, while visitors who use our trails and other facilities basically get a free ride paid for by municipal taxpayers.  

Bortolotto doesn’t deny the outdoor rec sector makes a major financial contribution to the Squamish economy, but he would like to see more of a “pay to play” arrangements.                                                                

With that broad spectrum of opinions in mind, as we head into the summer it looks like the jury is still out on the trajectory of the revamped Squamish branding campaign.

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