Squamish is about to get a marketing facelift, but not all officials are smiling about it.
On Tuesday (Oct. 1), the District of Squamish council awarded a $65,000 contract to marketing team Roger Brooks International to develop branding for the community. A multitude of B.C. communities capitalize on nature and outdoor activities to attract visitors, municipal economic development officer Dan McRae told officials. Squamish's Outdoor Recreation Capital of Canada moniker is no different, he noted.
A branding plan will flesh out the theme, creating a vision of what the community wants to be, McRae said.
It defines a story to tell the world who we are, what we have to offer, and ensure we are coordinated in telling that story, he said.
It's not a new concept. In 2004, district officials initiated a marketing exercise that was never completed. Last year the Downtown Squamish Business Improvement Association (BIA) picked up the torch, only to run into funding issues.
But before the marketing jingles strike up, Coun. Ron Sander said he wanted to see a business case ensuring there's value in such an undertaking.
Backing Sander's sentiment, Coun. Susan Chapelle said there are more pressing issues that need funding. The district has to get its house in order before rolling out a big marketing campaign, she said, noting government's role is to support and attract business through regulations, not through branding.
A brand happens when you have something to celebrate, Chapelle said. We have a lot of problems in our community.
Some municipal actions are stalled because of a lack of a clear brand, Coun. Patricia Heintzman said. In today's competitive world, the municipality must have a clear message, she noted.
In the midst of a downtown transformation initiative and on the cusp of marketing for the Squamish Oceanfront, it's the right time for a branding exercise, Coun. Doug Race said.
Council voted 5-2 in favour of the branding contract, with Sander and Chapelle opposed.
Under the guidance of Roger Brooks, the 14-week process includes a multi-stakeholder group, public workshops and a questionnaire to solicit feedback.
This is very much an economic development strategy, McRae said.
The objective is to create action plans to attract tourism and business. It will also supply district officials with a graphics kit for gateway signage, websites, brochures and marketing materials.
