Squamish: Hardwired for Adventure.
There’s no perfect tagline for a community, but Squamish’s new catch phrase is “pretty darn” close to it, brand leadership team member Glen Davies told officials at the unveiling of the municipality’s new marketing action plan on Tuesday, Sept. 30. After eight months and more than 550 hours of donated time, the volunteer team submitted a 92-page document to the District of Squamish outlining everything from creating unified wayfinding signs to linking transportation and cross-marketing. In total, the document highlights 55 recommendations stipulating the order in which they should be rolled-out.
A brand reaches far deeper than a logo and tagline, team member and Squamish Off-Road Cycling Association president Jeff Cooke said. It’s about tying a feeling to a name or a product. While vehicle manufacturer GM is known for its tough trucks, Jeep plays on the sporty, adventure vibe, Cooke explained.
“The powerful thing is that one word can evoke so many emotions in your brain,” Cooke said.
Regardless of whether or not the town has a brand, visitors and residents will come up with their own feeling of what Squamish means to them. And that’s where the community has a choice, Cooke noted.
“We can either leave it up to chance or we can proactively manage it,” he said.
People and businesses move to Squamish because within 10 minutes they can be mountain biking or kiteboarding, Cooke continued. Municipal officials and the community have to ensure the experience Squamish promises to serve matches “what we put on the menu,”
he noted.
The Brand, Development And Marketing Action Plan set out to do this. It includes items such as beefing up amenities at popular tourist destinations. Placing toilets at Brackendale Eagle Viewing Park is one example, Cooke noted.
While the new tagline incorporates the feel of Squamish’s emerging recreation technology sector, the logo draws from the past. The red, blue and black First Nation inspired symbol focuses on the aboriginal story about the “Eye of the Creator,” said Tsawaysia Spukwus, who is also known as Alice Guss, in speaking to council.
“Ocean, mountains, granite, forest, wind, and rivers. These natural elements have defined us and our changing economy through the ages, and today we offer a lifestyle packed with adventure that sets Squamish apart from all others,” she said.
The district contracted marketing company Roger Brooks International to help guide the volunteer committee through the process. The group launched a community survey to gauge what people thought of Squamish. They received 1,143 responses, said Lesley Weeks, team member and Tourism Squamish executive director.
“Squamish had the highest response rate per capita of any community that Roger Brooks has worked with,” she said.
Squamish Mayor Rob Kirkham commended the team for the final report. It’s a document that can help drive tourism and draw in investors, he said.
The real work starts now, said Coun. Ted Prior. Officials have the document in hand and need to follow through with the recommendations, starting with the wayfinding signs, he noted.
Coun. Doug Race praised the “fantastic” report, but he said he was concerned the feel of the tagline might be exclusive. While it conjures up thoughts of high tech businesses and tourism, officials shouldn’t forget the heavy industries that shape Squamish, he said.
“The other things we can offer is roads, rail and deep-sea ports,” Race said. “I wouldn’t want to see those things necessarily excluded.”
The team made an effort to not make the tagline about tourism, Cooke replied. It is about people and what connects Squamish residents is the nature that surrounds them, he said. “We want to attract the people,” Cooke said. “This is what compels people to come here.”
