There are signs everywhere that Halloween is just around the corner. The leaves are changing colour. The days are getting shorter. There is a nip in the air and a dusting of snow on the mountains. Store shelves are stocked with chewy brown candy and scary costumes. Jack-o-lanterns will soon grace doorways and windows. And, to fully confirm the Halloween theme, the powers-that-be at muni hall have gone into shell-out mode.
Two years ago a document published by the district called the Outline for Economic Development Activities recommended that we "enhance the Squamish brand and competitive advantage." Earlier this month, for the princely sum of $65,000, the DOS hired the consulting firm Roger Brooks International to launch a branding plan that, according to our economic development officer, will "tell the world who we are, what we have to offer, and ensure we are coordinated in telling that story."
The district's Chief Administrative Officer believes "we have a great tagline in 'Outdoor Recreation Capital of Canada,' and we're excited to bring in experts to help us take this to the next level."
That sounds good, but after closer review, it looks like the DOS already has a stable of experts on its payroll in what amounts to a burgeoning bureaucracy dedicated to enlightening the world about the unique characteristics of the Shining Valley.
This past June, the district hired a general manager of community and business services blessed with "vast experience across product development and innovation, marketing and business analysis spanning both the public and private sector." Presumably, branding will be a major part of his job description.
Of course, advancing the Squamish brand is high on the agenda of the Squamish Sustainability Corporation and Tourism Squamish, both of which are municipally funded entities. As well, recently the DOS created a new position, the Film and Events Manager, who, no doubt, will be adroit in activities related to putting our best face forward. In addition to the above-mentioned branding agents, we can also count on the Squamish Chamber of Commerce and the Downtown Business Improvement Association to pump our tires.
Now, at the risk of blatantly prejudicing the outcome of their deliberations, would it be a stretch to imagine that one of the recommendations from the folks at Roger Brooks will be the hiring of a full-time branding manager, in addition to the existing economic development officer and his assistant? And, to continue that speculative thread, is it likely that the branding guru will become so overwhelmed by the workload that she or he will require an assistant, or two, just to handle the deluge of paperwork generated while toiling in the branding sector, one of the fastest-growing industries in town? I'm just wondering.
