Rufus Woods: Branding workshop could be a valley game changer

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Rufus Woods: Branding workshop could be a valley game changer

Tuesday, February 26, 2013

Editors note: This is part one of a two part series.

Maybe it’s time for the Wenatchee Valley to move beyond being just the Apple Capital of the World since we have so much more to offer to visitors than just that label.

We will be in a position to begin moving toward a more powerful, unified approach when a community branding team from the nationally-recognized firm of Arnett Muldrow of Greenville, S.C., shows up on March 11-13 to conduct a series of community image workshops.

The Wenatchee Downtown Association is bringing the team from Arnett Muldrow courtesy of funds provided by the Lodging Tax Advisory Committee, in coordination with the Wenatchee Valley Chamber of Commerce. The WDA got access to the firm through its Main Street program. WDA Executive Director Linda Haglund stressed that this is a comprehensive and not just a Wenatchee initiative.

Arnett Muldrow specializes in helping communities discover a compelling brand to attract tourists. Their mission will be to create a comprehensive approach to branding that will serve as the framework for unique challenges facing the cities, counties, port districts, chamber and WDA. Recently, the firm completed a plan for Gig Harbor that has gotten rave reviews from community leaders there.

Our valley has struggled to overcome an isolationist mindset that has kept us from viewing this valley as a cohesive and interdependent entity. Yet in these economically challenging times, finding ways to work together is essential. The visit of Arnett Muldrow gives us a great opportunity turn the page to a new chapter.

Haglund said whatever strategy Arnett Muldrow comes up with will not be a mandatory program so if individual organizations want to stick with a go-it-alone approach, they can do so.

What serves as branding messages for the Wenatchee Valley today don’t really serve that purpose. While it is nice that the valley is marketed as the Apple Capital of the World, it’s hard to imagine that this inspires large numbers of people to visit our valley. And while in theory our valley has 300 days of sunshine as something to promote, that also doesn’t separate us from Yakima, Othello or Moses Lake.

What is missing is a powerful, compelling message that inspires people to visit that speaks to the unique assets in this valley. Brands are promises you make to those who visit about the experience they’ll have here.

Here’s what to expect. On March 11-13, the team from Arnett Muldrow will host community image workshops involving leaders representing a wide spectrum of interests. There will also be a public meeting. Linda Haglund, the WDA Executive Director, said the response from local leaders on both sides of the river to participate has been overwhelming.

On Wednesday, the 13th, Arnett Muldrow will do their grand “reveal,” in which they will deliver their integrated proposal complete with graphics, brand messages, a consistent color palette that could be used and supporting material.

This could be a huge step forward for thinking about our valley as one, integrated and interdependent entity rather than isolated fiefdoms.

In Wednesday’s column, I’ll share some of the highlights of the Gig Harbor campaign.

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lonedog3 2 months, 3 weeks ago

"Haglund said whatever strategy Arnett Muldrow comes up with will not be a mandatory program so if individual organizations want to stick with a go-it-alone approach, they can do so" The main question is what's the bottom line? How much has this already cost the taxpayers and how much is this going to cost the taxpayers? We all know what ms. haglunds wonderful WEA has cost the taxpayers of the entire region?

rwoods 2 months, 3 weeks ago

Thanks for the observations. There are already lodging tax dollars being spent that could be better used if we had a solid regional strategy in place. Those dollars, obviously, come from visitors to our valley. As far as further expenditures, we can look at those as a cost or an investment. If the goal is to minimize costs, then we will invest nothing in trying to develop tourism. If we view it as an investment, much as a business would, and understand that building tourism is a boon to the local economy, we should spend dollars to achieve those goals. Leavenworth and Chelan are great examples of cities that have done this very effectively. Wenatchee and East Wenatchee will almost certainly never get to that level, but shouldn't we go after the discretionary spending of tourists?

lonedog3 2 months, 3 weeks ago

ok lots of nice gibberish. what is the cost to the regions tax payers? bottom line dollar amount not a lot of fancy words. How much did this "branding team cost? How much will the "face lift" (if you will) cost the tax payers. There is not enough money in the motel tax to cover that. "discretionary spending of tourists" With the ever raising fuel taxes the ogres of Olympia keep shoving down out throats how many tourists will make a trip to see a new improved Wenatchee? Look at the figures from the apple blossom event for the last 10 years. Which direction are the numbers going? Why? People go to Chelan because they have a beautiful lake. Most tourists own property there or they use some of the nice camping areas. Wenatchee? Leavenworth has some very well established events that are a draw that people mark on their calendars to attend. Wenatchee? Setting up new events is hard and next to impossible when competing with well established events. We all remember the words used and the promises made when the WEA was built. How did that all work out for the region? Do some research get MS. Haglund to put some dollar figures and to explain how much money the tax payers will have to pay for her dreams this time. Sorry to be so skeptical but this is Wenatchee and we the tax payers have been taxed to the limit on idiotic ideas for way to long.

jstendera 2 months, 3 weeks ago

The cost is around $12,000 and the local tax payers don't pay a dime for it unless they stay at a local hotel. The Wenatchee Valley has a lot of good things going on and some good momentum. Hop on board!

lonedog3 2 months, 3 weeks ago

ummmmmm? we weren't supposed to pay a dime for the WEA either as it was going to be self supporting. What happened to that? I think you will find most people will be very skeptical of anything financial that comes from the city of Wenatchee or any other group trying to get tax money due to past lies and deceptions.