Should UP Brand Itself as a Sports and Recreation Destination?

The University Place City Council will hold a special council meeting on Tuesday, May 28 to talk about the city's 20 year vision and watch "The Art of Branding a Community" webinar, presented by a marketing manager interested in partnering with UP.

Recently, the city council approved a resolution that allowed the Economic Development Commission to examine the feasibility and desirability of promoting UP as a sports and recreation destination. Now, the council is considering hiring a marketing consultant, which would be a $21,700 investment in branding UP.

On Feb. 26, 2013, members of the commission, staff, Mayor Grassi, Mayor Pro Term McClusky and councilmember Kent Keel met with Roger Brooks, a consultant with Destination Development, Inc. They watched his "The Art of Branding a Community" webinar, which was also presented to some residents.

The council discussed hiring Brooks at the April 15, 2013 regular meeting. He comes highly vetted, city officials said, but rising costs associated with this project were a concern.

"When we become fully invested in this, we have to finish it," said Ron Kent from the UP Economic Development Commission during the council presentation. "[In his past projects], the budget started with $20,000 and ended with $70,000. We have to be aware of what we're getting ourselves into... to all stand behind it, see that it's properly funded and have a clear directive of where we are going to go."

According to a staff memo in the council agenda packet, there is sufficient budget to cover consulting costs, with the potential for community partnerships to continue building the city brand on the ground.

Brooks' city marketing plan includes ways to energize the community and bring leaders together, Kent said.

The city is in a place of opportunity with the upcoming U.S. Open and city leaders want UP to put it's best face forward.

"We are in a good position right now to assess who we are, so [Brooks'] services alone could be valuable," said Kent.

Economic Commission Development member Chuck Foster agreed.

"We don't need to be narrow - there are a variety of possibilities we are hopeful and excited about," said Foster. "We want to be a destination, but it's not clear at this point what we have to attract people."

If Brooks is selected, he will visit the area and see what marketing tells a potential visitor, according to his submitted proposal. Second, he will tour the community for a professional, in-depth look as a first time visitor. He will present his suggestions and findings in an "entertaining and informative" workshop with photos, case histories and real-life examples of how the vision could be developed.

His company will take in data on signage, attractions and nightlife, amenities to develop city branding ideas, providing an honest "outsider's look" at the community, to identify things that can be done today to "build a better tomorrow."

From there, a plan for branding University Place would be developed.

Read the full council agenda and Roger Brooks' UP marketing development pitch on the City of UP website.

The University Place special council meeting is scheduled for Tuesday, May 28 at 6:30 p.m. in Town Hall.

Do you think UP should brand itself as a sports and recreation destination? Tell us in the comments.