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HomeMy WebLinkAboutCity Council Committees - Lodging Tax Advisory Committee - 08/15/2013 (2) KENT WAs . �ro� AGENDA LODGING TAX ADVISORY COMMITTEE MEETING August 15, 2013, 4 pm Centennial Building - Centennial North Conference Room (across from the elevators) 400 W. Gowe, St. Mission Promote the City as a destination to increase tourism and business development 1. Introduction • Call for additions to the agenda Jamie Perry • Approval of Minutes of June 20, 2013 2. Branding / Marketing - Where are we going ? Ben Wolters 3. Seattle SouthSide Contract Ben Wolters 4. Lodging Tax Budget Bob Nachlinger 5. KDP Report Barbara Smith 6. Chamber Report Andrea Kiekkala 7. For the good of the order 8. Assignments for the next meeting 9. Next meeting date Next meeting 10/17/13 @ 4 pm (every other month on the 3rd Thursday) Branding our City - Some considerations What is a city brand? Unless you've lived in a particular city or have a good reason to know a lot about it, the chances are that you think about it in terms of a handful of qualities or attributes, a promise, or some kind of story. That brand narrative can have a major impact on your decision to visit the city, to buy its products or services, to do businesses there or even to relocate there. Paris is romance, New York is energy, Washington is power, and Las Vegas is sin. These are brands of cities. Cities, or places, are just like companies: those with a strong brand find it easier to sell products and services and attract people and investment. As a city looking to shape, or reshape its image, Kent needs a comprehensive brand strategy. There is a common misconception that branding is a communications strategy, a tagline, a visual identity or logo. It's not only one of these components. It's much more. It's a strategic process for developing a long-term vision for a place that is relevant and compelling to key audiences. Ultimately, it influences and shapes positive impressions of a place. Kent needs more than a tagline. Being limited, or too broad, taglines don't represent who the city really is. A brand is the DNA of a place, what it is made of, what it passes from generation to generation. It is authentic and indicates what makes a place different from others. Why is place branding important for Kent? A strong brand can: • Shift perceptions of a place suffering from poor image among external and internal constituents. • Create a common vision for the future of a community and its potential. • Provide a consistent representation of the place. • Enhance its local, regional, national awareness and position. • Shed unfavorable stereotypes and make it more appealing. Any brand proposal Kent entertains should answer the following questions: • What does Kent stand for today - both its strengths and weaknesses? • What can and should Kent stand for in the future, and how do we articulate that? • What will make Kent unique, valued and attractive to target businesses and consumer audiences? • How will we make this new positioning a reality? • What role do key stakeholders and community groups have in bringing the brand to life? • How will we measure success of the brand strategy? What we're looking for from branding firm/agency • Examples of place-making expertise, specifically where they have re-imaged a community • Experience with coordinating and achieving buy-in from multiple stakeholders • Public opinion research expertise • Web/mobile web design/graphics • Marketing, social media, online analytics • Media buying Branding agencies we might consider hearing from • http•//phinneybischoff.com/ • http•//www.urbaninfluence.com/ • http•//www.dnaseattle.com/ • http://rustygeorge.com/#intro • http://www.saundersonmarketinggroup.com • http://www.hornallanderson.com/work/` I l 0 0 0 0 0 0 Ql ri N Ln m Ln O NH H m Ln m H N O� 00 n! 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