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Home My WebLink AboutCOW 2017-08-28 Item 4A - Update - Visitor Marketing: Brand MarkCOUNCIL AGENDA SYNOPSIS Initials - Meetins Date Prepared by Mayor' review Council review 08/28/17 BM ❑ Mofion Ailg Dale _p L_ ❑ Ordinance Allg Dale ❑Bid Award Aitg Date ❑ Public Hearing Mfg Date ❑ Other A11g Date CATI GOltY /1 Dis MIA Dale SPONSOR ❑C'outh/ ►1M4yor ■I -IR ❑DCD ❑2 ananec ['Fire ❑.fS .P&R ❑Police Pii- ❑Court SPONSOR'S Bill Baker will be providing the City Council an update on the City's branding process for SUMMARY visitor marketing. As part of his presentation, Mr. Baker will present three proposed brand marks to be used in marketing to visitors. A "brand mark" represents a branding decision in which a design element, such as a symbol, logo, distinct lettering, or character is used to provide visual recognition for a product. At this time, Council is not being asked to make a decision on the branding mark. REN 'IEWI?D BY ❑ C.O.W. Mtg. ❑ 'Trans &Infrastructure DATE: 8/14/17 • CDN Comm ❑ Finance Comm. ❑ Public Safety Comm. ❑ Parks Comm. ❑ Planning Comm. COMMITTEE CHAIR: HOUGARDY ITEM INFORMATION ITEM No. 4.A. 33 STAFF SPoNsoR: B. MILES ORIGINAL AGENDA D1vii:: 8/28/17 AGENDA ITEM TITLE Update on visitor marketing: Brand mark. tssion 08/28/17 ❑ Mofion Ailg Dale ❑ Resolution :11tg Date ❑ Ordinance Allg Dale ❑Bid Award Aitg Date ❑ Public Hearing Mfg Date ❑ Other A11g Date CATI GOltY /1 Dis MIA Dale SPONSOR ❑C'outh/ ►1M4yor ■I -IR ❑DCD ❑2 ananec ['Fire ❑.fS .P&R ❑Police Pii- ❑Court SPONSOR'S Bill Baker will be providing the City Council an update on the City's branding process for SUMMARY visitor marketing. As part of his presentation, Mr. Baker will present three proposed brand marks to be used in marketing to visitors. A "brand mark" represents a branding decision in which a design element, such as a symbol, logo, distinct lettering, or character is used to provide visual recognition for a product. At this time, Council is not being asked to make a decision on the branding mark. REN 'IEWI?D BY ❑ C.O.W. Mtg. ❑ 'Trans &Infrastructure DATE: 8/14/17 • CDN Comm ❑ Finance Comm. ❑ Public Safety Comm. ❑ Parks Comm. ❑ Planning Comm. COMMITTEE CHAIR: HOUGARDY ❑ Arts Comm. RECOMMENDATIONS: SPONSOR/ADMIN. C(I lMrrru N / A N/A COST IMPACT / FUND SOURCE EXPENDITURE RE( LURED AMOUNT BUDGETED APPROPRIATION REQUIRED $N/A $N/A $N/A Fund Source: Comments: MTG. DATE RECORD OF COUNCIL ACTION 8/28/17 MTG. DATE ATTACHMENTS 08/28/17 Informational Memorandum dated 08/07/17 Minutes from the CDN Committee meeting of 8/14/17 33 34 City of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO Community Development and Neighborhoods FROM Brandon Miles, Business Relations Manager CC: Mayor Ekberg DATE: August 7, 2017 SUBJECT: Visitor Marketing, Brand Development: Brandmark Criteria and Review Process ISSUE Staff would like Committee input on the criteria and process process for review and approval of a brandmark to be used for the City's visitor branding efforts. A "brandmark" represents a branding decision in which a design element, such as a symbol, logo, distinct lettering, or character is used to provide visual recognition for a product. BACKGROUND Brief Overview of Process to Date In December of 2016, the City Council authorized the Mayor to sign an agreement with Bill Baker, with Total Destination Marketing, to assist the City in developing a completing brand for the Southcenter area of the City. This brand is targeted to people within 50 miles of the City who would visit for the day to shop, dine, and recreate, otherwise known as "day visitors. The overall goal of the project is to bring more visitors to the City and drive more revenue to area businesses. As we have gone through this branding process, we have also realized that our efforts to bring more day visitors to the City could also be beneficial in how the City positions itself for overnight guests. Great places to visit during the day are also great places to stay for the night. This branding project is funded primarily with proceeds from the City's lodging tax, which, under State Law, can only be used for tourism promotion. As part of the brand development process, City staff formed a Brand Advisory Committee (BAC) to assist in the development of the brand. The BAC includes stakeholders with experience in marketing and is being used as an advisory committee for staff and Mr. Baker to offer their local expertise and knowledge of the area as the City develops the brand. On May 22nd, following a recommendation from the BAC, the City Council supported a brand concept for Tukwila called, "Accessible Fun." As a reminder, a brand concept is the general idea or abstract meaning behind a brand. A brand concept is used to give consistency to a brand's identity. It can be described as the first thing the City wants to pop into potential visitor's head when they think of the City. A brand concept is for internal use only and will not be used as a tagline or slogan. Identifying the brand concept was an important part of the branding process and needed to be completed before the City could move to the creation of the brand visual identity (brandmark). 35 INFORMATIONAL MEMO Page 2 Visual Identity The next important milestone in the branding process is the creation of the brand visual identity. The visual identity will consist of a brandmark, which will be used in a variety of ways, including print and digital ads, wayfinding signs, gateway signs into the Southcenter area of the City, and digitally. The brandmark is not intended to be used outside of the City's efforts for tourism', it will not replace locos and wordmarks used by other City Departments, nor will the wordmark replace the City seal. Exhibit "A" are examples of brandmarks in use by other municipalities throughout the world. DISCUSSION Staff is proposing to bring to the City Council three proposed brandmarks for consideration by the City Council. Staff would like input from the Council on the criteria to be used in reviewing the proposed brandmarks. Based on their quantitative and qualitative research here in Tukwila, as well as their expertise, the following is the criteria proposed by Bill Baker and his team: 1. Best captures the Tukwila brand description? 2. The most attractive? 3. Represents a forward looking city? 4. Represents a multi -cultural community? 5. Represents a fun place? 6. Is contemporary and modern? 7. Is casual and relaxed? 8. Is welcoming and friendly? 9. Is appropriate for families? 10. Is appropriate for Millennials? 11. Is flexible for variety of marketing applications? 12. Is your preferred design? Staff is suggesting that Bill Baker present the proposed brandmarks to the City Council at its August 28t'' Committee of the Whole meeting. Prior to the briefing to the City Council, staff is proposing additional outreach to stakeholders for their input on the proposed brandmarks. The BAC reviewed the proposed brandmarks at its August 2"d meeting. Additionally, Mr. Baker is getting input from travel, marketing, and design professionals on the proposed brandmarks. ' For overnight guests, outside of the area, the City partners with the cities of Des Moines and SeaTac under the "Seattle Southside" administrated by Seattle Southside Regional Tourism Authority. ZIICouncil Agenda Items\Mayor's Officelerandmark Review {Qo not delete until october)IDraft memo. critera and process, 2017.O8.O8.doc 36 INFORMATIONAL MEMO Page 3 Brandmark Review Schedule Date Item Notes August 2' through August 23rd Staff gets inputs from BAC and other stakeholders on proposed brandmarks. If needed, refinements are made before presentation of final drafts to the City Council. Outside expert review panel review. August 28th Committee of the Whole meeting presentation by Bill Baker and city staff. _ _ Refer the brandmarks to Community Development and Neighborhoods (CDN). September 11th CDN review of brandmarks. Committee recommendation to the full Council. September 25th Committee of the Whole review of CDN's recommendation. Consensus on brandmark. October 2nd Regular Council Motion adopting brandmark. RECOMMENDATION Staff would like Committee input on the proposed criteria for evaluating the brandmark and process for review by the City Council. ATTACHMENTS • Examples of brandmarks used by other municipalities. Z:lCouncil Agenda ItemslMayo s OfficelBrandmark Review (Da not delete until October]\Draft memo, critera and process, 2017,08.08,doc 37 38 DURHAM W Where great things happen CULF SHORES' SMALL TOWN, BIC BEACH ALBANY /Many County [.ironenti{ori 41 1 i.sirr)r-s I3ieri rr�� 4 t. ,Lrh of s`� •Ara ...i Russian Nicer Ar& Meth Atka C R M1 balanced. by mature. to tta1a'3 t;,,Iscott Cottrtf rg ASTORIA WARRENTON 1/4?" 4)44%16 • KOREA TOURISM ORGANIZATION T'q t Vic At C5141. incredible India HONG KONG Saudi Carenissiun for Tourism & Antiquities • Total Destination Marketing 40 City of Tukwila City Council Community Development & Neighborhoods Committee COMMUNITY DEVELOPMENT & NEIGHBORHOODS COMMITTEE Meeting Minutes August 14, 2017 - 5:30 p. m. - Hazelnut Conference Room, City Hall Councilmembers: Kathy Hougardy, Chair, Verna Seal, Kate Kruller Staff: Derek Speck, Brandon Miles, Rachel Bianchi, Laurel Humphrey Guests: Jay Woolford and Joyce Robertson, SHAG CALL TO ORDER: Chair Hougardy called the meeting to order at 5:30 p.m. I. BUSINESS AGENDA A. Visitor Marketing Update *Staff briefed the Committee on the criteria and process for review and approval of a brandmark to be used for the City's visitor marketing efforts. The brandmark is a design element used to represent a product, in this case, the Southcenter area as a destination targeted to people within 50 miles of the City. The City contracted with Bill Baker of Total Destination Marketing, formed a Brand Advisory Committee, and developed the concept of "accessible fun" that was supported by the City Council. The next step includes finalizing the brandmark, which can then be used in advertising, wayfinding, and more. Staff intends to bring three draft brandmarks to the City Council for consideration. DISCUSSION ONLY. B. Tukwila Village Community Organization Staff is seeking Council direction on the formation of a nonprofit organization to manage the community room, community kitchen, and plaza at Tukwila Village. The Development Agreement with Tukwila Village Development Associates executed in 2012 provides for the developer and City to cooperate on the formation of an independent community organization to manage, operate, maintain, and promote the use of the plaza and commons. The Senior Housing Assistance Group (SHAG) is helping the developer with the formation of the nonprofit and have recommended some draft concepts for mission, vision, resources, obligations and board. Councilmember Seal stated that residents have been asked her about the origin of the proposed name of "Sullivan Center at Tukwila Village." Staff will provide written information to help with talking points. Councilmember Kruller expressed concern about achieving an appropriate balance between community use and SHAG resident use of the spaces. Staff replied that expectations will be established between the Board and the Executive Director, and the bylaws will include stakeholder reporting. Councilmember Kruller also requested that TIBAC be given opportunity to comment on the proposal. UNANIMOUS APPROVAL. FORWARD TO AUGUST 28, 2017 COMMITTEE OF THE WHOLE. 41