Key Challenge Being a transportation hub can have huge economic advantages for a community. From a tourism perspective, however, if travelers are always heading someplace else it’s hard to engage them with your own entertainment options. Such was the case with Greater Newark, NJ. Newark is...
Key Challenge Sometimes the very nature of a place can make branding that place difficult. Take the authentic fishing village of Petersburg, Alaska. With their strong Norwegian heritage, the people of Petersburg are hardworking, modest, courageous, quiet and a bit stubborn. Combine that salty character with...
Key Challenge Green County, Wisconsin is known worldwide for its choice cheese and astounding number of master cheesemakers. And because cheese pairs perfectly with craft beer, the County also brews up a wide selection of some of the region’s finest. But while there’s not much in...
Key Challenge Virginia’s Roanoke Valley was a destination having trouble connecting. The area’s diverse assets weren’t connected in the minds of visitors. Marketing efforts weren’t connected or collaborative. The region’s name wasn’t connected to its greatest asset (the Blue Ridge Mountains and Parkway). Tourism stakeholders weren’t...
Key Challenge Spartanburg, South Carolina, started out wanting a traditional tourism campaign. But early research showed that Spartanburg’s problems went deeper than lackluster tourism. Residents believed that when it came to culture and a good time, Spartanburg was a bust. What’s the point in pursuing visitors,...
Key Challenge Boasting all the natural beauty of the Sonoma wine country, this pastoral California community grew from the traditions of apple farming. Today Sebastopol is home to educated, artistic and eclectic residents with a deep commitment to living simple, genuine lives and preserving Mother Earth....
Key Challenge Broken Bow is not a place where whiners or fiscal irresponsibility are welcome. This small town has a proud agricultural heritage that keeps the community grounded but strong planning and a get it done attitude have given the town wings to soar (even as...
Key Challenge Branding helps communities by defining and promoting what is special about the place. But what makes some places unique is the fact that they can’t be defined or pigeonholed. Such was the case with South Main in downtown Memphis. This Historic Arts District offers...
Key Challenge Communities steeped in history are grounded in a reputation (and thus a brand) that is decades old. But when your reputation isn’t set in the stone of ages – such as with new communities – identifying your true and authentic essence can be a...
Key Challenge Once a sleepy southern town, Columbus, Georgia has undergone a cultural revival over the last decade. Over 200,000 citizens enjoy world class facilities, Fortune 500 businesses, and an exceptional cultural product. Despite all the growth, Columbus was still perceived as small town and small...