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...
Key Challenge McKinney has a solid dose of Texas swagger and a tendency to do things their own way. But their location – in the mammoth shadow of the Dallas Metroplex – meant they were often viewed as a cookie cutter bedroom community. How, then, to...
Key Challenge Scattered throughout this nation are hardworking, efficient communities who make smart decisions and offer residents and businesses a strong toehold for success. These communities aren’t ostentatious or high profile. They prefer to spend money on function rather than flash. West Plains, Missouri is just...
Key Challenge Dublin’s distinct name and shamrock logo were working together to position the community as Irish, which entirely missed the point in terms of elevating Dublin’s unique point of difference. However, the community name is here to stay (and does reflect its founding heritage) and...