By Bronwyn Scott
Published: July 2, 2013
In a little more than three months the District of Squamish will have new brochures, maps, posters, pole banners and new gateway signage, all reinforcing the idea that Squamish is Canada’s outdoor recreation capital.
The district’s new brand enhancement project, launched on Wednesday, June 26, will market the Squamish brand more effectively to the world.
The brand enhancement process is targeted to take 12 to 14 weeks.
The district will develop a marketing action plan to refine the story that tells the world what Squamish has to offer.
The idea is to ensure that a consistent story is told, reinforcing Squamish’s brand every step of the way.
“We have a great tagline, and we’re excited to bring in experts to help us take this to the next level” said district CAO Corien Speaker.
The decision comes after discussions earlier this year with local groups such as Tourism Squamish, Downtown Squamish Business Improvement Association, and the Squamish Chamber of Commerce.
Council discussed the initiative on Tuesday, June 25. Coun. Susan Chapelle, and Coun. Bryan Raiser spoke out against the branding exercise.
“We’ve got so many things that we’ve got to do,” said Raiser.
“We have the tagline, our brand, although not maybe nailed down, it is obvious to people,” he said.
Mayor Rob Kirkham, however, was in support of the initiative that he thinks would send a unified message to outsiders about Squamish.
Kirkham said the district’s outdoor recreation ‘brand’ is very much tied into the fabric of our community.
“This is not about re-creating our brand; it’s about refining it and developing ways to market it more effectively.”
A primary objective of the project is to set Squamish apart from other recreation based communities.
“It’s going to be the pillar of how we start to focus our initiative,” said Randy Stoyko, District general manager of community and business services.
Funds to support the initiative will come from the existing Economic Development budget.
A Request for Proposals (RFP) has been issued to seek external branding experts to help Squamish achieve this goal. The RFP closes Friday, July 12 at 3pm, and can be found on the district website.
Carol says
So glad that this initiative is in place. Tourism has been slow in Squamish since the Olympics, and yet we offer so much. I’m sure it will have a positive effect on my B&B business! It’s a good start. Thanks!
Nick Tattersfield says
Sounds like lipstick on a pig, Perhaps the focus should be on re routing traffic from hospital hill intersection into down town across the channel and coming in at about the old pac-west site. given a steady stream of traffic, all other improvements will flow from increased commercial activity. committed whistlerites can still blast through as they always will but those looking for a trip break would turn off if a good interchange invited it. the present Cleveland exchange is too far north.
heather gee says
There are so many people who don’t have full-time work – it would be great to have the Municipality employ them for a few hours each week. They could help in trimming the metre-high grass and pick up all the fast-food garbage that the locals love to discard in the ditches alongside roads. Would locals use garbage containers if they were spaced regularly in the downtown area – attached to poles? Would they be emptied regularly?
DoS claims to be short on funds, but I can think of many people who could be fined for littering, for leaving dogs in overheated vehicles, walking dogs without a leash, and running their vehicle engines when stationery, etc. These, and the anti-noise bylaws are all open to providing extra funds for our local authorities…. This would do much to enhance the visitors’ and residents’ enjoyment of Squamish.
Steven Mills says
Squamish, the land of vehicles idling and illegally parking in handicapped spaces!
Besides that abusive behaviour Squamish is a bustling beautiful place in the summer and tourism is nothing but increasing and so far this fact is being embraced. Winter is grim in Squamish and this needs to be realized so unless someone wants to figure out how to drive traffic off the why heading to a snowy destination then it is what it is. Liqueur and food do this.
Squamish is famous for and should be marketed around it’s beautiful environment and abundant sports possibilities. Another rebranding from some outsider is a waste of money and obviously the council hasn’t learned from it’s past mistakes of wasting money on these facts.