AVON — Residents are stakeholders and are encouraged to weigh in on the town’s new branding effort at a community meeting on Wednesday evening. The meeting, which Avon representatives are calling a “community envisioning session for brand development,” is scheduled for 6 to 9 p.m. at the town’s council chambers on Lake Street.
Avon has hired Origin Design and Communications, based in Whistler, B.C, as its consultant to identify and articulate the town’s brand. On Wednesday, representatives from Origin will be on hand to hear participant visions for Avon.
The rebranding effort is part of a larger plan to fulfill the covenants of Avon’s 2013-14 Strategic Plan, which was adopted by the town council last year and focuses on planned steps for economic development, including brand development.
An economic development core advisory committee, comprised of representatives from the business community, town council, the planning and zoning commission and Avon staff, have been meeting on an as-needed basis to ensure the planned steps for economic development move forward. Following Wednesday’s meeting, Origin will meet with the advisory committee on Thursday to build upon the previous evening’s work and guide the branding work.
Town manager Virginia Egger said Avon Mayor Pro Tem Todd Goulding has spearheaded the town’s economic development planning effort.
“Developing Avon’s brand identity is the most important first step to launching our near and long-term economic program as it will solidify who we are and how we will position the town in the competitive community resort economy,” said Goulding.
A $35,000 PRICE TAG
The town of Avon is paying Origin approximately $35,000 for the work, which includes a new town logo, tagline, research into the town’s internal demographics and “SWOT” — the town’s strengths, weaknesses, opportunities and threats.
“A brand is far more than a logo and a tagline; it’s really about ‘Who are you positioning yourself to market to?’” said Egger. “Of course, we’re a resort community, but what are our own internal demographics? ... Who are we as residents, visitors and resort guests alike in Beaver Creek? What’s our competitive advantage? The SWOT takes a strong look at our strengths and weaknesses in terms of being realistic about how do we position ourselves to attract people that are already coming here and people that we can attract here with a good brand.”
Egger said town council included money for this branding consultant effort into the 2014 budget, and the town is in a good position to make the expenditure after not filling several high-paying, high-level positions that town council and staff determined were no longer needed.
The town expects to have the brand conceptualization and platform completed by Feb. 10 for committee feedback, with a final presentation and town council acceptance in late-February. Once the brand platform is accepted, Origin will begin creative development for the logo and tagline during the month of March.
Staff Writer John LaConte can be reached at 970-748-2988 and firstname.lastname@example.org