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Client: Greeley, CO
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Branding Study Needed
Tribune Opinion
January 18, 2006
Here at the Tribune, we often publish investigative reports about the challenges facing our city. But that doesn't mean we don't recognize the many attributes and strengths of life in Greeley and Weld County.
Let's face it: Greeley isn't a bad place to live.
We face our challenges just like any other community, but we also enjoy a fairly high quality of life that is particularly family-friendly at a reasonable cost of living that remains lower than many other communities in northern Colorado.
On that note, we support the city's proposed branding campaign. If the campaign can help our residents feel proud of where they live and let the rest of the state and country know about our strengths, it will be worth it.
We like the idea of an experienced firm helping us identify our community vision, the perception of visitors and where we sit in the competitive northern Colorado market. Sarah MacQuiddy, director of the Chamber of Commerce, said it nicely when describing why we need a consulting firm: "We could probably find our way through the dark, but would it be as focused and as timely? Probably not. Everyone's plate is full."
We applaud the impetus of private business owners who have begun to ante up for the money the city will need to get this campaign rolling. It would be wonderful if we didn't have to use any, or at least a small amount, of taxpayer funds.
For business owners, the money will serve as a sound investment that should result in greater economic development and tourism in the future.
But our endorsement comes with a caveat -- we urge city leaders not to use this branding campaign to cover up our challenges or promote it as a fix for our ills. The branding campaign must be accompanied by continued efforts to address the challenges that have contributed to this inferiority complex and less than stellar image we have around the state.
Right now, we face the daunting challenge of improving our school district, which finds itself on accreditation watch with the state. This must be homework for the entire community and not just school district officials. We are pleased with the work the school district has begun to do and trust they will lead us on a path back to respectability. But it will take a helping hand from city, county and private businesses.
To increase public safety and tackle the city's gang problems, we must support new police chief Jerry Garner and our officers as they set a course for the future. That will include the support of the city council as it continues to set aside funds to give our police officers the resources needed to be successful.
The council and Garner will also play a pivotal role in embracing the diversity in our community as a strength, not a weakness. Late last year, we saw how immigration and ethnicity can cause tension. As part of the branding campaign, we'll need to find a way to celebrate this diversity.
Finally, we must all be prepared to be honest and forthcoming when representatives from North Star Destination Strategies come to town and begin their research about our community. If we want to nail down our brand, we must take a hard, introspective look at who we are. This might be uncomfortable for our residents, but it will be important.
It will most likely be a long road to improve an image that has been shaped over decades, but now is as good a time as any to start our engines. Just remember -- an image and brand without substance won't get us anywhere.
