Key Challenge
“Tell-me” city in a “show-me” state.  Nestled on the banks of the Mighty Mississippi, Cape Girardeau, Missouri boasts a rich and fascinating history centered on the river and featuring big names like Lewis and Clark, General Ulysses S. Grant and Mark Twain. But the community was struggling with how to use stories alone to sell the city to visitors.  Especially since physical barriers were keeping people from connecting with the river that spawned the tales.

Critical Insight
North Star research found that this “tell me” city could become a “show me” destination because of the “can do” attitude of the community.  Realizing that their extraordinary history is their “essence,” residents were ready and eager to share the colorful lore of their community.  Leaders and stakeholders believed in their brand and were willing to back it with relevant product and destination development.  That willingness to embrace and build the brand meant that in no time at all, once-upon-a-time historic stories were translated into one-of-a-kind historical events and attractions.

Brand Strategy
North Star recommended positioning Cape Girardeau as a river town flowing with stories.  An action plan outlined development of river attractions as well as storytelling events and attractions that support and elevate the strategic brand platform. As a result, visitation (as measured by hotel stays) increased more than 30% in 6 years.    

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

Evolution of the Idea

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. The first five years after the brand launch were devoted to building tourism product that supports the brand essence.  Specifically:

• Red house interpretive center – Lewis and Clark stayed in this historical icon, which was reconstructed on the river.
  
  
• Red star access – A joint venture with the Missouri Department of Conservation for a half million dollar renovation allows people to bring their boats to the river. 
• Nature center – Located within Cape Girardeau's North County Park, the center showcases stories of the rich cultural history and diverse natural resources of Southeast Missouri.
• Murals – The 1,100 ft. floodwall along the river downtown was converted to a mural with 24 historic panels featuring stories from the community.
  
• Riverwalk Trail – An extension of the Mississippi Riverwalk Trail allows residents and visitors to stroll and sit next to the river.
  
• River Campus – The River Campus Trail project including the College of Visual and Performing Arts was constructed on the riverfront and plans are underway for a museum and theater for performances. 
• Old Bridge Overlook – A new/modern suspension bridge was built over the river as well as a park/pavilion area to view the river.
  
• Storytelling – This annual event saw an 8% increase in full-day pass attendance between its first and second year and has created tremendous buzz in the storytelling community. “The number of children attending just exploded, from 700 to 2600,” says Martin.  “We had schools attend from more than 80 miles away.  This truly is a destination event.  Eleven states were represented by our attendees.  These visitors are ardent, enthusiastic supporters of storytelling.  It is a lot of fun and has done more to build the credibility of our brand than anything else.”
  
  

Results

• Since the brand’s inception in 2003 hotel and motel receipts have increased an estimated 30%. 

Kudos

John Mehner, President/CEO of the Chamber of Commerce, said, “North Star has given us a positioning that all the agencies within the city can rally around and the entire community can be proud of and participate in – we are very pleased”. Inquiries received during 1st quarter 2004 surpassed total inquiries from the entire year in 2003.”

Chuck Martin, Executive Director, Cape Girardeau Convention and Visitors Bureau and President, River Heritage Association said, "Things are going great in Cape Girardeau.  We now have a number of attractions in place that definitely support and complement the brand very well. The commitment to the brand has never been stronger… Cape Girardeau is indeed where the river turns a thousand tales!  We ran with the brand!"

According to CVB Director Chuck Martin, “Before starting the brand process we all agreed – the City, Chamber and CVB – that we would follow-up with the destination and attraction development that would make it a success.  Otherwise all we would have is a pretty bookmark or letterhead.”