Nov 19, 2009 11:51 am US/Central
Oak Park Seeks To Highlight Rebellious Side
Consultant Hopes To Rebrand Near West Suburb's Tourism Image
OAK PARK, Ill. (Sun-Times Media Wire) ―
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Ernest Hemingway's childhood home is one of the attractions that brings tourists to Oak Park.
CBS
A consultant charged with re-branding a western suburb's tourism image wants to highlight the village's rebellious side. The proposed theme: "Oak Park: Step Out of Line."
Ed Barlow, director of client services at North Star Destination Strategies, presented his company's re-branding proposal draft to the Oak Park Village Board on Monday, Pioneer Press is reporting.
North Star was hired by the Oak Park Convention and Visitors Bureau to create the study to help the village re-invent its image.
"Your brand is what people say about you when you're not around," Barlow told the board. "Every community has a reputation, but few have the effective means to manage it. Branding is the practice of managing your reputation."
Barlow said his firm wanted to highlight Frank Lloyd Wright, Ernest Hemingway and Oak Park's history of progressive thinking.
The village could be marketed to potential new residents, he said.
"For intellectually curious people, Oak Park is a diverse community on the western edge of Chicago where you can walk a path of discovery and find inspiration in the footsteps of genius," Barlow said.
One potential advertisement would picture a local chef behind the words: "Wave Makers -- If you don't mind spilling a little when stirring the pot, Welcome."
Another: "Noncomformists -- All who think differently and buck convention, Welcome."
Barlow said the village should include "a little bit of rebellion" in crafting its image.
The report proposed several ways to implement re-branding, such as creating a dedicated brand manager position. It also suggested pole banners, partnering with local artists in a graffiti project, put the village's logo under the ice at Ridgeland Commons and to host an awards banquet or roast to reward unconventional thinking.
Trustee Jan Pate praised the proposal.
"I have to say I found the presentation really compelling. I liked it a lot," Pate said. "I think it was very honest. I think it reflects the Oak Park I know and it reflects the reasons I came here."
But Trustee Glenn Brewer, sitting to Pate's left, hammered the presentation for a noticeable lack of minorities pictured in the sample banners and ads.
"I hate to be the one throwing some cold water, but I have to say I am disappointed with that actual visual aspect of diversity in the project," Brewer said. "We talk a lot of diversity in the words, but in the images I don't see much diversity."
He also doubted the proposal's ability to generate consumerism.
"My first reaction to it was, with all respect to Oak Park's favorite sons, I see nothing in that presentation that makes me want to spend money in Oak Park," Brewer said.
Trustee Collete Lueck had similar comments.
"The reliance on Wright and Hemingway are the reasons people already come to Oak Park," Lueck said. "I don't think they attract a new audience."
Barlow took the comments in stride.
"This is the kind of conversation you want," he said. "This is what's going to make your brand stronger and make it work for you, so this type of input is very important."
Pioneer Press, via the Sun-Times Media Wire
(Source: Sun-Times Media Wire © Chicago Sun-Times 2009. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed.)
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