Moses Lake to be U.S. water sport destination
Council approves branding plan
MOSES LAKE - The Moses Lake City Council unanimously approved to move forward with the new branding of the city in an effort to become the water sport capital of the United States.
Council listened to a presentation by Roger Brooks of Destination Development Inc., during a study session previous to the council meeting Tuesday night.
The city contracted Brooks to create a marketing and branding plan to make Moses Lake a frequented tourism destination.
Brooks presented new logos and signs for the city and the downtown area as well as a plan for the lake.
"Most of Moses Lake is hidden from the public view," he said.
The colorful signs will direct people to various locations and attractions within the city.
The proposed city logo features a sun and water graphic stating "Moses Lake," with a tag line stating "Jump In" to hint the water sport theme.
Brooks said the proposed logo was tested on retail business owners affiliated with water sports who approved of the logo.
He said the logo should be implemented on letterheads, business cards, envelopes and other resources distributed by the city.
"Do it slowly like you are," Brooks said.
He said the entire branding package should be implemented slowing overtime so the city can provide the tourism activities necessary for the brand. He said if the city can't deliver the activities with the brand, tourists will not be impressed and will not come back. The plan should be completely implemented once the water activities and necessary retail businesses are established.
"Don't put signs out if you can't deliver," Brooks said.
LakeTown Landing is the proposed name for the downtown area spanning Third Avenue.
He said the name was tested on Western Washington consumers with a high approval rate.
Banners stating LakeTown Landing for the downtown area should be implemented in 2009, Brooks added.
He said the city should be the destination tourists and citizens come to learn how to do water activities.
He added the lake is a good place to learn activities because it is shallow and warm.
"What we want to do is make this lake fun," Brooks said.
He proposed segmenting the lake into six different areas designated for specific water sport activities including jet skiing, canoeing, paddle boating and kayaking.
"It's all about getting people physical and getting people in the water," Brooks said. "The whole lake would be open for fishing."
Eventually the city should host major water sport competitions.
The city should work to recruit dragon boat racing competitions, he said. The event attracts media and publicity from around the state as well as spectators who will spend their money.
"I guarantee you, they will fill hotel rooms," Brooks said.
He said the city needs to attract more diverse businesses to the downtown area including a water park theme hotel.
The theme hotels are indoor water parks featuring multiple slides and water recreation activities utilized year-round.
A water park hotel would encourage downtown businesses to stay open later, Brooks said.
He said part of the challenge is attracting more retail shopping businesses, entertainment facilities, restaurants and water recreation vendors to downtown.
"If locals don't hang out downtown, neither will visitors," he said. "It's what's in the buildings that makes you successful."
Brooks said removing the railroad is vital to the plan.
"You don't have (access) as long as the railroad is there," he said.
Brooks said docks and access points must be installed but the railroad limits access.
"When it comes to marketing, we want it to be fun," he said.
Marketing pamphlets featuring water sport activities should be implemented and distributed across the state sometime in 2008. Posters and Web site information should be posted at the same time, he added.
He recommends replacing the gateway signs.
"Your gateways on first impression aren't that great," Brooks said.
He suggests larger, colorful signs with giant waving pennants to attract people from the interstate.
He proposes renaming the Moses Lake Family Aquatic Center to Surf 'n Slide Water Park.
"Aquatic center sounds like the YMCA," Brooks said.
The new name sounds fun and is more fitting to the brand. He said the name showcases the features inside including the Flowrider coming next summer.
The Flowrider is an indoor surfing activity.
He said the aquatic center name should be changed as soon as possible.
"It's already a great attraction," Brooks added.
He proposed placing graphics on the water towers featuring a surfer riding a wave.
Brooks said it might be a good idea to rename Sinkiuse Square, but said he understands the importance of the history behind the name.
"Too hard to pronounce, too hard to remember, too hard to say," he said.
Mayor Ron Covey said the city is hesitant to change the name but may consider changing it to Half Sun.
He said Half Sun is the meaning of Chief Moses' name and the change could still compliment the mural and historic value of the city while playing into the brand.
A committee of seven people must be appointed to ensure the city continues to move forward with the branding plan, Brooks advised.
Four members should be associated with water recreation businesses and with three members should be dedicated citizens.
The seven people should talk to the community about the brand and attend city and business related meetings.
"The business community should take the lead or it won't work," he said.
Businesses are already taking part in the branding.
"We want to go to work," Moses Lake Business Association Executive Director Sally Goodwin said. "I really feel that we are just ready to run with this."
"The whole community is going to benefit," Councilmember Richard Pearce said.
He said the downtown area looks great and is working as planned for hosting community events such as the Cowboy Breakfast last week.
"What an exciting, fun time to live in Moses Lake, Bill Ecret said. "We will continue to offer our support where we can."
Councilmember Brent Reese was absent from the council meeting due to being on vacation.