Developer presents lake sports learning brand to Moses Lake

Brooks unveils marketing plan to community

MOSES LAKE — Moses Lake residents got their first look at the proposal for a brand for their city Monday evening.

Destination Development CEO Roger Brooks unveiled his proposed brand for Moses Lake as the lake sports capital of the Northwest Monday before an audience of roughly 45 people at the Moses Lake Museum and Art Center.

Brooks signed a one-year contract with the city in 2006, to create the plan officials hope will turn the city into a tourist and economic development lure. The three- to five-year plan includes marketing and design concepts which the city will then try and implement.

The City of Moses Lake and the Moses Lake Business Assocation hosted the event.

"It is the learning spot for water-related sports," Brooks said during his presentation Monday.

Brooks said the lake could be used to learn how to perform such activities as kayaking, canoeing or waterskiing.

"No lake is doing this," he said.

Such a theme plays on the advantages of the lake's advantages, like its warmth and shallowness, Brooks said.

Areas of the lake would be defined for particular uses and tie to the Moses Lake Aquatic Center.

His presentation included proposals for a new city logo, new directional signs, gateways into the city, stationary letterhead and business cards — all incorporating the new brand.

The new proposed logo incorporates the lake sports theme, and included the motto, "Jump In!" with swirls suggesting a sun over two wavy lines.

"The one thing we're really trying to do in Moses Lake is give you some color," Brooks noted. "Why does everything have to be beige, brown and gray in Moses Lake? C'mon, let's add some life to it. And that's what we're trying to do. Make it fun, make it inviting, make it a destination."

Brooks noted it was not necessary to run right out and completely renovate everything to meet the new design, but rather do it gradually, or as the downtown center reaches critical mass.

"You need to hold off until you get there so it's different, and it's what's in the buildings which makes you a draw," he said.

He suggested changing the name from downtown Moses Lake to Laketown Landing, in mid-2009 or later, while incorporating the new logo into signage around town at a suggested change date of mid-2008.

Changing the name of the aquatic center to the Surf 'n Slide Water Park was a move Brooks suggested be done immediately.

Other suggestions in the presentation included:

— painting murals of water sports on the town's water towers to incorporate the theme

— removal of the rail line through downtown Moses Lake to develop Broadway Avenue into a promenade across the lake

— bringing in a water park hotel

— inclusion of a brand manager to oversee usage agreements of the brand and theme

— formation of a brand development committee

— selling specific experiences in marketing Grant County, as opposed to generic advertising

— hiring a professional recruiter for several years to bring in businesses to Moses Lake

— redesign of the city's Web site, using the theme

"2007 is the getting ready year," Brooks said. "It's doing all those things, getting ready this year and next year, we start developing the Web sites. Number one, your budgets for this year are already done. We have to wait until we get next year's budget before we can do a lot of these."

The development company is taking public comment through June 8.

"Something has to happen in town," Moses Lake resident Coralee Gill said. "I like the color scheme and I agree the lake is under utilized and we need to promote it. It's a good draw; we just need somebody who knows how to do it."

Moses Lake resident Diana Derricott echoed Gill's sentiments. She was in attendance to listen for a friend who recently started a business in the area, she explained, to hear what was happening.

"I was very impressed," Derricott said. "Just giving it the water sports theme, I like that. Other themes have been brought up in the past, but this one I think is the right one for Moses Lake. We do need to capitalize on the lake and the waterfront activities."

Resident Barbara Main was in attendance because she is concerned with the changes to Third Avenue and wanted to see what else was planned.

"It's a lot bigger than I thought it would possibly be," she said. "I thought it was a good presentation; I still am not convinced about the street, and I got jumped on pretty good (during the meeting) … I live here, and I feel like everything has gone toward the tourists and the people who live here are not really being considered."

Comments may be given to city Associate Planner Lori Barlow at Moses Lake City Hall.

Brooks intends to have a final plan delivered by June 29, and said he hopes the Moses Lake City Council adopts the entire plan, but added the business community must lead implementation of the plan.