Recent Press
Expert: Sparks needs unique tourism identity
Janine Kearney
Sparks Tribune
June 19, 2008
Tribune/Nathan Orme - Consultant Roger Brooks spoke with Sparks city officials Thursday about ideas for branding the city’s image. What makes the city of Sparks unique and fabulous? That is the question that will create a new "brand" - or a unique community identity and strong activity-based draw for tourism. City and business leaders gathered on Thursday to discuss the results of an assessment designed to highlight the city's unique activities, strengths and weaknesses when it comes to the city's identity and its self-promotion efforts.
The effort is underway to promote and strengthen the Sparks economy in the midst of troubled economic times. The assessment was presented by Destination Development, Inc., which has already conducted branding/marketing assessments on 49 other communities in Nevada. Four independent "mystery shoppers" approached the city like tourists to learn more about things to do outside of Reno, said Roger Brooks of Destination Development Inc. Could the city's main draw be the many family-oriented activities? Are the Sparks Marina and Wild Island water slides and adventure park being adequately promoted?
Is the main draw the potential for more sports facilities? Or the special events? Some tourism branding suggestions included "The family capital of Nevada" or a brand focused on sports opportunities such as hiking biking, rafting and golf, and the Scheels All-Sports store after it opens on Sept. 27. Ideas included posting many more informative and prominent signs that follow the theme and make a statement. The city was encouraged to work with the Nevada Department of Transportation and local business owners to create better signage. Large and attractive "wayfinder" signs such as the ones promoting residential developments and the Resort at Red Hawk along Vista Boulevard, and the landscaped and themed "gateway" sign at Wingfield Springs were praised as the examples to follow.
Brooks said adding "welcome" to signs and cutting down on all of the signs denoting endless rules would help, in addition to adding large, attractive "gateway" signs and light pole banners promoting the city's attractions and special events. Brooks suggested that Victorian Square could be promoted and expanded as an entertainment district a la Bourbon Street in New Orleans, or a funky artists district with class, such as Maybe Victorian Square can feature a more permanent market season, becoming like Pike Place Market in Seattle, and run open-air markets with many themes on four days a week for six months of the year. He said the 10x10x10 rule was helpful for an area like Victorian Square.
Brooks explained that within a 3-block area, there should be 10 places that sell food, 10 places that are specialized, destination-type retail stores and 10 places that offer entertainment and are open after 6 p.m. Victorian Square, Sparks' downtown, historic district must also offer tourists information about upcoming events and ongoing attractions through colorful brochures that are available to tourists 24 hours a day, seven days a week. He also said visible maps and signs denoting restaurants, bars and stores needed to be built along Victorian Avenue.
To support downtown businesses solely by special events, Brooks said, there would need to be at least 200 days of special events. While Sparks hosts more than 30 days of special events a year, Brooks suggested that schools, clubs and community groups should be invited to bring their special events into Victorian Square. Brooks also suggested promoting the Sparks Marina more, and even changing its name to reflect its many activities that do not include boats, such as "Sparks Lagoon Park and Beach."
The possibilities are endless, but the message was clear: the city's new brand needs to create some Sparks. These mystery shoppers found that few people knew much about Sparks attractions, and some of the city's outstanding features were hidden from the typical tourist's Interstate-80 view and were difficult to find. The surveyors came across only one out of five people working for the Reno-Sparks Convention and Visitors Authority had positive and helpful information to share about the city of Sparks, Brooks said.
Brooks emphasized that creating and promoting a new city brand is much more than crafting a new logo or slogan. He said a successful brand like Las Vegas as "Sin City," and its slogan of "What happens in Vegas, Stays in Vegas" needs the full support of the local business community and tourism promotion agencies, such as the RSCVA and the Sparks Chamber of Commerce. However, even good ideas need funds to move forward.
City spokesman Adam Mayberry asked Brooks how to successfully market anew city brand without spending a lot of money. Brooks suggested the city and NDOT provide funds for better signs, and that the city could cover other expenses through local business sponsorships, redevelopment funds and community development block grants. The next step in the process is to identify a successful brand and get local business and community leaders on board.
