Convention and Visitor Bureau discuss branding goals

The Wrangell Convention and Visitor Bureau met last Thursday, to workshop their goals for a rebranding project. As part of a large to-do list recently approved by the borough assembly, the CVB is seeking to use CARES Act funding to improve Wrangell's brand and draw in more tourists. As this was just a workshop, no official action was taken. However, the bureau generally agreed that Wrangell's brand should be focused on Wrangell as a community.

"I think our brand should be community-focused," said Brooke Leslie. "That can draw tourists. Maybe we don't have the additional funds right now to do a full-blown community branding scope, but I think the roots in what we're doing should have the community focus, as far as the identity of the brand we're going for."

Stephanie Cook, with the chamber of commerce, said that Wrangell is most likely to attract visitors because it is a unique, small town. The city is not a big tourist-heavy destination, like Ketchikan. Businesses have not been sold to the tourist industry, she said, and the community has a local authenticity that people will enjoy.

The CVB looked in an old Request For Proposals, or RFP, sent out by the economic development council of Petersburg several years ago. This RFP was for a similar topic as the CVB was considering, brand development. The RFP outlines the goals of the project, gave some history on the city of Petersburg, and provided some details about what scope of services they were looking for. These included assistance with community engagement, brand research, and development of a strategy for improving Petersburg's brand.

"The brand should further the community's interest in attracting new residents, commercial fisherman, visitors, and support its commitment to existing businesses, arts, recreation, and our history and culture," the RFP reads.

The discussion went on for some time. The CVB discussed the need to get more public input on the branding project, potentially increasing the estimated cost of the project, and basing their RFP off of the old Petersburg copy they reviewed.