2004-05-18
. :'t';'~"'f:'~;>r:"FJ' ".'
.
PRESENT
Mayor Maggie Houlihan, Deputy Mayor Dan Dalager, Cristina Chacon, Lynne Tufts, Scott Laing,
Consultant Bennett Peji, Kathryn Gould, Kathleen Lees, Ida Lou Coley, Audrey Goldschmidt, Ann
Dunham, Carla Purtill, Julian Duval, Karen Slevinske, Felica Shaw, Wren Arndt, Kristina Nehls,
Marlee Chapman, Kate Irwin, Elizabeth Ritter, Robert Chavis, Sr., Paul Davis, Ben Fromin, Agnes
Satterthwaite, David Oakley, Margo Oakley, Sherry Smoot, Nan Sterman, John Osborne, David
Agyagos, Peder Norby, Keith Turner, Joe Koch, John McIsaac, Thomas Nee, and Robert Chase, Jr.
CALL TO ORDER
Mayor Maggie Houlihan called the workshop to order at 9: 12 a.m.
. WORKSHOP AND DISCUSSION
Special Presentation by Bennett Peji Design:
BrandConsul - Distinction not Extinction through
Smart Branding
Arts Commissioner Kathryn Gould welcomed everyone to the workshop. She indicated that this
workshop was the first phase of the NEA Grant Marketing Initiative. Ms. Gould then introduced
Consultant Bennett Peji who would facilitate the workshop.
The following are highlights of the presentation that was presented by Bennett Peji:
· Branding was the first touch point or conversation point of those from outside of the city and it
gave the first impression of the city.
· Encinitas was very diverse and that diversity was what made the city unique and special.
Finding the essence of what everyone had in common, despite the diversity, was at the core
of finding the perfect brand.
.
05-18-04 Workshop Highlights.doc
Page 1 of2
May 18,2004 Special Workshop of the Encinitas Cultural Tourism Committee
.
· The brand was the promise and personality that the city represented. The promise should
convey to one that they were better by being here than if they were somewhere else. The
personality of the city lied within the five distinct communities. The city's brand was only as
good as how well we could capture the city's personality.
· When creating the brand, the words, pictures/graphics, and experiences must be tied together
and must include and convey the same information.
· The community identity should be clearly understood early on. Decisions involving issues
such as building, history preservation, and governmental actions needed to take into
consideration the community's identity. If not, the community risked losing its history,
culture, and heritage - all the ideas that people needed to feel connected to their community.
· When creating a community brand, the community must be very much involved so that
everyone's ideas were heard and reflected. This would give them a stake in the community
and in its progress.
· The key question to be determined was: "How would Encinitas fmd a common brand with
its five distinct communities, without taking anything away from those communities?"
.
The presentation was concluded with Kathryn Gould indicating that this presentation was the
first step in the branding process. Community workshops would be the next step.
NEXT REGULAR MEETING: JUNE 3, 2004
AQJOURNMENT
The workshop was adjourned 10: 13 a.m.
~~~
y: Gina Zenna:(Committee Secretary
.
Cultural Tourism Committee
05-18-04 Workshop Highlights.doc
Page 2 of2