Best to let Dog Mountain burn out, says province Alberni Region, Page 3
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Monday, August 10, 2015
Rebrand survey says: waterfront Alberni’s promotional solution in attractions down by the shore, according to city marketing study “These [ideas] are still being analyzed but the branding direction would seem to be water-oriented.”
ERIC PLUMMER ALBERNI VALLEY TIMES
T
he answer to Port Alberni’s promotional dilemma appears to be the in the water, according to an extensive study being conducted by the city to find the optimal approach to marketing the community. A rebranding survey launched by the city this summer collected 943 local responses on the most popular attractions in the Alberni Valley and what the community needs to lure investment. Most of the top attractions residents would take visitors to are by the water, including the Harbour Quay, Victoria Quay, Sproat Lake and Stamp Falls. The area’s hiking trails and the McLean Mill National Historic Site were also cited among survey participants.
Pat Deakin, Port Alberni economic development manager
The Valley’s greatest assets are the Alberni Inlet, the area’s lakes and rivers, as well as the many opportunities to fish and hike, according to the survey. “Respondents provided many ideas about what Port Alberni should be known for as setting it apart from every other
place on Vancouver Island,” stated an interim report on the rebranding initiative by the city’s economic development manager Pat Deakin. “These are still being analyzed but the branding direction would seem to be water-oriented.” This investigation into the best approach to market the Valley is a departure from a previous branding exercise the community undertook in 2007. As a joint project from the
city, the chamber of commerce and Alberni Valley Tourism, Redbird Communications from Victoria was contracted for $30,000. The result was the “Bear Tracks and Lumber Jacks” campaign, a play on Alberni’s forestry roots that has failed to stick with many businesses since. Deakin’s report identifies hurdles the city is working to overcome as it seeks the best approach to promote a brand — notably the community’s reputation as a mill town opposed to change, and a weak business climate that brings few people to Port Alberni for work opportunities. “Relatively speaking, our entrepreneurial culture is not strong,” stated the report. “Unfortunately many people from outside the community have a negative image of Port
Alberni, or no awareness of us at all. “This initiative aims to address that.” Twenty per cent of the Valley’s 25,000 residents are seniors — more than most communities in British Columbia — making younger people the target demographic for promotional efforts. Attracting interest among “millennials” born between 1980 and 2000 is crucial for Alberni’s future, states the rebranding report. Unlike the baby boomer generation, many of these younger Canadians grew up with video games and the Internet, have less disposable income due to student loans and other debt, » We want to hear from you. Send comments on this story to letters@avtimes.net. Letters must include daytime phone number and
CITY
Uptown hopes to benefit from Central Park KRISTI DOBSON ALBERNI VALLEY TIMES
Port Alberni will likely soon see a new park development at the expense of two local residents. Stacey and Franco Gaiga, owners of Ocean Canal Clubhouse, are scheduled to present to council tonight their plans for the vacant lot at 3009 Third Avenue. They hope to reach an agreement with the city to provide municipal services. The Gaigas purchased the lot next to Angus Street to construct Central Park for public use. By entering into a partnership with the city, they would agree to the park’s construction, equipment and maintenance at their expense. In return, the couple request the city to provide maintenance services such as sweeping and snow removal, planting, and garbage pick-up, as well as paying for utility costs and a share of flower bulbs. An outline of the park includes the installation of a fountain, lighting, benches, picnic tables and garbage cans. The Gaigas also request a per-
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“It will be a nice addition to improving the uptown.” Cathy Rothwell, Port Alberni director of finance
missive tax exemption. Director of Finance Cathy Rothwell believes this may be the first time a public park has been established by private citizens. “As far as I know, but I have only been here five years, and this is the first time since I have been here,” Rothwell said. She believes the green space will help add to the positive growth of the area. “Absolutely,” she said. “It will be a nice addition in improving the uptown,” Rothwell said. If approved by council, the agreement will run for an initial five years, beginning October 2015. » We want to hear from you. Send comments on this story to letters@avtimes.net. Letters must include daytime phone number and
Work is being started to clean up the lot at Third Avenue and Angus Street, with eventual plans for the development of a
Volunteers housekeep for local cancer patient
Thunder in the Valley races on Sunday only
After her diagnosis, friends of Carrie Nahorney helped connect her with an American company for free housekeeping during her chemotherapy
After a rain delay on Saturday, the Doorslammers and muscle cars burned rubber on the drag strip for a one-day event at the regional airport..
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