Alberni Valley Times, August 13, 2015

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Thursday, August 13, 2015

MARKETING

Squamish brand schools Alberni City looks to another similar-sized coastal waterfront community for new, updated marketing ideas ERIC PLUMMER ALBERNI VALLEY TIMES

With a rebranding process underway to determine the best approach for luring visitors and investment to Port Alberni, the city is looking to another waterfront community for direction. The District of Squamish shares several things in common with Port Alberni: it has a population under 18,000, a wealth of recreational outdoor opportunities and a century of history rooted in forestry. But a major difference between the towns is an updated marketing plan that has been adopted by the community; Port Alberni is in the middle of an extensive search for its new promotional identity, while Squamish is watching the effects of a rebranding process that led to the “Hardwired for Adventure� tagline last year. The brand replaces Squamish’s old slogan “The outdoor recreation capital of Canada.� The new tagline references how outdoor recreation is served by the district’s natural and fabricated infrastructure, which includes the system of lakes and rivers as well as the Sea to Sky Highway from Vancouver and the fibre-optic cable running alongside it. Since adopting the new brand,

Squamish has integrated it into a new website and municipal signs, and attention to the community has spread internationally — notably the New York Times’ listing Squamish among the top 52 places in the world to visit. District of Squamish Mayor Patricia Heintzman advises against allowing a committee to determine a community’s marketing brand. “You want something that’s energetic and fresh and different,� she said. “If you try to please everybody you’re going to get the generic, and the failure of any brand is becoming generic.� “We looked very closely at what they did,� said Port Alberni’s economic development manager Pat Deakin. “You have to be really, really specific. One of the items that the Squamish team emphasized in their presentation to the council was they used the phrase ‘jettison the generic.’� Deakin has drafted an interim report based in discussions with consultants, volunteer contributors and the 943 survey responses received this summer on what locals consider the top attractions in the Valley. See REBRANDING, Page 3

Two men sit on a canoe while fishing on Petgill Lake near Squamish, B.C., on April 18. [DARRYL DYCK, THE CANADIAN PRESS]

COMMUNITY

Volunteers reap fruit Gleaning Project KRISTI DOBSON ALBERNI VALLEY TIMES

Rainbow crosswalk in the works Port Alberni Pride supporters push for a colourful addition to the Uptown to support lesbian, gay and bisexual residents. Âť Alberni Region, 3A

Alberni logger sports champ wins Squamish Kenji Boyko took first place in two competitions in the provincial circuit and is training for the upcoming Fall Fair Âť Sports, 7A

Âť Use your smartphone to jump to our Facebook page for updates on these stories or the latest breaking news.

Heather Shobe is happy to see that more fruit will be going to those who can use it rather than going to waste. The future of the Alberni Valley Gleaning Project will likely see more than last year’s 10,000 pounds of fruit for the community to share each year. Shobe said it due to a collective group of community members, and now, financial support from the city. As a member of the Alberni Valley Transition Towns Society, Shobe’s recent request for aid for the project was supported by council at Monday’s meeting. Council agreed to grant $3,000 of community development money to help with the program’s operation, including equipment and coordination. “I am really thrilled,� Shobe said. “It is a program that makes sense to run and it is done through the community and so many stakeholders. I’m glad the city is taking a more active role.� The project is based on volunteers who pick fruit from trees of residents that would either drop or otherwise go unused. Volunteers receive one-third of the collection, while one-third is kept by the property owner and the rest distributed to local charities.

Astrid Johnson snacks on produce picked for the Alberni Valley Fruit Gleaning program, a local initiave that collected almost 10,000 pounds of fruit from trees in Port Alberni last year. The city has agreed to support the program through the use of muncipal vehicles. [SUBMITTED PHOTO]

In a letter to council, Michelle Cale, corps officer with the Salvation Army Alberni Valley, said the program makes a significant impact to those the organization serves. “Each month through our Food Bank, we open our doors to an average of 400 local families,� Cale wrote. “Due to the generousity of our community and partnerships we are able to assist with meeting not only nutritional needs but also

with other personal needs.� Council also approved the use of a city truck for the program, provided a city worker operate it as a volunteer. The driver would assist with transportation of volunteers, equipment and fruit from sites. Shobe hopes city workers endorse the program as volunteers to ensure long-term stability of the project. “I understand their constraints and appreciate they have made

that offer,� Shobe said. “We will take what we can get and it would be great if some city employees want to become volunteers.� A bylaw enforcement officer will be trained through the conservation officer to ensure consistent messaging to the public. As well, the city will provide insurance coverage under the city’s umbrella policy. A newcomer to Port Alberni attended Monday’s council meeting and was impressed with the program. “I can’t believe how much fruit there is in the Valley,� said Marcus Love, who recently relocated from Montreal. “It is a great opportunity for new people to feel like they have something to offer.� In a similar movement, council supported Bear Smart BC with $1,000 to help cover costs of marketing and educational material. Such information will be included in the September utility billing. The two projects are compatible since the downed fruit is the main attractant for bears in residential neighbourhoods. Shobe said she is grateful for the support. “It gives us a lot of energy and inspiration for the program in general,� she said. “It will absolutely provide a huge increase in our capacity for fruit yields next year.�

Inside today Alberni Region 3A Opinion 4A

Community 5A West Coast 6A

Sports 7A What’s On 9A

Driving 1B Entertainment 2B

Comics 5B Classifieds 6B

$1.25 newsstand (GST incl.)

ALBERNI VALLEY TIMES VOLUME 66, NUMBER 154

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