Innovation in...The Image Of The City

Manchester needs to unite around a brand that conveys confidence, optimism, and commitment. A community brand is a promise a place makes with its people. More than a way to attract tourists, more than an economic development tool, a strong community brand fosters civic pride, creates consistency, and reflects the values of a place. More practically, a brand can become an efficient way to have consistency saving money on printing costs, design, and marketing. This would be particularly effective in Manchester, where many community functions lie within or are aligned with the City. In no way would a brand replace EVERY logo in a community. However, a consistent brand system can evolve to create a solid feel for a place enhancing its value to residents, visitors, and investors.

Visit Kent launched a new brand, which is consistently reflected in all of the promotional materials and embraced by the many partner organizations who are working to bolster tourism in this City.

Make an entrance! Gateways and corridors should welcome visitors to the City. More than signs, gateway features can make a statement about the place, its people, and its opportunities. Points of entry into Manchester and its Downtown and key routes through the City can be thoughtfully designed— or redesigned—to ensure the City’s image is conveyed.

The gateways’ physical demarcation should send a visual signal to visitors entering the City or a special place within. More than a sign, a gateway feature should create a positive and welcoming sense of arrival for those crossing the transition point. Physical improvements to the designated entrances can consist of structural, artistic elements selected to reflect the City’s identity and offer a glimpse into Manchester’s story. Landscaping and lighting may be among the features of each composition.

Major corridors can be improved to enhance the approaches to various parts of the City. While streetscape and quality landscaping are important, key destinations, such as parks along the way, can also enhance the experience and positively influence people’s impressions of the City. Consider the following recommendations to advance efforts to improve important corridors and gateways.

• Examine the locations of the

corridors and gateways identified in the 2009 Master Plan to confirm what should be addressed.

• Develop conceptual plans.

• For gateways: Evaluate each type in the hierarchy given the scale and attributes of each location and the purpose of each type. The conceptual plans should address the design of features (form and scale), types of materials, and the incorporation of signage, if appropriate. Such concepts can provide a basis for rough cost estimates required to determine a feasible approach to implementation.

• For corridors: Prepare conceptual plans to define the typical cross-section for each type and the associated streetscape standards. A segment-by-segment inventory should identify the improvements required to upgrade the corridors to meet the standards established. The recommended improvements can provide a basis for rough cost estimates required to determine a feasible approach to implementation.

• Prioritize the corridor and gateway improvements based on feasibility and potential impact.

The prioritization will help the City construct a phasing and funding strategy.