Show off city's 'gems,' consultants urge
Wednesday, March 19, 2008 6:11 AM PDT
By Amy M.E. Fischer
afischer@tdn.com
A pair of marketing consultants hired to evaluate Longview through the eyes of a visitor rapped the city's unkempt downtown and confusing wayfinding signs, but their critique wasn't all bad.
They loved the area's golf courses, Lake Sacajawea Park, the Columbia Theatre and a handful of downtown businesses, Destination Development consultants told local leaders Monday night.
If the city of Longview wants to become a destination for visitors, it needs to play up the unique experiences offered in Longview, because it's not enough anymore to claim you're the "Gateway to Mount St. Helens," said Roger Brooks, CEO of Destination Development.
Brooks and his business partner Dr. Monica Dixon visited Longview unannounced for two days earlier this month and returned Monday to offer their impressions of the community, which wants to create a distinctive, positive image.
The consultants, who charged Longview and Kelso $10,000 each for this stage of the "branding" project, will provide Longview with a complete written report in a couple of weeks, Brooks said. He'll present his findings about Kelso in mid-April.
Nothing jumped out at him during his initial visit that could be marketed as the city's "brand," Brooks said. However, he'll soon quiz citizens about what they think the town should be known for and evaluate whether that would make a feasible brand, he said.
People will visit a place if it has activities to keep them busy four times longer than it took them to travel there, Brooks said. Under the "Four Times Rule," someone from Olympia would be unlikely to drive an hour to Longview for a visit of less than four hours, for example.
Because Longview is on the Interstate 5 corridor, on which 50 million vehicles travel per year, and because more than 7 million people live within a 150-mile radius of Longview, the city has great tourism potential, Brooks said. The trick is to offer visitors something they can't get closer to home -- and post signs about food, lodging and attractions that give them a reason to turn off the freeway, he said.
Brooks and Dixon were impressed by the beauty of Lake Sacajawea Park, Mint Valley Golf Course and Three Rivers Golf Course in Kelso (where they ended up while searching for downtown Longview), calling them "hidden gems." The city should consider installing prominent signs that point visitors to those attractions, as well as signs indicating the golf courses are public and whether they're nine or 18 holes, they said.
Brooks and Dixon said they stumbled upon Lake Sacajawea by accident and had no idea where the walking trails led. The city should erect a "you are here" map of the lake that shows the network of trails, they said. Distance markers should be clearly posted on the trails, said the consultants, who apparently missed the brick mileposts set into the ground beside the paths. The city also might want to build a visitor information kiosk stocked with brochures near the bathrooms in the Hemlock Plaza area of the lake, they said.
The pair was frustrated by the area's lack of useful signage from the minute they left the interstate. Following the "Kelso" sign on I-5, they took Exit 40, putting them in residential North Kelso. Following the signs pointing to the train depot, they took North Pacific Avenue to the Cowlitz Way Bridge and didn't know which way to turn to find downtown Longview. Seeing a sign that said "Downtown," they went straight. Which is how they wound up at Three Rivers Golf Course.
"There's nothing that says which town is which," Brooks said, complaining that the signs don't connect.
Although signs for downtown Longview proved elusive, the consultants did see a slew of "Cruising Control Area" signs posted around town.
"There were so many signs for the cruising control area that we could find out the entire cruising route," Brooks said. "If you could put up one wayfinding sign for every 10 of those, you'd be in business."
Brooks' other suggestions:
n Install signs at city limits that tell visitors the distance to food, lodging and attractions. For instance, "Historic downtown ahead 1.5 miles." Signs should be where they'll make the first, best impression.
n Get rid of "closed" signs on businesses. Tell people when you'll be open again; make it sound like an invitation.
n Give downtown Longview a name to make it sound like a destination, along the lines of Pioneer Square in Portland, Bourbon Street and the French Quarter in New Orleans, and Gastown in Vancouver, B.C.
n Clean up downtown, create enticing storefront merchandise displays, plant flowers, and add benches, outdoor tables and umbrellas. Make it a place the locals want to hang out, and then visitors will follow.
n Hang "blade" signs perpendicular to the street under storefront awnings so pedestrians and drivers can easily read the businesses' names.
n Keep downtown businesses open at night, which is when 70 percent of consumer spending occurs, Brooks said.
n Create a downtown block with businesses catering to locals, such as insurance and real estate companies and alterations shops. Fun, unique stores and restaurants should be on a separate block.
n Follow the "10-by-10-by-10" rule. In three lineal blocks downtown, there should be 10 places that sell food, 10 destination retail shops (not second-hand stores, which visitors can find in their own hometowns) and 10 places that stay open after 6 p.m. (entertainment, theaters, bars, bistros, specialty shops, dining, open-air markets).
rainier dude wrote on Mar 19, 2008 7:05 AM:
Nobody In Particular wrote on Mar 19, 2008 7:21 AM:
rrrrrrrr wrote on Mar 19, 2008 7:22 AM:
Kelso Resident wrote on Mar 19, 2008 7:41 AM:
Kalama Dude wrote on Mar 19, 2008 7:48 AM:
My 2 Cents. wrote on Mar 19, 2008 7:52 AM:
Kelso Gringo wrote on Mar 19, 2008 8:04 AM:
Buford McGee wrote on Mar 19, 2008 8:09 AM:
pangborn wrote on Mar 19, 2008 8:35 AM:
Consultants?
Conmen is a better title.
Our tax money is paying for complete strangers to get lost.
I say, get lost.
Go away.
... and shooo.
"
Encourage a collective effort wrote on Mar 19, 2008 8:35 AM:
Transplanted wrote on Mar 19, 2008 8:38 AM:
Mr40cal wrote on Mar 19, 2008 8:42 AM:
The Bag wrote on Mar 19, 2008 9:18 AM:
sparks wrote on Mar 19, 2008 9:41 AM:
yeah well wrote on Mar 19, 2008 9:50 AM:
harleyman wrote on Mar 19, 2008 9:58 AM:
Long Timer wrote on Mar 19, 2008 10:00 AM:
The plethora of crusing signs instead of way finder signs? Shows the police state aura of the area. New name for Downtown? How about Tree Removal Lane. Since the trees are gone and there is no place to park or sit; locals don't want to come. It's hot and you sit there and breathe car fumes. We told you for 15 years not to close the town down at sunset. It's as if everyone here is afraid of vampires. So you cripple on with 30% of potential business and keep complaining? Heaven forbid you have to HIRE someone for a JOB to stay open longer! ! ! !
Nobody In Particular has it right. Collective effort? Why not spread the profit the businesses would take in and make THAT collective too? Like lay a little more taxes on businesses and less on homeowners. In fact if I didn't have to pay over a THOUSAND A MONTH on health care I could go shopping around here.
re: Kelso: Mistake BIG TIME putting Red Canoe in the center of town instead of a park. Shows lack of concern for people and real basic GREED. "
What do WE really want wrote on Mar 19, 2008 10:07 AM:
Just Me wrote on Mar 19, 2008 10:42 AM:
IMAGINE 900+ FOR 10 DAYS EVERY OTHER MONTH!!!
"
To:rainier dude wrote on Mar 19, 2008 10:55 AM:
I've got a great idea. Rainier should install a cruising zone. We can send all of our inept 16 and 17 year old drivers over there to congregate, throw their trash down, and urinate on all of your parking lots and sidewalks. Then for some real innocent fun they can vandalize all of your downtown businesses. "
Signs wrote on Mar 19, 2008 11:00 AM:
More tax money well spent. "
To Kelso Resident wrote on Mar 19, 2008 11:02 AM:
Comicreleafdude wrote on Mar 19, 2008 11:04 AM:
Time in Longview wrote on Mar 19, 2008 11:13 AM:
South Kelso wrote on Mar 19, 2008 11:34 AM:
Do the math wrote on Mar 19, 2008 11:48 AM:
go green wrote on Mar 19, 2008 12:04 PM:
neat-o wrote on Mar 19, 2008 12:17 PM:
Me n HARLEY MAN wrote on Mar 19, 2008 12:27 PM:
agree-disagree wrote on Mar 19, 2008 12:29 PM:
Listen to "Do the math"! wrote on Mar 19, 2008 12:48 PM:
Daily Art wrote on Mar 19, 2008 1:36 PM:
Howie wrote on Mar 19, 2008 1:48 PM:
It doesn't happen overnight wrote on Mar 19, 2008 1:50 PM:
Lake is great wrote on Mar 19, 2008 2:25 PM:
You may not want to call it a lake but it's a fantastic park and a real gem for Longview. "
Don't move to Area wrote on Mar 19, 2008 2:44 PM:
El Gabilon wrote on Mar 19, 2008 3:12 PM:
Longview is good wrote on Mar 19, 2008 3:29 PM:
Sameoldsong wrote on Mar 19, 2008 3:42 PM:
Did it get said,? NO. Why ? Because they are out siders and have no clue.
Mt. St . Helens still attracts attention,bring it up on line some time and see what happens .
we used to have the biggest sawmill in the world.
Oh yes nice golf course. On old Kelso
LAND FILL= DUMP.
the lake has nothing to offer to keep
people in town over night.
A tour of the factories might.
Down town , they know what to do , they just do not do it .
All the big brand names went to the malls leaving down town a mess , this happened to Everett as well but they did some thing about it . "
READ ME wrote on Mar 19, 2008 3:54 PM:
Do the Meth wrote on Mar 19, 2008 4:05 PM:
BIGDAR wrote on Mar 19, 2008 4:38 PM:
Newcomer wrote on Mar 19, 2008 6:32 PM:
Tweeker wrote on Mar 19, 2008 6:42 PM:
Sad wrote on Mar 19, 2008 7:46 PM:
As far as spending all the money on "help' give me a break, was on that committe for Kelso a few years back, what a joke...They paid this crummy looking guy from Seattle good money, and all he did was write ideas on the black board. Whoopee. "
Wishes wrote on Mar 19, 2008 7:58 PM:
Longview Is Beautiful Myspace wrote on Mar 19, 2008 8:18 PM:
www.myspace.com/longviewwashington "
April Fool's Day wrote on Mar 19, 2008 9:01 PM:
You guys wrote on Mar 19, 2008 9:20 PM:
great memories wrote on Mar 20, 2008 6:29 AM:
Name Change? wrote on Mar 20, 2008 8:43 AM:
Can't you smell that smell?
Ooh, ooh that smell
The smell of death surrounds you". If you read all of the lyrics to "That smell" from Lynyrd Skynyrd you would see it fits the Longpew/Smelso area to a tee. "
By wits together wrote on Mar 20, 2008 10:34 AM:
cwuwildcat wrote on Mar 20, 2008 10:40 AM:
"
hey wildcat wrote on Mar 20, 2008 3:37 PM:
dimwits more like it wrote on Mar 20, 2008 9:00 PM:
RE:hey wildcat wrote on Mar 21, 2008 12:37 AM:
community activism is a tool that needs to be used more often. i am involved in 3 different committees in ellensburg that help the college and city community get along and we have made a ton of progress in making that city a much safer and more beautiful place to live. all it takes is a little time, effort, and willingness to get the job done. if more people would take the time out of their days that they spend criticizing the work of others and spend that time on putting together ideas for progression a lot could change. committees such as those cant do alot for certain problems, such as our drug problem, but they sure can make the community a better place for everyone else. "
Mr. 40cal wrote on Mar 21, 2008 9:02 AM:
My 2 Cents too wrote on Mar 23, 2008 9:26 PM:






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