Branding
Ridgecrest recently held its annual Economic Outlook Conference. Marketing and tourism guru Robert Brooks said Ridgecrest must find a unique way to brand itself to encourage visitors in this “new age of economic development.”
“This is the age of the brand,” said Brooks. Approximately 97 percent of all tourism and economic advertising is ineffective because of its message. A strategy to promote tourism must focus on a City’s unique trait. “Something for everyone is not a brand,” said Brooks, who added “you must jettison the generic.”
“What do you have that no one else has in California?” asked Brooks. “…If I can take your slogan and apply it to any other community you need to get rid of it.”
So what is Ridgecrest’s niche/brand? The military? Desert? The gateway to Death Valley? Location is not a brand however, said Brooks. And marketing the outdoors is not an option. In fact, most cities and counties in the western U.S. use the outdoors as a promoting tool. For example, Inyo County’s generic slogan: “The adventure capitol of the world.”
What are your ideas???
Marketing the outdoors is’nt an option? Then what else is there? If you want to attract people from the
coastal region you can’t tout the shopping here. Or the nightlife. Or the 120F+ summers and hurricane-force winds.
I came here from Orange County in 2003. To we the good aspects of living here are no gang members,no drive by
shootings and the utter isolation from the rest of humanity. If you have hermit blood in you,this is the place to be. This area is Nirvana for outcasts,wierdos and free thinkers. You could run around nekked out here and the police would’nt care. That and the fact there’s
no nazi homeowners associations here that I know of
gives desert living the edge over classy Orange County.
Fred
March 6, 2008
What about “Best Kept Secret of the High Desert”? Then next I would ask, do we really want more people here? You know what it brings with them, more traffic, more crime, more everything, that’s why it’s the best kept secret of the high desert. I love it here.
So-belle
March 7, 2008
If you believe in truth in advertising, Ridgecrest had better forget “Gateway to Death Valley.” That one can certainly apply to another community. Ridgecrest has one of the most beautiful mountain ranges in the world at its back door. Surely, you can work with that?
Ruthie Lancaster
March 9, 2008
So-Belle, I think your idea is genius! Go for it, Ridgecrest!
Ruthie Lancaster
March 10, 2008
Brooks also mentioned that once visitors come to town, cities must get them to spend their money. The key: shopping, dining, and entertainment in a “pedestrian friendly setting.” If a City does not have one they “need to build it,” said Brooks.
Eighty percent of all visitor spending occurs in a pedestrian friendly type setting and 70 percent of all consumer spending takes place after 6 p.m., according to Brooks.
“If you want to attract an under 40 crowd you’d better work on that one,” he said. “…What is there to do? Where’s the culture? Where’s the entertainment? Where’s the nightlife?”
Bringing the City’s downtown to life is the best “economic development tool” it has and should be its top priority, said Brooks.
Balsam’s Street “Olde Towne” district seems to be Ridgecrest’s downtown (by default?). If Balsam is designated as downtown, what can be done to attract more people/visitors to the area?
Nathaniel
March 11, 2008
Numero uno attraction that brought me to this region is being able to walk the streets w/out being killed by gang members. Small communities requir small police forces to keep the peace. This is why Ridgecrest beats Bakersfield hands-down.
Fred
March 11, 2008
Beautiful view of sierras with
little gang violence.
t_willikers
March 12, 2008
Nathaniel, how about Saturday night or afternoon Street shows on Balsam? You guys have a lot of talent in Ridgecrest. you could make it like impromptu theater. No one would know what was going to go on until it started and make it interactive with the audience…Example: Girl in wedding dress running down Balsam with her wanna be husband in pursuit, begging her to come back and finish the wedding…her parents begging her to come back and finish very EXPENSIVE. Everyone asking advice of strangers on the street. Every week audience would know there would be a show but not what it is gonna be until they arrive.
New city slogan: Ridgecrest, Drama Queen of the Desert…or sumpin like that.
Ruthie Lancaster
March 13, 2008
t_willikers is right up there at the front of the
pack with some serious truth. What is of most value is’nt fancy night life. The real value of living in an Area 51 region like Ridgecrest and surrounding area is
thelack of facilities. This forces folks into introspection. When you’ve got nothing then something/anything starts looking good. The DI
should do articles of how the people here communicate with this stark environment. There is far more here
than meets the eye. If you try to put $$$$ signs on it you will fail dismally.
Fred
March 13, 2008
What I’m trying to say is if Ridgecrest wants monies spent in town then make a negative a positive. I’ve tried to get this across to the Tronian with some success. Folks are driving up the main highway from Palmdale to Bishop and further running into tourist traps. Ridgecrest is’nt a tourist trap. Trona goes farther,actually putting the fear of God into tourists. So let’s use this to our advantage.
There is a lot to be said for not being a tourist trap.
Fred
March 18, 2008
A ‘brand’ defining Ridgecrest and surrounding region would by it’s very nature be esoteric. Ask yourselves what attracts people to this region. Money,skating rnks,drive-in theaters,neon lights and night life? Don’t fool yourselves. People come here either by choice or fate. Fate’s taken care of with the 1,000+ jobs offered by the miliart base. But what about other,potential newcomers? To market Ridgecrest & surrounding region you’ve got to dump the traditional mindset and get to the nitty gritty. People come here to escape civilization. To hide in
anonymity in a secret Area 51 place lost in desert
wasteland removed from the deconstructing larger society.
Fred
March 19, 2008
Growth-be a part of the building of a city. Help be a productive member of this community thus creating growth. Invest in the city, support the city and it will grow. In Ridgecrest you don’t have to feel like an ant in an ant farm. You can become a huge asset to such a small community. If you start a business, your competition is few if any. Slogan: “If you build it they will come,” some businesses were unsuccessful but thats because they didn’t have a small town mentality they came in throwing money around rather than planting seeds to gain interest in the community. Everybody hates gangs especially the people effected by them the majority of which are minority. The effect of “Nature vs Nurture” gives an opportunity to many to be independent minded and safe doing so.
dailyindependent
March 20, 2008
As regards ‘If you start a business, your competition is few if any’ I’d tell local businesses not to let that go to their heads. Message to businesses: If you think customers are stuck buying from you ’cause shopping elsewhere means too long of a drive you’re in La La Land. Ridgecrest loses millons of shopper dollars to Palmdale and other cities because of that mindset. Since coming to this area in 2003 I’ve spent over $40,000 in Palmdale,Etc. NOT buying from Ridgecrest. I expect the same customer service in Ridgecrest that I used to get in Orange County. If you people think yourselves too good to deliver then starve for all I care.
Fred
March 20, 2008
Pothole capital of Eastern Kern Country
SolidRocker
April 13, 2008