New marketing plan dubs this area "The Beach"

[Alicia Leonard]

Don't know if this is the right place to post this but I found the last quote from Rees, funny. Please move if thread is in the wrong place




New marketing plan dubs this area "The Beach"



Joyce Owen, Florida Freedom Newspapers

Thursday February 7th, 2008



After 13 months of planning, the previously unknown Coastal Vision 3000 Committee unveiled a plan to unify and strengthen the identity of Okaloosa, Walton, Bay and Gulf counties. Committee chairman Buddy Runnels presented the committee’s proposal for “The Beach” at the Feb. 6 Walton Area Chamber’s Power of Business luncheon at the Sandestin Golf and Beach Resort.

Runnels is founder and chairman of the board of Sterling Companies and Cornerstone Development.

Last year, he said, business leaders met to try to attract more airlines to this area. Airlines operators indicated this is a fractured area, with no strong identity, therefore it was hard to market the communities to travelers.

“Southwest Airlines wanted something with 20 letters or less for its billboard advertising and the commercials with ding!” Runnels said,

The airlines also said with so many different communities and leaders, it was hard to who the decision maker was at each entity.

Members of the business community decided it was time to join forces, and the result is Coastal Vision 3000.

“Coastal Vision 3000 is an unprecedented effort to bring together business leaders from Northwest Florida coastal counties to grow our market to everyone’s benefit,” Runnels said. “For too long, we’ve all tried to go it alone. By working together, we will be able to forge a strong regional identity and of Northwest Florida’s wonderful beach destinations.

“We are joining together to accomplish common objectives that we could never accomplish alone,” he said.

Members of the business community, identified as founders and stewards, have contributed money to fund the program.

At the conclusion of the presentation, individuals and business owners were encouraged to become involved by making contributions ranging from $500 to $15,000.

“How does it define us?” Bea Reynolds, owner of Bea’s Interiors, in South Walton, asked. ”There are a lot of beaches in Florida, just saying ‘The Beach’ could mean Daytona Beach or Miami Beach.”

Lane Rees, a Walton County resident and owner of Human Resource Solutions also in South Walton and a former Walton County commissioner, said he had questions about the proposal, but his initial reaction was to the color chosen. The logo “The Beach” is white on an orange background.

“Our beaches aren’t orange,” Rees said.

[Busta Hustle]

wow!!!what brilliant minds at work!!

[User 3]

Whatever happened to "The Emerald Coast"?

[hnooe]

How about these so called "business leaders" utilizing their raised monies to hire a real turn key Marketing firm to work on this, maybe from an area that has economic ties to the area, but isnt in the area (I think we need an outside perspective on this one)...

"The Beach" sounds like it will be as successful as the TDC's bright blue swimming pool signs!

[raven]

i mean...c'mon the name of their group says it all "COASTAL VISION 3000"??
here's what my vision is when i hear that, it's the year 3000 and a bunch of idiots are still screwing up the marketing of this area while "the beach" is now up in bonifay.

seriously, kurt did a better job branding south walton with his sowal concept and grassroots and online marketing than the TDC has done with their silly and cumbersome "beaches of south walton" crap. and how much did it cost kurt vs. the amount of cash the TDC has run through? if the TDC had any sense - which it does not- nice building - no sense- they'd pay kurt for his brand, the website and put more money behind the concept. of course, it's not gonna happen here, cuz some dimwit with glazed eyes and a painted on smile is always running stuff.

ed. to be clear, i think it is VITAL to have a cohesive regional marketing concept for this area and not necessarily chop up every town, county and development. but these people don't have the experience to pull that off.

[SWGB]

Raven it is not an experience issue. It is however a "keeping my piece of the pie" issue. Most of these folks want something that will benefit there own business. After living in PCB for 10 years I watched it with gapping jaw. First all of the locals decided that spring break was a bad idea (never really a group just the opinion of local businessmen) who then made millions bull dozing dumpy motels and errecting huge condos. Now 10 years after the "tranformation" the TDC is still dumping money on marketing companies for spring break. Why? After all of that they finally realized that spring breakers from colleges spend vastly more then spring breaking families. Whether beer, cigarettes, food, or clothing college kids will spend more than families. I'm not against families, I would much rather deal with them than drunk over entitled college kids, but families generally do not eat out every meal and watch there pocket books more closely.

None of these business men seems to understand that the overall good a cohesive cross county, cross TDC, joint marketing effort would do for the area. They are all worried that if they do this people who traditionally go to PCB might hear about Destin and go there. They never consider the vice versa and only look at it as spening money there money to market a different area. The PCB TDC will not allow my company to put flyers in there lobby unless it only says PCB. All of the other TDC's have no problem with us saving money by listing all of the locations we serve. Might as well bang your head on a wall, cause it's not likely to change anytime soon.

[NotDeadYet]

mean...c'mon the name of their group says it all "COASTAL VISION 3000"??
here's what my vision is when i hear that, it's the year 3000 and a bunch of idiots are still screwing up the marketing of this area while "the beach" is now up in bonifay.

[John R]

so is this final? couldn't tell from the article.

[scooterbug44]

This is absolutely ridonkulous!

"the beaches" - sounds like an old age home or a trailer park!

I live in Sowal and on the Emerald Coast of Florida. Could have saved you 13 months, folks!

[chrisv]

Raven it is not an experience issue. It is however a "keeping my piece of the pie" issue. Most of these folks want something that will benefit there own business. After living in PCB for 10 years I watched it with gapping jaw. First all of the locals decided that spring break was a bad idea (never really a group just the opinion of local businessmen) who then made millions bull dozing dumpy motels and errecting huge condos. Now 10 years after the "tranformation" the TDC is still dumping money on marketing companies for spring break. Why? After all of that they finally realized that spring breakers from colleges spend vastly more then spring breaking families. Whether beer, cigarettes, food, or clothing college kids will spend more than families. I'm not against families, I would much rather deal with them than drunk over entitled college kids, but families generally do not eat out every meal and watch there pocket books more closely.

Did you completely miss the whole Bob Warren (when he dared to go against Charlie Hilton) firing, reinstatement, resignation drama from last summer? The total dismantling of the PCB CVB, made up of Hilton's handpicked folks, and subsequent appointment of 'family friendly' board members? Charlie Hilton, the powerful force behind keeping the spring break marketing alive took a major hit; the new direction of the marketing of PCB is that of families, who in fact spend more than college kids. Hilton had a corner on the market, he and a few of his cronies were the only beneficiaries of the $35/day average expenditure by college kids. The new CVB has significantly reduced SB marketing, and is looking to the family market precisely because it produces more revenue.

[chrisv]

so is this final? couldn't tell from the article.

From what I understand, it is to be presented at the chamber meeting in March (PCB.) I don't believe it is final, or binding.

I second that Kurt should be the point-man on the marketing of the area, and y'all are right that we already have a cohesive name for the area- Emerald Coast.

[TooFarTampa]

From what I understand, it is to be presented at the chamber meeting in March (PCB.) I don't believe it is final, or binding.

I second that Kurt should be the point-man on the marketing of the area, and y'all are right that we already have a cohesive name for the area- Emerald Coast.

Kurt's photos = Best Marketing Tool EVER
SoWal stickers = Funn
Kurt's consultation fees = ????

[raven]

Raven it is not an experience issue. It is however a "keeping my piece of the pie" issue. Most of these folks want something that will benefit there own business. After living in PCB for 10 years I watched it with gapping jaw. First all of the locals decided that spring break was a bad idea (never really a group just the opinion of local businessmen) who then made millions bull dozing dumpy motels and errecting huge condos. Now 10 years after the "tranformation" the TDC is still dumping money on marketing companies for spring break. Why? After all of that they finally realized that spring breakers from colleges spend vastly more then spring breaking families. Whether beer, cigarettes, food, or clothing college kids will spend more than families. I'm not against families, I would much rather deal with them than drunk over entitled college kids, but families generally do not eat out every meal and watch there pocket books more closely.

None of these business men seems to understand that the overall good a cohesive cross county, cross TDC, joint marketing effort would do for the area. They are all worried that if they do this people who traditionally go to PCB might hear about Destin and go there. They never consider the vice versa and only look at it as spening money there money to market a different area. The PCB TDC will not allow my company to put flyers in there lobby unless it only says PCB. All of the other TDC's have no problem with us saving money by listing all of the locations we serve. Might as well bang your head on a wall, cause it's not likely to change anytime soon.

then it's definitely an experience issue, since any kid whose taken one tourism marketing class understands that the destination is what drives revenue not marketing individual entities. there's always been this kind of fuedal system here, that doesn't serve progress or people. i am not sure why the don't get an outside perspective on this and do thorough marketing research and strategy, instead of making the random determinations you have observed.

p.s. you should know me well enough by now to know i don't mind bloodying up the old forehead if it has the potential to make some change!

[Johnny Post]

A name that dull to label our beautiful area? How disappointing.

I can see why Rees is a "former" commissioner. With no more concern that the color of the background... can't we see the forest for the trees. And he is a SoWal resident.

Don't mean to sound negative, but it just seems like some common sense by locals would do us all a lot of good.

[Smiling JOe]

looks to me that if they were going to spend money on making this area "the beach," they would have made sure that www.thebeach.com was available.

If they go with this new name, "the beach," I guess the TDC will need to change their marketing plan and name to, "The Beach of South Walton," and then they could pull up all of the big blue signs designating the many beaches.

What a bunch of yahoos making decisions.

[SWGB]

A name that dull to label our beautiful area? How disappointing.

I can see why Rees is a "former" commissioner. With no more concern that the color of the background... can't we see the forest for the trees. And he is a SoWal resident.

Don't mean to sound negative, but it just seems like some common sense by locals would do us all a lot of good.

I'm sure that the quote above was taken either out of context or shortened. If not he seems to have the same sentiment the rest of us do that this marketing plan is beyond stupid and a waste of money.

[wrobert]

I understand that this group is a private concern. So if a group of businesses wish to get together and do something, at least it seems that they are trying. They are not spending my money unless I voluntarily give it to them. Why the big deal? It is a free country, maybe it will catch on up North, but no reason anyone around here has to pay it much attention.

But I am sure that if the whole thing bothers anyone too much, you can pay your share, join the group, then go about trying to make a change. Or continue to post your dissatisfaction here as the project moves forward.

[GoodWitch58]

I understand that this group is a private concern. So if a group of businesses wish to get together and do something, at least it seems that they are trying. They are not spending my money unless I voluntarily give it to them. Why the big deal? It is a free country, maybe it will catch on up North, but no reason anyone around here has to pay it much attention.

But I am sure that if the whole thing bothers anyone too much, you can pay your share, join the group, then go about trying to make a change. Or continue to post your dissatisfaction here as the project moves forward.

Perhaps this misses the point? In fact, if they implement this marketing plan it will impact all of us...just the way the big blue signs do.

It's not always about money; sometimes it's about taste, message, and community...

We need some leadership with some real vision. This is not rocket science. There are lots of marketing firms that do this. In fact, the firm the TDC has used has certainly done a good job with Beaches of South Walton...why find another firm -- just let them expand what is there -- or at least find a firm that has some experience in branding. JM2cents. It is discouraging to see this kind of thing happen over and over again here in Walton County.

[augustbach]

ugh.

sounds like these people have wayyyy to much free time.

[CompassBuilders]

I believe this is final... I was at the luncheon and it sounded final to me.
Here is the website:
www.thebeachfla.com

[John R]

a look at their website indicates that the TDC is involved in this.

they need to tighten up that site a bit. never seen a TM on 'the' before.

[2bohemians]

I believe this is final... I was at the luncheon and it sounded final to me.
Here is the website:
www.thebeachfla.com

Are you serious ???? Well not you personally ... but is this really going to happen ?? We agree with others, what's wrong with The Emerald Coast ...?

[buster]

Thanks for the link I also noticed coastalvision3000.com was purchased.

A few thoughts:

Why do I get the impression this is a huge waste of time and money. The intentions might be good (if you consider more tourism and money good) but it surely will muddy the waters. The concept of marketing the region is a good one and is not new.

But "the beach" ??? Are you kidding me!!!??? The whole thing sounds like something from the "Walton Undercurrent" (satire website that was quite funny and scathing, I miss it).

Maybe I get the impression that this will fail miserably from the fact that old guy chairman in the video on the website pronounces website, "weyubsaht".

They should just pipe down IMO.

Trademarking "the beach" is one of the most assinine things I have ever seen from a marketing perspective. And you know what else - it is going to come across to businesses and the public as totally ignorant and ARROGANT - from the brochure:

This brand communicates the total experience we offer in the region, because, while there may be many beaches in the world, only one—ours—is unique enough to be called, simply, THE Beach.

I wonder if this is Kris Titus' new job? She is listed as a "Founder &Steward". So is "Florida’s Great Northwest, Inc." - is that funny, weird, or ironic?

Initiative from the brochure:

Training a broad range of local audiences to communicate and support the regional brand.

- wonder how the heck they plan on doing this?

Has no one in Coastal Vision 3000 ever heard of The Beach? Hello? Drug cultivation, rebellion, armed thugs, jealousy, insanity, murder - ring a bell? maybe we can give Leo a house in Destiny if he'll be our spokesperson.

[BeachSiO2]

I wonder if this is Kris Titus' new job? She is listed as a "Founder &Steward". So is "Florida’s Great Northwest, Inc." - is that funny, weird, or ironic?

No, and the reason she is listed is that she is/was the Ex Dir of the WCTDC just like all the other TDC/CVB Ex Directors. I would guess whoever is hired will take that role also.

[buster]

No, and the reason she is listed is that she is/was the Ex Dir of the WCTDC just like all the other TDC/CVB Ex Directors. I would guess whoever is hired will take that role also.

Yes I saw that she was listed as TDC. What I meant was - is this her new job as a consultant? I would not be surpised to find out CV300 is her biggest (only) client. I'm not saying there's necessarily anything wrong with it if all is above board. There's nothing wrong with barnacles either unless they shred your flesh or sink your boat.

[Smiling JOe]

Can you really TM common words like, "The Beach?" I didn't think you could.

I know that the local TDC pushes South Walton as the designated place to go when visiting the beach. (I already have a problem with the branding, and there is no way in hell that the TM, "The Beach" will stand up in court.) However, St Joe's branding of their properties, "Florida's Great North West," included inland areas, too. If the new name is intended to include the beach areas only, they will be leaving out many other areas, like Niceville, Freeport, RiverCamps, etc, which were included in the "Emerald Coast," and "Florida's Great North West."

WaltonGOP, I agree with the person who noted that even if it is a business decision by individual businesses, it will affect us all, especially if they are trying to name our area for marketing purposes. I guess the people in charge have such huge egos that they don't like to think about the other thousands of beaches around the world, where people in the Southeastern USA might travel. I may have to break out my bucket of rotting tomatoes, if they keep up this crap.

[kurt]

SJ - they aren't branding the actual phrase, but rather the particular font and configuration (graphic representation) of the phrase they are using, like a logo.

[Smiling JOe]

I just clicked on the link, and I now see that. On their brochure, I see many inland areas included, and I am sure that is going to confuse even more people. Come to "the beach," then drive north a bit, to escape the beach, but still be at "the beach."

Whatever, I don't think it has a chance in hell at being a successful branding. I'm sticking with the "Emerald Coast."

[TooFarTampa]

I believe this is final... I was at the luncheon and it sounded final to me.
Here is the website:
www.thebeachfla.com

Walton GOP -- As a leader within the Republican Party, which is well known for its savvy marketing strategies , do you really believe that this is an ideal approach to market the beaches of the Panhandle?

Orange -- There is nothing orange about the Panhandle. Not even remotely. Orange country is from Frostproof south. Duh.

THE -- the extensive use of THE (and the fact that it looks like they are trying to trademark the word itself) is off-putting to say the least. The Emerald Coast is not the only worthy coastal tourist attraction in Florida. It may be the prettiest, and my personal favorite, and the best place ever, but those are all subjective. One Kurt photo says way more about the Emerald Coast than that brochure ever could.

[Smiling JOe]

I think the idea is to post big orange signs everywhere to go with the big blue signs... and now we know why the big signs in SoWal are blue -- somewhere in that group of private companies and people, lie a few Florida Gators. Just makes me sick that they would choose either for road signs.

[ASH]

The address takes you into one of the new buildings in seaside. Wonder what the name is on the door of that particular address just in case it sheds any additional light on the source of this endeavor???
63 South Centre Trail

[TooFarTampa]

I think the idea is to post big orange signs everywhere to go with the big blue signs... and now we know why the big signs in SoWal are blue -- somewhere in that group of private companies and people, lie a few Florida Gators. Just makes me sick that they would choose either for road signs.

Actually they are closer to Miami Dolphins colors. Perfect!

[GoodWitch58]

I just looked at the website; and the orange is even worse than the big sign

What is the meaning of 3000.....please someone help me understand this thought process?

I spent a lifetime in marketing and PR and this makes no sense to me....orange

[Busta Hustle]

top 10 brandings considered but not used...

10. Redfish Riviera
9. Emerald Toast
8. Da Beach "That's Hot!!!"
7. Doodle's Forest Sandy Thing
6. Bubbaland
5. Pendesforgrapan City
4. Really NO SPEEDO Beach
3. Sunburnahick Beach
2. Panhandle This
1. Paradise Paved

(The word beach could be added to each for a more boom effect)

[TooFarTampa]

I just looked at the website; and the orange is even worse than the big sign

What is the meaning of 3000.....please someone help me understand this thought process?

I spent a lifetime in marketing and PR and this makes no sense to me....orange

You know, maybe it DOES make sense, because when the Earth is warmed over, and the seas are 25 feet higher 1000 years from now, this will be THE beach in Florida. And oranges will thrive!

[GoodWitch58]

You know, maybe it DOES make sense, because when the Earth is warmed over, and the seas are 25 feet higher 1000 years from now, this will be THE beach in Florida. And oranges will thrive!

[Alicia Leonard]

top 10 brandings considered but not used...

10. Redfish Riviera 9. Emerald Toast 8. Da Beach "That's Hot!!!"
7. Doodle's Forest Sandy Thing 6. Bubbaland 5. Pendesforgrapan City
4. Really NO SPEEDO Beach 3. Sunburnahick Beach 2. Panhandle This
1. Paradise Paved

(The word beach could be added to each for a more boom effect)

Brilliant.

[augustbach]

I believe this is final... I was at the luncheon and it sounded final to me.
Here is the website:
www.thebeachfla.com

dreadful.

simply dreadful.

sigh.

[soappedaler]

"The" is interesting My biz is officially "The Soap Pedaler" I have more issues with people finding me in their files. Do they search under T or S? I've learned when they say we don't have you in our system to ask are you looking under The OR Soap Pedaler.
A lot of money doesn't always equate with a lot of sense.

[Smiling JOe]

I have that problem with my music collection which I store on my puter. The only band/album, starting with "the," with which I don't have a problem locating is, "The The." However, I do have a problem with the pronunciation. I prefer to drop the, "the," for search purposes. I'd look you up by "Soap Pedaler." "The beach," would be, "beach," which is kind of funny and ironic, because they are pushing, "the" so hard. Emerald Coast is no more, "the beach," than the beach is just grains of sand.

[Smiling JOe]

I don't know much about marketing, but I do know that most people will be searching for our area online. When you run a search for "the beach," 101,000,000 + references come up.

In contrast, a search for "Emerald Coast" results in 1,460,000+ hits (that's almost one hundred million less than the other), and the entire first page is all relative to our general area. It is even on Wikipedia.

One would think that an intelligent group of business men and women would think about simple things like this. "The beach" will be competing with over one hundred million other references to "the beach."

[ShallowsNole]

I hate orange.

[beachmouse]

And it's not just thinking it's dumb. Check out the Fark comments on the article:

http://forums.fark.com/cgi/fark/comm...IDLink=3385534

[kurt]

Since Gulf County is invlolved I suppose "Emerald Coast" is not appropriate because Gulf County is part of the "Forgotten Coast". The "Forgotten Emerald Coast" was probably not an option.

[beachmouse]

I have that problem with my music collection which I store on my puter. The only band/album, starting with "the," with which I don't have a problem locating is, "The The."

Duuude. Mind Bomb is one of my favorite albums ever, even though (or maybe because) Armageddon Days ended up being a freakishly prophetic song.

[Beach Bimmer]

The address takes you into one of the new buildings in seaside. Wonder what the name is on the door of that particular address just in case it sheds any additional light on the source of this endeavor???
63 South Centre Trail

Ash, Google Maps is incorrect on that being Seaside.

63 South Centre Trail is the location of the Walton County Chamber of Commerce building...

[Will B]

10 : 1 that this will be a memory within a year. I'm not sure how successful rebranding our area of Florida will be. To me it would be akin to trying to get people to call milk something new just because a lot of people forked over money to be part of a group.

What a waste this is...

[Indigo Jill]

Ouch! Just a disclaimer - my Google Alerts found this - I don't subscribe to this blog or have ever seen it.

http://displib.blogspot.com/2008/02/floridumb.html

Friday, February 8, 2008

FloriDUMB

As Keith Olbermann reminds us on occasion, election fiascoes centering around the State of Florida are legion. And we're not just talking about Hanging Chads in 2000. These nutty people have been the retards of democracy since 1876.

So it was an absolutely brilliant move by Howard Dean to decide that they were incapable of any meaningful participation in the nominating process for the Democratic Party presidential candidate. It's the right thing to do. Not because they (like Michigan) refused to play by the rules set out by the DNC. But because it's been proven again and again they are just too stupid to vote.

In fact, since the vast majority of Floridians originate from elsewhere and just never could find their way back home where they belong -- I say let them all vote absentee in some other state that is underrepresented, like Idaho.

If they can figure out how to place a stamp on an envelope and address it correctly, they will have proved themselves overly competent, intelligence well above the average Florida voter, and worthy of having their vote counted. If not, to be compensated for their self-disenfranchisement, they will be given a metal detector and a tin cup as a consolation prize to hurry them on to their new life as a professional beach comber.

So it is with enormous trepidation that I relay news of the Cluster-Phuque in waiting that Dean has suggested -- a hastily put together caucus in May for the Sunshine State. I just can't wait for this "purple finger" moment in American democracy. Oy!

Come on, these are people who spend 13 months on a marketing campaign to rename a stretch of the panhandle coast (get this) "The Beach."

Lane Rees, a Walton County resident and owner of Human Resource Solutions also in South Walton and a former Walton County commissioner, said he had questions about the proposal, but his initial reaction was to the color chosen. The logo “The Beach” is white on an orange background.

“Our beaches aren’t orange,” Rees said.

You just can't make this stuff up.

In other news, Chrysler just rolled out their new 2008 vehicle proudly christened: "The Car."

[SHELLY]

.
I suggest they "re-brand" Runnels' Coastal Vision 3000 Group as:

THE™ Idiots

.

[SHELLY]

top 10 brandings considered but not used...

10. Redfish Riviera
9. Emerald Toast
8. Da Beach "That's Hot!!!"
7. Doodle's Forest Sandy Thing
6. Bubbaland
5. Pendesforgrapan City
4. Really NO SPEEDO Beach
3. Sunburnahick Beach
2. Panhandle This
1. Paradise Paved

(The word beach could be added to each for a more boom effect)

Busta...Bravo!

.