I contacted an person of importance and ask a few questions. I got some interesting answers. Some of this you already know, and is boring reading, but please read the questions, which I will quote and the answers following.
1. Who is spearheading this branding movement?
The movement began by a group of pretty strong business leaders. It began when they were hearing from the airlines (mainly Southwest) that the area was too splintered without one consistent identity, and that was not attractive to them to begin flying into the area.
2. Why do people feel the identity that has become a household slogan,
"Emerald Coast" should be changed?
Not everyone does. But the group that started Coastal Vision 3000 did. Since they are the group that started, they are creating a new brand. We will still have all of the other branding that’s been used, but it will also incorporate The Beach into it as well.
3. Personally, I don't feel that we should try to brand the entire
Panhandle as one complete area since there are so many different types
of cultures. (May be the wrong word, but good example is Apalachacola
vs. Destin) Why do people thing each beach town should lose it's
separate identity?
Many people feel the same way you do, and it is very tough to argue against your points.
4. I read a comment by Ken Paine, "If we can't get more sand on the
beach, then we need to bring more people through the gates". I disagree
with this statement, partly. I am not against bringing more people
through the gates, however, each tourist is looking for a different
atmosphere. Whether totally laid back, such as 30-A, or busy such as
Destin. I think the whole rebranding could backfire because it would
only confuse tourist, and frankly piss them off.
Again, many feel the same as you. And this is one of the strong points of the Destin area/region. We have so many different things for different wants. In fact, I just had a conversation the other day with a exec friend of mine in Minnesota who is coming down the end of April for vacation. He asked me about three different condos, all in very different locations. I ended up telling him Crystal Beach is probably where he wanted to stay, or even another condo further to the west at which he was looking, because of what he and his wife wanted. This was in comparison the mid-30A area. He wasn’t really looking for laid back. But have that area for those who are.
5. Why should we try to fix something that isn't broke?
Again, very difficult to answer; I don’t have an answer.
6. The Emerald Coast, The Beaches of South Walton, the Forgotten Coast,all the in place branding sounds so much more appealing than "THE Beach"
Again, I cannot dispute what you are saying here.
7. Where is the marketing firm that is presenting this idea from?
The marketing firm, I believe, is out of Mobile. They were brought in after much of the process had been completed, I believe. They have taken the idea generated from many meetings and put it ‘to print’ and to concept.
Thanks so much for your time. I really feel that Destin has already lost the partof our identity as a small fishing village, but we will never lose the fact that our water is the brilliant Emerald color that can only be
found here, in Destin and the surrounding area. The water is different in Pensacola, St. George. etc. Island, etc.
You’re welcome. And you are exactly right.
NOW THE FOLLOW UP.
If this group really believes that we need to do all this to bring Southwest Airlines into the area, then they need to open their eyes. Our problem with airlines coming into the area lies with the airport and that is where the pressure should be placed.
I do know that the Okaloosa Airport has been working to land SW – I’ve written support letters. But with the Bay County airport about to be constructed, a lot of focus is heading that way. Destin will benefit from that, so that is exciting.
It seems that the people who are opposing are doing a lot of talking, but are fragmented. Is there an organized group forming to oppose this?
If there is an organized effort, I don’t know about it.
The answer to the above poster
The crucial thing is - what can we do to stop it?
- Form a group to oppose this.
OK. Does anyone else know of a group to "counter act" this THE Beach effort? Is anyone willing to form one?
If not, does anyone have the complete list of people who are on the Vision 3000 board, including e-mail addresses and if nothing else, we can make a form letter for people to e-sign and send to these people?
