Branding committee getting down to work

A group formed to work on downtown revitalization efforts and to flesh out details for a new brand for Okotoks is getting down to work.

However, delays and “stalled” progress have frustrated some involved in the process over the years.

Trellis Palmer, Brand Leadership Taskforce chairperson, said they want to help build the downtown core and support businesses and other groups on local initiatives.

“We're meeting people, we're meeting businesses,” she said. “We're looking at trying to keep Okotoks busy with programming and activities all year round. We're trying to entice businesses to want to open up in Okotoks and the downtown core, but also to support the ones that are already doing initiatives.”

The taskforce was formed in March, held its first meeting in May and is now meeting twice a month to spearhead and guide branding initiatives.

The taskforce is picking up where the previous Downtown Steering Committee and the boot camp team left off. Palmer said the taskforce has been reviewing work done to date and bringing members who were not part of previous committee work up to date.

The previous Branding Development Committee created a new brand concept “Join the Innovation” for Okotoks, which was approved by town council in May 2016. It was developed in consultation with consultant Roger Brooks International and in community meetings over the previous spring and winter.

Task force member Mark Rowed said surveys done previously show a strong sense of connection among residents to the environment and community. This was seen as a valuable basis for a new brand for the community, he said.

Rowed said they want to revitalize and energize the downtown area and ensure it reflects the brand of the broader community.

“If we can bring our downtown to life and have it become a place where it becomes a social hangout for our community, and we make those things happen around our brand, like the events we’re doing, it’s going to put us in good shape,” he said.

As the taskforce ramps up its work, an Okotoks resident who has been involved with downtown revitalization for five years, has resigned from the taskforce.

Ana McFadyen said she is disappointed by delays, poor communication with residents, poor planning and what she believes is the loss of the grass roots initiative that got the project started at the outset.

“I still have a passion and I want to work on this… but there comes a point where you have to say enough is enough,” said McFadyen.

She was one of a group of Okotokians who, along with Rowed, joined together in 2012 to form The Okotoks Network to encourage the Town to hold off on plans at the time to sell the Landmark Site across from the Okotoks Post office. They wanted the Town to investigate its potential as a plaza for local events. Their proposal won town council’s backing and the initiative evolved into a larger effort to rebrand and revitalize the downtown area.

McFadyen said she realizes the Town has had bigger priorities in recent years, particularly a water pipeline and annexation. However, she said the Town could’ve delegated work on downtown revitalization and allowed residents and businesses to work on it.

“We can keep moving along,” said McFadyen. “We can work on this while you’re working on annexation. That’s the teamwork and delegation.”

Rowed admitted he too has been frustrated with the slow pace and he understands frustrations about the delays from some in the community.

“I think there was too long of a gap between when Roger Brooks was in town to when we got the task force up and going,” he said. “I think we missed out on some momentum by not starting on it after he left Town.”

Rowed said the committee can work more on public engagement, which is key for the committee’s ultimate success.

He said he still believes there is great value in the taskforce’s work for the downtown and the broader community.

Coun. Carrie Fischer, who is also a member of the committee, acknowledged the process has stalled. This has frustrated her too, she said.

“Government moves slow and it drives me nuts and a lot of people,” said Fischer. “It’s really frustrating when you’re in there and excited and ready to go and all of a sudden all of this background is happening and it’s not producing the visible results that you’re looking for.”

She said the former Downtown Steering Group made progress on bringing in new policies and initiatives, including some regarding outdoor patios and signs, though they may not be visible.

“There were tons of objectives that we had and we were able to accomplish several of them,” she said. “Then Roger Brooks came in again and did the whole branding exercise in January 2016 and then it took some time to write a report and the report came back to council in May 2016.”

After that, Fischer said the process stalled. She said there were several things happening within the Town at the time, including change over in key positions like CAO and economic development manager.

As the taskforce gets down to work, she said it is working on downtown revitalization, but Okotoks is still small and they need to ensure there are connections between the downtown area and other parts of the community.

Fischer said town council is looking at how it can form partnerships with different groups in the community and delegate more. She said it can’t rush and needs to be well thought-out to ensure it benefits all residents in town.

Ultimately, Fischer said they don’t want to take a top-down approach.

“This is going to be dead in the water if we don’t get buy in from the downtown,” she said.