A new brand and slogan promoting Okotoks as a centre of innovation earned town council’s support last week.
Council approved the new brand concept, including the slogan “Join the Innovation” in principle at its May 24 meeting after reviewing a report submitted by the Town’s branding development committee.
The brand was developed in consultation with Roger Brooks International and community meetings held in the fall and winter.
Council’s decision came after a lengthy debate, including a request by Coun. Tanya Thorn to see a complete business case submitted by March 2017 outlining the scope and budget of the branding initiative.
She said the committee has indicated a potential total cost of half a million dollars, something the Town hasn’t planned for.
“It is a huge capital investment and it currently isn’t anywhere in the capital plan,” said Thorn. “We need to have an idea of the costs they’re looking for each budget year and we have to decide whether or not this project bumps other projects on the capital plan.”
Thorn expressed some concern with how the different elements of the branding plan tie together, including a new logo for the town and renaming Olde Towne Okotoks as the Link District.
“I just don’t see how each of them is bringing out the innovation idea,” said Thorn. “We’re talking about ‘Join the Innovation,’ building a plaza, having the Link District downtown, a new logo with an arrow in the ‘O,’ but I don’t see how it all fits together.”
She said she hopes the branding leadership team, which will be formed early this summer, will flesh out the ideas.
The final plan should include working in more of the current community culture and character, she said.
“I just want to make sure we understand all that it entails and we’re creating something that truly speaks to what Okotoks is,” said Thorn.
Jody Sanderson, chairperson of the branding development committee, said she was pleased to see council back the plan.
“I’m glad to see they’re still progressive enough to move forward with this,” said Sanderson. “For them to listen to that degree and hear our recommendations, I was thrilled.”
Sanderson said putting together a full business case in a few months will be a challenge, but she has no doubt the committee will create a detailed substantive plan.
She said the branding leadership team’s initial goals will be taking on new initiatives coming out of the Town’s downtown steering committee.
“They’ll come forward with initiatives already happening or identified,” said Sanderson. “Getting rid of chain link fencing downtown, on-the-ground changes to storefronts, ways to get more seating or benches downtown, that’s all doable.”
Architectural guidelines for downtown Okotoks need to be finalized to allow the plan to move forward.
The committee requested council hire consultant MVH Urban Planning and Design, out of Vancouver, to help define architectural controls for downtown.
Council voted to put the contract out to tender instead.
Coun. Carrie Fischer was disappointed with council’s decision to go through the request for proposal (RFP) process for a consultant.
“It’s putting time and money into a formal RFP process that could change the scope and the cost,” said Fischer. “We’re talking about less than $5,000. It was about $4,000, and for any government consultation work, that’s actually a very good price.”
She said the committee has had great momentum with the branding initiative and wants to create its architectural guidelines to get the ball rolling.
“Postponing to the fall is hurting that momentum,” said Fischer. “We need to keep the energy and excitement flowing.”
The consultant will work with the community and downtown businesses to determine what the guidelines should be, she said. The goal is to improve the attractiveness of downtown and make it a desirable place to businesses and residents, she said.
“Everyone still wants to really move forward with the project,” said Fischer. “They’re excited to see these ideas implemented and make this initiative a reality.”
Sanderson said the goal is to provide opportunities for residents and create a standard that defines Okotoks and is valued by its business and residential communities.
She said there has not been 100 per cent agreement on all aspects of the plan or the proposed logo, but the plan can be adapted as it moves forward.
“These things take on a life of their own in practice,” said Sanderson. “The brand is a promise, but it’s built on what’s already here and what the vision of the community is.”
