Downtown Eugene Brand Plan
Downtown Eugene, Inc. (DEI) is taking the lead in a collaborative effort to brand Downtown Eugene as the “Arts and Entertainment Epicenter of the Region.” In coordination with the City’s theme of “World’s Greatest City of the Arts and Outdoors,” the brand will be launched this summer with a continuing marketing and public relations program.
The Downtown Brand Plan developed by Funk/Levis is the outcome of a two year planning process. “Branding” is a coordinated marketing strategy to create a personality for the product, place or service in the consumer’s mind. In the case of downtown, we need to change a perceived personality that is largely negative. According to Funk/Levis CEO David Funk, "Branding takes what is true and makes it more true."
What is true about downtown is that arts, culture and entertainment are flourishing. DEI believes that as an economic development strategy, a growing arts and entertainment sector makes sense.
There are several components of the Branding that need to occur. First, DEI will look at the physical appearance of downtown and make it brighter, cleaner and more colorful. For instance, regional marketing programs will help make downtown Eugene a destination for those interested in arts, entertainment and the outdoors. Branding downtown's personality and character can also be accomplished through retail and restaurant promotions, downtown parking programs and consistent representation of the Downtown Brand through visual graphics and the use of the tag line “Surprise Yourself.”
"This initiative will take collaboration, a spirit of harmony and sharing the vision of a vibrant downtown, full of people at all hours of the day and night," said DEI Executive Director, Russ Brink.
DEI will provide the seed capital by reallocating its current resources. More funding is needed. The current downtown occupancy fee district will be re-examined and possibly changed in several ways. Grant funding is being researched. Cooperative marketing with CVALCO and the Hult Center, among others, will be reviewed and developed. The Eugene Celebration should be supported and encouraged to develop in ways that benefit downtown businesses. All of these things and more will make Downtown the “epicenter” of a “World’s Greatest City”.
DEI invites you and your organization to join us in this challenging effort. For more information, download a copy of the Downtown Eugene Brand Plan, or please call 343-1117 or email us.
