HomeMy WebLinkAbout7/16/2014 - STAFF REPORTS • pPAMSb
iy
W
v w
R
q<,FORN� CITY COUNCIL STAFF REPORT
DATE: JULY 014 TD `Tv, .y v�O` UNFINISHED BUSINESS
SUBJECT: REVIEW PROPOSED BRANDING CONCEPTS FOR DOWNTOWN AND
UPTOWN TROLLEY AND PROVIDE DIRECTION TO STAFF AND
CONSULTANT
FROM: David H. Ready, City Manager
BY: Community & Economic Development Department
SUMMARY
In 2013, the City Council directed City staff to investigate the feasibility of a trolley that
would serve the Downtown and Uptown areas as well as connect several of the larger
hotels outside Downtown to the center of town. Staff, working with a City Council Sub-
Committee (Foat/Lewin) and an ad hoc Stakeholder Trolley Committee, completed its
investigation and discussed a number of issues with City Council in November, 2013.
The City hired Symblaze, a marketing/branding firm, to assist in developing the brand
concept and imagery for the proposed trolley. The firm did similar work in West
Hollywood with the very successful WeHo Pickup.
RECOMMENDATION:
1. Provide direction to consultant on the branding and imagery for the Downtown
Trolley.
2. Authorize the City Manager or his designee to execute all necessary documents.
Background
On November 20, 2013, staff presented City Council with initial findings on the feasibility
of an intra-city trolley program to serve the Downtown and Uptown Design District
areas, as well as connect several of the larger outlying areas. Staff, working with the
• City Council Sub-Committee (Foat/Lewin) and an ad hoc Stakeholder Trolley
Committee (hotel general managers and other stakeholders), investigated a number `off,
ITEM NO.
July 2, 2014 -- Page 2
Trolley Branding Feedback
trolley programs in other cities to determine what was successful and what might be
replicated in Palm Springs.
•
P
A contract for the operation of the trolley with MV Transportation was approved by the
City Council at its June 18, 2014 meeting. The City's branding consultant, Symblaze,
was engaged by a separate contract and has been working with the Stakeholder group
and the Council subcommittee on developing branding concepts. Branding work began
in the fall with a series of "discovery" meetings with groups of stakeholders (hoteliers,
downtown merchants, neighborhoods). After those meetings, there were two areas
where the consultant held additional meetings to get more information:
• TARGET AUDIENCE. Identifying the different segments (tourists, residents,
etc.), and looking deeper into each segment to understand tastes and
expectations.
• CREATIVE. The consultant also received feedback around the brand's general
direction—what the community would want to see for the mood, the vibe, the
tonality, the colors, and the general feel of the trolley.
In May, the consultant met with the City project team and a smaller group of stakeholder
group representatives, including a representative from each of the above groups
(hoteliers, downtown merchants, neighborhood organizations). The feedback from this
group helped develop a sense of the types of brands and names that could be
appropriate and exciting. .
The consultant presented a total of 25 names and tags to the Council Subcommittee
and larger stakeholder group on June 19, 2014. The expanded group of names was
broken down into smaller categories, such as "retro-cool," "playful," "simple," and others.
Through discussion in the meeting and a voting mechanism available after the meeting,
the names were reduced down to about four, to be presented to City Council at the July
2 meeting for selection.
The brand will drive how the trolley is marketed through brochures, social media, and
other promotions. It will also affect the look and feel of the trolley: each vehicle will be
"wrapped" with the brand graphics, which the operator will produce in coordination with
the Art Director from Symblaze.
Joh ymp , Director of Diana Shay, d velopment
Co m ity & Ejo6nomic Development Coordinator
David H. Ready, City M
Attachments: Trolley Names and Branding Concepts •
n2