Capital looks to find its public face
Staff Report | August 05,2014
Stefan Hard / Staff Photo
Pedestrians stop to look in shops Monday on Main Street in Montpelier. A marketing and branding study has been ordered for Montpelier, which will be used to help draw visitors, potential residents and investors.
MONTPELIER — What is the city’s “brand”?
Montpelier Alive, the downtown organization, is about to embark on a project to come up with an identity for the city that will be used to promote what is special about it and help attract more visitors, investors and people looking to relocate.
The process will give Montpelier Alive direction for marketing materials, its online presence, signs to make navigating the city more user-friendly for visitors, and much more, said Ashley Witzenberger, executive director of the organization.
A committee of city, state and Montpelier Alive officials is steering the effort, said Witzenberger. It has help from a consultant from South Carolina, whose firm was used recently in branding projects in several Vermont communities, including Barre and Waterbury.
According to Witzenberger, the branding work with the firm of Arnett Muldrow & Associates will cost about $18,500, to be paid for by the city with downtown improvement district money. Commercial properties in the district are assessed an additional tax to be used for the betterment of the business community.
The branding process will be beneficial for the entire city, not just downtown, Witzenberger said.