Pick the biggest tourist draw: Downtown Minden as a Danish village. Minden business people dressed in lederhosen. Gardnerville as an antiques district. Genoa as a living history museum. Carson Valley as an Olympic-style training center.
After hearing recommendations from a tourism consultant, residents brainstormed ideas on what they thought Carson Valley should be known for.
Roger Brooks of Destination Development of Olympia, Wash., held a branding workshop sponsored by the Carson Valley Chamber of Commerce & Visitor's Center at the Carson Valley Inn on Aug. 8 and 9.
The workshop was a follow-up to the visitor/tourism assessment given by the consulting company earlier this year where they evaluated the potential the Valley has to convince visitors to stop for a day trip or overnight stay.
Brooks told the group to be worthy of a special trip, it's better to be a big fish in a small pond.
"Narrow your focus, don't be all things to all people," said Brooks. "Rather than being something for everyone, find your niche and promote it. Be the hub rather than the gateway."
He advised the group to create an obvious icon, then provide activities to build the brand.
"People want experiences, activities, not just things to look at," Brooks said. "In branding efforts, a brand is a feeling - it should evoke emotion. A winning brand works if you're first or best. Then people will travel further."
In the brainstorming session, members of the group suggested Carson Valley be a downtown artists' colony or have shopping/dining/entertainment in a German or Danish themed village. Visitors' focus could be on the flour mill, a wildlife center or an sports training center. The valley could be a wedding destination, a place known for country western clubs or music festivals.
"We believe tourism money is a clean industry and beneficial to the community," said Chamber of Commerce Director Skip Sayre, "We have challenges to grow tourism - how do we generate more revenue out of tourism?"
Brooks' vision for downtown Minden was music and art because an amphitheater could be built fairly inexpensively.
"Have a music festival that lasts for months," he said. "Artists in action - arts grant money available for that. Culinary could follow and antiques are good for diversion.
"Downtown music and art could be developed fairly fast. The community could buy into it because it's culture. The grassroots deal starts growing from there. A festival would make the most sense. It creates activity - people want action, not just shopping," Brooks said.
Brooks said when a brand is built through public relations, business will come in and want to participate.
"Private money will support improvements," he said. "It takes a village - city, county, private development and property owners, chamber of commerce and visitors bureau."
Brooks said to build a brand development plan which includes how much time it takes to implement it, how to get investments from both the public and private sectors and how long it will take to get a return on the investments.
"Here's something to do right now: Pick the 12 coolest businesses in Carson Valley that make it worth a drive from Reno," Brooks said. "Like, 'Carson Valley Arts Trail' or 'Hidden Gems of Carson Valley.' Be specific, include something like, 'Places most likely to see bald eagles in March' and put it on the Web.
"Everything you do should fit the brand - same look, same style, continuity. Get on the same page and give everyone a role. When you're pulling in the same direction, it could be fun.
"The potential is unbelievable."
