Wednesday, June 20, 2018
News Roundup

Dunedin to discuss best use of new logo, slogan

DUNEDIN — Elected leaders tonight will embark on the final phase of a controversial branding campaign that they hope will help pad city coffers.

Commissioners will discuss which methods to use to advertise a new city logo and slogan, consider emblazoning city vehicles or other items with the image, and decide on wording of the application that businesses will use when applying for permission to use the items on their own marketing materials.

"It's just the beginning for the chamber (of commerce), Visit Dunedin and the city to implement different avenues to get the brand out there," said economic development director Bob Ironsmith said.

The city logo, approved in July, features "DUNEDIN" spelled in blue, orange, red and green capital letters with the "E" formed by three wavy blue lines. Under that is the phrase "Home of Honeymoon Island."

City leaders launched the $73,150 branding initiative in 2011, hoping to bump up revenues citywide by spreading the word about Dunedin's assets to potential tourists, businesses and residents around the world.

The campaign stoked months of debate among residents and pushback from detractors. Opponents included former City Commissioner David Carson, who thought the money was better spent on city expenses like employee raises, and dozens of residents, who said multiple proposed versions of the logo and slogan — including the final pick — didn't adequately reflect Dunedin's heritage and diverse charms.

Wilesmith Advertising and Design, the South Florida company that created the brand, noted that the image's bright colors and slogan are intended to highlight Dunedin's whimsicality, beaches and unique state park — features available to visitors year-round.

"The purpose of this is not for us as residents to represent what we already know," local marketing expert and citizen Branding Selection Committee member Dan Zucker said during a February brainstorming meeting. "The purpose is to go outside and get people intrigued about Dunedin and what we are and Google it and come here."

Merchants last year submitted letters expressing interest in partnering on the initiative. Local tourism group Visit Dunedin chipped in $16,000 toward image design costs.

Agenda documents for tonight's City Commission meeting said the tourism group, chamber and branding committee members have since voiced support for the merchant application and Wilesmith's final marketing plan, which recommends that the city:

• Hand over a new web domain, dunedinfl.com, to the chamber, which already acts as the visitor site for businesses and tourists. Donating the website, valued at $1,500, would help the chamber increase web traffic to the city and other groups by simplifying the agency's URL name.

• Erect a $3,500 standing map directory at the marina to help guide visitors toward downtown stores, restaurants and points of interest. The directory, city officials say, would fit into Dunedin's larger plan to link that district to the waterfront.

• Mimic the chamber in providing free Internet access to downtown visitors, who would be greeted on their devices by a welcome screen featuring the new logo. Cost of the service, to be split with Visit Dunedin, would run the city roughly $950 a year.

• Assist the city's ongoing social media efforts by advertising the logo on the Jolley Trolley at a cost of $2,400 a year. In the future, staffers say, commissioners should consider additional exposure on billboards or in the baggage areas at the Tampa International or St. Petersburg-Clearwater airports.

• Hang street banners, estimated at $3,000, downtown and also attach magnetic decals to all city vehicles. In the future, Wilesmith recommends putting the logo on city buildings, trolley stops, waste receptacles, clothing and other retail or promotional merchandise.

Expenses for all these measures would come out of the Community Redevelopment Agency budget or reserves.

Keyonna Summers can be reached at (727) 445-4153 or [email protected] To write a letter to the editor, go to tampabay.com/letters.

Comments
Rays’ Kevin Kiermaier returns, with energy to spare

Rays’ Kevin Kiermaier returns, with energy to spare

HOUSTON — Energy.That's what Kevin Kiermaier said he felt he'd provide most in rejoining the Rays Tuesday against the Astros after missing two-plus months recovering from thumb surgery."I like to think I bring energy on both sides of the ball, ...
Updated: 2 hours ago
Rays journal: Blake Snell outlasts Justin Verlander in 2-1 win

Rays journal: Blake Snell outlasts Justin Verlander in 2-1 win

HOUSTON — The starting pitcher walked seven over seven otherwise solid innings Tuesday. That seemed weird enough for the Rays. Then the next pitcher they brought in was the one who started Monday's game. Even more bizarre.And then there was thi...
Updated: 2 hours ago
As Tesla races to meet Model 3 deadline, factory pressures and suspicions grow

As Tesla races to meet Model 3 deadline, factory pressures and suspicions grow

Tesla chief Elon Musk said last week that the company’s layoffs of 9 percent of its workforce wouldn’t affect production as the all-electric automaker races to build thousands of new Model 3 sedans a week.But documents the company filed days later wi...
Updated: 6 hours ago
Norris Trophy could be good consolation for Lightning’s Victor Hedman

Norris Trophy could be good consolation for Lightning’s Victor Hedman

Victor Hedman is talking from a hotel room in Las Vegas and admits he's a little jet-lagged."Actually, very jet-lagged," Hedman says.That's what happens when you take a flight from Sweden to the party capital of the world.But he knows exactly what he...
Updated: 6 hours ago

Hillsborough school district will pursue two kinds of local taxes

TAMPA — Hillsborough County School District officials took an important step Tuesday toward asking the voters to pay higher taxes for schools that, they say, are not getting enough money from the state.The board voted 5-0 to submit a tax referendum r...
Updated: 7 hours ago
New Port Richey man faces sexual battery charge

New Port Richey man faces sexual battery charge

NEW PORT RICHEY — A 33-year-old man was arrested Monday on a charge of sexual battery, accused of assaulting a 10-year-old girl.Jonathan Wells was booked into the Pasco County jail, where he was being held Tuesday without bail.The assault took place ...
Updated: 8 hours ago

House bill would detain families — togetherThe Republican House compromise bill on immigration would end the family separation issue at the border — but Democrats won’t support it. The bill mandates that the Department of Homeland Security hold any a...
Updated: 8 hours ago

WashingtonSenate approves $716B for 2019 military budgetThe U.S. Senate on Monday voted to give the military $716 billion for 2019, approving one of the biggest defense budgets in modern American history despite concerns from some economists and lawm...
Updated: 9 hours ago
For starters: Rays at Astros, with Kiermaier back and an ace-high matchup

For starters: Rays at Astros, with Kiermaier back and an ace-high matchup

UPDATE, 6:45: Cash said Smith will continue to play a lot, getting time in LF and RF, meaning something of a rotation system for rookie Johnny Field and veteran Carlos Gomez.UPDATE, 4:49: Kiermaier is batting leadoff and playing center as expected, w...
Updated: 9 hours ago
Romano: A Tampa Bay ‘superstar’ caught in the crosshairs of Trump’s border policy

Romano: A Tampa Bay ‘superstar’ caught in the crosshairs of Trump’s border policy

At this moment, she is Tampa Bay’s most influential export. A smart, accomplished and powerful attorney making life-altering decisions on an international stage.But what of tomorrow? And the day after?When the story of President Donald Trump’s border...
Updated: 9 hours ago