Board of Directors Regular Meeting Agenda


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Meeting Date: 10/24/2018  

SUBJECT MATTER:
Receive, consider and act upon the approval of the name of the adventure course at the Recreation Center at Rob Fleming Park;
FISCAL IMPACT:
To be determined.
BACKGROUND:
During the 2017 Budget hearings for Fiscal Year 2018, the Board allocated $949,900 for additional recreational amenities at the Recreation Center at Rob Fleming Park which is to include a dog park, playground, skate park and an adventure course. The adventure course is projected to cost $747,000 to develop, which includes the course, course equipment, site renovation, tree house renovations, office equipment and playground.    As the new enterprise is unique and an unfamiliar recreational operation for the Township, a Business and Operation Plan has been developed and was approved in August 2018, when the Board approved the course construction, equipment and training bid with Challenge Design Innovations.  The course is currently under construction and Parks and Recreation staff continue to ramp up of the facility through hiring staff and implementing the business and operational plan.
 
One of the key points of the plan was the need for a facility name and brand that will assist to illustrate the experience that the course is intended to impart on the customers.  Visit The Woodlands offered their marketing and branding expertise including the funding of the branding/logo development process. This is due in part to Visit The Woodlands understanding that the facility has the ability to attract visitors to the community.  Over 50 names were explored for the course which was eventually shortlisted to six (6) names that was presented to the Visit the Woodlands’ Agency of Record, Adcetera. The six names have been analyzed for market position, name connotation, local vs state wide recognition, and branding opportunities.
 
From the top six (6) names a recommendation emerged that Adcetera, the Parks & Recreation department and Visit The Woodlands agree has the strongest opportunity to appeal to both residents and visitors and could be promoted on its own out-of-the-area to attract adventure enthusiasts. Upon approval of the adventure course name, Adcetera is on standby to begin the design and brand creation. The brand and logo creative would then be presented for approval by The Township Board of Directors at its meeting scheduled for  November 28, 2018.
 
Due to the nature of the name and branding, staff is in the process of securing the domain names, social media handles and copyrights and will present a proposed list of names at the Board meeting on October 24, 2018.
RECOMMENDATION:
Board to determine course of action.

    

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