Board of Directors Regular Meeting Agenda


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Meeting Date: 12/05/2018  

SUBJECT MATTER:
Receive, consider and act upon the approval of the logo design of the adventure course inside the Recreation Center at Rob Fleming Park publicly known as Texas TreeVentures;
FISCAL IMPACT:
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.
 
The following is a forecasted timeline for the course to come on-line:
  • Construction- October 2018- January 2019
  • Marketing commencement- December 1, 2018
  • Sales Commencement- December 10, 2018
  • Adventure Couse Coordinator On Staff- November 2018
  • Adventure Course Specialist On Staff- December 2018
  • Adventure Course Recreation Aides On Staff/Training- January 2019
  • Opening- Mid Spring 2019
 
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.
 
The name Texas TreeVentures was presented and approved by The Woodlands Township Board of Directors at the Regular Board meeting on October 24, 2018. Upon this approval of the adventure course name, Adcetera began the design and brand creative process.
 
Due to the creative nature of the name, branding and the need to secure domains, social media handles and copyrights were secured after Board approval on October 24, 2018. The necessary domains, social media handles and copyrights are being pursued and secured.
 
Based on the direction and recommendations of The Woodlands Township Board, The Woodlands Parks and Recreation Department, Visit The Woodlands and creative agency Adcetera six logos were designed and narrowed to two options that incorporated the best elements of all options. Two options are to be presented on December 5, 2018 for final review and final selection.
 
The selection of a logo is critical due to deadlines for Township printed materials like The Woodlands Action Guide which will feature Texas TreeVentures Adventure Course.
RECOMMENDATION:
Select a logo for Texas TreeVentures; the adventure course inside the Recreation Center at Rob Fleming Park.
 

    

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