City Council

CITY OF FREDERICKSBURG, VIRGINIA HON. MARY KATHERINE GREENLAW, MAYOR HON. WILLIAM C. WITHERS, JR., VICE -MAYOR, WARD TWO CITY COUNCIL HON. KERRY P. DEVINE, AT-LARGE HON. MATTHEW J. KELLY, AT-LARGE HON. JASON N. GRAHAM, WARD ONE HON. DR. TIMOTHY P. DUFFY, WARD THREE Council Chambers, 715 Princess Anne Street HON. CHARLIE L. FRYE, JR., WARD FOUR Fredericksburg, Virginia 22401 Special Council Work Session January 17, 2019 Branding Kickoff Event – Discussion on the City’s Brand Image The Council of the City of Fredericksburg, Virginia held a work session on Thursday, January 17, 2019, beginning at 6:00 p.m. in the Executive Plaza, 601 Caroline Street, Third Floor. Council Present. Vice-Mayor William C. Withers, Presiding. Councilors Kerry P. Devine, Timothy P. Duffy, Jason N. Graham and Matthew J. Kelly. Council Absent. Mayor Mary Katherine Greenlaw (out of town), Councilor Charlie L. Frye, Jr. (working). Also Present. City Manager Timothy J. Baroody, City Attorney Kathleen A. Dooley, Public Information Officer Sonja Wise, Special Assistant to the City Manager, Business Development Manager Angela Freeman and Clerk of Council Tonya B. Lacey. Others Present. Hub, Ltd Consultants Bryan Brooks, Krista Kinder, Jen Guibord and Lindsey Charlet. Discussion on the City’s Brand Image. Ms. Guibord stated that they have been meeting with all groups representing difference interest and entities in the City. She said they had been hired to do brand and strategy for the City and to define the brand for the City, they have also been auditing what was out there currently to determine how the City should brand itself. Mr. Brooks explained that this was about a six month process and they began by meeting with the Chamber of Commerce, city staff, non-profits, faith leaders, museum, arts community, trails community, parks and recreation, schools, teachers and principals about 175 people total. They met with these individual to discuss what’s right, what’s wrong, what’s missing and they asked them to think about the past, present and the future and what they would like to see and who was the target audience. They also spoke about perception versus reality. The stages of the six months would be investigation and analysis, conceptual development, design and messaging, design and production, and finally the end with the brand guidance. 1  Ms. Kinder shared the leading themes that were coming across: history, eclectic and vibrant experience (food/music), connected community, fresh forward modern look of opportunity and outdoor natural beauty. There was a lot of neighborhood talk and where people lived during the discussions and they found it a common theme that people expressed how long they have lived here. Ms. Guibord explained that when they were talking about tourism, people would only speak of the downtown, when talking residential they spoke of the City proper, when discussing growth the boundaries shifted regionally, and when they asked what Fredericksburg should be they said they would like to preserve the quaint small town feel. She said the river was a hot topic and a major attribute to the City. Councilor Duffy said he hoped that the branding would show that the City was not only the hub of the region, but that you can do anything in Fredericksburg. Ms. Kinder posed the question if the river should be part of the City’s identity and many said it needed to be part of the City’s identity. Dr. Dufy said that the City was purposefully reviving the river. The Council said it was a part of its identity. Councilor Kelly said there needed to be focus on the small historic character of the City because it is the one thing that was unique from all other cities and counties. He said he would like to stress what is unique to the City. Ms. Guibord shifted the topic to the word and connotation of history and they heard this was a historical town and history was the core attribute but there was a connotation that it was stuffy, limiting, and old and negates a lot of the energy and good the city has going on and people do not want an old stuffy brand. Councilor Devine said we live history daily and there was no getting away from it and she asked how should the City celebrates it as a cornerstone. The discussion shifted to how to make the history interesting and make it an experience. The consultants asked the Council to tell them more about the missing history that was not being told and Councilor Devine stated that there was no Native American history and that the City was struggling to tell the African American history. She said there was a lot of history that could be fun but the City needed to figure out what it could do to tell that story she said the City needed to look at the overall picture. Council Devine said she found it interesting that the young and the old find this to be the place to be and Ms. Guibord said demographically there was a lot of overlap between the two populations and they are overlooked. She said they both have a high percentage of disposable income and they have more free time than any other demographic. She said the City was well positioned for both the young and the empty nesters. 2  Ms. Guibord said they also discussed diversity and in most of the sessions they have not had access to a diverse community. Councilor Duffy said the diverse population was not civically engaged and it was a problem. Councilor Devine said that has been a struggle she explained that the students go to schools together and get along great but the adults seem to segregate themselves. Councilor Kelly told the consultant that they would need to go to them. Vice-Mayor Withers asked what type of branding was needed to attract businesses and Ms. Guibord said the City needed the people. She said in the 20th century you moved where the jobs were and in the 21st century people move where they want to live and the jobs find them. She also noted that when businesses what to relocate they look at the demographics, the available workforce, and the desirableness of the City to being employees with them. She said look at the vibrancy and the quality of life and they will come. Ms. Charlet asked the Council how they felt about affordable housing and the lack of it and Vice-Mayor Withers said Fredericksburg had a better percentage of affordable housing than the surrounding communities. He said the median family income was $20,000 less than Stafford and Spotsylvania and the number of units with 51 percent of the renters in Fredericksburg above the 30 percent guidelines. Stafford and Spotsylvania livability is 1-2 percent higher than the City. He said this was a regional problem that need a regional solution. The City has 63 percent of all subsidized housing in the region. Councilor Duffy said there was a perception that there is no affordable housing in the City but there are. Councilor Duffy said the goal is to have a community that works for everyone, and this should be a part of the goal/brand. Adjournment. There being no further business to come before the Council at this time. Mayor Greenlaw declared the session officially adjourned at 7:20 p.m. _Tonya B. Lacey _______ Tonya B. Lacey Clerk of Council City of Fredericksburg 3