City rebranding targets millennials; survey says waterfront important

Water, water all around is Port Alberni’s biggest strength, according to 943 respondents to a survey carried out by the city of Port Alberni

Water, water all around is Port Alberni’s biggest strength, according to 943 respondents to a survey carried out by economic development manager Pat Deakin and his rebranding committee.

“‘Water in all forms’ was identified as the greatest assets,” said Deakin.

“Based on the response to ‘what above all else should the community be known for relative to other communities on Vancouver Island,’ the branding direction would seem to be water-oriented,” Deakin told council while presenting the interim branding update. He noted that water did not only mean water for recreational purposes but also for marine industrial and drinking water uses.

Other directions included playing up the community’s art, carvings and the famous waterbombers, said Deakin.

His branding committee—made up of business owners, politicians and city staffers—lowered the average age in the room to something closer to Deakin’s target market; millennials.

“Our target market is young people and young families 25 to 45 years of age who are entrepreneurially minded, family oriented, adventurous, enjoy an active lifestyle, desire an opportunity to contribute to growth, well-educated and skilled professionals or tradespeople,” Deakin’s report read.

While outdoor recreational spots such as Harbour Quay, Sproat Lake and the Valley’s hiking trails were identified as strengths, the city’s aging infrastructure, empty and rundown buildings and lack of businesses and jobs were seen as the major downsides.

Coun. Jack McLeman queried Deakin as to what sorts of jobs the respondents of the survey—41 per cent within Deakin’s target millennial group—wanted.

“Something that would provide a living wage or better,” said Deakin, pointing to CanTimber Biotech’s recent 25 job openings as a good example.

High tech jobs are also in high demand, said Deakin.

Next steps for the branding committee will include analyzing the results of the survey and presenting a final report with recommendations to council in October.

reporter@albernivalleynews.com

twitter.com/AlberniNews

Just Posted

Kids help Alberni Aquarium build rockfish luminary for next exhibit

Swimming For Change takes over in time for spring break

One dead, two seriously injured in Hwy 4 crash west of Port Alberni

A man has died following a single-vehicle collision west of Port Alberni… Continue reading

Risk of ‘deadly avalanches’ leads to warning for B.C.’s south coast

Weak layer of snow on Vancouver Island, Lower Mainland could trigger an avalanche

Port Alberni council looking at nearly 4% tax increase for 2019

Policing, bridge rehabilitation and impending cruise ship visits all jostling for funding

City of Port Alberni cancels tourist train operations for 2019

Steam train to McLean Mill is out of commission for repairs; city wants to re-examine rail costs

Sell regulated heroin to curb B.C.’s overdose problem: report

B.C. Centre on Substance Use points to organized crime and money-laundering as contributing factors

BC SPCA investigates Okanagan woman with prior animal abuse convictions

BC SPCA is investigating a property near Vernon

Man wanted for sex trafficking, confinement may be heading to B.C.

Kevin Myrthil, 26, is also accused of assault on a 19-year-old woman at an Edmonton hotel

Parksville council won’t ban single-use plastic bags

Politicians vote 6-1 against proposed bylaw

B.C. Speaker Darryl Plecas resumes battle with suspended staff

Committee meets at B.C. legislature to consider new allegations

Northern B.C. train derailment due to broken axle could happen again: TSB

CN coal train derailment caused by broken axle can happen again without a different way to inspect

Former B.C. fire chief sues his city after termination

Keith Green’s civil claim says that he believes he was wrongfully terminated

B.C. man injured in police shooting now in wheelchair

“Shots were fired by police and the Kelowna man was transported to the hospital with serious injuries.”

Peter Tork, Monkees’ lovable bass-guitar player, dies at 77

Tork, Micky Dolenz, David Jones and Michael Nesmith formed the made-for-television rock band

Most Read