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

Kuu-us Crisis Line Society kicks off 21st annual Festival of Trees

26 Port Alberni businesses will decorate trees on Dec. 9 for festival

Sproat Lake residents call for more control over growth

Residents ask Alberni-Clayoquot Regional District to crack down on bylaws

Port Alberni’s John Jack joins First Nations LNG Alliance

Jack represents Huu-ay-aht First Nations’ Kwispaa LNG project

Property assessments to rise again on Vancouver Island

Some areas could see their assessments spike as much as 20 per cent

VIDEO: This B.C. school leads country in vaccine donations to UNICEF

Federally funded Kids Boost Immunity uses quizzes to earn vaccinations

Boeser scores 3, Pettersson has 5 points as Canucks hammer Blues

Vancouver picks up impressive 6-1 win in St. Louis

B.C. police stop drunk driver who offered up burger instead of ID

Roadblock checks over the weekend found at least two other impaired drivers

In Canada, the term ‘nationalism’ doesn’t seem to have a bad rap. Here’s why

Data suggest that Canadians don’t see the concept of nationalism the way people do in the United States

Small quake recorded west of Vancouver Island

No injuries or tsunami warning after 5.4 rumble felt some 400 kilometres from Victoria

B.C. suspends Chinese portion of Asian forestry trade mission due to Huawei arrest

Huawei’s chief financial officer Meng Wanzhou was detained at the request of U.S. in Vancouver

Canadians spent $1.7 billion dollars online in December 2017

Online retail sales accounted for 3.4 per cent of total retail sales

2-year investigations nets $900,000 in refunds for payday loan customers

Consumer Protection BC says selling practices were ‘aggressive and deceptive’

China: Canada’s detention of Huawei exec ‘vile in nature’

Huawei is the biggest global supplier of network gear for phone and internet company

Most Read