Council members delay staff plan to spend $89,000 with Nashville firm for branding

It took about an hour to pass the city's consent calendar on Jan. 13 after residents raised concerns about Thousand Oaks' sending $89,000 to a Nashville company instead of buying its "branding" needs locally.

The consent calendar is supposed to contain noncontroversial matters lumped together so they can be passed easily without discussion, but the city's plan to send branding money to North Star Destination Strategies in Tennessee didn't sit well with some.

Branding gives identity to a corporation, product or service; in this case, it's for a city. The concept wasn't challenged, but spending the money out of state angered some residents.

"If you want us to shop locally, then you should shop locally. It's ridiculous. You should be ashamed of yourselves," said Thousand Oaks resident Suzanne Duckett.

Another local resident, JoAnn Evans, who described herself as a graphic designer "with a boatload of awards," offered her time and expertise to the city.

"It's a big mistake to throw our money elsewhere when we are encouraging people to shop here," Evans said.

Thousand Oaks resident Wes Macdonald agreed with spending the money at home.

"People who live in this area know more about this city, its people and its needs than anyone—especially someone in Tennessee," he said. "Here we are in a recession; the money is tight all over. We have to be very frugal in how we spend our money."

Although the council normally doesn't get involved in the selection and awarding of contracts, according to Councilmember Andy Fox, he said the city wants to be responsive to the concerns of the public.

Of the 12 companies applying to provide branding for the city, two were from Thousand Oaks and one from Newbury Park. Businesses from Moorpark, Westlake Village and Calabasas also applied. North Star Destination Strategies was the only one from out of state.

Public information officer Andrew Powers explained to the council that branding is more than a logo. He said the eightmember team making the selection unanimously chose the Nashville company because of its experience in providing branding to more than 50 cities, not just to corporations. He called some of the other cities the firm had worked with and got good recommendations.

Powers also said that intensive community outreach was planned as part of the research of the brand. The brand is intended to be something timeless—lasting at least 20 years.

Branding is a "specialized science" used to create city newsletters, brochures, signs and other communications that reinforce the city's image, Powers said.

The company chosen would provide templates to make it easier for those creating such items to do so uniformly. The city would also get a usage guidebook to keep the city's communications consistent.

This would help the city recruit new businesses and increase attendance at theaters and the golf course. It should also attract more donations to the Adopt an Oak program, Powers said.

City Manager Scott Mitnick said the process of getting someone to provide branding for Thousand Oaks had stalled over the years and further delays would end up costing the taxpayers more money.

The city currently promotes itself with a sloppy hodgepodge of materials that need to be cleaned up, Mitnick said.

Councilmember Claudia Billde la Peña said the economy, open space and the development of Thousand Oaks Boulevard are issues residents are interested in—not the city's identity. Branding is something the corporate community cares about, Bill-de la Peña said.

"I personally do not like the $89,000 price tag," she said.

"When business is good, it pays to advertise. When business is bad, you have to advertise," Councilmember Dennis Gillette said. "It's to our advantage to have the city as identifiable and its messages as clear as they possibly can be especially during an economic downturn."

Gillette pointed out Thousand Oaks is next to one of the major media markets in the world and an awful lot of talent is available in the area.

Economic development director Gary Wartik said branding would be helpful in competing for future new businesses that could bring quality jobs to Thousand Oaks.

"We are the premier city in the county. Our materials are thirdrate. Branding is an investment in the city's future and will serve us very well," Wartik said.

During the discussion Mitnick said, "Staff has severe concerns about where this is going."

He then urged the council "to be respectful of the process" and to not "make a mockery out of the process."

The City Council unanimously continued the item. Mayor Tom Glancy appointed Fox and Councilmember Jacqui Irwin to a committee to look into it.