Roger Brooks Believes Oskaloosa Is A City Of Light

It was a packed room for the Roger Brooks presentation on Friday, February 27, 2015, in the Chief Mahaska Room at William Penn University.

Oskaloosa, Iowa – What does the future hold for Oskaloosa? That is a big question, but one the Roger Brooks team and a core of volunteers hope to help shape.

You can listen to the entire presentation by CLICKING HERE.

During the past few months, a cross section of Oskaloosa representatives have been working with Brooks and his team on steering towards a brand. During the week, those same individuals gathered with Brooks and his team multiple times, in the Chief Mahaska Room on the campus of William Penn University, to fine-tune that brand.

On Friday, that vision was released to an overflowing audience in that same room.

Brooks started off his portion of the presentation describing why Oskaloosa is even doing the branding project. “Why is this even important to you?” Brooks asked. “What we had to do was answer those questions.”

“The goal of everything you are about to see is coming from these five things,” Brooks explained.

“The first one is, we want to put Oskaloosa on the map as a desirable place to live, visit and raise a family,” said Brooks.

“Number two is to differentiate Oskaloosa from the other 900 cities and towns you have in Iowa,” Brooks explained. “You have more cities and towns in your state per-capita than any other state in the country.” Brooks said that branding is what sets you apart from all of those other places in Iowa.

“Number three. We want to encourage families to live and work in Oskaloosa,” said Brooks. “You have one major issue in Oskaloosa, nearly 70% of your workforce does not live here.” Brooks explained that it is not a good thing. He said that he has seen other rural communities where there may be 50%, but not to the extent impacting Oskaloosa. “That’s called leakage. That means your earning your money here, and you’re spending it somewhere else.”

Brooks said that currently in the US, 50% of the workforce lives in urban areas and it’s expected to grow to 70%. “So this is survival of the fittest.”

“Number four. To slow the leakage,” said Brooks. “To get that money spent here. Wouldn’t it be cool if we could get the people that live within a 20 mile radius to spend some time and some money in Oskaloosa.That will turn around your mall. That will turn around your retail. It will give you a better sense of community, and that’s what this is about.”

“And then number five. To make downtown Oskaloosa a showcase for the entire Midwest,” Brooks stated. “Not Iowa. Not southeast Iowa. The Midwest.”

Brooks said that the vision generated over the months of work “will do that. And it is really cool.”

“I don’t think we’ve ever been so pumped about what we can do for a town,” said Brooks.

“A brand is a perception,” explained Brooks. “It’s what people think of you when you say I’m from Oskaloosa.”

“A brand evokes emotion,” said Brooks. “It’s a feeling we have. Like we have a feeling about Disney.”

“Successful brands are built on product, not marketing.” explained Brooks. “We can go out there and tell everybody how great Oskaloosa is, but when we come here and there’s nothing to do after 6 o’clock, guess what.”

Brand Development Team members worked with Brooks all week to help finish off the re-branding concept.

“All successful brands are built on product,” says Brooks. “You don’t roll out on a brand until you can deliver on the promise it represents.”

“You cannot do branding by public consent,” says Brooks.

Brooks highlighted the public questionnaire that was utilized by over 1500 people, but feasibility made the decision. “You’ll never get anything people agree on until you water it down to something generic.”

Brooks said 3500 communities use the slogan, “A great place to live, work and play.”

“What you see today will be your brand for generations,” said Brooks, just before unveiling. “This is something you do for generations.”

During the survey, Brooks asked respondents where they went, and the majority said, Des Moines, Pella and Ottumwa. “There wasn’t a whole lot of people who said they hang out in Oskaloosa.”

The Lacey Complex, William Penn University and the recreation trail were positives for Oskaloosa, according to those who filled out the survey.

Not uncommon was the complaint of not enough shopping or dining options. “We hear that everywhere,” said Brooks.

The other complaint was a lack of open places in the evening hours. Overall the general comment was that rebuilding Oskaloosa should focus on the square and downtown area.

The next step in the process was to determine who Oskaloosa wanted to attract. Brooks said this isn’t a tourism brand, it’s about the people of Oskaloosa. “If you don’t hang out in Oskaloosa, neither will visitors.”

In a 10 mile radius around the downtown square, there is 18,500 residents. When stretching out to 20 miles, that number climbs to nearly 50,000 people. “What can we do to get more of them to spend more of their time, more of their money in Oskaloosa. That is our number one goal.”

“The future of Oskaloosa is in its youth,” said Brooks.

“We have some ideas that could really light up your downtown,” Brooks said, as he started unveiling the brand for Oskaloosa.

“Always do what you’re afraid to do,” said Brooks.

“The best lit city in Iowa,” was one of those brands picked by the committee. With facilities such as well lit ball-fields, and the downtown. But the challenge would be to be more than just lighting, because if people have already seen it, why would they come back? Brooks said that programming in the downtown area will be necessary in order to create a vibrant downtown that draws people in. Programming in the plaza should be at least 250 days out of the year.

“When it’s programmed, it’s full of life, it’s full of activity,” said Brooks.

Sports and music were also parts of the branding discussed. A healthy lifestyle and an amazing downtown were also brought up. So, Brooks and the team looked for a way to combine those attributes “without it being too generic.”

Exploring a new downtown business environment and redevelopment of Penn Central Mall into a market were ideas Brooks shared.

Downtown lighting, ice skating, connected shopping between the downtown and the mall are part of the brand development idea of a plaza, much like the European standard of a plaza that has been in existence, and successful, for centuries.

The plaza could contain an interactive water feature/ice rink, with programming at least 250 days out of the year. A stage built on the east side of the square that would be complimented by a repositioned bandstand, to help fulfill a more robust experience on the square.

So with a brand built around spectacular lighting, activities and programming in the central park region with food and other vendors, Brooks sees the plan as one that’s spectacular.

The plaza concept is being adopted quickly, with the Grinnell Chamber of Commerce unveiling their plans for a similar type of attraction to their Central Park. Oskaloosa will be faced with doing it bigger and better than the rest, a common failing among communities that build plazas. Things like not enough ice skating capacity or seating options are problems that communities face after the downtown once again becomes the center of attention in a community.

Aaron Riggs was one of those community members that worked on the Brand Development Team with Roger Brooks. His thought on how the brand was received was positive, “I think it was well received, mainly because Roger did a great job explaining why a change is needed. We need to make Oskaloosa cool again, make the downtown a place to hang out and gather at least 250 days a year. Once we do that, the businesses will follow. Restaurants and retail will want to set up on the square and our downtown will be vibrant once again.”

Riggs said that, “I look forward to helping in anyway I can, with the abilities that I have, to deliver on the promise of making Oskaloosa a desirable place to live, visit, and raise a family. We’ve got to give young people a great reason why they should settle in Oskaloosa. By following Roger’s suggestions we’ll provide that reason, and the future of our community will be bright.”

Michelle Purdum, who also worked on the Brand Development Team, spoke about the reception of the branding. “I was pleased by all of the excitement & enthusiasm by so many who are ready to see Oskaloosa prosper.”

The future of Oskaloosa may be so bright we will have to wear shade, but until then, many Oskaloosa residents will be rolling up their sleeves to make it happen.