Branding, Bandstand and Backlash

Oskaloosa Bandstand

Oskaloosa, Iowa – The hornets nest is an idiom for “a situation or subject which causes a lot of people to become angry and upset“.

That nest in Oskaloosa was a simple comment by a paid tourism expert in a presentation to help people to start thinking outside the box.

Roger Brooks and his team were hired to come to Oskaloosa, according to a press release in April 2014. “The need for this marketing campaign arose from a previous community study, also supported by Main Street Iowa. The study identified the need for an active marketing plan anchored by a brand identity. Effective marketing of the community is important in drawing tourists, recruiting new businesses, encouraging local shopping, and attracting future residents to the area.”

In August of 2014, plans for the first phase of the Brooks visit were underway. Main Street Oskaloosa was inviting the community to come out to George Daily Auditorium to listen to the presentation by Brooks.

“These are a suggestion, there’s no recommendations in this because we did not talk to you first. So these are suggestions. They are ideas. This whole thing you are seeing is to start the conversation,” Brooks said when speaking with those in attendance.

Topics from that day included; first impressions, lasting impressions, signage, local attitude, beautification, ease of getting around, how to increase sales, becoming a fantastic downtown, how Oskaloosa stacks up against the competition, and suggestions, tips and tricks that can bring spending to the area.

During the presentation, Brooks called the bandstand an “icon”. During the presentation of possibilities that could be done to the downtown, he shared some “wild ideas”. “This is the conversation starter, not the answers,” said Brooks.

“This is one of the most architecturally beautiful towns I’ve ever seen,” said Brooks. (Remember this comment, we will return to it in a future article.)

“I keep seeing music about your history,” said Brooks of making an amphitheater around the bandstand. “If you want to make it a brand, here’s how you could do it.”

“What if we actually move the gazebo, I mean the bandshell, down here on this end,” said Brooks, who’s slide showed a potential place for the bandstand on 1st Ave. “I did not get rid of it. I am smart enough to know that.”

Brooks said he was aware people would react strongly to the thought of the bandstand being moved.

With Brooks departure, the Brand Development Committee began its work. Oskaloosa Main Street President Josh Buckingham said, “The committee is made up of a wide cross section of community members who have a vested interest in marketing Oskaloosa to bolster economic development and tourism. We have members of city and county government, business leaders, retailers, young professionals and interested citizens on the committee.”

By the first part of February of 2015, the Brand Development Committee was about to finish final stages of the process that started in September.

With Brooks’ return came the same conversation starter of plaza, water features and other amenities to bring about a European plaza feel to downtown Oskaloosa. Along with that came the Brooks idea, as before, of relocating the Bandstand in order to help facilitate the plaza concept.

The plaza concept is a hallmark of Brooks and his team. On the day he presented his plaza idea to Oskaloosa, Grinnell unveiled their plan to revitalize their downtown with a plaza setting, including a water feature. We asked Brooks after the presentation what would make Oskaloosa any different than Grinnell, he remarked that it’s the programming (scheduled events) that would make the difference. The need for at least 250 days of programming could help Oskaloosa stand out.

The presentation was greatly received, and Aaron Riggs, a member of the Brand Development Committee, told Oskaloosa News at the time, “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.”

By late April, The Brand Leadership Team (BLT) released its first press release, updating the public as to where they were at in the process. The BLT was born out of the Brand Development Committee, and is responsible for developing the action plan for what that brand may end up being for Oskaloosa. “Rebranding Oskaloosa as a place known for music, sports, entertainment and a vibrant downtown are things that will attract and retain new residents, businesses, and jobs to the area,” Buckingham stressed. “But that brand and recognition must be earned.”

“He has the skills of a rainmaker and the energy of Zig Zigler, and I am concerned that we may be mistaking a slick marketer for an urban planner. Brooks does not offer economic analysis or projections, and has no invested interest in Oskaloosa, but sells ideas.” Said Carole Kelderman in a letter to the editor on Oskaloosa News.

Opposition to Brooks’ suggestion of moving the bandstand had also morphed into the idea that the Bandstand was going to be torn down. With that, a Facebook page of supporters to preserve the Bandstand sprang up.

This is a brief history of the Oskaloosa branding initiative. It’s to be used to help those not familiar with how the conversation has gotten to this point. It will help to build the future articles coming on the subject in the next days and weeks.

Past Article Reference;

Main Street Oskaloosa Awarded Challenge Grant for Community Assessment
Oskaloosa Main Street To Host Nationally Recognized Branding Expert
“A look at Oskaloosa, Iowa through the eyes of our visitors”
Rediscovering the Greater Oskaloosa Area Presentation
Work continues on Oskaloosa Brand Development
The Future of Oskaloosa is About to Unfold
Roger Brooks Believes Oskaloosa Is A City Of Light
Brand Action Plan Introduced to Brand Leadership Team
Letter To The Editor: Our “brand,” built upon years of rich history and tradition, needs to be strengthened and tweaked