White Rock needs to develop its tourism product.
That’s the advice from Discover Surrey (Tourism Surrey) executive director Cathy James, who appeared before White Rock council this week to present new branding materials created to market the city as a tourism destination.
In further comment following her presentation, she suggested branding materials alone can’t do the job.
“Unless you have product, you will not attract visitors along the waterfront,” she told council members Monday evening.
Council commissioned Discover Surrey to create marketing strategies for the city after it closed down the Tourism White Rock organization at the end of 2015.
At this week’s meeting, James showed slides of a new branding campaign built around the slogans ‘Explore White Rock’ and ‘Stay All Day.’ She described the sample graphics and visuals as “a fresh, energizing brand that more accurately reflects the community.”
But her advice regarding “product” came in response to a question from Coun. David Chesney, who noted concerns about failing restaurant businesses on the waterfront.
“We don’t expect you to wave a magic wand, but has (Tourism Surrey) been working on a plan to see some revitalization of the waterfront?” Chesney asked.
James responded: “I feel there needs to be some kind of product development.”
She said White Rock’s largest market is Metro Vancouver, adding that information compiled at the White Rock Visitors Centre on the waterfront (slated to be closed by the city), shows that “88 per cent of people who came to the centre are local residents.”
James said the city needs to be more thoroughly promoted to outside visitors online through Facebook and Google searches.
“That’s the strongest market,” she told council.
The graphic and visual samples presented by James include a logo that evokes the outline of the white rock.
In her presentation, James pointed out that the colour-muted photography and lettering promote a “vintage vibe” as well as evoking enjoyment of the natural environment and social amenities, while the slogan ‘Explore White Rock’ adds a “humanizing” element.