Ideas gathered at branding work session

MONTE VISTA— Branding ideas were gathered at a work session held on Tuesday, July 17 with about 16 in attendance. Hoping to hammer out a new brand for Monte Vista, the meeting was open to the public, though no Monte Vista residents attended.
The city’s current tagline is “Monte Vista, Surrounded by Inspiration.” But City Manager Forrest Neuerburg said the word “inspiration” isn’t used correctly in the current brand, though it may still function if reworked.  
Azarel Madrigal, assistant to the city manager, headed up the work session, which included a creativity exercise that was not only fun but also helped to spark ideas about what the community of Monte Vista is all about.
Madrigal has been on Colorado’s committee to identify new tourism districts in the state, as well as the regional board for branding of the San Luis Valley.
Madrigal first split the group into four teams and provided each subgroup with sticky pads and pens. On a white board she presented place-making exercises that included questions such as what kind of car Monte Vista represents, what animals and colors come to mind when you think about the city, and specific values and favorite memories of Monte Vista.
Cars that arose during discussion included old ford pickup trucks, low riders, diesel pickup trucks, American-made SUVs and classic roadsters. “We have so many events that highlight these old collectible cars, said Neuerburg. A Sandhill Crane hood ornament was also mentioned as the perfect finishing detail.
Animals brought up included Sandhill Cranes (of course), pit bulls, bears, beavers and badgers.  City Councilor Kathleen Ellithorpe suggested a wolf because she says the people of Monte Vista often feel like the city is out there on its own. “We’re also very loyal to our pack. A lot of people don’t like us the first time around and we’re sometimes misunderstood.”     
Councilor Kathy Lorenz suggested prairie dogs because “they’re also resilient, prolific, great communicators and community-oriented.”  
The question about what colors represent Monte Vista were inspired by the big views, Caribbean-blue skies and deep purple mountains. City Clerk Unita Vance said she thinks of yellow and green when it comes to Monte Vista. “The sunrise and sunsets are amazing here,” said Vance. “And then green because it shows the life of the crops.” Other colors discussed included orange, gold, sage green and sandy brown.
As questions about favorite memories, personal values, physical features and personality of Monte Vista were discussed, themes of strong community, down-to-earth people, town history and nature became prominent. The big views of the Sangre de Cristo Mountains and Bishop’s Rock as well as the amazing annual migration of Sandhill Cranes through the Valley were brought up as important natural features for possible inclusion in branding. “The story about Bishop’s Rock was that it was a sign for the town’s settlers,” Vance said… “Jesus pointing to the land and for them to settle here.”   
Neuerburg shared how amazed he was by the sheer number of cranes in Monte Vista when he first volunteered for the crane festival several years ago after moving here from Lakewood, Colo. Sandhill Cranes, he said, are a must somewhere in the logo.
“We’re a migratory route for so many birds,” Ellithorpe chimed in.
Other community attributes discussed were the area’s temperate weather, star-viewing in the night sky, low cost of living, string of parks through town and nostalgic feel of the city.
The next step in the branding process, Madrigal said, is to work with a graphic artist to draft logos that include some of the highlights discussed in the work session: Sandhill Cranes, old ford pickup trucks, landmark buildings, mountain views and farm machinery and crops, among other things.
“We will welcome public input later on,” she added. So stay tuned.