Community Branding: North Port, FL Case Study

Being different can be scary (particularly in high school). But sometimes the key to building a powerful reputation is to embrace and promote those differences. Because swimming upstream can definitely get you noticed in a river full of fish known for something else.

Consider the case of North Port, Florida. Unlike its neighbors including Sarasota, Tampa and Ft. Meyers, North Port is not all about beaches, salt water and retirees. In fact, with a burgeoning population of relatively young families, lots of available land and access to rivers and canals instead of the ocean, North Port is something else entirely. But many of its most important assets were being lost amongst all the beach-oriented brands.

Research found that North Port is one of those rare communities whose past is so recent, whose present is so fresh and whose future is so wide open that the average resident can have a huge impact on the shape that future takes. Not surprisingly, it attracts younger, more energetic people and businesses looking to shape their city’s future. Available land, affordable housing and a convenient location make it one of the fastest growing communities in Southwest Florida. And while the city is not on the beach, it does emphasize outdoor living and recreation to take advantage of its unique natural environment (parks, canals, Warm Mineral Springs).

North Star Destination Strategies recommended positioning North Port as a place for people and businesses who want to be part of an up-and-coming, accessible community where a unique environment and youthful mindset invite you to shape its future so it is natural to feel vital and potential is unlimited.

This city branding campaign led North Star to creative recommendations anchored by an empowering line encouraging residents and businesses to “Achieve Anything” and a logo that is fresh, modern, energetic and fun. The logo conveys the importance of outdoor living without a beachy feel while at the same time imparting a message of optimistic possibility.

A sampling of North Star’s action ideas for bringing the brand to life:

Create an ambassador program that allows citizens to spread the good word about North Port to outsiders and personally welcome/mentor newcomers. Gifts to newcomers include a welcome mat bearing the logo and line.


Recognizing the importance of youth and the outdoors, reach young people at the places where they go to challenge their bodies and hearts including the skate park.

Create the “Achieve Anything” program for helping employees advance in their jobs or even start new businesses. One aspect of this program could involve organizing groups for finding outlets for achievement outside of work include charity work, sports, art, gardening, etc.

Bright Lights, Big City

My husband, two dogs, and I recently traded in our 3.2.2. ranch home in the suburbs for a 900 square foot loft in the heart of Nashville’s downtown.

Infusing downtown with creative class citizens is a goal we hear quite often from the many communities we work with across the country. In fact, our work right now with the Downtown Partnership in New Orleans, LA is focusing on just that single goal: bringing industries of the mind and the corresponding workforce into their downtown.

This got me thinking; what factored into our decision to move to the city that may help the communities we work with? When I have to wake up at 5 am to walk my dogs to the park, spend 10 minutes looking for a lost shoe in my tiny closet, bump into my husband in the bathroom and then the hallway, and almost electrocute myself when my hair dryer falls in the pedestal sink I wonder why on earth I gave up my closet space, fenced-in back yard and two car garage?

A perfect example of why we are willing to make these sacrifices became clear July 4th weekend. Thousands of people flock to downtown Nashville every year to enjoy one of the best firework shows around. To most, this experience includes sitting in traffic, circling to find an overpriced parking spot, fireworks, followed by more traffic. We took a short elevator trip, a quick walk to a nearby restaurant, watched beautiful fireworks in our favorite park, and leisurely strolled home while chuckling at the poor suckers stuck in traffic.

The walkability and accessibility of restaurants, events, arts and music are the primary reason we were comfortable giving up our suburban lifestyle and trading that in for our new urban digs. Nashville does a great job packaging up the amenities that are necessary to recruit members of the creative class to its downtown. What is your community doing to make its downtown more attractive for this coveted segment of the population?

~ Samara Anderson

Destination Branding: Pennsylvania Route 6 Case Study

They say that getting there is half the fun . . . that the journey is the destination. Is it possible, then, to create a destination brand for the journey?

It is if your destination is Pennsylvania’s Route 6.

Traversing the state’s northern tier, this 400+ mile winding roadway was struggling with how to pinpoint a competitive identity for its plethora of cultural attractions, outdoor recreation, American heritage, restaurants, lodging options and more. And because the destination is a roadway, it isn’t exactly just one point on a map . . . which proved confusing for visitors and hospitality partners alike.

North Star research revealed that the true strength of Route 6 is the freedom it allows its visitors . . . freedom to set their own pace, plot their own course and find their own fun. This idea of freedom meshes perfectly with the actual experience that Route 6 delivers: a uniquely American slice of life. From ice cream and apple pie at a roadside stand, to American flags waving from front porches, the experience can be both liberating, and one of understanding what liberty means in America.

North Star recommended positioning Route 6 as a scenic byway for those interested in reconnecting with America’s love affair with the road trip where the journey becomes the destination. The ultimate benefit for visitors is that they are free to travel their own personal course.





Creativity leverages equity in the name “Route 6” by organizing the innumerable assets along the road. Recommendations invite visitors to “Do 6!” whether that is the top 6 restaurants, top 6 historic attractions, or just “doing” the road itself. Couple that idea with a creative look that speaks to the Route’s heritage (including use of the iconic road marker as a logo), and you’ve got a brand that can’t help but gain traction.

“The road trip is a part of almost every American’s personal history,” says North Star CEO Don McEachern. “Route 6 is that ideal experience . . . romancing the open road combined with a lot of really great things to see and do along the way.”

An iPhone application will allow travelers to have instant access to the "Do 6" itineraries and will be able to click through the listed sites to get more information or be taken directly to a partner website.

Juke Joint Quest

Since I was a boy, music has been a huge part of my life. Whether I’m strumming my guitar or singing falsetto soft rock tunes at the office, I am the North Star music man on staff. So, of course, my ears perked up immediately when I heard we were visiting Clarksdale, Mississippi, the birthplace of the blues.

As the team and I began our intercept interviews as a part of the tourism research process we asked around about local music venues and the same answer kept reappearing like an itch we just couldn’t scratch. “Po’Monkeys…Po’Monkeys…” Pretty soon the curiosity became too much and we knew we had to learn more about this Po’Monkeys no matter what the cost.

Legends concerning Po’Monkeys are diverse and compelling. During the days of slavery, sharecropping cabins were homes to workers by day, but by night they transformed into raucous blues clubs known as juke joints. Po’Monkeys was the last remaining original juke joint. This legendary club was hidden in the backwoods of Clarksdale and we knew it wouldn’t be easy to find, but we had Po’Monkey fever and we had to ease our troubled minds.

We started out one evening (I think it was a Tuesday) with just our high hopes and a tattered copy of directions. Our hearts started pounding as we turned down the winding, gravel path leading to a ramshackle cabin under the stars.



Upon arrival, we were greeted like regular Po’Monkey partiers by the owner himself, Willie Seaberry (a.k.a. Po’Monkey). The cabin was hopping with old friends dancing to the sounds of local, authentic blues musicians. The ceiling was covered with stuffed monkeys given to Willie, Christmas tree lights, and disco balls.



We listened intently to types of blues riffs only true blues players can appreciate until well into the night. I had finally found where I belonged and successfully solved a North Star mystery. Case closed.

~ Anthony Domine