your voice can shape the words which will define the Space Coast for generations to come
Launching a Legacy: Branding Brevard let your voice be heard; community-wide survey launches Nov. 28.
BREVARD COUNTY, FLORIDA – I (Heart) New York. Music City U.S.A. Pure Michigan. A few words, together with robust meaning, can etch an indelible memory of a place in our collective consciousness. Starting on Monday, November 28th, your voice can shape the words which will define the Space Coast for generations to come.
A community-wide survey, the final step in the data collection phase of Mission Space Coast: One Voice-One Brand, will allow residents across Brevard to share their thoughts on what they believe defines the Space Coast.
Through a partnership between the Economic Development Commission of Florida’s Space Coast (EDC) and the Space Coast Office of Tourism, Mission Space Coast, a unified community branding initiative, will capture the soul and spirit of the Space Coast by obtaining feedback across the 72-mile-long county, in order to launch a legacy – the official brand for our unique region.
It seems simple, but it is difficult indeed to distill the essence of an area, as the task force involved with Mission Space Coast fully realizes.
“How do we describe what we are all about?” asked Mission Space Coast Reporting Board Chair Brett Esrock, Sr. VP, CEO Hospital Division, Health First. “This is more than a logo, a tagline, or a unique saying. This is the essence of the community.”
So, why is Mission Space Coast critical?
“The Space Coast has so much to offer and having a unified marketing strategy and branding initiative is a brilliant idea and very timely,” said Giles Malone, partner with Space Coast Daily/Brevard Productions and on the Reporting Board for Mission Space Coast.
“A unified brand will strengthen the community,” said Kirk Hall, CEO of Sentry View and Chair of the EDC Executive Board.
“It’s important for people to know the assets we have and how we can leverage them through a unified brand for business, talent and tourist attraction.”
Successful branding attracts people, whether they are tourists, prospective employees or business owners looking to start their next chapter. The right tagline and branding keep generations focused on your community as it alludes to an area’s particular qualities. The wrong one can be laughable, inane or vacuous.
It is extremely easy to forget branding used in cities such as Auburn, WA (“More than You Imagined”) or Hico, TX (“Where Everybody is Somebody”), but very easy to remember taglines the likes of “What Happens in Vegas, Stays in Vegas,” a phrase that effectively and succinctly defines the delightful mischievousness visitors can expect from Sin City, and of “North of Normal,” a tagline that plays on Fargo, ND’s propensity for the eccentric.
“The Space Coast is an eclectic community and collection of activities that provide for a great way of life for people that live here,” said Winston Scott, Former NASA Astronaut & Retired Navy Captain.
To capture that essence, stakeholders across the Space Coast are participating in Phase I – Discovery of Mission Space Coast through three primary steps– community conversations, focus groups and now – a broad survey.
Phase I of Mission Space Coast is designed to identify unifying messages and themes from residents and businesses across the Space Coast.
This information will inform the visualization of the brand upon execution
Through the end of the year, the EDC will host community conversations reaching at least 800 people, focus groups with 72 participants and a broad survey with a goal to reach at least 5,000 people.
Through these steps, participants share what they believe defines the Space Coast and what makes us unique compared to other communities across the state, country and world.
“We are thorough in the approach of Mission Space Coast,” said Lynda Weatherman, President & CEO of the EDC. “We have one chance to get this right and we are going to get it right the first time.”
There will be a lot to pack in the brand: surfing, natural beauty, small-town friendliness, a thriving job market, variety of housing, excellent healthcare, a vibrant art scene, a strong military and veteran culture, a designated Great American Defense Community, a mindset of caring and philanthropy and, of course, the ethos of space exploration. That is the Space Coast, and more.
“Finding the right balance given our complexity which defines us, and making it simple enough to remember, will be the challenge,” said Keith Winsten, Executive Director of Brevard Zoo and member of the Mission Space Coast Reporting Board.
The brand not only tells the story of the Space Coast to the rest of the world, but it will also help residents remember the diverse layers within the county line, particularly since the brand will be reflective of the residents’ feedback.
“Having a universal brand will bring Brevard closer together,” said Sheriff Wayne Ivey. “It’s not going to take away the individual nature of each component.”
With competition for business, talent and tourism intensifying, telling our story to the world is critical. With the community’s help, Mission Space Coast: One Voice-One Brand will tell that wonderful story.
“Now is the time,” said Weatherman.
Keep up with the Mission Space Coast and participate in the survey, follow the EDC on social media, or stay tuned for more on SpaceCoastEDC.org/MissionSpaceCoast
About the Economic Development Commission of Florida’s Space Coast
The Economic Development Commission of Florida’s Space Coast (EDC) is dedicated to attracting new business and investment and expanding existing industry throughout the Space Coast, influencing change on government laws and regulations affecting economic development, promoting the Space Coast to encourage new investment, supporting efforts of Space Coast military installations, and relaying new programs and procedures to assist manufacturing and high-tech companies.
The EDC is a private, not-for-profit coalition whose stakeholders are business leaders committed to the economic growth and stability of Florida’s Space Coast. Visit www.SpaceCoastEDC.org.
About the Space Coast Office of Tourism
The Space Coast Office of Tourism is responsible for managing the allocation of the Tourist Development Tax and conducts the day-to-day operations of promotion and advertising, administering grant programs, visitor information services, and more with the input and guidance of the Tourist Development Council and appointed committees.
Florida’s Space Coast is home to the Kennedy Space Center Visitor Complex and the birth of the space program and is also known for Port Canaveral, the world’s 2nd busiest cruising port. The region includes 72 miles of Orlando’s closest beaches, including Cocoa Beach and Canaveral National Seashore.
The Space Coast also includes Melbourne and the Beaches, Titusville, and Palm Bay and is an ecologically diverse area, including the Indian River Lagoon and the National Wildlife Refuges that are home to 90% of sea turtle nests in North America.