DISCOVER YOUR LIFESTYLE AND LIVE LIFE TO THE FULLEST IN THE NEW PIER DISTRICT, DOWNTOWN ST. PETE S CONTEMPORARY GREEN BLUE EDGE.

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1 DISCOVER YOUR LIFESTYLE AND LIVE LIFE TO THE FULLEST IN THE NEW PIER DISTRICT, DOWNTOWN ST. PETE S CONTEMPORARY GREEN BLUE EDGE. A BRAND STRATEGY FOR THE ST. PETE PIER DISTRICT

2 Cover Photo Credit: Visit St. Petersburg/ Clearwater INTRODUCTION The City of St. Petersburg is in the process of developing a brand strategy to market and promote the new St. Petersburg Pier District. Based on various meetings with area businesses and organizations, a brand proposition has been created for the new Pier District, which includes The Pier and the Approach. Please read this Brand Descriptor and complete the online questionnaire. The deadline for submitting your completed questionnaire is Friday July 1. We appreciate your time and your interest in this important project for St. Pete. 2 Photo Credit: Visit St. Petersburg/ Clearwater

3 A BRAND FOR SAINT PETERSBURG S ( ST. PETE ) NEW PIER DISTRICT Discover your lifestyle and live life to the fullest in the new Pier District, downtown St. Pete s contemporary green blue edge. Above is our proposed brand essence a call to action. It is not about logos and taglines. The most effective destination brands have a powerful idea that expresses the essence of what the brand offers. 3

4 The Pier District: A Signature Project For Contemporary St. Pete The following pages are a summary of ongoing research, analysis, conversations, meetings and initial creative thinking. This is the forensic homework that seeks to develop the brand based on the current and planned Pier District offer and experience. This will then help to: Form a playbook for the stakeholders and users of the new Pier District so that all can promote the new Pier District in a clear, compelling and consistent way. Be a guide for creative design work such as logos, taglines and colors. The aim of this work is to help optimize the benefits of the new Pier District to core target markets: St. Pete residents, businesses and other organizations Tampa Bay metro region residents, businesses and other organizations Tourists (leisure & business) both domestic and international Schools, colleges and special interest groups A successful new Pier District will help support the continued popularity and growth of downtown and the ongoing social, economic and environmental success of St. Pete now and into the future. 4

5 BUILDING THE BRAND Assets & Attributes These are the building blocks of destination brands. They are the core attractions and activities. Below is our list of the key assets and attributes for the new Pier District. Parks & Water Views Entertainment & Learning Arts & Culture Shade Beach & Bay Sports & Exercise Events & Activities Nature Hospitality 5 Photo Credit: Visit St. Petersburg/ Clearwater

6 Characteristics This is how destinations are described in summary. They are shorthand that helps define the place. Below is our list of key characteristics for the new Pier District. Vibrant Evolving Hip Independent Iconic Discovery Urban Historic Sensory Contemporary 6 Photo Credit: Visit St. Petersburg/ Clearwater

7 Rational Benefits These are practical characteristics, the ones you can see, touch, enter into and enjoy. Below is our list of key benefits for the new Pier District. Views Walkability Free Health & Fitness Shared Eating & Drinking Learning Downtown Active & Passive Entertaining 7 Photo Credit: Visit St. Petersburg/ Clearwater

8 Personality Brand personality is a way of describing the behavior of the brand. This is not how you might feel, but rather the personality of the new Pier District. Below is our list of key personality traits for the new Pier District. Youthful Agile Alluring Fun Inspiring Open Spirited Purposeful Cultured Vibrant 8

9 Photo Credit: Visit St. Petersburg/ Clearwater Values Brand values are what a destination strives to live by, how it operates and is managed. Below is our list of key values for the new Pier District. Quality Community Evolving Respectful Relevant Authentic Shared Welcoming Open Sustainable 9

10 Photo Credit: Visit St. Petersburg/ Clearwater MARKET POSITIONING AND DIFFERENTIATING THE PIER DISTRICT The primary driver of St. Pete s historic growth and continued appeal is as a place to come be healthy in the Florida sun and enjoy the beaches and a more relaxed lifestyle. The enduring strengths and unique aspects of the Pier District are the park, the water, the downtown and the Pier. The new Pier will be positioned as cultural, creative, fun and spirited, which display the best of the historic and contemporary St. Pete personality. The new Pier will be defined by multiple small destinations that in combination add up to a powerful mix of experiences along its length. 10

11 Signature Value Propositions Popular destinations constantly strive to differentiate themselves from their competition. They do so through their signature brand propositions. This is what marketers term the value propositions what targetmarket audiences are most interested to experience. They have value to visitors because they attract them, entertain them, inform them, occupy them, and, collectively, enable the destination to become My kind of place." They are the offers and experiences that will enable the Pier District to stand out within the city, as well as in the Tampa Bay metro region, Florida, the U.S. and internationally. They represent the brand when people think about what the Pier District offers them. They are the key offers that must be communicated clearly and consistently. Below we list what we consider key signature value propositions for the Pier District once the new Pier and uplands are completed and operational. 11 Photo Credit: Visit St. Petersburg/ Clearwater

12 Photo Credit: Visit St. Petersburg/ Clearwater The Cultural Pier A one-of-a-kind destination over water that captures then amplifies the St. Pete culture, which has emerged over the last 100 years in an evolving and contemporary style. A mix of individual waterside destinations to be explored and discovered: cafes and restaurants; places to fish; places to get out onto the water; places to relax; places to be entertained by live events; places to learn about the marine life of the Bay; places to meet and even work; and places to contemplate the view and take in St. Pete. Downtown s Green Blue Edge The one-of-a-kind, easily accessible downtown parkland (green) and waterfront (blue) that is St. Pete s playground for active and passive leisure. Now and in the future, this vibrant urban waterfront mix of culture, arts, leisure, business and living adds to and is complementary to the beach life of the Gulf Coast. The new Pier will be a lifestyle hub showcasing 21st century St. Pete. 12

13 The Playground An Eventful Place St. Pete has organized and hosted a large array of events and activities that have attracted and retained visitors and residents, and boosted St. Pete s reputation over the years. The Pier District will substantially add to this value proposition. Currently, St. Pete features an estimated 1,000 events and activities per year that appeal to local, regional, national and international audiences. They will continue to comprise sporting, creative, wellness, food, artistic, cultural and business events and activities. The Contemporary Spirited Lifestyle Mix The Pier District offers a cocktail of warm, healthy, happy, cultural, creative and leisure opportunities, and embodies the contemporary personality of St. Pete. Whether to residents or visitors, the Pier District offers a stimulating mix meaning people can do more in the Pier District. 13 Photo Credit: Visit St. Petersburg/ Clearwater

14 CONCLUSION Taken together, these four signature value propositions offer a critical mass of contemporary leisure, recreation, wellness, relaxation, entertainment, hospitality, creativity and culture experiences to be discovered by locals and visitors. This makes The St. Pete Pier District a wholly unique, cultured American downtown waterfront destination. Discover your lifestyle and live life to the fullest in the new Pier District, downtown St. Pete s contemporary green blue edge. 14 Photo Credit: Visit St. Petersburg/ Clearwater

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