Carol Anne Costa: The Mirror has Two Faces
Carol Anne Costa GoLocalProv MINDSETTER
Carol Anne Costa: The Mirror has Two Faces
Can this new marketing campaign, driven by the Governor Raimondo’s vision and the Rhode Island Commerce Corporation create a new message that will resonate to attract businesses, bring more tourists and conventions to our “biggest little state in the union”? Oh yes, we have been here before, with new jingles, slogans and signs. But, this new effort seems quite different. The push appears to be a genuine move to develop and invest real money in a brand. And, it is way overdue.
A Raimondo Initiative
GET THE LATEST BREAKING NEWS HERE -- SIGN UP FOR GOLOCAL FREE DAILY EBLASTRaimondo has had this mission on her draft board since she released the WAVE Report, early in her term. The V- in WAVE is for Visitor Attraction. Since taking office her vision for this has been clear, “Rhode Island’s comeback depends upon restoring our image.” The report noting further that, “Rhode Island spends just 6% of what other Northeast states do building a statewide brand.” Not one to put a band aid on a gaping wound, Raimondo has put money and new direction in motion. I have a feeling this will be way more than a new slogan. This effort will take a world class track record, investment of money and talent and a sustained campaign.
The RFP is telling in its very first sentence specifically the phrase, “for the purpose of projecting a more favorable image to the world.” Therein sits the elephant in the room and the two faces in the mirror. Collectively the state has been subject to doom and gloom delivered in a persistent flurry of punches from corrupt and convicted political leaders, plummeting economic factors, lack of ethical reforms, a capital city in which the tenancy rates are in the ICU, an impotent opposition party, a structural deficit that has yet to be truly attacked, and of course the knockout punch of 38 Studios. Conversely, Rhode Island also possesses a deep and true love of this state which has remained a buoy on which to cling through the many troubled waters.
Think about it, if our good image is made to shine like the lighthouse beacons that dot our shoreline, the residual impact could help to blot out the bad picture and in turn bring a new self esteem to our reflection. For sure, it is worth the effort and the money. This is more than another branding campaign, particularly with a price tag of five million dollars. But, resist the sticker shock, as a 2014 report prepared for then Commerce Corporation Executive Director, Marcel Valois revealed the complete lack of funding for branding efforts, stating in part, “For almost two decades Rhode Island has dis-invested in a statewide brand. In order to grow its market share, the State must re-invest in a statewide brand, in addition to funding regional marketing initiatives.” The report warned further, “The lack of investment in a statewide brand puts Rhode Island at a competitive disadvantage when competing with neighboring states.” Seems the old adage, “you can pay me now or you can pay me later” is apropos. It is time to invest.
A Brand is More than a Slogan
Governor Raimondo’s team has put forth the RFP to seek bids by July 31st in order to engage a marketing firm or firms to re boot the macro marketing efforts in a rebrand campaign to attract more people and business to Rhode Island. The RFP states in the introduction, “Rhode Island is now engaged in a major effort to reimagine and rebrand itself for the purpose of projecting a more favorable image to the world. Under the leadership of a jobs-focused Governor and General Assembly, Rhode Island has dedicated substantial political and financial resources to bring together its people around a new vision for the state – one that brands Rhode Island as the best place in the Northeast to live, grow a business, and visit as a tourist or business traveler. To that end, the Rhode Island Commerce Corporation, the state’s chief economic development agency, is requesting proposals from firms and groups of firms for compelling outreach, design, branding, marketing, and advertising campaigns that rebrand our state and promote it effectively and memorably as a place to visit, live, work, or start a business.” A good start, now it is time for follow-through.
A Rising Tide…
Raimondo’s reallocation of five million dollars to fund the winning bidder of the RFP is taken proportionately from each of the tourism councils through the hotel tax. The administration is committing real money to this real problem and the councils appear supportive. At the same time not gutting the budgets of the individual councils, as each council will be cut by varying amounts, and left with budgets that allow them to carry on the work of highlighting local attractions. The redirection of the money seems to be well received, as I heard at least 3 tourism directors use the phrase, “a rising tide lifts all boats." This approach; a compromise reached during the budget process, as the original cuts to tourism bureaus proposed by Raimondo were much deeper. This tactic seems palatable by both the administration and the tourism councils, for if the campaign is top-notch and successful, it makes sense that the money will ultimately buttress the efforts of the local councils.
Recognition must be paid to the individual tourism bureaus who have consistently delivered their messages to the greater population, as they successfully tout what is great about Rhode Island; the beaches, the national parks, the arts and culture, the restaurants and food, the diversity, rich history, all surrounded by outstanding architecture, in every corner of the Ocean State. They have remained the cheerleaders in what sometimes feels like rout.
Here is hoping the new branding campaign is money well spent. But more, it is the Commerce Corporation and Secretary Pryor who must carefully steward the money and procurement of the vendor in order that the RFP yields talented, superlative candidates with a track record for success. This is imperative to achieve success.
My first license plate said, “Discover Rhode Island”, I remember the infectious jingle “ We’re the Biggest Little State in the Union, Rhode Island”, Governor Ann Richards told the world, “Size doesn't matter”, of late, “It’s All in Our Backyard”; we are the home of Ms. Universe, Calamari, coffee milk, Del’s, CVS, Textron and so much more. We have much to be proud of and often reveal a positive reflection of who we are and who we can be. I must say, a Taylor Swift cover of “Biggest Little State” would be ridiculously cool. Come on, Taylor think about it! I hope Governor Raimondo appreciates my Swift solicitation! I am confident if the absolute best people are given this branding task, the results will be fantastic.
Here’s to all that is fabulous with Rhode Island. Take a peek at what’s happening, get out and spend some money, see the sights, taste the tastes and for now, Discover Rhode Island after all, we are still the biggest little state in the union.
Providence Warwick Convention and Visitors Bureau
Blackstone Valley Tourism Council
30 Things To Do In Rhode Island Before You Die
#30
Pick Apples at Pippin Orchards
Cranston
Make the most out of the fall season when you pick Pippin Orchards apples.
Bring them home to make apple pie, apple sauce, or enjoy as they are.
#29
Newport St. Patricks Day Parade
Newport
Go take in Irish culture at this annual parade that starts at Newport City Hall and continues through the heart of Newport.
Pipe Bands, marching bands, fife and drum corps, and assorted organizations take part every year.
#28
Newport, Jamestown
Participate in this annual charity event that involves nearly 500 swimmers going 1.7 nautical miles from Newport to Jamestown.
It also serves as Save The Bay’s biggest fundraiser, with funds going towards restoring and protecting the Narragansett Bay region.
Photo courtesy of savebay.org
#27
Ride the Flying Horse Carousel
Watch Hill
Take a ride on this 20-horse carousel. Horses hang by chains from a center frame, making it appear as though they are flying.
It was brought to Watch Hill in 1883 and has been a town staple ever since.
Photo courtesy of Ivv@denzel/ wikipedia
#26
All you can eat at Wright’s Chicken Farm
Harrisville
Make sure you’re starving, because the meal Wright’s Chicken Farm is about to serve you requires plenty of room in your stomach.
Their chicken dinner that comes with rolls, salad, pasta, and fries is simple, but continues to wow guests every day.
#25
Participate in the Pell Bridge Run
Newport, Jamestown
Regardless of whether you’re a runner or a walker, make sure you take part in this one of a kind run once in your life.
The 4 mile course starts in Jamestown, crosses the Pell Bridge, and ends in Newport.
#24
Visit the Norman Bird Sanctuary
Middletown
Stop by this wildlife refuge to see a wide variety of local and migratory birds, take in ocean views, and hike to the top of Hanging Rock.
The sanctuary is home to over 300 acres and seven miles of hiking trails, so bring your binoculars to see what birds await!
Photo courtesy of swampyank/wikipedia
#23
Watch the Biggest College Rivalry Game in RI
Kingston
Friar and Ram pride runs deep in Rhode Island, so head down to one of the country’s best college basketball venues to see URI and Providence College face off.
The games tend to go down to the wire and the atmosphere created by both fan sections make this a must-see sports event.
#22
Listen to the Newport Jazz Festival at Fort Adams
Newport
Head out to Fort Adams to witness dozens of the world’s top jazz artists play.
It’s not every day that artists as famous as Jamie Cullum, Chris Botti, and Arturo Sandoval perform.
#21
Watch “A Christmas Carol” at Trinity Rep
Providence
Everyone knows Charles Dickens’ tale of Ebenezer Scrooge, and the chance to see a remarkable and always different interpretation at Trinity Rep is a Rhode Island tradition.
Get in the holiday spirit by watching Scrooge fill his heart with the joy and love Christmas brings.
#20
Listen to Buddy Cianci Radio
Providence
Buddy may have lost the 2014 Providence Mayoral race, but you can still hear his thoughts on Rhode Island politics each day.
Whether you’re sitting at work or driving in the car, catch him on WPRO’s 630 AM or 99.7 FM from 3-6 P.M.
#19
Sit In On a Public Corruption Trial In Federal Court in Rhode Island
Providence
Grab a front row seat at the Federal Courthouse on Kennedy Plaza.
Who will be on the docket next?
#18
Make the East Bay Vineyard Crawl
East Bay
Whether you’re a wine connoisseur or just interested in how the wine-making process unfolds, head on out to any of East Bay’s vineyards.
Sakonnet Vineyard, Newport Vineyards, and Greenvale Vineyards are just a few of the options.
#17
Eat a Saugy at Haven Brothers After Midnight
Providence
It’s midnight and you’re in downtown Providence looking for a bite to eat, but nearly every place is closed. What are you to do? Head to Haven Brothers.
Order a saugy and enjoy every bite of it inside of the portable diner.
#16
Visit Goosewing Beach
Little Compton
This beach is only accessible by foot, but once you’re lounging with the dunes behind you and open Atlantic Ocean in front of you, you’ll never want to leave.
Goosewing Beach provides you with all you could want and more.
#15
Ride or Run the East Bay Bike Path
Barrington
Travel down this 14.5 mile long path that stretches from India Point Park in Providence down to Independence Park in Bristol.
The path connects many towns and provides waterside views nearly the entire way.
#14
Go to the Bristol 4th of July Parade
Bristol
Bring your Fourth of July celebrations right into the heart of Bristol and experience America’s oldest 4th of July parade.
Finding a parking spot will be your biggest challenge, but once you’re there the festivities, food, and music are like nothing you’ve ever seen before.
#13
Watch a Match at the International Tennis Hall of Fame
Newport
Head on down to Newport to see tennis stars play on the International Tennis Hall of Fame’s grass courts.
The Hall of Fame Championships features singles and doubles competition and has been held every year since 1976.
#12
See the RISD Buddha
Providence
A nearly thousand year old wooden Buddha statue that is over nine feet tall? You have to see it to believe it.
The RISD Art Museum’s Buddha originates from Japan.
Photo courtesy of risdmuseum.org
#11
Enjoy a Dark ’n’ Stormy on the lawn at at Castle Hill
Newport
Sip on your cocktail as you overlook the water, numerous sailboats and boats, and land opposite you.
Drinking your Dark ’n’ Stormy at this timeless Newport destination is sure to leave you feeling refreshed every time.
#10
Eat an Italian Sausage on Columbus Day on Federal Hill
Providence
When at Federal Hill’s Columbus Day Festival be sure to grab an Italian sausage.
Savor every bite as you watch live musical entertainment and experience Italian culture.
#9
Down a Clam Cake at Flos
Portsmouth and Middletown
Stop by this famous clam shack that has been around since 1936 for some of the best clam cakes in Rhode Island.
Whether you go with a group of friends or as a family, you’re sure to leave with a full stomach and chomping at the bit to come back for more.
#8
Go to the South County Balloon Festival
Kingston
Hop into one of the many hot air balloons on display at this URI-based festival and urge the pilot to push you high above the trees.
The festival has been going on for 37 straight years and also features a Rhode Island State Barbecue Championship.
#7
Catch a Mount Saint Charles Hockey Game at Adelard Arena
Woonsocket
Experience a high school hockey game of the legendary Coach Bill Belisle, who leads his Mounties at the storied confines of Adelard Arena.
This program has produced two of the three Americans ever selected number one in the NHL Draft and won every state title from 1978 to 2003 - the longest high school sports streak in U.S. history.
#6
Watch a Game at McCoy Stadium
Pawtucket
Head out to the ballpark that is home to the longest game in baseball history and the launching pad to the careers of Fred Lynn, Jim Rice, Dustin Pedroia and dozens of other Boston Red Sox greats.
If you attend near the Fourth of July, make sure to stick around for fireworks after the game.
#5
Walk Along The Cliffwalk
Embark on this recently renovated 3.5 mile path that runs from Bailey’s Beach all the way to First Beach.
As waves crash below you, make sure you look inland towards the ornate architecture of Newport’s many mansions and take in the natural beauty of the shoreline.
#4
Take a WaterFire Gondola Ride
Providence
Experience WaterFire is the most unique Venetian way by riding in a gondola down the Providence River.
Observe the fires up close and personal, bring your own bottle of wine, and craft memories that are sure to last a lifetime.
#3
See a Movie at the Rustic Drive-In
North Smithfield
Call up your friends, pack a picnic, and sit in your car as feature films are projected along giant outdoor screens.
The audio plays right through your radio, so be sure to turn the volume up high as you snack on your candy and popcorn.
#2
Visit Block Island’s Southeast Light
Block Island
Hop aboard the Block Island Ferry, skip the beach, and head right for this historic lighthouse that was first lit in 1875.
Before you check out the nearby Mohegan Bluffs, be sure to head up to the fog signal itself that goes off every 30 seconds and look out as far as your eye can see.
#1
Go to the top of the State House
Providence
Join the small group of people who have had a State House insider bring them up the stairs towards the top of the State House. Along the way make sure you take in the many amazing murals of the Rotunda.
Once you conquer the stairs, you’ll be as high as the marble dome and “Independent Man” sit and take in breathtaking views for miles around.
