The Magic of Make-Believe
Blending Make-Believe & Reality to Turn Neighborhoods into Destinations – And Vice Versa
Image Credit: PBS
Taking another cue from Mister Rogers’ world, there were two distinct neighborhoods - the “real” neighborhood (modeled after typical urban communities) and the “make-believe” where anything is possible and imagination is king (or queen!). While your attraction may exhibit more make-believe qualities, it is still baked into the realities of your community. Looking for opportunities to blend these two worlds can help to build your attraction’s reputation both within your neighborhood and beyond.
Building a “House of Brands”
Experts in brand-building will tell you about two common approaches in the corporate world: the “branded house” or the “house of brands.” For some businesses, a single master brand covering multiple lines of business might make sense … it’s worked pretty well for brands like Google and Disney. In fact, one could argue that Mister Rogers chose the branded house route in consolidating his neighborhoods under a single brand name.
In other cases, a master brand might support multiple sub-brands; think Proctor & Gamble or Anheuser-Busch InBev. In these cases, individual brands stand on their own in representing specific products, but they also enjoy a halo effect from the master brand.
Beale Street in Memphis
You’ve likely spent considerable time and effort building your attraction’s brand, but have you considered the potential for working with others in your community to create a house of brands? Think Bourbon Street in New Orleans or Beale Street in Memphis, or Boston’s Freedom Trail, which literally provides a brick-road connection to historical attractions throughout the city. With the right mix of attractions, restaurants, shops, a good vibe, and neighborly cooperative spirit, a few city blocks can become a destination – and a brand – in and of itself.
Thinking Inside-Out and Outside-In
There are also any number of co-branding options to help enhance your attraction’s ties to your community. You can extend your brand experience beyond your walls and welcome other brands to become a part of your attraction’s experience.
Featured in the Asheville Art Museum’s Urban Loft and Art Tour. Image Credit: Angeli Wright
Gary Culbertson sits on a couch in his gallery, Contemporaneo Asheville, on Biltmore Ave. Image Credit: Angeli Wright
How can you provide micro-experiences at community events and off-site locations to give residents a taste of what your attraction has to offer? The Asheville Art Museum in North Carolina, for example, hosts popular tours that take guests away from their facility. Their Urban Loft and Art Tour provides an inside look at iconic local architecture and private art collections, all while generating buzz (and funding) for the institution.
The opportunities to highlight civic pride and promote placemaking are just as vibrant within your attraction. For example, could you feature products from a local coffeehouse or microbrewery in your food service mix? Could you provide space for local artists to create?
Image Credit: Saint Louis Zoo
Image Credit: Saint Louis Zoo
Image Credit: Saint Louis Zoo
In PGAV’s hometown of St. Louis, the new expansion Major League Soccer club, St. Louis CITY SC, recently made a splash by naming renowned local chef and restauranteur Gerard Craft as the club’s Flavor Officer, charging him with discovering the ideal mix of local food and drink to enhance the game day experience. And the Saint Louis Zoo now has its own signature beer, courtesy of local craft brewer Urban Chestnut.
Seeking out community collaborations like this can go a long way in demonstrating that your attraction isn’t just located in the neighborhood, but rather is a vital and welcomed part of it. These efforts can pay dividends in a variety of ways: shared community pride will build your brand among residents, placemaking opportunities can bring more people to your attraction as well as the entire neighborhood, and successful collaborations can lead to further innovation to expand your neighborhood’s “branded house.”
In short, you have the opportunity to build your business, support your neighborhood, and have some fun, all at once. Mister Rogers would be proud.
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