A new tourism logo has been developed to market Summerland for visitors.
The logo was unveiled on Tuesday evening. It was developed by a committee representing 14 tourism stakeholder groups in the community.
“We’re very proud of this,” said Brett DeWitt, chair of the Summerland Chamber of Economic Development and Tourism’s tourism committee. “It was a lot of work.”
Stephanie Tambellini Design Studio Inc. and Simone Carlysle-Smith of the Thompson-Okanagan Tourism Association assisted in the branding project.
Photography was done by Eric Simard of Eric’s Photo Lab, Kelly Funk Photography and Darren Robinson Photography.
“It was a long process, but it was very inclusive,” DeWitt said.
The committee developed a positioning statement for the tourism brand.
“Summerland captures the essence of the Okanagan with an abundance of historical, cultural, recreational and agricultural experiences. Meandering roads with views of brilliant blue water, lush orchards and vineyards entice visitors to stop and sample the local fare. The charming town centre, anchored by Giant’s Head Mountain, offers an opportunity to share in the genuine allure of the community. A true patchwork of activities and vistas, Summerland is the local’s pick for an authentic Okanagan experience,” the statement says.
DeWitt said the positioning statement is the selling point of the branding effort.
The logo was also designed to draw visitors to Summerland.
The colours in the logo represent water, agriculture, sun and wine, in the shape of a column of steam.
The tag line, Take Your Time, has also been developed.
Funding for the logo and branding project came from the municipality and from the Ministry of Jobs, Tourism and Skills Training through the Community Tourism Opportunities program.
“The committee has worked diligently to complete this important tourism initiative,” said Brett DeWitt, president of the Tourism Advisory Committee. “The results are unique and beautiful and we are fully confident that this will produce the desired result of enhancing Summerland’s tourism branding with a cohesive message.”
Representatives from numerous groups and organizations in the community were involved in planning and discussing the logo and brand. These included the Summerland Chamber of Commerce, the District of Summerland, the municipality’s Economic Development Strategic Action Committee, the Summerland Merchants’ Committee, the Community Cultural Development Committee, the Summerland Arts Council, the Summerland Museum, the Kettle Valley Steam Railway, Bottleneck Drive Winery Association, agricultural attractions, resorts, hotels, motels and bed and breakfasts, the Summerland Ornamental Gardens, the municipal Parks and Recreation department and the Friends of the Ornamental Gardens.
“It was a team effort, very well led by Brett,” said Arlene Fenrich, president of the chamber.
Research showed there are nine types of travellers who come to Summerland. The attractions are geared to those who are cultural explorers and authentic explorers.
These individuals enjoy being off the beaten track and appreciate cultural immersion, historical and unstructured experiences.
The community is also attractive to those who enjoy outdoor recreation.