Branding initiative aims to make Moosehead Lake region ‘America’s crown jewel’

By Stuart Hedstrom
Staff Writer

GREENVILLE — For the last year and a half, the Moosehead Lake Region Economic Development Council has sponsored a branding initiative under the guidance of the firm Roger Brooks International. The initiative has produced over 40 recommendations, including the formation of a Brand Leadership Team (BLT). The team’s progress on the branding initiative was the subject of a community meeting on March 23 at the Center for Moosehead History.

Observer photo/Stuart Hedstrom

AMERICA’S CROWN JEWEL — A 16-member Brand Leadership Team is working on an initiative to promote the Moosehead Lake region, defined by a 25-mile radius around the body of water which has been termed “America’s Crown Jewel.” The Brand Leadership Team provided the community with an update on its work during a March 23 meeting at the Center for Moosehead History in Greenville, including wayfinding, downtown beautification, marketing the brand, fundraising efforts (including an August cruise aboard the Katahdin), public outreach and a pavilion/master plan for Greenville with the Moosehead Lake Region Economic Development Council.

“We are very excited to share with you some of the activities we have been involved in,” said Liz Cannell , chair of the BLT’s public speaking committee, at the start of the presentation attended by several dozen area residents and others.

Members of the 16-person panel then introduced themselves. “These are the faces of the volunteers,” Cannell said. She added her group has so far contributed over 2,000 hours of service to the community, “working together on some of the items we are going to talk about today.”

BLT’s Sally Johnson said all 16 members bring different backgrounds to the group and are working together on the branding initiative to get the region back to past prosperity. “We want to do that and keep the great culture that we have here, we don’t want to lose that,” she said.

The three main goals of the branding initiative are to create a sustainable eight- to 10-month economy, grow the population of the region by 25 percent with a strong emphasis on younger residents (ages 20-45) with families and maintain the natural and cultural character of the area — one that is defined by a 25-mile radius around Moosehead Lake.

“Our focus is the lake,” Johnson said. She explained when the Roger Brooks International namesake spoke at a state tourism conference he said there are three great lakes across the country with the body of water in Piscataquis County being one of the three he holds in such high regard. Johnson said Brooks told the BLT, “You have the assets here to promote yourself as a national icon.’

“That being said, we have to promote those assets and we are working to earn the brand ‘America’s Crown Jewel.’”

Johnson said the BLT has a half dozen priorities and one of these is wayfinding or “helping visitors find their way to the great places we have around here.” She said a consultant was hired “and we identified key public attractions,” such as swimming, camping and trail locations that will be part of the wayfinding program.

A list of about 50 locations across the region have been prioritized, and meetings have taken place with various landowners, the town of Greenville, the Maine Department of Transportation and others, “Our goal is to get some signs in the ground this summer,” Johnson said, with the signage containing ample information to guide visitors to area attractions.

BLT member Mark Gilbert said another priority is the downtown experience. He said Greenville is working to become the first Maine community to offer free public Wi-Fi in the center of town, and efforts are underway for the beautification of this area.

Gilbert said studies show that with downtown improvements, “People will spend more time in that area and they will spend more money.”

Jen Goodrich then spoke about the BLT marketing work. “Roger Brooks recommended we have a logo,” she said, and the initiative is now associated with the silhouette of a moose wading in the water above the words Moosehead Lake Maine. The logo is able to be used by area businesses and organizations.

Goodrich said other promotional materials include a website, letterhead, business cards and a “Best of Moosehead” brochure.

Another of the six priorities is fundraising and Cannell said this is being accomplished through foundation grants, corporate partnerships, individual giving, benefit events and contributions from area towns. She said BLT members are taking part, “We will be willing to make a meaningful contribution ourselves to the effort.”

Cannell said an appeal letter on the branding initiative will be sent out to the public to raise tax-deductible monies, various grant applications are in the works and a fundraiser is planned aboard the Katahdin in August. “The fact is there’s just not one person with deep pockets who will say ‘here is some money for this great thing you do,’” Cannell said.

Team members are working on public outreach, as Cannell said to “let the greater region know really what’s happening with this event and to keep people informed.”

“There’s 41 items on this action plan and they are all really huge,” Cannell said. She explained working with the MLREC the six priorities were identified with a pavilion and Greenville master plan the last of the six items. Cannell said a pavilion would be “a center of the vitality of the region,” with indoor space for business and various events.

Cannell said the vision of the BLT “is not going to happen tomorrow, a lot of this is still in the dream stage,” but members are working to better the region.

A post-presentation question inquired about the BLT members’ thoughts on the impact of wind turbines on the Moosehead Lake region. “We have actually had quite a bit of discussion on that,” Cannell said. “It is an emotional issue and not everybody agrees on it.”

She explained that the difference of opinions extends to the group, so rather than try to decide on a single position each of the 16 individuals has their own view and will speak and act how they see fit.

“We have chosen basically to focus on the things we have influence on,” Cannell said, adding that not having seen any proposed wind project plans, the BLT felt it was best not to be districted by the matter.