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HomeMy WebLinkAboutMinutes - City Council - 08/01/2016 The South Burlington City Council held a regular meeting on Monday, 1 August 2016, at 6:30 p.m., in the Conference Room, City Hall, 575 Dorset Street. MEMBERS PRESENT: H. Riehle, Chair; P. Nowak, T. Chittenden, T. Barritt, M. Emery ALSO PRESENT: K. Dorn, City Manager; T. Hubbard, Deputy City Manager; Chief D. Brent, and other members of the Fire Department; Chief T. Whipple, Police Department; J. Rabidoux, Public Works Director; I. Blanchard, Project Manager; C. Holm, Public Information Officer; B. Nowak, P. Taylor, R. Neuer, B. Melizia 1. Agenda Review: Additions, deletions or changes in order of agenda items: No changes were made to the Agenda. 2. Comments & Questions from the public not related to the agenda: No issues were raised. 3. Announcements and City Manager’s Report: Council members reported on meetings and events they had attended. Mr. Dorn: The Mozart Festival performance at Veterans’ Park on Friday was fabulous. He cited the support from Maggie Leugers and the Police Department. There will be additional performances at City Fest and for the next few weeks. City Fest will be held at Veteran’s Park on Saturday, 6 August. An agreement has been reached with the Village at Dorset Park. This will come to the Council on 15 August. Interviews have been held with potential insurance providers (casualty, property, Workers Comp). Consultants on the UVM arena were in town, and a very productive meeting was held with all parties involved. Meetings have been held with Todd Finard regarding the UMall foreclosure process. This is not an unusual process, and the hope is that UMall will emerge from it with a refinancing opportunity. Mr. Hubbard: TD Bank has reduced the rate on the loan from the projected 2.19% to 1.98%. The Vermont Municipal Bond Bank has refinanced the bonds for the Police Station. The city will be credited with $45,000 in 2017 and a total of $112,000 over three years. Ms. Nowak expressed concern with children riding bikes in the street while they are playing a popular computer game. She suggested an item in The Other Paper for parents to alert their children that this can be very dangerous. 4. Consent Agenda: a. Sign Disbursement b. Approve Minutes for 18 July 2016 c. Review and consider acceptance of Cider Mill development sewer pump station Ms. Nowak moved to approve the Consent Agenda with correction of noted typos. Ms. Emery seconded. Motion passed unanimously. 5. (#10 on the Agenda) City Center Update: Mr. Dorn reminded the Council that there has been discussion of a potential vote in November on the City Center Park and Market Street projects. The vote would be to incur debt for those projects which would lead to triggering the TIF, which must be triggered before the end of 2017. The City already has enough funds collected to fund the City Center Park project, but will not have enough for Market Street. The city will have to ask the voters for that money, but it is anticipated that as TIF funds are generated, the public funds will be taken out of the picture. There have been significant conversations with South Burlington Realty regarding development of their properties in City Center. Mr. Chittenden felt that public authorization for those projects could encourage other development in City Center. Mr. Dorn also noted that Ms. Blanchard attended a good meeting regarding a potential arts center in City Center. 6. Public Hearing on Bonding for Acquisition of Communications Equipment & Technology: Mr. Barritt moved to open the public hearing. Ms. Nowak seconded. Motion passed unanimously. Chief Brent reviewed the history of the request for new communications equipment and technology. He noted that the existing equipment was installed in 2002 and serves Fire, Police, Ambulance, and Public Works. The lifetime of this equipment is exhausted, and the technology is outdated. In 2002, the technology was VCR; this still works, but when the machines quit, they can’t be repaired and the system will fail. Chief Whipple added that they are seeing some of that problem now and are already using the “back‐up side.” If that fails, they would be scrambling. Chief Brent said the existing system was laid out well, and they want to put the new equipment in exactly the same places. Chief Whipple said there are no “dead areas” in the system, and Fire and Police can communicate with each other no matter where they are. Chief Brent said the new technology is all LED, and they have been told it would have a 15-year life span. Mr. Hubbard explained that part of the project would be to create a disaster recovery plan in the event that all power was lost at City Hall. With the new system, within an hour, the city could be up and running at the Police Station or vice versa. The cost for this element of the total cost is $130,000. Mr. Chittenden asked if there are any other new features to the system. Chief Brent said there are, but they haven’t met with vendors to get all the details or to get exact prices. They have given the City Manager a “price not to exceed,” and the expectation is that the cost will come in lower than that. The plan is to ask for anything new that will benefit the city. Mr. Barritt asked if the new antennas will work with the new equipment. Chief Brent said they will work with both the old and new equipment. Mr. Barritt said he cannot understand CWD’s opposition to having antennas on the water tower and to refuse the income these antennas could generate. He said other communities are doing this and reaping the benefits. Chief Whipple noted that even with the new system, some existing radios can be maintained and used as backup, so they may not have to buy all of them. Public comment was then solicited. There were no public comments or questions. Ms. Nowak moved to close the public hearing. Mr. Barritt seconded. Motion passed unanimously. 7. South Burlington Fire Department/Burlington International Airport fire Department Emergency Preparedness and response discussion: Chief Brent noted this item was in response to a question as to whether the city’s personnel is equipped to fight fires on aircraft and whether they have the training to do so. Ms. Nowak said the request relates to an item in The Other Paper that suggested the city did not have the equipment and adequate training. She wanted to clear the air on this. Ms. Emery said that at the time of discussions about joining the lawsuit, there were documents from the Air Force that listed the personal protective equipment the Air Force recommends for fighting these fires. She wanted to be sure the city's first responders have the best equipment and training. Chief Brent stressed that the city has the exact same equipment as the Air Guard has: the same helmets, the same boots, the same coats, the same breathing apparatus. They do not have the same training and do not need the same level of training as the specialized military-required training. Several of the Firefighters were, however, in the Air Guard and do have some of that training. Chief Brent noted that with any military air crash on the airfield, the military is in charge. This is also true for commercial aircraft by an agreement with the City of Burlington. The South Burlington Fire Department does have a job to do. When an approaching plane indicates they are in trouble, the total number of “souls” on board determines how much of “the cavalry” is called out. In the past 10 years, there have been 95 of those events but no crashes. South Burlington’s role is to take charge of staging and logistics. Every unit that comes onto the scene reports to South Burlington’s people. Another South Burlington truck backs up the Air Guard in the event the Guard runs out of water. The South Burlington ambulance is there along with other ambulances. For a plane crash in South Burlington that is not on the airfield, the South Burlington Fire Department would be first on the scene and would do what it could do including making sure the Air Guard is 3 minutes behind them in arriving. This differs from other communities where they have to rely on back- up from surrounding communities as they don’t have the Air Guard nearby. Ms. Emery asked about rescues. Chief Brent said there are many variables. Their first job at any incident is to rescue people, as many as they can. He stressed that there is no gear in existence that can go through a 2000 degree fire to get people out. He showed the chemical protective clothing and stressed that you can’t go next to the fire in it; it is for after the fire is put down. Regarding composites, Chief Brent noted that CCTA buses, UPS trucks, many car parts, and even the Fire Department breathing gear is made up of composites. He stressed that the Air Guard knows everything about every military plane that takes off, but they have no idea what will be on the next Fed‐X plane that’s coming in. Chief Brent said his people train with the Air Guard all the time, and he is on the phone with the Air Guard at least once a day. Air Guard personnel do ride-alongs with South Burlington. There is a continual sharing of information back and forth. Ms. Nowak asked if the Air Guard were not at the Airport, and you had to staff a fire station there, would you equip it differently from what is there now. Chief Brent said no but there might be fewer people on duty. He noted that at the Portland, Maine airport, which is about the same size as Burlington, they have the same equipment, but only 3 people on duty. The Chief also noted the “hybrid” situation that exists here: the property belongs to the City of Burlington, the equipment is federally owned, and the people who use the equipment are state employees. Ms. Emery asked about public education as to what to do if there is a nearby crash. Chief Brent said the best thing to do is to stay in the house with doors and windows shut. People shouldn’t run out to take pictures. Mr. Chittenden then asked about backyard fireplaces. Chief Brent said they are permissible within the rules (proper placement, etc.). A bonfire, however, requires a permit. Ms. Emery asked if South Burlington people do clean-up and decontamination. Chief Brent said there are companies that do the clean-up. The city does have a decontamination trailer that numerous people can be put through. This has been used several times and works well. 8. Presentation on City Branding: Ms. Blanchard said they are nearing the end of a long process which has brought together staff and community members to work with a consulting firm. There has been an outreach process, a community survey, meeting with city committees, high school students, and others. Some of the observations from the survey include: a. South Burlington is a great place to live and do business b. People don’t understand the boundaries of the city c. Major streets are named for other communities and are the only places outsiders know d. Community connection and spirit outside of the school system is rare e. There is little opportunity for retirees, singles and young couples Ms. Riehle then read the “identity statement” developed for the branding project. Ms. Blanchard noted that pieces of the statement can be used for different campaigns or the statement can be used in its entirety to show what the city is about. Ms. Holm then showed the new graphics including the main city graphic in color. There is also a new graphic for City Center. She noted that these materials can be used for wayfinding signage, banners, and as a tie-in for businesses. Ms. Holm then reviewed short, medium and long term strategies for implementation. These include a brand “roll out,” deploying a social media strategy, promoting city districts with banners, and the hosting of an annual marketing “summit.” Mr. Dorn said they are looking for an endorsement from the City Council. Ms. Nowak cited the wonderful changes in both St. Albans and Waterbury as a result of this type of branding. She gave the project “two thumbs up.” Both Ms. Emery and Mr. Barritt had issues with the use of the word “different.” Mr. Barritt did like the idea of identifying “sub‐neighborhoods.” Mr. Neuer said he would prefer “come together” as a goal. He liked the City Center piece. He did, however, feel it was “premature.” Mr. Dorn cited the necessity for this type of identification, noting that both Trader Joe’s and the Sheraton identify themselves as “Burlington” businesses. Ms. Riehle felt it would be good for the Council to support this, understanding that it will change and grow with time. She cited the importance of creating an identity. Mr. Barritt said he would vote against endorsement because of his objection to the word “different.” He did not want to commit resources to that slogan. Mr. Chittenden moved to endorse the branding booklet to be used by the city and others. Ms. Nowak seconded. Motion passed 4-1 with Mr. Barritt opposing. 9. Council discussion on City Crosswalks and Presentation on this Issue: Mr. Rabidoux said he was present in response to the item on the Council’s “bike rack.” Ms. Emery said she is concerned whether people crossing the street have enough time to do so safely. Mr. Rabidoux explained the various types of crossings and said it depends on what the community wants to embrace. He noted that he gets a lot of feedback regarding people having to wait for a pedestrian light phase to go through. He stressed the need to implement things intelligently. Mr. Rabidoux noted that all traffic signals and signs must be supported by evidence. He cited budget constraints that restrict the number of studies that can be done. Mr. Rabidoux did note that as a result of the CNAPC report, two projects are being done in the Chamberlin neighborhood. Mr. Rabidoux stressed that crosswalks can create a false sense of security. He said there is no demonstrated increase in safety with crosswalks over no crosswalks when there are no additional safety measures taken. Crosswalks can actually make things less safe. Ms. Riehle said if the aim is to make the community “walkable,” it has to be safely walkable. This will have to be part of the City Center discussion and budget discussions. Mr. Neuer noted that the Bike/Ped Committee’s priority list for crosswalks is headed by: a. Route 7/Queen City Park b. Route 7 from Swift north across 189 in both directions c. Hinesburg Road from Kennedy Drive to Williston Road d. Hinesburg Road at Village Green and at Ruth Street. These are all state roads, so the city does not control what happens there. Ms. Riehle cited the need to work with the state on these, even though they will probably be long-term improvements. The possibility of wider and/or longer striping was suggested. 10. Other Business: A. Items Held from Consent Agenda No items were held. B. Other: Ms. Nowak asked for an outline of “outside” legal expenses. Mr. Hubbard said he can provide everything through June. Mr. Barritt asked about how to approach building codes. He didn’t want to see a repeat of the Pinnacle situation, if it can be avoided. Mr. Dorn said there are international building codes that most communities use as a reference if they have building codes. He suggested this as a “bike rack” item. 11. Consider entering Executive Session to discuss appointments to City Boards, Committees, and Commissions: Ms. Emery moved that the Council meet in executive session to discuss appointments to City Boards, Committees, and Commissions and to resume regular session only to make such appointments and/or adjourn. Mr. Barritt seconded. Motion passed unanimously. The Council entered executive session at 9:40 p.m. and resumed open session at 9:45 p.m. Following the executive session, Mr. Chittenden moved to make the following appointments to the Natural Resources Committee: David Crawford 1 year term Katie Kain 3 year term Kristin Williams 3 year term Gwen Koslowski 3 year term Mr. Barritt seconded the motion which then passed unanimously. Ms. Nowak then moved to appoint Ms. Emery as alternate to the Chittenden County Regional Planning Commission. Mr. Barritt seconded. Motion passed unanimously. As there was no further business to come before the Council, Mr. Chittenden moved to adjourn. Ms. Emery seconded. Motion passed unanimously. The meeting was adjourned at 9:50 p.m. Clerk ADDENDUM TO THE MINUTES OF 1 AUGUST 2016 REFLECTING APPOINTMENTS MADE AT THE CITY COUNCIL MEETING OF 18 JULY 2016: The following appointments were made by motion duly made and seconded following the executive session of the meeting of 18 July 2016: Affordable Housing Committee:Sandra Dooley – 3 year term Mike Simoneau – 3‐ year term John Simson – 3‐year term Aimee Griffin – 3 year term Tom Bailey – 2 year term Leslie Black-Plumeau – 2‐ year term Bike & Pedestrian Committee:Roy Neuer – 1 year term Cathy Frank – 3 year term Donna Leban – 3 year term Richard Kenney – 3 year term Jim Grossman – 1 year remaining term City Charter Committee:Donna Kinville – 3 year term James Mount – 3 year term Design Review Committee Jean-Sebastien Chaulot – 2 year term Aimee Griffin – 2 year term Jennifer Kochman – 1 year remaining term Development Review Board:Bill Miller – 4 year term Jennifer Smith – 3 year term Energy Committee:Keith Epstein – 3 year term Fred Kosnitsky – 3 year term Karen Mckenny – 3 year term Marcy Murray – 3 year term James Mount – 2 years remaining term Jeremy King – 2 years remaining term Library Board of Trustees:Jay Pasackow – 3 year term Barbara Devine – 3 year term Lee Dowling – 3 year term Louie Giancola – 1 year remaining term Pension Advisory Committee:Spencer Baker – 1 year term Planning Commission:Sophie Quest – 3 year term Ted Riehle – 4 year term Tracey Harrington – 4 year term Recreation and Parks Committee:Jennifer Kochman – 3 year term Elizabeth Robitaille – 3 year term Paul Steinman – 3 year term Chittenden County Regional Planning Commission: Chris Shaw Published by ClerkBase ©2019 by Clerkbase. No Claim to Original Government Works. South Burlington Water Dept. Accounts Payable Check Register Date: 08/02/16 Date Check No. Paid To Memo Amount Paid 8/2/2016 3032 E.J. Prescott, Inc. 711.58 Date Voucher Number Reference Voucher Total Amount Paid 7/20/2016 VI-14039 5115047 239.56 239.56 7/20/2016 VI-14040 5114047 281.44 281.44 7/11/2016 VI-14044 5110011 190.58 190.58 8/2/2016 3033 Environmental Hazards Management, Inc. 238.92 Date Voucher Number Reference Voucher Total Amount Paid 7/14/2016 VI-14041 6274 238.92 238.92 8/2/2016 3034 Ferguson Waterworks #590 706.32 Date Voucher Number Reference Voucher Total Amount Paid 7/15/2016 VI-14043 0407588 706.32 706.32 8/2/2016 3035 David & Helen Gould 84.28 Date Voucher Number Reference Voucher Total Amount Paid 7/20/2016 VI-14049 REFUND 84.28 84.28 8/2/2016 3036 Leah Noringer 96.50 Date Voucher Number Reference Voucher Total Amount Paid 7/21/2016 VI-14048 REFUND 96.50 96.50 8/2/2016 3037 Joseph G. Pollard Co., Inc. 624.70 Date Voucher Number Reference Voucher Total Amount Paid 7/11/2016 VI-14047 0048525 624.70 624.70 8/2/2016 3038 SoVerNet, Inc. 40.81 Date Voucher Number Reference Voucher Total Amount Paid 7/15/2016 VI-14042 3656552 40.81 40.81 8/2/2016 3039 Ti-Sales Inc. 24,120.00 Date Voucher Number Reference Voucher Total Amount Paid 7/13/2016 VI-14045 INV0067088 16,398.00 16,398.00 7/13/2016 VI-14046 INV0067087 7,722.00 7,722.00 Printed: July 28, 2016 Page 1 of 2 South Burlington Water Dept. Accounts Payable Check Register Date: 08/02/16 Date Check No. Paid To Memo Amount Paid Total Amount Paid: 26,623.11 SOUTH BURLINGTON CITY COUNCIL _____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ _____________________________________________________ Printed: July 28, 2016 Page 2 of 2 TO: Kevin Dorn, City Manager FROM: Coralee Holm, Public Information Officer Ilona Blanchard, Project Director SUBJECT: South Burlington Community Identity DATE: July 29, 2016 BACKGROUND: The City has recently received a completed community identity package from Arnett Muldrow which includes a written statement introducing the community, a logo and collateral material, and a strategy for implementation. Together, the statement, logo, collateral and strategy for implementation help to knit together the many neighborhoods of South Burlington, the business and residential communities, and present the City to the broader region and world. This package is the result of intensive research, outreach, and feedback phases over the summer of 2015. The public, staff, and officials were invited to participate in surveys and focus groups about what South Burlington means, why it is valued, and how. The consultants, Arnett-Muldrow, met with City committees, high school students, and business sectors. They held iterative workshops to present findings and ideas, and refine material. The effort was well covered by the media which encouraged additional participation. Working with the consultants at Arnett Muldrow & Associates and using the information collected, along with the identified assets, needs, and goals of the community, a community identity package was created. The work has been proofed and is now ready to be reviewed for approval. ATTACHMENTS:  Brand Style Guide  Implementation Strategy Guide Background, Continued, Page 2 RECOMMENDATION: Listen to the presentation and ask questions. ADDITIONAL CONSIDERATION The logo portion of this package is not intended to replace the municipal government logo, but to serve as a broader community identity representing the South Burlington community. Where the City municipal logo might be used when the City is a sponsor for an event to signify the City’s involvement in an event, the community identity logo would be used for an event in the community to signify the event is related to South Burlington as a place. South Burlington, Vermont STYLE GUIDE BRAND You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profoundly connected to our region. We are a proud contributor to Vermont’s economy while maintaining the qualities that are the embodiment of life in the Green Mountain State. We can introduce you to the shores of Lake Champlain where Red Rocks demonstrate the striking juxtaposition of land and water. Rising up from this shoreline are ridges that provide vistas from the Adirondacks to the Green Mountains. These places are not simply spots to be viewed but actively enjoyed on miles of trails and in acres of parks. Neighbors thrive here from all walks of life, backgrounds, and beliefs. We are a place where education is a foundation of the community. Children here form lifelong bonds with each other and to this place. Here, we understand that our future is as bright as the minds we cultivate. Brands that have introduced Vermont to the world like Green Mountain Coffee, Ben and Jerry’s, and Magic Hat each call South Burlington home. These icons stand alongside innovative companies big and small that have come to understand that this place is ideally suited for businesses to thrive. We introduce Vermont to visitors from across the nation and around the world as home to our state’s largest airport. Our warm welcome exudes the pride we have in the Green Mountain State. Burlington International Airport coupled with Interstate 89 makes us a gateway to New England. We stand prepared to introduce our community and region to a place that will redefine how people view South Burlington. City Center will provide South Burlington a downtown to live, shop, do business, and play. Here we will gather as a community and celebrate with warmth the connections we share. These introductions come not with a boast or brag but with the willingness to share our place with Vermonters from across the state and with visitors from across the nation and world. We are humbled to be part of this dynamic region and singularly special state. We are proud of the role we play: of host, of neighbor, and of friend. We are South Burlington, Vermont A Different Place, Altogether Community Brand Style Guide2 South Burlington, Vermont 3 Community Image Approval In order to ensure consistent use of the South Burlington, Vermont brand, we ask that you submit a sample of each project for approval. Please specify your deadline requirements. We will reply promptly to your request for approval. Logo Variations Below are the logo variations for the South Burlington, Vermont brand. They are presented in two color, one color, reversed and Black & white usages. All logos are created in vector art and are infinitely scalable and available for any use. Usage Control When to use the logo and when not to is often times a judgement call. As the official keeper of the brand, South Burlington, Vermont has the final say in the usage of the brand. The brand should be used in signage, advertising, direct mail, event logos, merchandising, etc. Usage of the brand in an individual business or in an application that directly profits an individual business will be reviewed on a case by case basis. Community Brand Style Guide4 Brand Extension Brand extension is the process of incorporating the brand into events and activities in the community. By adopting the look, feel and tone of the South Burlington, Vermont brand, these events begin to connect in the consumers mind and begin to add strength to the primary brand and vice versa. The general approach of brand extension is to start with colors from the systems primary color palette as well as approved fonts that tie back into the main identity. South Burlington, Vermont 5 Logo Size & Spacing The size and spacing of the South Burlington, Vermont brand is important in ensuring that the logo is displayed is a positive and consistent way and helps to reinforce the brand. The logo should always have enough open space around it to have a clear and clean impact. The height of the tallest letter is generally the measurement guide for this open space. In order to preserve legibility, maintain a minimum of .5” height. .5 inch Community Brand Style Guide6 Incorrect Usage These are some examples of improper ways of presenting the South Burlington, Vermont brand. South Burlington, Vermont 7 Color Palette Use the primary palette on all branded materials such as logos, corporate identity, Web site, advertising, collateral, and imprintables. The colors printed here are NOT guaranteed to be matches. The use of a Pantone Swatch book is the best way to work with your vendors and assure color correctness. Always proof anything before production runs begin to assure that the colors are satisfactory. Dealing With Consistent Color Using Pantones: The accuracy of color is critical in design. Because what you see on your monitor is never what will appear on a printed sheet, designers need a standardized color key. It can be very frustrating to see the logo you worked hard to create look deep blue on the client’s letterhead, blue-greenish on his business card, and light blue on his very expensive envelopes. A way to prevent this is by using a standardized color matching system, such as the PANTONE MATCHING SYSTEM. Though PANTONE is not the only color standardization system, it is the most widely used and the one that most printers understand. Berkeley Oldstyle ITC Univers 57 Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 !@#$%^&*(){}|:”<>? abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 !@#$%^&*(){}|:”<>? Community Brand Style Guide8 Typography To add consistency to the logo, The following fonts have been chosen as the approved typefaces. Installing Fonts: We recommend installing only one format - OpenType, TrueType, or PostScript - of a font. Installing two or more formats of the same font may cause problems when you try to use. view, or print the font. Choose Start > Settings > Control Panel. Note: In Windows XP choose Start > Control Panel Double-click the Fonts folder. Choose File > Install New Font. Locate the fonts you want to install. In the drivers list, select the drive and the folder containing the fonts you want to install. In the Folders list, select a folder that contains the fonts you want to install. (Make sure you have unzipped them first.) The fonts in the folder appear under List of Fonts. Select the fonts to install. To select more than one font, hold down the CTRL key and click each font. To copy the fonts to the Fonts folder, make sure the Copy fonts to the Fonts folder check box is selected. Note: If installing fonts from a floppy disk or a CD-ROM, you should make sure this check box is selected. Otherwise, to use the fonts in your applications, you must always keep the disk in the disk drive. Click OK to install the fonts. South Burlington, Vermont COLLAT ERAL CATALOG SCALE1'-0" SCALE 1'-0" WALKING MAP DESTINATION ONEDESTINATION TWODESTINATION THREE DESTINATION FOURDESTINATION FIVEDESTINATION SIX 123 456 Destination Four9 MINUTES Destination Three8 MINUTES Destination Two7 MINUTES Destination Five9 MINUTESDestination Six9 MINUTES Destination One5 MINUTES Airport City Center Lake Shore Visitor Center Downtown Overlook Park Community Brand Style Guide10 Wayfinding Signage The wayfinding system is covered in greater detail in the following sections, but should be introduced as part of the brand because it plays such an important role in by perception and flow in the downtown district. The wayfinding system could include the following pieces. Primary Gateways- These gateways are the primary intersection points and main entry ways to town. They need to be highly visible and introduce the brand. Trailblazers- Trailblazers are the directing signs leading motorists to the main attractions in the area. These should have between three and four locations per sign and should carry motorists from gateway to parking lot. Colors can be used to distinguish between different districts and can become smaller as the scale and speed of the roadway narrows. Street Banners- Banners are very popular and help to add color and movement to the lanes of travel, acting as a speed control. They too can be color coded by district and can promote local events as well as promoting the brand. Building Markers- the markers can be either wall mounted or monument style and denote important landmarks in the downtown district. Parking Signage- Identifying parking is important in creating a parking system in downtown. Visitors are more likely to walk a block or two to shop if the signage system leads them directly to a public parking lot and tell them how to proceed. The parking markers can be by themselves or as attachments to trailblazer signs. South Burlington, Vermont 11 South Burlington, Vermont CATALOG LOGO Community Brand Style Guide14 File Format Guide All of the included graphic files might not work on your machine, but that does not mean that the file is corrupted or that their is something wrong with your machine. These files address all of the normal uses that a community implemented design would require. Always make sure to inform vendors that you have these different file formats available. File Type: Adobe Illustrator File Category: Vector Image Files File Description: Vector image file created by Adobe Illustrator; composed of paths, or lines connected by points, instead of bitmap data; may include objects, color, and text; often referred to as a Illustrator drawing. Illustrator documents can be opened with Photoshop, but the image will be rasterized, meaning it will be converted from a vector image to a bitmap. Program(s) that open ai files: Mac OS Adobe Illustrator, Acrobat, Reader Adobe Photoshop (rasterized) Apple Preview Windows Adobe Illustrator, Acrobat, Reader Adobe Photoshop (rasterized) File Type: JPEG Image File Category: Raster Image Files File Description: Compressed graphic format standardized by the JPEG (Joint Photographic Experts Group) group; commonly used for storing digital photos since the format supports up to 24-bit color; also a common format for publishing Web graphics; compressed using lossy compression, which may noticeably reduce the image quality if a high amount of compression is used. File Type: PNG Image File Category: Raster Image Files File Description: Portable Network Graphics (PNG) is a raster graphics file format that supports lossless data compression. PNG supports palette-based images, grayscale images (with or without alpha channel), & full-color non-palette-based RGB images (with or without alpha channel). PNG was designed for transferring images on the Internet, not for professional-quality print graphics, & therefore does not support non-RGB color spaces such as CMYK. File Type: Encapsulated PostScript Category: Vector Image Files File Description: PostScript (.PS) file that may contain vector graphics, bitmap images, and text; includes an embedded preview image in bitmap format; often used for transferring between different operating systems. Program(s) that open eps files: Mac OS Apple Preview Adobe Illustrator, Acrobat, or Photoshop QuarkXpress Windows CorelDRAW, Adobe Illustrator, Acrobat, or Photoshop, QuarkXpress File Type: Portable Document Format Category: Page Layout Files File Description: Cross-platform document created by Adobe Acrobat or a program with the Acrobat plug-in; commonly used for e-mail attachments or for saving publications in a standard format for viewing on mulitple computers; usually created from another document instead of from scratch. Program(s) that open pdf files: Mac OS Adobe Reader to view (free) Adobe Acrobat to edit (commercial) Apple Preview Windows Adobe Reader to view (free) Adobe Acrobat to edit (commercial) Brava! Reader File Type: Graphical Interchange Format Category: Raster Image Files File Description: Image file that may contain up to 256 indexed colors; color palette may be a predefined set of colors or may be adapted to the colors in the image; lossless format, meaning the clarity of the image is not compromised with GIF compression. GIFs are common format for Web graphics, epecially small images and images that contain text, such as navigation buttons; however, JPEG (.JPG) images are better for showing photos because they are not limited in the number of colors they can display. In Microsoft Office, you can place EPS or PDF files that support transparency by going to the “Insert” menu and selecting “Photo>Picture from File...” This will ensure your files are using the highest resolution graphics for output. EPS GIF AI JPG PNG PDF CityCenter Intiative Icon_4C CityCenter Intiative Icon_Black CityCenter Intiative Icon_Green CityCenter Intiative Icon_Slate CityCenter Intiative Icon_White CityCenter Intiative_4C CityCenter Intiative_Black CityCenter Intiative_Green CityCenter Intiative_Slate CityCenter Intiative_White CityCenter-Type_Black CityCenter-Type_Color CityCenter-Type_White CityCenter-Wide_Black CityCenter-Wide_Color CityCenter-Wide_White CityCenter_Black CityCenter_Color CityCenter_White Gateway-Type_Black Community Brand Style Guide 15 Gateway-Wide_White Gateway_Black Gateway_Color Gateway_White Lakeshore-Type_Black Lakeshore-Type_Color Lakeshore-Type_White Lakeshore-Wide_Black Lakeshore-Wide_Color Lakeshore-Wide_White Lakeshore_Black Lakeshore_Color Lakeshore_White Ridgeline-Type_Black Ridgeline-Type_Color Ridgeline-Type_White Gateway-Type_Color Gateway-Type_White Gateway-Wide_Black Gateway-Wide_Color South Burlington, Vermont16 Ridgeline-Wide_Black Ridgeline-Wide_Color Ridgeline-Wide_White Ridgeline_Black Ridgeline_Color Ridgeline_White SBBA_4C-small SBBA_4C SBBA_Black SBBA_Blue SBBA_Green SBBA_Orange SBBA_Slate SBBA_White Sobu_Black Sobu_Blue Sobu_Dark Green Sobu_Green Sobu_Light Green Sobu_Orange Community Brand Style Guide 17 South Burlington Icon_Blue South Burlington Icon_Green South Burlington Icon_Orange South Burlington Icon_Slate South Burlington Icon_White South Burlington-Tag_4C South Burlington-Tag_Black South Burlington-Tag_Blue South Burlington-Tag_Green South Burlington-Tag_Orange South Burlington-Tag_Slate South Burlington-Tag_White South Burlington-Text-Tag_4C South Burlington-Text-Tag_Black South Burlington-Text-Tag_Blue South Burlington-Text-Tag_Green Sobu_Slate Sobu_White South Burlington Icon_4C South Burlington Icon_Black South Burlington, Vermont18 South Burlington-Text-Tag_Orange South Burlington-Text-Tag_Slate South Burlington-Text-Tag_White South Burlington-Text_4C South Burlington-Text_Black South Burlington-Text_Blue South Burlington-Text_Green South Burlington-Text_Orange South Burlington-Text_Slate South Burlington-Text_White South Burlington_4C South Burlington_Black South Burlington_Blue South Burlington_Green South Burlington_Orange South Burlington_Slate South Burlington_White Community Brand Style Guide 19 South Burlington, Vermont CATALOG PHOTO BEN_4851.JPG BEN_4852.JPG BEN_4853.JPG BEN_4854.JPG BEN_4855.JPG BEN_4856.JPG BEN_4857.JPG BEN_4858.JPG BEN_4859.JPG BEN_4860.JPG BEN_4861.JPG BEN_4862.JPG BEN_4863.JPG BEN_4864.JPG BEN_4865.JPG BEN_4866.JPG BEN_4867.JPG BEN_4868.JPG BEN_4869.JPG BEN_4870.JPG BEN_4871.JPG BEN_4872.JPG BEN_4873.JPG BEN_4874.JPG BEN_4875.JPG BEN_4876.JPG BEN_4877.JPG redrocks.jpg South Burlington, Vermont ADVER TISING CATALOG South Burlington, Vermont 25 Advertising Ads come in all shapes and sizes but they have a common goal -- to sell a product, a service, a brand. Text, visuals, or a combination of the two are the main elements of any print ad. There are several fundamental design strategies that will allow for connections to be made while also allowing your business to reinforce its own identity. The use of clean design, similar color palettes, and a consistent logo element can create an independently managed COMMUNITY IMAGE campaign. Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact. For photos, place a descriptive caption below. Put your headline next. Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy. Place your contact information (signature) and any pertinent social media icons in the lower right corner. That’s generally the last place a reader’s eye gravitates to when reading an ad. Anatomy of an Ad Contact The contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of: Logo, Advertiser Name, Address, Phone Number, Map or Driving Directions, Web Site Address, Extras. Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample. Body The copy is the main text of the ad. Some ads may take a minimalist approach, a line or two or a single paragraph. Other ads may be quite text-heavy with paragraphs of information, possibly arranged in columns newspaper style. While the words are the most important part of the copy, visual elements such as indentation, pull-quotes, bullet lists, and creative kerning and tracking can help to organize and emphasize the message of the body of the ad. Headlines The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have subheads and other title elements as well. Artwork Photographs, drawings, and graphic embellishments are a key visual element of many types of ads. Some ads may have only a single visual while others might have several pictures. Even text-only ads might have some graphics in the form of decorative bullets or borders. When included with visuals the caption is one of the first things most readers look at after the visual. i am south burlington. i am healthy living. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. i am south burlington. i am small dog. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. i am south burlington. i am ben. i am jerry. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. i am south burlington. i am alive. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. i am south burlington. i am coffee. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profoundly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the quali- ties that are the embodiment of life in the Green Mountain State. You have been here but may not have known where you were. Now it is time for a proper introduction. We are South Burlington and we are glad you are here. Our community was born a place apart yet profound- ly connected to our region. We are a proud contributor to Vermont’s center of commerce while maintaining the qualities that are the embodiment of life in the Green Mountain State. Community Brand Style Guide32 Copyright Transfer Statement Ben Muldrow as the agent for Arnett Muldrow & Associates, located at 316 West Stone Avenue, Greenville, SC, the owner of Copyright for this presented design(s) hereby grants a full copyright license transfer to South Burlington, Vermont to utilize the following designs as the new owner sees fit to do so. For the purpose of Community Branding. This license, attested to by the parties effectively immediately shall serve as notice and agreement between the parties and may not be changed without written permission from the Arnett Muldrow & Associates. Arnett Muldrow & Associates retains the right to use the created material to self market and self promote. This signed agreement also includes the transfer of rights to any variations of the logo previously agreed and supplied as part of the initial proposal. Example of these variations could include : multiple color versions, size and dimensional variations – landscape and portrait, reversed out versions, social media profile images, favicon etc. Is there anything missing on this Copyright Transfer Form that was previously agreed? Let me know before accepting this statement. It is critical the information shared here is understood and accepted in whole. Counters singing this statement forms your contractual acceptance of the Copyright Transfer Form and the terms thus set out. signature name : arnett muldrow & associates phone : 864.275.5892 website : www.arnettmuldrow.com address : 316 west stone avenue | greenville, sc 29609 signature South Burlington, Vermont STRATEGY GUIDE IMPLEMENTATION South Burlington Implementation Strategy This implementation strategy is designed to provide an outline for the City of South Burlington and its partners to launch the popular brand for the community. Unlike a municipal brand, the popular brand will rely on the cooperation and participation of the South Burlington community to be successful. This system is designed to help organize and present the excellent assets of South Burlington to residents and customers in the community and region as well as visitors to the area. The brand is crafted to provide the businesses and organizations of South Burlington additional tools to communicate with members, customers and clients and market themselves amidst a dynamic region. The recommendations here are divided into short, medium and long-term categories for implementation. Tier One: Initial Brand Adoption and Implementation A | Embrace Community Brand The opportunity exists for South Burlington to take control of its image and identity as a city with a collection of excellent commercial districts, parks and recreational amenities, corporate citizens, great schools, and quality neighborhoods. To do so will take many partners and a cohesive strategy to brand South Burlington in an authentic way. The term “community brand” is often difficult to understand. A community brand is more than a logo or a tagline, it is a promise a place makes with people. Unlike companies that have centralized control of their brand message, communities must have an identity system that is compelling enough to convince residents, stakeholders, and decision makers to “buy into” this identity. This is no small task. B | Brand System Adoption The brand for South Burlington (unlike the corporate brand for the City itself) should be adopted through an informal process. The brand statement provided for the branding effort is different from a mission statement. A brand statement is an explanation of a place that should resonate with local residents (most importantly), visitors, and investors. The brand statement for South Burlington explains its history, its present, and its outlook on the future. The tagline, “A Different Place, Altogether” allows South Burlington to deploy a versatile system that has multiple meanings to the community. The “Different Place” allows the community to reinforce what makes it distinct and unique in the greater Burlington area. Among those assets are the excellent parks, trails, and recreational amenities. Ultimately, the new City Center will further reinforce the distinct nature of South Burlington as a mixed use shopping, dining, living, and working environment. The work “Altogether” in the tagline is a double entendre intended to utilize the meaning completely and totally as well as “including everyone and everything.” This word can be used to relate to the community composition, its role in the greater region, while further reinforcing the distinctiveness of South Burlington. Once the system has been endorsed, it should be trademarked. C | Implement Brand Extension for South Burlington Business Association The marketing system has provided the South Burlington Business Association a distinct logo that it can adopt as a marketing and membership tool. While the brand described above provides an identity for the business association, the logo should also be adapted to fit the organization that connects businesses in South Burlington. D | Implement Brand Roll Out For South Burlington, we recommend that the brand image be deploy the brand identity slowly over time. Among the roll out techniques that might be considered are: • Use the ad samples with local businesses and enlarge them into posters to profile the marketing campaign. • The South Burlington Business Association may provide window decals that will be seen and shared. • Local businesses may implement the brand in creative ways. E | Build Community Pride The brand and tagline should be used to build community pride in public assets, such as parks and recreation facilities. Social media campaigns, posters and banners would be an inexpensive way illustrate the community of South Burlington using the tag line. These should also be integrated into public service announcement graphics. F | Retain Marketing/Art Production Steward Retain a graphic design/art production specialist with expertise to implement various facets of the brand system. The brand resources provided to South Burlington equip the community with a host of tools to implement the brand. Volunteers, partners, the City and South Burlington associations and businesses can use many of these tools right away. Other parts of the brand system may require art production and design (additional ads, signs, event posters, etc.). For these, the organization should retain an “on-call” graphic production specialist to serve the community on an as-needed basis. Keeping graphic elements consistent is imperative especially early in the implementation process. G | Develop and Deploy a Social Media Strategy The brand system provides tools that the City and its private sector partners can use to promote the community on Twitter, Facebook, and other social media platforms. The hashtag #sobu is used for this purpose. It is important to note that using #sobu is NOT a suggestion that the abbreviated term for the community come to be used in common parlance. H | Implement Branding in Newsletters and Publications South Burlington produces a host of publications and newsletters. The brand system (while not substituting for the official city brand) provides a way to create a more unified look for these pieces. The diamond shape of the logo can be used to create unique implementation pieces from folders to hold economic development information, to ads, to temporary signage. Concepts for the angular look of these pieces are shown in the accompanying style guide. I | Promote the Districts With Banners Use the new South Burlington logo to promote the districts at each gateway to the community using banners. While eventually new gateway signage will be helpful, using banners provides an inexpensive way to launch the brand system. Tier Two: Connecting the Brand With South Burlington A | South Burlington Branded Merchandise Continue rolling out the South Burlington brand with the creation of collateral material such as shopping bags, shirts, flags and related items. It isn’t necessary to roll out all new brand designs right away. However, new products might be explored for a 2016 roll out such as window signs for stores and attractions. Later implementation might work with local businesses to develop their own merchandise with their brand alongside the South Burlington brand. Additional items might include bike lights, pens, jump drives, etc. B | Launch District Marketing South Burlington should market the distinct commercial districts in the branding plan and highlight what each has to offer. Several mock ads have been developed to illustrate a variety of potential marketing concepts to launch the brand identity system. Early ads might focus on introducing people to the new district identities in South Burlington and the fact that each plays an important role in the City. C | Establish Community Wayfinding South Burlington should develop a detailed wayfinding plan to curate visits to the community. Use the logo and district system to develop a hierarchy of wayfinding signage throughout the City based on business districts and significant assets. Create a schedule (map tied to sign type and message) of signage and banner systems to be implemented over several years. Tier Three: Connect the Brand with the Business Community and Districts A | Individual Business Marketing The South Burlington Business Association should work with local businesses to launch and deploy the brand in their marketing material through a matching grant program. While there are frequently incentives available to recruit businesses and investors to a community, there are fewer opportunities to assist existing businesses in their marketing. A potential matching grant program could provide a direct way to alleviate the cost of advertising for South Burlington businesses, incent those that aren’t marketing to begin the effort, and create a more coordinated image of South Burlington through deployment of the brand identity in the regional market. This technique also provides a more savvy way to deploy a marketing image than the traditional ad co-op program. Traditionally, if a community wanted to do cooperative advertising, a staff member of volunteers would go “hat-in-hand” to collect a share amount from participating businesses to appear in a cooperative ad that would include business card size ads arranged around some sort of logo or symbol. The result is the purchase of a full-page ad without the companion impact of purchasing such an ad. This alternative approach allows for South Burlington Business Association to create micro marketing grants to businesses that use the South Burlington brand concept and tagline. The pilot funding for the project should be five thousand dollars. The program would follow these steps and parameters: • The South Burlington Business Association, alongside its partners, issues a statement that a pilot marketing grant program is being launched (perhaps a meeting is held to present the program). • The funding for the initial year would be limited so the program is a first come first serve effort (this will hopefully motivate participation). • Businesses would get a fifty-fifty match of any marketing program that employs the South Burlington brand. Print ads would follow the templates provided by South Burlington Business Association, broadcast ads would use a simple tagline at the end of the ad “South Burlington, A Different Place, Altogether,” web based ads would also include the brand identity. • The South Burlington Business Association would develop an administrative and reimbursement policy for the grant. • The business is responsible for ensuring that a copy of the ad (or recording) is saved for the archive. The program would need to be closely evaluated to determine its effectiveness and tweaked as it continues beyond the pilot year. B | Implement Wayfinding Plan Implementing wayfinding signs is likely to be a multi-year project with many different goals and objectives. South Burlington should pursue funding for wayfinding as a critical need to direct visitors to the various commercial districts within the community. This is particularly important as the community is a gateway to the region through both interstate and airport access. The sign system designed as part of the branding package identifies primary and secondary trailblazers for vehicles, signs directing visitors to public parking, and pedestrian oriented signs. The pedestrian signs are designed to be casually implemented signs that direct visitors to additional shopping, dining, parks, and gathering spots in South Burlington. The community is already successfully implementing \ signs in parks. C | Recommendation: Host an Annual Marketing Summit. Each year, South Burlington and its partner organizations should host a marketing summit to share marketing initiatives, coordinate placement of marketing materials, and refine marketing as needed. This summit will allow each organization to clearly know their role in marketing the community, explore stronger partnerships, and refine marketing material as needed. One approach for this summit would be to issue a request for proposals from media to provide competitive bids for ad placement.