By Maria Servold
The Coloradoan: Loveland Connection
06/28/11

As a branding and marketing effort has gotten under way in Loveland, those conducting it have learned that the city does not have a solid brand and it has lots of room to improve its tourism.

During a presentation at a study session Tuesday night, the Loveland City Council heard from Dawn Putney of Toolbox Creative about what progress has been made so far in Loveland's branding effort. The development of a brand and tourism and marketing plan was developed by the Community Marketing Commission, which hired Toolbox Creative to complete the project.

Toolbox Creative worked with Corona Insights to complete surveys and interviews in town and in the region to develop a profile of Loveland's current branding, marketing and tourism status. Other cities in the region and those of similar size around the country were also examined, Putney said.

Putney told council members that people in Loveland threw out a handful of slogans when asked what the city's brand was, including the well-known "Sweetheart City" and "The Gateway to the Rockies."

Putney said many people and groups interviewed mentioned goals such as enhancing the visitors center, creating more cross-town public transportation, enhancing the U.S. Highway 34 corridor, updating signs for helping tourists find their way to attractions and developing more "uniquely Loveland" experiences.

Some hoteliers interviewed said they send people to Fort Collins when they ask about things to do, Putney said.

Additionally, Putney said there are only a few events each year that attract visitors from out of state and only a handful more that bring an influx of regional visitors.

She said the city needs to boost its tourismin the October to May months and that Valentine's Day would be a good thing to focus on.

"If there's a city in America that can own the month of February, it's Loveland," Putney said.

Her research shows that visitors to Loveland often feel like they are faced with "dead-end" or "one-wow" activities that don't lead from one thing to the next, Putney said. Hotels often direct people to Fort Collins for brewery tours and the delights of Old Town.

One person interviewed described Loveland as "a little old lady who goes to bed early," Putney said.

Toolbox Creative's suggestion to Loveland: Create a Destination Management Organization that can develop and run a solid branding and marketing campaign for the entire city.

"Nobody's driving the boat right now," Putney said. "It needs some work, and we're ready to do that work for you."

A survey about Loveland's branding, marketing and tourism will soon be on the city's website for the public to participate in, Putney said.