‘Settle In. Venture Out’ – Where, What? Front Royal of course

Front Royal settles in on a new marketing theme and tourism slogan

The Town of Front Royal’s most recent effort to “identify” itself for marketing purposes appears to have settled on both a theme and a slogan to push that theme.  The theme will NOT be the somewhat controversial “Slow Down Town” that Planning Director Jeremy Camp reported had become one focus of a November “Branding” meeting of the Downtown Revitalization Project.

Downtown Front Royal may be in line for a State-funded facelift to go with its new Branding initiative, not to mention the seasonal decorations.

Rather, the slogan settled on by consulting firm “Darwin” and the Town’s Branding Committee at a December 6 meeting is “Settle In. Venture Out”.  That slogan reflects the theme “Upscale Frontier”.  Camp explained the impetus of the selection is to attract urban area tourists, primarily Northern Virginians caught up in the DC-Metro rat race, to the natural beauty of the Shenandoah Valley, its river (both forks of the Shenandoah), mountains, State and Federal Parks – with a footnote acknowledging that those tourists will not have to return home to access some of the amenities of urban and suburban life they are accustomed to.

So after a day on the river, in the woods or both, visitors lured to this community’s abundance of natural attractions will have nearby access to, not only comfortable overnight accommodations, but also the type of dining and soft recreational amenities they are used to closer to home.

Gone in addition to the aforementioned “Slow Down Town”, are the themes “Country Culture” and “Base Camp”.  Those were considered at earlier meetings that included input from the public, as well as the Town-appointed Branding Committee, consultant Darwin and the Northern Shenandoah Valley Regional Commission.

The Branding initiative is part of Front Royal’s Downtown Revitalization Project fueled by a Community Development Block Grant (CDBG) awarded to the Town from the Virginia Department of Housing and Community Development.  The Town received $5,000 up front to begin the Revitalization planning process.  Camp explained the NSVRC has donated another $5,000 in services and time to the early planning stages, completion of which will qualify the Town to receive $30,000 to complete the planning process.

The Revitalization Project is a three-part program, including:

• Downtown Exterior Façade Improvements;
• Branding;
• and “Other” components, encompassing downtown parking, lighting, sidewalk and signage improvements, as well as other physical amenities like public restrooms.

The Branding schedule includes a January “Visual Review” of physical designs for presenting the Town’s Branding ideas.  A deadline of February 15 has been established for presenting a “Brand Playbook” that would include implementation of the Branding initiative.

Completion of that stage, as well as finalizing local businesses registering to participate in the Façade improvement program; and the Committee and Consultant recommendations on the “Other” aspects of downtown revitalization will poise the Town to apply for an Implementation Grant.  Camp said those State grants typically run in the neighborhood of $750,000 to a million dollars – enough to make any neighborhood feel REVITALIZED!!!

However, Town Community Development Director Felicia Hart warned Council on December 12 that the implementation grant is no foregone conclusion. – “Remember, this grant is a competition; we will be up against localities that really have their act together.”

Uh oh – hope we don’t end up with another semi-annual consultant-paid-for “Vision” or “Branding” study collecting dust on the shelf with the rest of them.