Strategic Identity
Thanks for the opportunity to be a part of the steering Committed of the strategic planning process. I would like to make some comments about strategic identity. I think I heard someone call it Product Branding or something like that. I would like to suggest that we create an identity that is not dependant on zoning or fractured local government. The idea here is that if we could come up with a strategic regional identity that is larger than any one of the community entities, the chances are getter that they will ultimately see the value of restructuring themselves to participate. To illustrate, I doubt that Orlando Fla. Zoning board decided that what they really need is an amusement park to make their region prosperous, more than likely Walt Disney had the vision, choose that area, despite the obstacles, and ultimately his idea was big enough to invite the others to respond to it. My idea is that our city, Bradford, is strategically located to be a "Gateway" to a myriad of other activities within 60 to 80 miles of here. If we were able to position ourselves to make available access through information, hotels, commerce, hospitality, etc. the activities and resources all around us we could ultimately be seen as the place to go to get where you want to go. As gas prices raise it is conceivable that people will want to travel to a central location where they can access a variety of resources in a few hours. If we were able to package, market and present that, we could facilitate benefit for a broad variety of business and industry. We are the Gateway to seasonal activities, snow, woods, water, naturalist, etc. For example, A person could ski 6 different resorts within 80 minutes of Bradford if they had a central place to stay and the information to do it and perhaps a place to rent equipment apart from the individual resort. If a person needs camping supplies or boating supplies in the Allegheny region, where do they naturally think of going to get it - who knows? It should be here. We are at the doorway to the North Country Trail. Fishing and Hunting. We are the Gateway to history. Zippo has done a wonderful job of presenting the history of one of America's major industries, what about the others. What about wood production, Kane is the Cherry capital of the world and wood harvesting was a big part of eh area. What about oil? It all started in this area. What about gas production? Piper cub airplanes Holly Carburetors, The Underground Railroad. Philadelphia is not that far away if a person really wants to get into history. Could some of these subjects be aided to present their history in a way that would attract those interested in the subject, at the same time Bradford becomes the porthole through which these things are accessed. One time on PBS I saw a series of videos exploring regions of Pennsylvania, could something like that be made available? (rent or own) We are the Gateway to culture. Often overlooked and yet organizations like BradPak, Churches, First night and other community organizations offer cultural experiences, however, there is no single location to get information and tickets. What if there was a central location where an organization could both advertise and offer tickets to their event, the whole community could access both promotion and participation. As it is an organization has to put up posters all over town and distribute tickets wherever they can. The University certainly fits in here. Providing major cultural opportunities to the students and the community. The idea here, is, you don’t have to own everything you make available to people to be of service. Google does not own what it makes available to others, yet is has positioned itself to be strategic for those who are looking for “whatever”. If we adopted a philosophy that “you can get there from here” we could reinvent ourselves to present that kind of service, you can get anything you want if you help enough other people get what they want. We would have to change from a “club” mentality, closed membership, special privileges to the “in” group, to a “missional” mentality, which means how can we exist to help others get what they need? At that point business, industry, government is not forced to legislate the identity but rather to participate in it. The identity is larger than the individual. However, at the same time, requires each individual to make it happen. Much has been said about the Mall, what if the Mall was the “Gateway Center” and housed both retail and information resources. What if one of the Mall spaces just had folding chairs and a few tables and people could reserve the space to present helpful community information. For instance a Game Officer comes in to explain the new hunting laws, or a group like ours needing a public forum, or a display of local photography, etc. What if a web site offered information and activity groupings search engine for things in the area. I once talked to a man with literature from Cattaraugus County and I ask him if NY would be willing to send lit. to Pa. for distribution and he said “of course”. This is not limited to Pa Our strategic location puts us in a position to gateway to both Pa and NY. It is possible that if the area is knows as a Gateway, that major retailers would understand that people would be coming through here to access many of the regional activities. In that way sports and recreation suppliers would be attracted to the city of Bradford. Thanks for listening Brad Preston