The Town of Frisco is located in the center of Summit County, Colorado. Surrounded by the 1.3 million acre White River National Forest, miles of hiking and biking trails, the Dillon Reservoir, six world class ski resorts, excellent restaurants, and great shopping on its quaint Main St., it was poised to make the next step towards being a tourist destination, but awareness of the town's amenities was lacking.
Inconsistency and an identity crisis between the government and tourism brands was occurring. The question, "Do people who visit the town really care about when Town Council is meeting or where to get the proper building permits?" and "Does the identity of a government convey a place you want to visit?"
Utilizing lodging surveys, on-street event surveys, and focus groups, a study of what the perception of the Town of Frisco was and what the message we wanted to convey was conducted. Previous Marketing Directors had focused in on the town's Main St., but what was realized was that Main St. was just the starting and/or end point to a day of activities while staying in Frisco.
From this research, it was decided that two brands needed to be created; one for government functions and one for tourism messaging. Along with this, the tag line "Main Street To The Rockies" was adopted for tourism efforts. In addition, a full scope of logos and collateral were developed to represent all the properties owned by the town and then two websites to represent both efforts (www.TownOfFrisco.com and www.FriscoGov.com).