DISCOVER YOUR LIFESTYLE AND LIVE LIFE TO THE FULLEST

IN THE NEW PIER DISTRICT, DOWNTOWN ST. PETES CONTEMPORARY GREEN BLUE EDGE.

A BRAND STRATEGY FOR THE ST. PETE PIER DISTRICT

 Cover Photo Credit: Visit St. Petersburg/ Clearwater

INTRODUCTION

The City of St. Petersburg is in the process of developing a brand

strategy to market and promote the new St. Petersburg Pier District.
Based on various meetings with area businesses and organizations, a
brand proposition has been created for the new Pier District, which
includes The Pier and the Approach.

Please read this Brand Descriptor and complete the online questionnaire.
The deadline for submitting your completed questionnaire is
Friday July 1.

We appreciate your time and your interest in this important project

for St. Pete.

Photo Credit: Visit St. Petersburg/ Clearwater

 A BRAND FOR SAINT PETERSBURGS
(ST. PETE) NEW PIER DISTRICT

Discover your lifestyle and live life to the fullest in the

new Pier District, downtown St. Petes contemporary
green blue edge.
Above is our proposed brand essence a call to action.

It is not about logos and taglines.

The most effective destination brands have a powerful idea that

expresses the essence of what the brand offers.

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 The Pier District: A Signature Project For
Contemporary St. Pete
The following pages are a summary of ongoing research, analysis,
conversations, meetings and initial creative thinking. This is the forensic
homework that seeks to develop the brand based on the current and
planned Pier District offer and experience. This will then help to:

Form a playbook for the stakeholders and users of the new Pier
District so that all can promote the new Pier District in a clear,
compelling and consistent way.

Be a guide for creative design work such as logos, taglines and

colors.

The aim of this work is to help optimize the benefits of the new Pier
District to core target markets:

St. Pete residents, businesses and other organizations

Tampa Bay metro region residents, businesses and other
organizations

Tourists (leisure & business) both domestic and international

Schools, colleges and special interest groups
A successful new Pier District will help support the continued popularity
and growth of downtown and the ongoing social, economic and
environmental success of St. Pete now and into the future.

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 BUILDING THE BRAND

Assets & Attributes

These are the building blocks of destination brands. They are the
core attractions and activities. Below is our list of the key assets and
attributes for the new Pier District.

Parks & Water Beach & Bay

Views Sports & Exercise

Entertainment & Learning Events & Activities

Arts & Culture Nature

Shade Hospitality

Photo Credit: Visit St. Petersburg/ Clearwater

 Characteristics
This is how destinations are described in summary. They are shorthand
that helps define the place. Below is our list of key characteristics for the
new Pier District.

Vibrant Discovery

Evolving Urban

Hip Historic

Independent Sensory

Iconic Contemporary

Photo Credit: Visit St. Petersburg/ Clearwater

 Rational Benefits
These are practical characteristics, the ones you can see, touch, enter
into and enjoy. Below is our list of key benefits for the new Pier District.

Views Eating & Drinking

Walkability Learning

Free Downtown

Health & Fitness Active & Passive

Shared Entertaining

Photo Credit: Visit St. Petersburg/ Clearwater

 Personality
Brand personality is a way of describing the behavior of the brand.
This is not how you might feel, but rather the personality of the
new Pier District. Below is our list of key personality traits for
the new Pier District.

Youthful Open

Agile Spirited

Alluring Purposeful

Fun Cultured

Inspiring Vibrant

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 Photo Credit: Visit St. Petersburg/ Clearwater

Values
Brand values are what a destination strives to live by, how it operates
and is managed. Below is our list of key values for the new Pier District.

Quality Authentic

Community Shared

Evolving Welcoming

Respectful Open

Relevant Sustainable

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 Photo Credit: Visit St. Petersburg/ Clearwater

MARKET POSITIONING AND

DIFFERENTIATING THE PIER DISTRICT
The primary driver of St. Petes historic growth and continued appeal is as
a place to come be healthy in the Florida sun and enjoy the beaches and a
more relaxed lifestyle.

The enduring strengths and unique aspects of the Pier District are
the park, the water, the downtown and the Pier. The new Pier will be
positioned as cultural, creative, fun and spirited, which display the best
of the historic and contemporary St. Pete personality.

The new Pier will be defined by multiple small destinations that in

combination add up to a powerful mix of experiences along its length.

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 Signature Value Propositions
Popular destinations constantly strive to differentiate themselves from
their competition. They do so through their signature brand propositions.
This is what marketers term the value propositions what target-
market audiences are most interested to experience. They have value
to visitors because they attract them, entertain them, inform them,
occupy them, and, collectively, enable the destination to become
My kind of place."

They are the offers and experiences that will enable the Pier District
to stand out within the city, as well as in the Tampa Bay metro region,
Florida, the U.S. and internationally. They represent the brand when
people think about what the Pier District offers them. They are the
key offers that must be communicated clearly and consistently.

Below we list what we consider key signature value propositions

for the Pier District once the new Pier and uplands are completed
and operational.

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Photo Credit: Visit St. Petersburg/ Clearwater

 Photo Credit: Visit St. Petersburg/ Clearwater

The Cultural Pier Downtowns Green Blue Edge

A one-of-a-kind destination over water that captures then amplifies
the St. Pete culture, which has emerged over the last 100 years in
an evolving and contemporary style. A mix of individual waterside
destinations to be explored and discovered: cafes and restaurants;
places to fish; places to get out onto the water; places to relax; places
to be entertained by live events; places to learn about the marine life of
the Bay; places to meet and even work; and places to contemplate the
view and take in St. Pete.
The one-of-a-kind, easily accessible downtown parkland (green) and
waterfront (blue) that is St. Petes playground for active and passive
leisure. Now and in the future, this vibrant urban waterfront mix of
culture, arts, leisure, business and living adds to and is complementary
to the beach life of the Gulf Coast.

The new Pier will be a lifestyle hub showcasing 21st century St. Pete.

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 The Playground An Eventful Place
St. Pete has organized and hosted a large array of events and activities
that have attracted and retained visitors and residents, and boosted
St. Petes reputation over the years. The Pier District will substantially
add to this value proposition. Currently, St. Pete features an estimated
1,000 events and activities per year that appeal to local, regional,
national and international audiences. They will continue to comprise
sporting, creative, wellness, food, artistic, cultural and business events
and activities.
The Contemporary Spirited Lifestyle Mix
The Pier District offers a cocktail of warm, healthy, happy, cultural,
creative and leisure opportunities, and embodies the contemporary
personality of St. Pete. Whether to residents or visitors, the Pier
District offers a stimulating mix meaning people can do more
in the Pier District.

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Photo Credit: Visit St. Petersburg/ Clearwater

CONCLUSION
Taken together, these four signature value propositions offer a critical
mass of contemporary leisure, recreation, wellness, relaxation,
entertainment, hospitality, creativity and culture experiences to be
discovered by locals and visitors. This makes The St. Pete Pier District
a wholly unique, cultured American downtown waterfront destination.

Discover your lifestyle and live life to the fullest in the new Pier
District, downtown St. Petes contemporary green blue edge.

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Photo Credit: Visit St. Petersburg/ Clearwater