Report Prepared by: Karen Baker, Economic Development Associate
Title
SUBJECT: Aviation and Tourism Marketing Information, Airport Logo and Taglines for the Merced Yosemite Regional Airport
REPORT IN BRIEF
Staff to provide a presentation of Vela Marketing Firm's proposed aviation and tourism marketing information, airport logo and taglines for the Merced Yosemite Regional Airport.
RECOMMENDATION
City Council - Adopt a motion approving the aviation and tourism marketing information and airport logo for the Merced Yosemite Regional Airport as recommended by the Merced Regional Airport Authority.
Body
ALTERNATIVES
1. Approve the new logo as recommended by the Regional Airport Authority; or,
2. Refer back to staff and Regional Airport Authority (with direction contained in the motion); or,
3. Continue to a future meeting (date and time to be specified in the motion); or
4. Deny
AUTHORITY
Charter of the City of Merced, Section 200
CITY COUNCIL PRIORITIES
City of Merced adopted Budget Fiscal Year 2022-2023.
DISCUSSION
The City of Merced is improving the marketing and brand identity of the Merced Yosemite Regional Airport, and the services that it provides to the community. Steps taken include the City Council's March 15, 2021 passing of a resolution changing the Airport's name to the Merced Yosemite Regional Airport. Additionally, the City Council authorized funding for airport marketing in the 2021-2022 city budget.
To further this airport marketing effort, on July 23, 2021 a Request for Proposal (RFP) was advertised for Airport Marketing Consulting Services with the following stated goals:
- Increase awareness of the Merced Yosemite Regional Airport throughout the market area
- Achieve increased ridership from the Merced Yosemite Regional Airport.
- Design a brand identity around the new name and logo.
At the Regional Airport Authority meeting of April 19, 2022, the Authority unanimously recommended approval to the City Council for the logo i...
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