What's in a Name? Excelsior Examines Marketing Strategy

The controversial branding of Excelsior was the main focus of Excelsior’s city council meeting last week.

Mayor Nick Ruehl said council members have received a fair amount of negative feedback about their decision to approve a $20,000 dollar marketing study with Sandall Marketing. Council member Mary Jo Fulkerson said she has received calls thanking her for voting against the study. She clarified that she supports the idea, but opposes the study’s cost.

The mayor called a community discussion so that community stakeholders could have the opportunity to express their concerns. The stakeholders invited included the bandshell committee, the South Lake-Excelsior Chamber of Commerce, the Excelsior Downtown Business Group and representatives of the parks.

The mayor called Excelsior an extraordinary community that balances the needs of parks, residents and businesses.

“Excelsior is very small,” he said, “and relies on a strong commercial district to pay the bills.”

He cited the many events that Excelsior hosts to the benefit of Excelsior and the surrounding communities. However, hosting events comes at a cost, he said. The mayor asserted that the Excelsior brand is a community asset that the marketing study will help to maximize. Maximizing community assets will benefit everyone, he argued.  

He asked for support so that the study would be successful.

“You will be very important participants and stakeholders in the work that will occur over the next two to three months,” said Mayor Ruehl.

After the mayor spoke, council member John Olson, outlined the purposes of the study: to examine infrastructure, events and revenue.

Olson added the study “will not succeed without 110 percent support and enthusiasm.”  

A representative of the bandshell committee reiterated the committee’s focus of bringing residents and the arts together with a new bandshell. Revenue is not part of their goal, the representative said. While the committee supports the council’s decision, they hope their goals will not become lost in the shadow of bigger plans.

Linda Murrell, executive director of the South Lake-Excelsior Chamber of Commerce, told the council about the need for balance in the number of events and other activities in Excelsior. If Excelsior became “event central,” the city would lose its small town charm.

Debbie Hart spoke as a representative of the Excelsior Downtown Business Group. She explained that members wondered if special event fees could increase, making it more difficult for the group to sponsor the events that people already enjoy.

An Excelsior resident, who is also part of the business community, emphasized the importance of valuing the successful events and city projects that have already been done.

At the end of the discussion, the city council agreed that council member Jennifer Caron and Mayor Ruehl will put together a list of possible core supporters. In the meantime a revised proposal will be sent to Sandall Marketing, and the proposal will again be discussed at the next council meeting.

More council meeting notes:

• City Manager Kristi Luger gave a 2012 city budget presentation. The new budget will include a zero percent tax levy increase. This is down from the preliminary tax levy increase of 5 percent, which Luger presented in October. Some of the budget changes include the delay of planning for an expanded city hall and a reduction in the salary of the city planner. The city planner position remains vacant.
• Luger further explained that the city does not receive any state aid, and the budget represents “bare bone” cuts. Without increased revenue, she did not believe that a zero percent tax levy increase could be achieved for the 2013 budget. The council certified the 2012 budget.
• Dave Wisdorf, Public Works Superintendent, said that construction of the hockey rink for Hockey Day Minnesota will begin on Dec. 7.