Thousand Oaks delays decision on city branding contract

A contract with a Nashville-based company to develop a branding project for the city of Thousand Oaks was set aside for 60 days by the City Council at its meeting Tuesday night.

The council voted 5-0 to delay a decision on an $89,000 contract with North Star Destination Strategies and instead approved the creation of a committee, comprised of council Members Andy Fox and Jacqui Irwin, to further study the issue.

“I think our challenge here is more process than concept,” Fox said, adding the city was able to afford the project.

Councilwoman Claudia Bill-de la Peña questioned the timing of the project, which has been brought up periodically over the years.

“I do realize that an identity and branding project would help the city, but I don’t see a pressing need,” she said.

Gary Wartik, the city’s economic development director, said that in the current recession the city is competing with other municipalities to attract businesses. He described Thousand Oaks’ recruiting materials when compared to another city in the county as “third rate.”

“I see this as an investment in our city,” Wartik said.

Several residents who spoke on the issue criticized the process.

Speaking on behalf of the Central Thousand Oaks Homeowners Association, Suzanne Duckett, said the organization was not happy the city was considering using an out-of-state firm for the job.

“If you want us all to shop locally, you all should shop locally,” Duckett said.

Another resident said she appreciated the idea of a cohesive design and image but likened the project to the fable of the Emperor’s New Clothes and suggested the work be done locally.

“Why all the research,” she asked. “We live here, we know it. It is a big mistake to throw our money elsewhere.”

The city went through a formal proposal process and received 12 responses, eight of them from companies in the region. From the five finalists, a panel of eight city staff members unanimously selected North Star, the city’s Public Information Officer Andrew Powers said.

The purpose of developing a brand for the city is to provide a unifying image for an organization that has 11 departments.