Marketing plan looks at a making a 'splash' in Mooresville

By Melinda Skutnick | Mooresville Tribune
Published: January 29, 2010

Looking to provide Mooresville with a distinct and marketable identity, an area design expert unveiled his plan to town commissioners Thursday.

Nicknamed "Project Splash," the plan is the brainchild of Davidson design firm owner Buzz Bizzell and a task force of representatives from the Mooresville-South Iredell Economic Development Committee and town government.

The goal of the task force, Bizzell said, was to "improve the identity and position of the city of Mooresville's overall visual marketing approach" utilizing suggestions made in the Mount Mourne Small Area Plan and the Angelou Economics Comprehensive Study.

Improving the town's identity, he said, would be done through distinctive gateways entering Mooresville, directional signage leading toward various destinations and a unified graphic approach – a stylized "M."

Said Bizzell, "We want to create a unifying element so when a traveler or a business person did their research on Mooresville, they would begin to see a pattern and a unified look. We want to make a splash in this community."

He also suggested that the town as a whole better reinforce the connection between historic downtown Mooresville and Lake Norman.

"Lake Norman is the most underused marketing that Mooresville has," said Bizzell, who noted in a booklet distributed at Thursday morning's Board of Commissioners meeting that the town can better unify the two elements through the use of a fountain or water feature along Main Street or continuing the downtown mural project with artwork inspired by the lake lifestyle.

A strong gateway welcoming individuals into town was another element presented by Bizzell, who mentioned that I-77's exit 31 would provide the best location for a formal gateway "because of the fresh, pristine location and ease to downtown."

Offering several visual representations of the ideas he discussed, Bizzell provided examples of – and ideal locations for – signage Mooresville could utilize throughout town for businesses and "wayfinding."

He said, "The Project Splash team felt the need to establish a unified look that runs through the various marketing and community development and business development agencies."

Bizzell said organizations such as the Mooresville Downtown Commission, Mooresville-South Iredell Chamber of Commerce and the Mooresville Convention and Visitors Bureau could use an online image bank that would house the stylized "M" that would unify the town.

Phase one of the project would cost Mooresville an estimated $123,430, said Bizzell, and that would include the exit 31 gateway and 15 directional signs in town as well as the rebuilding of two existing gateways, at the intersections of Wilson Avenue and US 21 and highways 150 and 152.

These costs are in addition to the funds necessary to hire Bizzell's firm, Bizzell Design Inc. of Davidson, for the entire project, estimated around $29,000.

Calling most of the items Bizzell mentioned "discussion points," Commissioner Chris Carney – also a member of the task force -- said that when the town jumped on board, "it was more about Mooresville seizing its image."

He noted that this type of project has been discussed for "the last three or four years," but the town often sought to separate itself from Lake Norman.

After Commissioner Mac Herring asked Bizzell what the next steps are that the town should be taking, the designer noted that above all else the town should create its image bank that would provide cohesive marketing for all Mooresville entities. The gateway – which some commissioners said would better serve its purpose at the future exit 35 on Brawley School Road – should be the town's second priority.

Commissioner Miles Atkins questioned the lack of wayfinding signage down Brawley School Road, toward the lake.

"I think the real low hanging fruit are the residents who live in Mooresville, out at The Point, who don't even know downtown Mooresville exists," said Atkins, mentioning a need to bring those residents to the other side of town.

"We'd see some immediate benefits of that," he added.

Town Manager Steve Husemann noted that officials and commissioners can further discuss Project Splash and possible funding streams at the upcoming town board retreat.