Hernando County gets 'branded'

By MICHAEL D. BATES

Hernando Today
Published: February 2, 2010

BROOKSVILLE - About 15 years ago, the county tourism and economic development officials marketed Hernando County as, "The Gateway to Tampa Bay."

But sometime between then and now, that slogan got lost.

At Tuesday's economic development workshop, Sue Rupe, the county's tourism development coordinator, unveiled a new "brand" she hopes will entice tourists to come here: "Hernando: people, places, progress."

The slogan is embossed in blues and greens.

County commissioners and audience members liked it to an extent. But they're likely to tweak it and include the words "Tampa Bay" somewhere in the slogan.

And Business Development Director Mike McHugh said that, while the brand may work for tourism-related events, it's not strong enough to work as an economic development tool.

Marketing Hernando County was a major thrust of Tuesday's workshop.

Commissioner Rose Rocco stressed the importance of marketing Hernando County and bring in more manufacturing and pharmaceutical jobs.

Jim Kimbrough, chairman and chief executive officer of SunTrust Bank, Nature Coast, said he still likes "Gateway to Tampa Bay."

"Tampa Bay is the star we need to hook up with," Kimbrough said. "People don't know where Hernando County is but they know where Tampa Bay is."

McHugh said it is "difficult, if not impossible" to market a county.

"A county has no geographical location or identity that resonates with people outside the state or country, he said.

For example, how many people in the north know that Tampa Bay is in Hillsborough County? he asked.

Instead, McHugh said any marketing strategies must revolve around a regional theme and play up the Tampa metropolitan area.

He also believes there is a strong marketing opportunity in playing up the city of Brooksville, which, for many in the region, is better known than the county itself.

Commissioner Jeff Stabins said he is not thrilled to go back to the original logo because all it mainly did was to create a bedroom community of Tampa and added to the commuter workforce.

Instead, Stabins suggested the words: "Gateway from Tampa Bay" be added to the brand.

Jennifer Taylor, vice president of business development with the Tampa Bay Partnership, said Manatee and Sarasota counties have had success marketing themselves as "South Tampa."

Perhaps Hernando County could refer to it in its correspondence as "North Tampa," she said.

McHugh will work with Rupe on developing a brand and report back to commissioners at a future board meeting.

Reporter Michael D. Bates can be reached at 352-544-5290 or mbates@hernandotoday.com