The city is being branded as "Delta. Fiercely Colorado," a tag that was met with enthusiasm by citizens attending a wrap-up session for CRAFT, the Colorado Rural Academy for Tourism.
Darin Hamm, the city's new marketing coordinator, unveiled the brand's signature look (pictured) along with the brand statement:
"No one does Colorado quite like Delta. When we say 'Fiercely Colorado,' we're talking about a heartfelt and intense passion for everything Delta offers: our proud community, our beautiful state, our rich heritage, our near perfect year-round climate, and our abundant natural resources. Just like the rugged characters represented in our historic murals and statues found throughout town, we don't wait for life to come to us.
"Whether it's exploring nearby canyons, hiking or biking the extensive public lands surrounding our city, or paddling the rivers that flow through it, you'll be embraced by our fierce love of adventure.
"Strolling our authentic
downtown, shopping our one-of-a-kind stores, and dining in a variety of locally owned restaurants, you'll feel our fierce commitment to community.
"Visiting our historic fort, touring our famous murals, or attending any one of our cultural events, you'll experience our fierce pride in our heritage.
"Playing in our many parks or at our award-winning golf course, pulling up to our nostalgic drive-in movie theater or kicking back at our brewery, you'll sense our fierce appreciation for our unique quality of life.
"We invite you to get to know Delta and discover what we mean by Fiercely Colorado."
"That speaks to me," Hamm said. "It shows people all the different ways we are fiercely original ... fiercely inspired ... fiercely outdoors ... you fill in the blanks. There are so many directions you can take it. Fiercely is a word that doesn't have any limits."
That concept was immediately embraced by the citizens at the wrap-up session.
"It's unique. I love it," said one individual at the luncheon meeting.
Other comments included:
"It's powerful; it represents who we are."
"It represents not only where we come from, but where we're headed in the future."
"It shows pride in the community, and we're willing to stand up for it."
Hamm said the "brand" will be officially rolled out in June, when the city is expected to launch a new website. The website will feature local residents who embody "fiercely," he said.
The wrap-up session culminates months of meetings with a consultant provided through a state tourism grant. The vision was "to position the City of Delta as a year-round destination for travelers seeking an authentic, unique and off-the-beaten-path visitor experience that includes rich history, robust culture and rugged adventure."
Amy Cassidy, the consultant who worked with a core group of 10 city staff members and stakeholders, said the brand statement highlights the people and personalities of Delta. Tying in the word Colorado and the state logo brings a lot of "brand value," she said.
While the focus has been on positioning Delta as a year-round tourist destination, stakeholders expect a ripple effect throughout the county.
In addition to the "brand," the stakeholders developed a detailed implementation plan, with specific steps to be taken and by whom.
Now that the city has completed CRAFT 201, there is some implementation funding available through the state tourism office to cover scholarships, professional development, and a map or brochure.
Social media will play a big part in marketing Delta, and those attending were urged to be ambassadors for the city through Facebook, Instagram and Twitter.
Wilma Erven, director of parks, recreation and golf for the City of Delta, thanked Cassidy for her guidance during the initial CRAFT process. She vowed the implementation plan would not be consigned to a shelf to gather dust, but would be used to cultivate pride in the city and inspire residents and visitors alike to explore all the area has to offer. "We lost our passion for a while, and I'm excited it's back," she said.