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Regular City Council Meeting Monday,November 10, 2014 Page 7 Councilmember Etten noted that many of the divergent logos involved park facili- ties, some with national or regional draws beyond local; and therefore a need for a more flexible logo or tagline was evident from that broader perspective, and ques- tioned what would be gained from that broader community with a more unified city image. Mr. Bowman responded that part of the process would be to determine how best to capitalize on the brands already out there (e.g. OVAL), and incorporate them into what the City was doing. Mr. Bowman opined that, by using that unified marketing moving forward, it would not only permeate Roseville, but all across the metropolitan area and begin to shape how people conceptualized Roseville, al- lowing the City to take control of its imaging. Working in this field, Councilmember Laliberte agreed that a style guide would be great city-wide for all departments to understand and use the one logo, and eliminating the current fragmentation of many different identifies and phrases. Councilmember Laliberte further agreed that often, it seemed that the HRA bore the brunt of financial responsibility in such communication and marketing efforts, since it seemed they were able to make decisions quicker and move forward faster than the normal municipal process was able to do. However, Councilmember Laliberte opined that from her personal perspective, she thought this was a city- wide effort in reviewing taglines and logo uses, and should not be financially borne by the HRA. If the consultant was as inexpensive as presented by staff, and could come out of the Communications Fund, Councilmember Laliberte agreed with supporting the project. Councilmember Laliberte opined that it was typical when cities did this type of project, with costs between $50,000 and $100,000, it was usually the result of a crisis situation and their attempt to redefine themselves or change their public per- sona. However, Councilmember Laliberte noted that this was not the situation for Roseville, and reminded her colleagues and staff that when a cost of$40,000 for branding was first discussed, she had suggested a less expensive route to go that would be organization-inclusive, and involve a focus group of internal players, as well as from within the community and at a fraction of the original price. Coun- cilmember Laliberte referenced similar work done by Minneapolis College of Art &I Design students under the direction of a professor, but student-driven. Coun- cilmember Laliberte stated that she had worked with them before in her non-profit employment experience, as well as other opportunities. Given the final cost of less than $4,000 for those student studies, Councilmember Laliberte suggested exploring that route before committing to a larger expenditure. Mayor Roe sought clarification on the role of the Roseville Visitor's Association (RVA) in this process, whether they were included under the umbrella or outside, since they were a creation of the City of Roseville. However, Mayor Roe noted the success of their current tagline: "Roseville—Perfectly Positioned."