The Lorain Port and Finance Authority Marketing and Public Affairs Committee met Sept. 18 to discuss a comprehensive marketing strategy moving forward among other matters.
Lorain Port Board of Directors along with Tiffany McClelland, executive director of the Lorain Port and Finance Authority, discussed ways in which rebranding efforts could help the organization’s marketing strategy.
Though the space is owned by the Lorain Port and Finance Authority, much of the discussion entailed how to effectively brand Black River Landing in downtown Lorain to be successful and as recognizable as the Rockin’ on the River summer weekly concert series.
“What is our focus?” asked Alan Zgonc, chairman of the Marketing and Public Affairs Committee. “I think we need to designate this whole spot here, this whole piece of property we have as Black River Landing and market that.”
Brad Mullins, chairman of the Lorain Port and Finance Authority Board of Directors, recognized that the Lorain Port is an “economic development engine” on the waterfront, and Black River Landing, Rockin’ on the River or anything else added, should remain in a subset category.
Rockin’ on the River is a staple concert series for many residents and visitors, however, many identify that area with the series name as opposed to Black River Landing, officials said.
“We’re going to have a hard time shaking off the fact that it’s a rock-n-roll concert, just because it’s been so popular,” Mullins said. “But, if we go and promote Black River Landing, and people start looking at it as a separate venue for other things, then we can promote that.”
According to McClelland, this year was a “testing ground” to host six Black River Landing events, which were not as well attended as compared to the Rockin’ on the River series.
She also recognized that attendance statistics of Black River Landing events are “mortifying” compared to those of Rockin’ on the River, because there is no established brand at the moment.
McClelland said that additional music events outside of Rockin’ on the River are more diversified to include other genres aside from rock.
Black River Landing can be the site of additional acts or shows at different ticket price points, she said.
“We’ve got to understand it’s (branding) going to be years in the making, and if we’re okay with that, I think it’s a great path,” McClelland said. “It’s a lot of time, it’s a lot of money, it’s a lot of effort to build that brand out.
“We’re starting from the ground on Black River Landing, that really is the case.”
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