Leaping Back

The discussion of creating a brand for Saratoga leapt back into the spotlight at the September 3 meeting of the Saratoga Town Council.

Leslie Jefferson, executive director of Discover Carbon County, started an over 30 minute discussion about a tourism master plan for Carbon County and the creation of an authentic Wyoming experience for visitors.

Jefferson apologized for the miscommunication on changing Saratoga’s town motto “Where the Trout Leap in Main Street”. The CEO of Carbon County Visitors’ Council said “she was questioned about branding and did a poor job in framing branding around a possibly outdated Saratoga slogan.”

“No one on the council is in favor of changing the motto. It means a lot to us,” said Mayor Chuck Davis.

Jefferson wanted to clear up the purpose of the master plan and introduced Cindy Loose as their destination specialist. Loose, of VIP Marketing, will be working as Discover Carbon County’s tourism and marketing advocate for the 11 municipalities in the county. Loose also said “she loves that slogan (for Saratoga) and would not change it.”

A committee of 10 to 12 people will be formed in each community to have a say in the vision and direction of the brand for individual towns.

Loose said “the committees will be grassroots brainstorming groups who don’t want communities to lose their character.” Loose would like to see a fountain or a sculpture displayed in Saratoga as part of the branding.

Chia Valdez, a Saratoga resident, said “these committees tend to be the same six people in each town dictating the conversation.”

Loose said she hoped people of all generations would be willing to jump in to define the brand.

Councilman Jerry Fluty voiced his concerns over too much advertising for Saratoga. He said “the more people we drag here the less it’s Saratoga.” Fluty thought in the long run — the locals suffer with an influx of tourists.

“This is a great place to live and concerns should be raised about ruining Saratoga” with an abundance of advertising Fluty said.

“There is a balance (between tourism and maintaining uniqueness) and we need to work together,” Loose said.

This conversation will likely continue as committees will be formed and meet October through May. Loose can be reached at [email protected] to become part of “a unified marketing campaign.”

The next meeting of the Saratoga Town Council will be at 6 p.m. on September 17 at the Saratoga Town Hall.