McMinnville tourism committee hears two branding proposals; staff outlines strategic plan, website grant and media budget

The McMinnville Tourism Advisory Committee on Monday heard competing proposals from two finalists for a tourism branding and identity contract and received staff updates on a strategic planning contract and a state website assistance award.

Jordan Puples, tourism staff, told the committee that the department issued a branding RFP in May and received six proposals. "We received 6 proposals in response to that. And upon evaluation, from the department, we had 2 presenters that were the finalists for the branding and identity portion of that," Puples said, introducing the two finalist teams: Chandler Thinks (Nashville/Franklin) and Design Sensory (Knoxville), both of which gave 45-minute presentations and took questions.

Why it matters: The committee will use feedback from tonight’s presentations and a follow-up survey to recommend whether the city moves one finalist forward. The work—brand research, identity, photography, video and campaign creative—was described by presenters as a multi-step process that aims to produce materials local businesses and residents can use in promotion.

Chandler Thinks presentation Steve Chandler, identified as the founder and brand strategist of Chandler Thinks, framed the work as "place branding" and emphasized community engagement. "Here's the real secret sauce, stakeholder engagement," Chandler said, arguing that a brand only "sticks" when local businesses and other stakeholders are involved and telling the community’s story.

Chandler Thinks outlined a research-led approach built around eight "pillars" that shape local identity, and showed case studies of destinations where he said branding had produced measurable economic and community benefits. Chandler said his team prefers to separate creative production from media-buy services and recommended using specialist media partners for paid placement rather than an agency that also runs the media buys.

Design Sensory presentation Mary Blair, introduced as director of client services for Design Sensory, told the committee her firm had previously developed McMinnville’s 2017 identity and said the agency has continued to work in the region. "We didn't just design your brand. We have actually lived your brand," Blair said, adding that Design Sensory can move quickly because it already holds substantial local assets (photos, video and prior research) and has an in-house, integrated team that includes media, design and technical staff.

Chris Cable, vice president of creative at Design Sensory, said the firm would focus on sharpening the town’s distinct stories rather than generic outreach—"we don't make pretty things. We make things that tell stories," he said—and showed examples of flexible identity systems and seasonal sub-campaigns used for other destinations.

Staff updates: strategic plan and website assistance Puples told the committee a separate strategic-planning RFP drew 17 proposals; staff selected "JLL Global Destination and Tourism Advisee" (as written in the proposal materials) to lead the planning project. Puples said that project will cost "approximately under $10,000," with travel costs reimbursable, and that work began with a kickoff call on June 3 and a first check-in on June 26. Staff will form a 10–15 person steering committee and conduct hour-long stakeholder interviews; Puples said the timeline was extended from an initial five months to a 10-month schedule to allow more stakeholder engagement.

Puples also reported the department was accepted into a Tennessee Department of Tourist Development website technical-assistance program. He said the program will provide a new website "completely free of charge through mainstream venture," with a launch step expected in the next two to three weeks and an estimated completion date in October.

Budget and media questions During Q&A committee members asked about campaign funding and media buys. Committee members and presenters discussed a $35,000-a-year digital media spend that staff said is included in current campaign planning. One committee member referenced a larger campaign figure by saying, "Of the 120, obviously, 35 is deducted for media," during the discussion; speakers treated that larger figure as the overall campaign budget under discussion. Presenters described turnkey creative production plus managed media placement as options and said transparency and reporting would be provided if the committee contracted for paid campaigns.

Workshops and next steps Puples asked advisory members to complete a post-presentation survey (QR code/link to be emailed) to indicate preference between the finalists. She also reminded the group of upcoming free workshops the department is running, including short-term rental best practices (cleaning guidelines, laws and a discounted photo group buy) and two Google Business Profile workshops. Puples closed by asking members to help spread the word to stakeholders and said staff would follow up with the survey link.

Votes at a glance - Motion to approve minutes from the previous meeting — outcome: approved (voice vote: "Aye"; mover and seconder not specified in the transcript).

What remains uncertain: The committee did not take a procurement vote at this meeting; staff said it will use advisory feedback (survey and follow-up input) to determine next steps toward contract award. No final vendor selection or contract award was recorded in the transcript.