Orland Park board discusses hiring outside firm to craft village brand

The Village of Orland Park on Aug. 3 discussed issuing a request for proposals for destination branding and marketing services intended to accelerate economic revitalization, strengthen community identity and attract residents and tourism. Staff outlined a 12-month initial term with two optional 12-month renewals and said the award is targeted for November to begin work in early 2027 as part of next year's budget.

"Our goal to accelerate economic revitalization, strengthen community identity, attract new residents, promote tourism, and raise the village's livability profile," said Vince, the communications staff member presenting the scope of work, which includes a community branding audit, a written strategic marketing plan, a brand messaging toolkit and a content calendar. Trustees supported the idea but emphasized local constraints: Trustee Lawrence asked whether promoting the village could worsen housing availability and said any plan should account for walkability and housing supply.

Staff told the board the RFP will run in parallel with the subarea planning process so the consultant's recommendations do not conflict with planned land-use studies: cost estimates will be collected now and a contract would be included in the FY2027 budget. Board members urged that schools, fire protection, real-estate stakeholders and longtime residents be engaged in the process so the resulting marketing reflects local priorities.

Next steps: staff will finalize the RFP and circulate it for board input before issuance; the board discussed funding the work in next year's budget.