Branding

TP-3-Color-StdThe Village’s rebranding effort seeks to transform Tinley Park into an Illinois music mecca through the enhancement of its existing assets, such as the Hollywood Casino Amphitheater and its award-winning school bands, and through the addition of several new features such as a new downtown plaza and a dedicated indoor music facility. 

In 2016, the Village hired Roger Brooks International (RBI) to facilitate the development of a branding initiative for the Village. RBI sought input on what Tinley Park should be known for via an online community questionnaire, interview sessions with residents and business owners of differing points of view, and a weeklong branding camp that culminated in a two-hour public workshop in October hosted by Roger Brooks himself. From this came the Brand Development Team, a group comprised of stakeholders from a wide array of local organizations and businesses that used all the data at hand to select music as the new brand.

Action Plan
Roger Brooks International delivered a comprehensive, 120-page action plan to the Village in February that outlines how this new brand will develop over the course of the next several years. Action plan highlights include:
 
  • Construction of a 60,00-square-foot downtown plaza with a splash pad/ice rink that will host events 250 days per year
  • Installation of pole banners in downtown
  • A vehicular and pedestrian wayfinding system
  • Decorative crosswalks
  • Interactive public art
  • Creation of a new logo
  • A new tagline, “Life Amplified”
  • A “Very Best of Tinley Park” rack brochure
  • Mobile visitor information centers
  • Street artisans, musicians and buskers
  • Manufacture/sale of branded Village gear
  • Brand graphics on Village vehicles
  • Construction of a new 500- to 1,200-seat indoor music venue/performing arts center downtown
Marketing and Branding Commission
The initiatives outlined in the action plan will be spearheaded by the Marketing and Branding Commission that consists of the following members:
 
Members
  • Daniel Fitzgerald (Tinley Park Convention Center) - Chairman
  • Jackie Bobbitt (Tinley Park Chamber of Commerce)
  • Julie Dekker (Vogt Visual Arts Center)
  • Jay Damm (resident and musician)
  • Beth Fahey (Creative Cakes)
  • Dennis Suglich (Cuzin’s)
  • Diane Galante (resident)
  • Beth McKernan (resident)

Associate Members

  • Vince Aiello (Tinley Park High School)
  • Jason Freeland (Central Middle School
  • Nick Halikias (Odyssey Country Club)
  • Eduardo Mani (resident)
  • Nick Markowicz (Third Coast Advertising)
  • Courtney Rourke (Hollywood Casino Amphitheater)
Staff Liaison
  • Donna Framke (Tinley Park Marketing Director)
Benefits
The new brand will help reduce the leakage of local resident incomes being spent elsewhere; create a sense of community via a central gathering spot; recruit and support businesses that reinforce the brand and bring more jobs into town; and in general improve real estate values and provide a wider distribution of taxation to Tinley Park.
 

Resources
 
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Brand Leadership Subcommittee - Agendas 26 documents
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Brand Leadership Subcommittee - Minutes 17 documents
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