Title
Review and Approve the Golf Course Rebranding and Logo Concept.
Body
To: Honorable Chair and Members of the Golf Commission
From: Amy Wooldridge, Recreation and Parks Director
Re: Review and Approve the Golf Course Rebranding and Logo Concept
BACKGROUND
Greenway Golf (Greenway) is in a long-term lease agreement with the City of Alameda for operation and maintenance of the Chuck Corica Golf Complex. This responsibility includes marketing of the golf course as well as specific activities.
DISCUSSION
Greenway has been working with two prominent golf marketing and branding firms to determine how to best brand and market the property’s name and graphics. During this process, Greenway continually strived to respect and continue to honor the former Alameda Mayor Chuck Corica in the name while also creating a clean and attractive branding. This new branding includes modifying the reference of the property from the Chuck Corica “Golf Complex” to a warmer and community welcoming reference of Chuck Corica “Park”.
Greenway intends to align with the park initiative by promoting golf and non-golf events on property such as foot golf, concerts, food and wine festivals, car shows, movie nights on the par 3, walking trails, etc. In designing a clean and fresh new logo utilizing “Corica Park,” including the year the course was founded in 1927 and the City name and the anchor graphic from the City of Alameda flag, the logo recognizes the historic nature of the property with the namesake mayor that was so passionate about it while also providing a community feel to the property.
Although golf is not presented in the name or graphic, all signs, advertisements and references will have golf photos, elements and/or info referencing golf that will easily make it identifiable that golf is a key feature of the property. There are several famous golf course examples of this including Torrey Pines in San Diego, Harding Park in San Francisco and Beth Page State Park in New York.
Exhibit A includes samples of the branding scheme as well as examples of how the new logo can be used and presented on various merchandise items and signage. These logos are in draft form and do not yet include preferred color schemes and fonts. The Golf Commission is requested to provide feedback on this rebranding direction.
FINANCIAL IMPACT
There is no financial impact from this action.
RECOMMENDATION
Review and approve the Golf Course rebranding and logo concept.
Respectfully submitted,
Amy Wooldridge, Recreation and Parks Director
Exhibits:
1. Corica Park Branding