Exceptional communities possessing a definitive sense of place, the
cities and towns presented in this book have created or re-created
a style, ambience, or character that transcends the ordinary and is
used as the basis for community economic development. Adapting the
idea of concept marketing, these communities have found a niche or
specialty to create community recognition and serve as a basis for
garnering external investment, tourism, and other
revenue-generating events. This book examines the use of popular
and corporate culture, retail establishments, historical tradition,
and surrealism in community concept marketing and profiles examples
of communities from a diverse array of contexts and geographical
settings. Bellows Falls, VT, for instance, a once-depressed former
milltown has transformed itself to a vibrant community through an
arts integrated development strategy, while Austin, MN, the home of
Hormel Foods, has drawn on the town's corporate culture with the
opening of a new SPAM Museum. Manchester, VT, taking a retail
approach, has become a designer outlet mecca, and Walnut, IA, the
state's "Antique City." Cape May, NJ, has restored its historic
properties and successfully marketed itself as a seaside resort,
while Holland, MI, exemplifies the surreal approach, marketing
itself as a Dutch town. Considering these and other uniquely
marketed communities, this book examines the elements necessary for
a successful concept marketing strategy to community economic
development.
General
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