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FASTSIGNS Case Study: Creating a Brand Refresh for a Tourism Center

Wednesday 03. July 2013 - The Opportunity Although it is a destination town with a historic downtown area, Durango did not have a Visitor Center easily accessible to downtown visitors. In 2012, when the Durango Business Improvement District, the Durango Area Tourism Office, Fort Lewis College and the City of Durango came together to bring a Welcome Center to Durango, they turned to FASTSIGNS.

The Challenge
According to Bob Kunkel, Business Development Manager for the city of Durango, there were multiple challenges to face in developing the Welcome Center. First and foremost was that each year hundreds of thousands of people come through Durango without fully realizing all that the town has to offer.
“A lot of people come through here and don’t even know there is a college here,” Kunkel provided as an example. “On the tourism side, we didn’t have an in-town facility that educated tourists in a way that a tourism community really should.”
Another challenge was that the Welcome Center needed a way to generate revenue. While serving as an information hub and valuable resource to visitors and tourists, welcome centers still need to cover their costs.
The Solution
After meeting with representatives from the city of Durango, FASTSIGNS began putting together a plan that would help solve the challenges presented.
“This was an exciting opportunity and I knew that we needed to wow them,” said Laurie Sigillito, owner of the Durango FASTSIGNS.
FASTSIGNS wanted to create a full-user experience and an atmosphere that showed all the aspects of Durango; not just the obvious tourist venues. The team wanted to make sure that the character and history of the Durango community was portrayed, while still meeting the needs presented by the city.
“We suggested a 5-year advertising concession contract that would allow FASTSIGNS the opportunity to create an engaging customer experience using wall mural graphics, brochure displays and digital signage,” said Sigillito. “Through this program, FASTSIGNS would create and manage an advertising program that guarantees the Durango Welcome Center $12,000 in revenue each year from advertisers, while dazzling the tourists with all Durango has to offer.”