Zipping down the Island Highway on the way to my Grade 1 reunion (yes, I鈥檝e learned that is a 鈥榯hing鈥�), I happened upon a sign that caused me to look twice.
鈥淪mall Town. Big Experience.鈥� read the words on the approach to the City of Duncan. At just under 5,000 people, Duncan is Canada鈥檚 smallest city, proclaims its friendly mayor, Michelle Staples.
Duncan went through a branding process in 2016, explains Ian Locke, executive director of the Downtown Duncan Business Improvement Association. Although it took place before his time, he says the BIA and the city split the cost. He describes it as a well-done branding package, with logos and all the elements the BIA needs in-house when it鈥檚 doing different campaigns. He said the brand is 鈥榮ynced,鈥� matching the banners that were put up around town.
The main slogan is: 鈥淪mall. In a big way.鈥� But the theme is varied in keeping with the event or promotion.
鈥淪mall Town. Big Taste.鈥� 鈥淪mall Town. Big Art.鈥� 鈥淪mall Town. Big Fun.鈥� 鈥淪mall Town. Big Finds.鈥� 鈥淪mall Town. Big Style.鈥�
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The sign gave me pause because Salmon Arm鈥檚 new brand, derived from its recent branding process (through a different marketing company than Duncan鈥檚), is 鈥淪mall City, Big Ideas.鈥�
Mayor Staples agrees Duncan鈥檚 brand has been successful. It鈥檚 been versatile, allowing the community to showcase a variety of attributes.
鈥淲e have fun with it 鈥� everyone can adapt it to what they鈥檙e working with.鈥�
And she鈥檚 pleased Salmon Arm鈥檚 is similar and hopes it will be similarly successful.
Staples reveals that she lived in Sicamous for her first three or four years and her family came back to the Shuswap regularly to visit. Her father taught in the school district. She wonders aloud about some kind of collaboration.
鈥淲e have sister cities between countries 鈥� maybe we could have one in B.C.,鈥� she says, adding she might talk to Salmon Arm鈥檚 mayor one day.
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Lana Fitt, Salmon Arm鈥檚 economic development manager, says she has seen variations of the brand, but none exactly like Salmon Arm鈥檚. It refers to small city living 鈥� a short commute, low crime rate 鈥� matched with larger urban centre amenities such as an abundance of talent in the arts, technology and more.
While there may not be another community with the Small City, Big Ideas brand, it鈥檚 a popular title for articles and forums online. And if the city were ever to entertain the idea of another sister city, we could also look to our kilt-clad friends to the east. According to the Internet, the logo of Perth, Scotland is Small City, Big Personality.
It just goes to show: Small City, Small World.
marthawickett@saobserver.net
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