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Mr. Lazan suggest talking with VyWay about adding other team members that can create more edgy graphics. He noted the need to negotiate the cost to assure it is all under the same umbrella. Chairperson Dehen asked what is the dollar amount where the HRA can reasonably evaluate VyWay's work product. He suggested authorizing $20,000 and then authorizing more if the HRA is satisfied with the work product. Mr. Lazan stated he does not know about the experience of VyWay in marketing real estate projects. He commented how the City's branded material will be woven into this process. Mr. Lazan noted VyWay is not yet done with the message matrix to different audiences and a more prolific document is needed. Commissioner Look commented on the need to get a key message matrix and test that will fit, not something that the artist or VyWay likes. He noted the design of the logo needs to incorporate the key talking points and questioned buying the final product directly from a designer. Mr. Lazan explained that doing all graphics is more manageable than to piecemeal it out and VyWay, as a design professional, will assure all pieces tie into the brand. The HRA discussed staff's experience with other branding projects and the costs involved. Commissioner Elvig stated he had gone through a branding process twice for his business and did not find these numbers of concern. He noted the HRA has a huge investment in the Town Center property and want it to be a quality project. The City Hall is a "gem" and this vision needs to be articulated on paper and tie together with visuals for a seamless flow of feeling and sensitivity. Commissioner Elvig stated he felt Anne Berg of VyWay was quite good and noted that $10,000 is a low bid so he did not believe she was over priced. He noted the Town Center is a billion dollar project so he did not want to make a wrong decision here. Motion by Commissioner Elvig, seconded by Commissioner Jeffrey, to approve a budget for the marketing of the Ramsey Town Center at $50,000 including both logo and secondary marketing scheme. Further discussion: Commissioner Jeffrey supported milestone check-in points before the product is finished with ability to have an out. Commissioner Elvig stated Ms. Berg has articulated that she knows what the HRA is are looking for and when the HRA said it was "too touchy/feely" she articulated it. Commissioner Ramsey stated he has little artistic ability and does not understand the entire branding process but has a vision of what he wants the Town Center to be, and he does not know if Ms. Berg fully grasped "Urban Jackson Hole." Mr. Lazan stated he is more concerned about Ms. Berg's ability to hit a real estate market but also felt the graphics were light. He suggested staff work with Ms. Berg and populate the seven points with dates and detail. Commissioner Elvig supported having milestones and noted this comes down to the HRA's ability to steer VyWay. He noted that photographs could be used to articulate what the HRA is looking for so Ms. Berg can put together illustrations and write the words to make it all fit. Chairperson Dehen stated he will not support the motion to expend $50,000 but would Housing and Redevelopment Authority /February 9, 2010 Page 5 of 8