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IWI1ly W V111%•pd 1% 1N.4ii III1111r <br />ey faces numerous challenges in bringing successful retail to the city. This factor ca <br />through the city's lack of a retail identity. The creation of a retail identity for Ramsey <br />:haracter to existing retail in the city, and create a more specific framework for futu <br />opment. <br />Branding can transform a city into a place where people want to live, work and <br />play. A strong retail identity is especially vital when vying with other markets for <br />attention in of attracting new businesses. The brand should be based on what <br />assets a city already possesses, rather than what the city wants to become. <br />An example of successful city branding can be seen in Dubuque, Iowa - a <br />city of approximately 60,000 along the Mississippi River lying on the border of <br />Wisconsin, Illinois and Iowa. Dubuque was long a center of manufacturing and <br />industry - a fact reflected in the character of its downtown architecture. <br />Due in part to the diversification of Dubuque's economy, the city had realized <br />an expanding business climate - increasing its tax base and allowing city <br />officials to focus on downtown redevelopment. This district was transformed <br />from older and vacant buildings into revitalized retail, restaurant and living <br />spaces that embraced the historic manufacturing identity of the city. <br />;al: Mississippi Riverfront Retail Node <br />Ice connected to retail node <br />t with outdoor riverfront seating <br />onnected to dock <br />4. Mississippi River <br />5. Shoreline path <br />6. Retail space with riverfront view <br />A Ramsey Brand Involves Residents <br />Branding a city does not come solely from the design <br />of a logo or in the creation of a slogan, rather it <br />involves the residents of the city. The Ramsey city <br />government should effectively tap into the ideas and <br />talents of its populace to serve as ambassadors for <br />and contribute to the development of the "Ramsey <br />Brand". <br />A Ramsey Brand Includes Cultivating Assets <br />Ramsey has three key assets distinguishing it from other <br />communities in the Twin Cities metro: its proximity to <br />U.S. Highway 10 - a highway serving as the gateway <br />to hunting and fishing grounds in Central and Northern <br />Minnesota; its location along the Mississippi River <br />and access to the resources the river offers; and an <br />abundance of greenways, parks and undeveloped <br />land. <br />•.• <br />obooff=10 <br />Downtown Dubuque <br />This rendering illustrates one potential use <br />commercial zoning in Ramsey in accordE <br />the proposed outdoor recreation, retail id <br />for the city (see poster 8). <br />The natural character of Ramsey lends its <br />to retail themed around nature and in cic <br />proximity to it. Doing so merges shopping <br />nature in a way that provides an experier <br />A Ramsey Brand Involves Outdoor Activities <br />The branding of a community involves coordinate <br />activity on the part of community members and t <br />local government to attract potential "customers' <br />Refocusing retail in Ramsey towards locally owne <br />outdoor activity-themed shopping will not only <br />empower residents of the city who strongly identif <br />with Ramsey's more rural character, but also attra <br />passerby on U.S. Highway 10 who share those inte <br />A Ramsey Brand Involves Linking Land Use tc <br />Ramsey should use land currently zoned commeri <br />to foster their new identity.The city's abundance c <br />land will serve as a parallel to Dubque's manufact <br />district: this open land will be key to creating an <br />outdoor -oriented identity for Ramsey. <br />The creation of the "COR" brand in Ramsey is a step in the right direction, but we believe the city <br />