A new Golden Valley community center calls for re-branding of the facility and its many amenities.
On April 13, the Golden Valley City Council unanimously approved a new name and logo for the facility, which is under construction and is expected to open in late fall.
The name Brookview Golden Valley will refer to all that is included on the city-owned property, according to the council presentation by Cheryl Weiler, the city’s communications manager.
Brookview will be the name of the building and the branding will include names for individual amenities, such as Brookview Golf and Lawn Bowling, Brookview Pro Shop and Brookview Park. Logo colors will vary depending what the logo’s use.
The city sought residents’ feedback on re-branding ideas in March and three focus groups provided opinions on various branding concepts.
The first group tested nine potential names for the building and narrowed the list to three names. Then, the group talked through six city identification options and narrowed that list to three options.
The selected concepts were presented to two additional focus groups. A total of 31 residents participated and represented a range of age and gender.
The potential names for Brookview’s new building included Brookview Place, Brookview Point and Brookview Commons.
“People were very opinionated for each of these names,” said Weiler.
Focus group participants were asked a series of questions after each name was presented, including: What is the first thing you feel when you see this name? Would you say this name is appropriate for this facility? If this was the name, how would you tell people to meet you here? After seeing this name, how likely are you to use this facility?
After all three names were shown together, residents were asked another series of questions, including: Which name most captures your attention? Which name best communicates the amenities and benefits of the facility? Which name do you think would likely convince people to come to Brookview?
Finally, participants ranked the names in order of preference.
Brookview Commons earned 13 votes for first choice, Brookview Point earned 10 votes for first choice and Brookview Place earned nine votes for first choice, Weiler said.
Some participants thought Brookview Place was “too vague” and “not exciting enough,” Brookview Point sounded “upscale and nice” and Brookview Commons reminded some of a union hall or food court.
“As we went through the questions after we showed them all three names, one thing became pretty clear,” Weiler said. “No clear favorite.”
According to Weiler, when participants were asked how they would tell people to meet them at the facility, most responded with “Brookview” no matter the official name.
“So we’re thinking the name of the building could just be ‘Brookview,’” she said.
Councilmember Larry Fonnest said he came to the same conclusion after reviewing the focus groups’ results.
“I think Brookview is darn good enough,” Fonnest said. “We all know, those of us who live here, what that means. To try and add another adjective underneath that somehow gives greater meaning is somehow a lost cause.”
Councilmember Joanie Clausen, who highly favored “Brookview,” was relieved when she heard staff members’ recommendation.
“Well, I’ve been quite vocal on this,” she said. “I’ve talked to everybody. I love Brookview but it’s not just me. I talked to a lot of residents. I did not get one person that wanted Brookview Commons. We are proud of this. This is our history, our tradition.”
Staff members questioned whether the signage for the new recreation area should be identified as Brookview Golden Valley, Brookview City of Golden Valley with the city’s swoosh symbol or Brookview City of Golden Valley with no swoosh.
“The answer was overwhelmingly Brookview Golden Valley …,” Weiler said.
According to staff members, most residents preferred Brookview Golden Valley because it was simple, clean, easy to read and provided a sense of place without making it known that it is a city-owned building.
“(The logo) is very, very handsome,” Fonnest said. “I think it’s going to be a great improvement over what we’ve got.”
Councilmember Andy Snope and Mayor Shep Harris also voiced their approval.
“You guys rock,” Harris said to city staff members and residents who participated in the process..
Contact Gina Purcell at [email protected]