The Union County Convention and Visitors Bureau 2021 Business Plan emphasizes two key initiatives – branding and signage/wayfinding. UCCVB Director Karen Eylon said the objectives have been highlighted to increase tourism and travel-related business in the county. Depicted above are illustrations of new signage concepts, though a design firm has not yet been hired. (Graphic submitted)
Union County officials are working to boost tourism and travel-related business throughout each part of the county.
Union County Convention and Visitors Bureau Director Karen Eylon recently shared the 2021 UCCVB Business Plan with city, village and county elected officials.
During Plain City Council’s most recent work session, Eylon highlighted efforts to continue Union County’s recent success in the travel industry.
She said growth in the travel industry locally outpaced statewide growth. Visitors spent $97 million in Union County in 2019, which Eylon said represents a 24.8% increase over the year prior.
“Union County is growing as a destination and I think that’s really exciting,” Eylon said.
The 2021 UCCVB Business Plan highlights two “key initiatives,” branding and wayfinding/signage, which Eylon said are designed to facilitate further growth.
Eylon said the initiatives were drawn from the larger 2020-2025 Destination Strategic Plan.
She noted that successfully branding the county is a “lengthy process.”
“It is not just a logo and it’s not just a tagline,” Eylon said.
She said the UCCVB Board is seeking to emphasize Union County’s “competitive differentiation.” The branding will revolve around what sets Union County apart from other communities.
Eylon said she understands that the county is nuanced and each community has its own character and qualities.
She said the UCCVB Board hopes to create “holistic” branding that reflects Union County overall, while providing specific branding for each community.
Eylon said there will likely be one independent agency employed to conduct research and another contracted to create the actual design for new branding. Along the way, she said she anticipates focus groups will contribute their opinions.
The UCCVB initiative was a sticking point for Plain City council members, as village rebranding is a long-term goal for council, included in their 2021 objectives.
Eylon said Plain City Council can become involved in the county’s branding process by serving on a task force.
“We want to do this together,” Eylon said. “We want it to be a collaborative effort.”
She said she is “hoping to get discussions started within the next month.”
Along with branding, Eylon said improved wayfinding and signage are a point of focus.
She noted that branded signs are “one of the first impressions visitors and residents have of our county.”
UCCVB has already taken an inventory of the current signs throughout Union County, Eylon said.
With this information, the business plan indicates UCCVB will create a needs list, draft a request for proposal for design firms and identify grant opportunities before implementing a wayfinding/signage master plan.
Eylon said a wayfinding and signage task force will likely meet within the next month, as well.
Aside from the two critical initiatives, Eylon said UCCVB is also working on sports event development; group tours; spaces for meetings, weddings and special events; business travel; marketing and workforce development.
She emphasized that Plain City is an important part in each of UCCVB’s initiatives.
Eylon said she is hopeful “we will have tour buses rolling into Plain City this year.” She said UCCVB is especially interested in highlighting the history of the village and is working with local business owners.
Eylon also previously worked with Plain City Parks and Recreation Director Linda Granger to ensure UCCVB has photos for marketing Pastime Park and other recreational points of interest.
The marketing efforts will also encompass Plain City’s evolving Uptown district.
Council members echoed Eylon’s positive outlook for tourism in their area.
“It sounds like Union County (Convention and Visitor’s Bureau) is going to be making quite a few stops in Plain City,” said Plain City Mayor Jody Carney.
Union County Convention and Visitors Bureau Director Karen Eylon recently presented the UCCVB 2021 Business Plan to local elected officials. At Plain City Council’s most recent work session, she said it highlights several areas of focus from the larger 2020-2025 Destination Strategic Plan. (Photo submitted)