A fun part of being remote is living some place interesting. It could be interesting by it’s nature, or the locals could make up some fun to make it that way. I think every town needs an unofficial town leader, mascot, or symbol. They don’t even need to be human. Some are more fun that way. Puxatawny Pennsylvania, has its famous groundhog. Lajitas Texas, has a beer-drinking goat for the mayor. Fair Haven, Vermont, had a goat for a mayor as well, but I don’t think he drank beer.
When I was growing up, one of our neighbors appointed himself Mayor of Pegville. It was the old name for one district of our small town. There was no election, no contesting, and he proudly used the title until he died. Years later I lived in Hampton, Virginia and most people knew Ron Stevens as the Mayor of Washington Street. He looked after everyone’s property, mowed lawns, and generally lived up to the office he created for himself. These last two were really about personal responsibility rather than branding, but the two go hand in hand.
Creating your Brand
Michael Bobbitt is a playwright, entrepreneur, clam farmer and now novelist in Cedar Key, Florida. Michael is incredibly passionate about the small community he joined later in life because it allowed him to find community and inspired him to write a book on the town and the importance of preserving small town ecosystems. As a working waterfront town, Cedar Key is heavily built on the support of its small town community of clam farmers, and it took Michael some time to build the relationships and experience he has in the industry through different community members.
Michael is the town’s self-appointed Clambassador. He’s taken the idea in a bunch of directions. You can stay at Clambassador Cottage and signed copies of Michael’s books are just a few pen strokes away. Creating a fun and unique public figure can be an excellent strategy for towns to attract tourism and generate buzz.
Here’s Michael’s story in his own words:
I came to be the Clambassador after a conversation with our island town’s mayor, Heath Davis. Mr. Davis is a wonderful public servant and the most competent mayor I have ever had the pleasure of knowing. He is a doer, not a talker. He didn’t like doing interviews or public speaking, preferring instead to let his writer buddy (me) handle those engagements. One day over dinner he said, “You’re kind of the island’s ambassador… and you’re a clam farmer now so…” Almost in unison, we said,
“The Clambassador.” From that moment on, I was the Clambassador. In addition to doing interviews during hurricanes
and other events that put our island in the public eye, I began to lobby government agencies on behalf of the aquaculture industry, in Cedar Key and statewide. I developed a presentation on the industry and gave talks to the legislature, universities, and research institutions. To augment the Clambassador persona, I crafted a uniform consisting of a velvet military jacket with clams on the lapels, a crocheted clam pinned to my shoulder like a pirate’s parrot, and large clam hat. The character just sort of took off and I began to have a full schedule of Clambassador engagements. On a lark, some filmmaker friends of mine helped me make a short film about my adventure starting a new life as a clam farmer. It was originally meant to just be an industry film, but the film turned out to be a compelling story about my friendship with Mayor Davis and the about the incredible Cedar Key community. On a whim, we entered the film, Rise of the Clambassador, into the International Ocean Film Festival. To our surprise, it won the festival, and I flew out to San Francisco to accept the award at a red-carpet event. The film went on to win festivals around the world. You can view it here:
https://www.youtube.com/watch?v=PWCkpOQ3Wjc
Being the Clambassador has helped me dig even deeper roots into the island community of Cedar Key and gives me a platform to talk about the many economic and environmental benefits that clam farming provides to our island and other areas of delicate estuary around the state. In my life as a writer, my work is always deeply rooted in place. The places of my stories are de facto characters in the story. Certainly, my life as the Clambassador has given me a deeper understanding of the place that is Cedar Key, the setting for my new novel Godspeed, Cedar Key.
Identify the Right Figure
Who is the right ambassador for your town? Animal Mascots have been a favorite for many communities. Consider using a local animal or a quirky pet as the mascot. Animals often have broad appeal and can be featured in various marketing materials. And there’s probably a connection for the local school sports team as well.
Historical or legendary characters are great as well. Riverside, Iowa, is the future birthplace of Captain James T. Kirk. Several other towns have similar claims for different figures. If the town has historical figures or local legends, create a fun character based on them.
Local celebrities or icons can be fun as well. Theodor Geisel (Dr. Seuss) was an avid hiker in Western Massachusetts. One day he was climbing Mt. Tom and overlooking Easthampton. He wasn’t feeling in the holiday spirit, and he wrote a little story about it. The town has an annual Whobilation, and the police and fire departments both have patches that say Whoville. If there’s a well-known personality from the town, they could serve as a fun honorary figure.
Create a Backstory
Ideally, you want to develop an engaging backstory for the figure. This could be humorous, educational, or based on local folklore. You want to ensure the story is relatable and can be easily communicated to visitors. Skagway, Alaska, has Soapy Smith as part of its identity. A con-man is not most community’s first choice for an icon, but in Skagway, it fits perfectly.
Involve the community in selecting and developing the figure. Hold a contest to choose the mascot or character. Our local Market now has Willie the Otter. Host events where locals can contribute ideas and vote on the final figure.
Plan Events and Activities
Now it’s time to go all out and see where your ambassador can strut it’s stuff. Many communities have whole festivals and parades. Organize events centered around the figure, such as annual festivals, parades, or birthday celebrations.
And what public figure would be without photo opportunities. You can create photo ops with statues, murals, or costumed characters of the figure.
Depending on how deep the rabbit hole goes in your community, maybe you have interactive tours. You can develop tours or scavenger hunts that incorporate the figure’s story and landmarks around town. Hannibal, Missouri is on the map thanks to Tom Sawyer and his friends. And you can visit their houses if you go there.
Merchandising and Marketing
You never know what kind of merchandise people will want to associate to an iconic figure (real or otherwise). Sell themed merchandise like t-shirts, mugs, and stuffed animals featuring the figure.
Chances are they need their own Instagram and Facebook pages. Create social media profiles for the figure and post regular updates, fun facts, and event announcements.
There’s also always the opportunity for partnerships with local businesses. Collaborate with local businesses to create figure-themed products or promotions. It never hurts to get your figure in the news. Send press releases to local and national media to announce events and milestones related to the figure. Public appearances can be a big deal, especially around holidays and other related special dates. Have the figure (or a person/mascot representing the figure) make appearances at local and regional events to draw attention.
More Examples of Successful Public Figures
Mayor Max (Idyllwild, California): A golden retriever who served as the town’s honorary mayor for 9 years.
Stubbs the Cat (Talkeetna, Alaska): A cat who was the honorary mayor of the town for 20 years.
Sir Nils Olav III (Edinburgh, Scotland): A king penguin who holds the title of Colonel-in-Chief of the Norwegian King’s Guard. The current title holder is the third to hold the position since 1972.
Are you ready to make where you live a little more interesting?
