In the current debate raging in Whitehorse Council Chambers about support for the Mount Sima ski facility, one thing seems to have been overlooked.
The city’s brand.
I’m not talking about the logo but about the brand signature:
“Whitehorse — the wilderness city”
A brand signature is really a succinct version of the brand’s promise, and a brand promise is that special something of value that you get from the brand. The City of Whitehorse brand promise is about authentic wilderness — summer and winter wilderness! What we get out of “the brand” is that Whitehorse puts us in touch with wilderness, we can actually do things in it, not just have a Disney-fied drive-by experience.
That brand promise is why councilors like Dave Stockdale and Betty Irwin really do want to support Sima. They’re believers, long-time citizens, folks that know and love the place not just during tourist season, but year-round. They appreciate that the wilderness is something to be experienced, so they’re all for supporting initiatives that reflect the city’s brand.
After all, our brand promise is not:
“Whitehorse — the stay indoors city” or
“Whitehorse — the drive-around-and-look-at-wilderness city” or
“Whitehorse — the wilderness city for half the year”
When Dave was quoted on CBC radio saying "No one has walked up to me on the street and said ‘Support Mount Sima,’ " it may have sounded like he was negative about Sima. But we think he was actually pleading for support. He really does want to hear from all those of us who believe in the brand too.
If you’ve ever had your winter refreshed by a day on Sima, or said to your companion as you’re going up the lift “isn’t this an unbelievable place!” or sent up a prayer of thanksgiving when your teenage kids came home as human beings again after a day on the hill, please show Dave and Betty that you support their efforts to live up to the city’s brand promise. Call or email the numbers below:
At aasman we sure enjoyed Mount Sima during our 2012 Spring Ski Day:
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