Dakota County parks: Wild notions

Forever Wild.

That's the brand name Dakota County will soon use to draw people to its under-used parks, which now span more than 6,000 acres and 60 miles of trails.

It's a brand identity that not only describes the wildness of the 10 parks, but also the county's commitment to keeping them that way, said Gail Plewacki, Dakota County communications coordinator.

Branding is a marketing tool used by communities and regions to shape how they're perceived, from their natural assets to their aspirations.

The award-winning Dakota County parks, named by City Pages as having the best metro-area trails in 2007, are unknown even to many residents, according to surveys and online interviews.

Dakota County's parks aren't visited as much as one would expect based on the county's population, said Kim Lawler, manager of visitor services, marketing and development for the parks. Instead, many residents head to Hennepin County lakes and parks, she said.

"We essentially have an awareness issue; there's a gap in people knowing about our park system," she said.

That became clear early during an 18-month project to develop a park system plan for the development of recreation, education and preservation resources, she said.

Metropolitan Council statistics had shown that, while Dakota County has 13 percent of the metro population, it receives only 2.5 percent of regional park visits, based on 1998 figures, the most recent available.

Compared to other counties of similar population, Dakota County is getting a quarter to half the park visits that would be expected.

A new metro survey is under way, but it's clear that the pattern continues, Lawler said.

She pointed to Lebanon Hills Regional Park, named in April by City Pages as the best public park in the metro area for 2008. It is centrally located, and it has 10 lakes and dozens of ponds. Deer and other wildlife range over oak woodland, floodplain forest, prairie, shrub land, hardwoods and tamarack bog.

Seventy percent of the county's population lives within 10 miles of the park, yet many people aren't aware of it, Lawler said.

But it's popular with those who have discovered it. The key, Lawler said, is to get visitors to this park and others so they can hooked.

"Because we spend the taxpayers' money on this type of amenity, we should make sure that everyone knows it's there for their use, whatever that use may be," County Commissioner Nancy Schouweiler said. "The branding initiative shows the variety of uses, from children's educational programming to weddings."

Creating a memorable image

The goal is to build not only awareness but also support for the park system through such things as endowments, legacies, fundraising, volunteerism and advocacy.

County employees developed the branding plan. Plewacki said that saved roughly $80,000 that might have been paid to a private firm.

Last week, Schouweiler and other commissioners raved as Plewacki presented a slide show on brand identity. The commissioners viewed photos emblazoned with the words "Forever Wild." One showed a just-married couple kissing and a slogan: "Be Wild About Each Other. Say I Do in Dakota County Parks."

The images will be used in brochures, posters and other products to promote fishing programs, the chain of lakes, recreational equipment for rent, kids' programs such as the Knee-High Naturalists, garden plots to be reserved, themed birthday parties in the parks, retreat settings, and wedding venues available for $850.

"The Web as a branding tool is really significant," Plewacki told commissioners.

She showed a mock-up Web page that will take viewers to more online information about camping. The portal's image, with the words Forever Wild in the corner, is a photo of camping trailers parked at dusk, as the stars come out.

"Sleep under the Stars, Wake up in the Wild in Dakota County Parks," reads the words that roll upward across the photo.

"You're selling this as a lifestyle," Commissioner Mike Turner told Plewacki and other park employees. "That's great."

Joy Powell • 952-882-9017