MEMPHIS BUSINESS JOURNAL | MICHELLE CORBET
With the Harahan Bridge project scheduled to open this fall, the development team is turning its attention to marketing.
Though the City of Memphis will officially own the pedestrian and biking path that will span the Mississippi River, the Downtown Memphis Commission (DMC), the Greater Memphis Chamber, the Riverfront Development Corp., the Big River Strategic Initiative and the Mayor’s Office are all working together on a plan for funding and implementing new signage.
Local advertising firm DCA has been tapped by the Big River Strategic Initiative to brand and market what will officially be called The Big River Crossing.
Carpenter said some signage is needed but points out that the most people use their smartphones for directions.
“Over time, it will become ingrained in the map of the city, but initially, we’ll put a lot of work in the electronic realm,” Carpenter said.
In addition to a logo and a new website, DCA is also putting together for Big River Crossing a media package with videos and images that can be downloaded and used at the discretion of various media outlets. Running Pony is shooting the video.
Carpenter said the marketing initiative is part of a private effort while the city focuses on being “brilliant at the basics.”
“We don’t think it will cost all that much, so we intend to get that handled via the Big River Strategic Initiative,” said Dow McVean with the Big River Strategic Initiative. The group is involved in project management, fundraising and working with key stakeholders along the river.
The source of funding for the signage, however, is still an open question — as is what entity will eventually become the point of contact for events involving the crossing.
“If you want to have a race on the bridge, who do you contact to set that up?”Leslie Gower, the Downtown Memphis Commission vice president of marketing and communications, asked at a recent DMC meeting.
DCA has also been tasked with helping to determine the answer to that question.