City launching rebranding campaign

When driving into Vestavia Hills on U.S. Highway 31, a blue welcome sign is the first to greet commuters. At the top of the hill, a black wooden sign and a stone sign also note the entrance into the city.

“Right now, if you come into the city, you’re likely to see one of maybe a half a dozen different types of signs,” said City Manager Jeff Downes. “We have no consistency in the look and feel of what we are as far as our gateways [and] as far as our business districts.”

However, the City Council and Chamber of Commerce are starting a joint project to fix this inconsistency and recreate the image of the city. In March, the City Council approved a resolution to begin planning a complete rebranding campaign for the city. This campaign, which will be created by the Hoover-based Tatum Design, is intended to build the city’s economy and business opportunities.

“Our city’s leaders, our residents and our business owners must ensure our city grows in a contemplative and sustainable direction, not a random, take-whatever-we-can way,” said Martha Cook, the Chamber of Commerce chair of business development. “Our city will grow in a healthy way, encouraging residents to continue living here and to support our local merchants, which in turn will allow current businesses to keep their doors open and new businesses to open theirs.”

The rebranding efforts are estimated to cost around $215,600 for the city and $22,000 for the Chamber of Commerce. The project will have many components, including distinctive signs in each business district, a redesigned city website and materials for enticing new businesses, including a branding video and a vision book. The Chamber will also begin hosting programs and events to draw new customers to existing businesses. The City Council and Chamber of Commerce will be partners in this campaign to ensure that they represent the city in the same way.

“The Chamber nor the city is going to move in any direction without knowing what the other is doing as far as the look and feel of selling the city. That consistency, that working together, that teamwork is something that I think will lead to success,” Downes said. “You won’t see inconsistency of message. You won’t see inconsistency of visual appearance of the city.”

The final design of the campaign is still being determined, but Downes said the rebranding project is slated for “immediate” implementation. The Rocky Ridge district will be one of the first areas to receive the new signs. Downes said that a five-year study of the city’s sales and business development showed that Rocky Ridge is a “foundational piece for Vestavia Hills.”

“Bottom line: Rocky Ridge district is good, we want to make it better,” Downes said.

Business owners and residents in Rocky Ridge have been making their own improvements to boost their economic success. Dan Moran, the owner of Rocky Ridge Hardware, said he had seen “everybody pitch in to update everything.” However, area businesses are hopeful that the rebranding campaign will bring new customers and other upgrades such as sidewalks. 

“I’m really, really pleased that Jeff [Downes] is pushing that forward,” said Robin Morgan, who owns Rocky Ridge Square and other business and commercial properties.

Downes said the rebranding project is only one of many improvements being made. He noted that the new City Hall, development of Patchwork Farms and demolition of the Vestavia Motor Lodge will also help “send a message to the greater community that we’re open for business.”