When the Main Street Manager, Lisa Popovich, was brought on board in 2014, she began the process of rebranding Main Street. The previous brand didn’t represent the opportunities and heritage Steamboat Springs wanted to be recognized for in their downtown. They wanted to be known as “Main Street Steamboat Springs” and be clearly recognizable from other organizations.
Main Street Steamboat Springs wanted to incorporate their heritage and community into their new logo, combining their western heritage and ski life. The cowboy hat, with the mountains on the crown, is a fun and historical representation of Steamboat Springs for use at numerous popular events in their downtown area.
Steamboat Springs worked with their Chamber of Commerce to collect existing data for brand development. Rather than asking residents to take another survey, Steamboat Springs reviewed what was already collected. By reviewing those results, the cowboy hat was among one of the findings that set the course of becoming Main Street Steamboat Springs’ new logo. Today, the cowboy hat is used everywhere, from their website, T-shirts, banners, events, and partner packets.
A brand is more than just a creative way to represent your Main Street, it is your Main Street. Lisa approached their brand with a clear vision of how she wanted Main Street Steamboat Springs to be represented. “Our brand effectively represents our Town. It says very quickly that we’re western, the mountains are a big part of who we are, and we’re welcoming.Those were the things we wanted people to say,” according to Lisa Popovich, Main Street Manager.