Challenge: Located in the greater Boise area, Caldwell faces a couple challenges. The first is that communities, like businesses, must import (or earn) more money than they export (or spend). The challenge is that a great deal of the money earned in Caldwell is spent in nearby Nampa, Boise and the surrounding communities. This is referred to as “leakage.” And Caldwell, currently, doesn’t attract a great deal of tourism spending to help fill that gap. Thus, the city has dealt with a declining downtown and a general lack of commercial retail and services development.
Secondly, as people travel down I-84, Caldwell’s “first impression”is less than desirable. Ramshackle buildings, mobile home parks, industrial lots, etc. all cast a poor first impression of the community. Because of this and other challenges the community has dealt with over the year, the perception of Caldwell is somewhat negative, requiring a “rebranding” or “repositioning” effort. While the negative perceptions are largely unfounded, they still exist. To combat those, Caldwell needs to tell a different story.
Solution: Roger’s Single Community Branding program helps achieve four goals: First, to put Caldwell "on the map" as a desirable place to live, visit and raise a family. Second, to differentiate Caldwell from the other 200 cities and towns in Idaho and throughout the Northwest. Third, to slow the leakage of locally earned money being spent elsewhere. Fourth, to make downtown Caldwell a vibrant, active gathering place and a showcase for the entire Western US.
Caldwell's brand promise: To position Caldwell as Idaho’s premier gathering place with a focus on locally produced wines along the Sunnyslope Wine Trail, market fresh goods and farm to fork dining.
- The city and Destination Caldwell is in the process of developing Indian Creek Plaza site.