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W W W. M A I N E B I Z . B I Z 25 A P R I L 2 0 , 2 0 1 5 Brooks and his company, Peoria, Ariz.-based Roger Brooks International, is considered a lead- ing expert on the creation of "great destinations," with a client list of nearly 1,000 communities in North America and Europe that includes loca- tions comparable to the Moosehead Lake region — such as Alpena, Mich., " e Sanctuary of the Great Lakes," and Coos County, New Hampshire, "Grand Resorts. Grand Adventures." He was hired last October by the Moosehead Lake Regional Economic Development Corp., a nonprofi t founded in 2013 to create an economic development brand- ing strategy for the region that will set it apart not only as a destination for tourists but also as a place to establish a business and raise a family. "We need to encourage families to move to Moosehead Lake communities and, to do that, we need jobs," Brooks says. "And that means you need to develop a year-round sustainable economy. You are transitioning from a mill economy to a tourism- based economy. e mills aren't coming back, and you're not alone in that problem. But you know what? Tourism for just three months is not enough to sustain businesses that are located here year-round." To underscore that point, Brooks cites the steady decline in the graduating class size at Greenville Middle/High School: from 57 in 1969, to 49 a few years later, to 27 a generation later, to seven students if the current kindergarten class doesn't pick up any more by the time they're seniors. "We need to repopulate your schools and that means we need to bring young families back," Brooks says. "You have a chance to fi x this, and it's right now. is is about jobs and bringing the community back to prosperity. It isn't about turning you into Disneyland. is is about bringing you back to where you were." ere are 650,000 people living within a 100- mile radius of the Moosehead Lake region, Brooks says. If the region simply attracted 300 more visi- tors a week for 40 weeks a year — adding onto the Memorial Day to Labor Day season — lodging establishments, restaurants and other businesses would be full and the communities of Rockwood and Greenville would see new jobs being created. "You have a place that's worth a fl ight from anywhere in North America, if not beyond," Brooks told an audience of almost 200 people at the Greenville high school's auditorium. "You really do. I'm on the road 250 days a year. I've been in all 50 states. You have something here that's abso- lutely remarkable. And there's no reason you can't own that. Make a bold statement. Claim it. Own it. Evoke emotion. Raise eyebrows. Make it memo- rable. Look at what you've got." e "America's Crown Jewel" branding statement is the result of a seven-month grassroots eff ort by 17 local stakeholders, who were guided by Brooks in identify- ing and defi ning what makes the Moosehead Lake region noteworthy. e region is defi ned as a 25-mile radius from the center of Moosehead Lake, which is located near the entrance of Maine's North Woods. " e feedback from hundreds of community members and visitors was essential in driving this eff ort," says Amanda Hunt, owner of Greenville- based Northwoods Camp Rentals and a brand- ing committee member. "Moosehead Lake truly is 'America's Crown Jewel,' and we hope this branding eff ort will help to boost the region's local economy and draw visitors to this beautiful destination." In summarizing the committee's work, Brooks pointed out that the branding statement "America's Crown Jewel" encompasses up to a dozen qualities that local people felt were distinctive about the region. First and foremost is the lake itself and its opportuni- ties for boating, canoeing and kayaking, fi shing, cruises and photographing wildlife. But the serenity found in nature can also be tied to opportunities for visitors to "unplug and reboot" and for creative thinkers to fi nd inspiration for their painting, poetry or photography. Luke Muzzy, president of the Moosehead Lake Regional Economic Development Corp., says Brooks will deliver within 30 to 60 days an action plan detailing steps that can be taken over the next fi ve years, as well as longer-range initiatives that will build and strengthen the region's brand. " is isn't a short-term plan," he says. "We understand how much work it's going to take to get us to where we've got an eight-to-10-month season, instead of just the summer months." "A brand is a promise, a promise of what we will off er someone who lives in, works in or vacations in the Moosehead Lake region," Hunt agrees. "We have more work to do to make that promise pos- sible, but the community is excited, engaged and committed to making this happen." D M , M a i n e b i z o n l i n e e d i t o r , c a n b e r e a c h e d a t @ . J M C , M a i n e b i z s e n i o r w r i t e r , c a n b e r e a c h e d a t @ . Maine Electrical Alliance Save on your heating and cooling costs with a Mini-Split Heat Pump System! CALL 1-888-666-1947 TO LEARN MORE $500 rebates on qualified systems from Efficiency Maine and another $100 from our Alliance contractors! Some restrictions may apply. A sampling of slogans and mottos from around Maine Maine: The way life should be; It must be Maine; Vacationland; Dirigo (I lead); Pine Tree State; Open for business Wiscasset: The prettiest village in Maine Bethel: Maine's most beautiful mountain village Acadia National Park centennial, 1916–2016: Celebrate our past, inspire our future Bath: City of Ships Kennebunk, Kennebunkport, Arundel: Three towns, one community Machias: Machias Bay. Maine. Magic. Katahdin: Four seasons of trails, fun & recreation Kittery: Gateway to Maine Portland: Portland, Maine. Yes. Life's good here. Camden: Where mountains meet the sea Rockland: God gives a reward to industry Castine: Under the elms and by the sea Wells: The friendliest town in Maine Eastport: Easternmost city in the U.S. Lewiston: The sky's the limit You have something here that's absolutely remarkable. And there's no reason you can't own that. Make a bold statement. Claim it. Own it. Evoke emotion. Raise eyebrows. — Roger Brooks, branding consultant

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