Osceola agency pulls plug on W192 rebranding effort

Osceola County's W192 Development Authority had a choice of eight local and national firms that were bidding for a contract to develop new branding strategy for its tourism corridor, but members opted instead to pull the plug on the process.

The three-year contract would have involved a detailed marketing study of the destination corridor and development of new logos, banners, slogans and design standards for the segment of U.S. 192 closest to Disney.

Authority members decided to focus on refining their master plan and developing architectural guidelines first. Board member Domingo Sanchez said developers who are planning new construction on the corridor need to know the right color palettes and themes.

"I think architectural design is important and shouldn't be delayed," he said.

Executive Director David Buchheit suggested adding that task to the scope of services for Logan Simpson, the district's planning consultant. The Colorado-based firm helped develop the master plan and designed the streetscape and signage for the 15-mile district.

The firms that submitted proposals were: Appleton Creative, Orlando; Sparxoo, Tampa; HCP Associates, Tampa; Strategic Advisory Group, Duluth, Ga; T-Creative, Oviedo; Ideas - Integrity Arts & Technology, Orlando; Tipping Gardner, New York and Wilesmith Advertising, West Palm Beach.

Authority Chairman Mark Miller said it might make more sense to contract with Experience Kissimmee for the branding study - but at a later date.

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