BRANDS

An article in the October 16th edition of the Journal by Dan Daly reported on recent efforts by the Rapid City Convention & Visitors Bureau to help the city develop a “brand identity.” The purpose is to set Rapid apart from the other 1,500 American cities trying to become tourist destinations. The Bureau sponsored a workshop featuring Roger Brooks, of Destination Development wherein Brooks presented examples of other towns that have developed successful “brands,” e.g., Ashland, Oregon and its Shakespeare festival, Carson City, Nevada with its “Devine Nine” golf courses. Brooks is looking for ideas from us about what type of brand identity Rapid City could develop. You can contact him at TheTeam@destinationdevelopment.com [Note: he indicated Mt. Rushmore is a lure, but it’s not in Rapid City.]

This area is a fantastic place for all of us who want to be outside doing things in our spare time and on vacation. Moab, Utah markets itself in such a manner. Mountain biking is one of the more popular activities in Moab; I counted 4 or 5 thriving bike shops when I visited. I was there to run a marathon a few years ago and wish I had taken a photo of the sign posted in the window of the local grocers that read: “Please leave your bike outside.”

In hopes of starting some brainstorming about this “branding” concept that involves the outdoors, I thought I’d recount some of my first experiences here in Rapid. Perhaps it will spark some ideas that you will want to contribute to the Destination Development Team. When I moved to Rapid City over four years ago, I was struck by three things: (1) M Hill in the middle of town, (2) the bike path, and (3) the ease of getting out of the city proper onto open, scenic roads for running and cycling.

Before I had even unpacked my boxes, I joined the Black Hills Runners Club. The first time I went out with them was a Wednesday evening in April of ‘03. The meeting place was in the parking lot by the Westside Safeway and the run was promised to be about 45 minutes to an hour. Anticipating a road run where I’d get to learn more about my new home, I laced up my shoes and found the group.

There was some talk about which route to take amongst the members. Consensus was we’d run M Hill. I had no idea what that meant so happily trotted off with the pack of runners, chatting with folks I hoped would be my new friends as we warmed up. Imagine my shock when after crossing some busy streets and coursing through a parking lot, we arrived at the foot of a small mountain! I moved here from Minnesota, where the mosquitoes are huge but hills are rare. My 3-speed bike was all I needed to navigate the “hills.” To me, M Hill looked positively mountainous.

Gulp. I couldn’t wimp out now. I wanted to make a decent first impression with these runners. To start whining about trails and ascents and descents would brand me as a high-maintenance type runner, a wuss. I swallowed hard, said a quick prayer and tried hard to copy the technique of those around me. Fortunately, there were several kind-hearted souls who slowed down for me and started giving me some pointers in running trails. Small groups waited for one another at switchbacks and everyone met at the top.

There, I finally raised my eyes, which had been glued to my feet. What a view! I could hardly believe I was in the middle of city, looking down on it from such a wild place. What a marvelous introduction to the splendors of my new hometown. “Toto, we’re not in Minnesota anymore!” I exclaimed.

After a last long look all around, I refastened my eyes to my feet for the downhill return. Despite my knee-knocking fear, with the help of the group I made it down safely. These people had me running more trails throughout the rest of year—parts of the Centennial, parts of the Skyline Drive Wilderness area, and other woodsy, rocky areas all in or very close to Rapid City. We ran Harney Peak, too. This really is a phenomenal area for trail runners and hikers.

As for the bike path, we take it for granted. When I first discovered it, I marveled at all it offers. To have a paved, flat surface that goes on for miles, with engaging scenery, a creek alongside, areas of shade, and mile markers as well is a tremendous gift to a road runner. The rose garden at Memorial Park engages your vision and your nose—I’ll often do extra loops just around the roses when they’re in full bloom to linger in the scented air. For variation, you can circle the small pond nearby. The gardens at the sundial often seem to explode into view when you run west and come up from under the overpass. I so appreciate the efforts of the green-thumbed gardeners who tend that area.

Later in the year, the community gardens spring up on the east side, delighting me with their individuality and variety. At the west end of course is Canyon Lake. Even after the bike path ends there, more good running can be had just continuing down the road. The Running Club’s been known to go out that way (toward Dark Canyon) in the late fall and repairing to the Meadowbrook for breakfast on weekend long run days.

This is a running column, but I’d be remiss if I didn’t point out we have two local bike shops book-ending the path. Two-Wheeler Dealer is on the east side and Acme on the west. If running isn’t in your plans, at least for the present, both those stores rent bikes the last time I checked. They’ll also give you advice on fun or adventurous (depending on your interest) rides in the city if you ask. (The bike folks at Scheels are also helpful, just not as close to the bike path.)

The third item I mentioned, the ability to get out of town and onto some excellent roads or trails for running, hiking or biking, is perhaps nothing special to native Rapid Citians, but to anyone who has ever lived in any number of cities across the country, it is rare. When you have to fight miles and miles of crawling, exhaust-spewing, stop-and-go traffic just to get in and out of town, the rewards of the planned run or ride can rapidly diminish.

There are so many places that can be accessed, I cannot begin even to list them all here. One example I’d offer is Victoria Lake. I’ve been there running, but it’s got mountain bike trails and there’s always hiking. According to Jocelyn Lee Baker, as of October 4th it also hosts some Sand hill Cranes for you birdwatchers. [See Birdingonthe.net] Another is Hart Ranch Rd/Lower Spring Creek Road. The road bicyclists hold time trials out there (except in winter) as it’s straight and fast. Runners can get in a good long run without dodging too much traffic.

Now, I know I said I’d limit myself to three initial impressions. Allow me one more. This next one is not one I had when first arriving here, but one that’s developed over the years. A lot of cities manage to have marathons that feature their unique attributes. I just ran the Denver Marathon October 14th and that wound all over the city, showcasing parks, landmarks, the capitol and Coors Field. Des Moines has a course that likewise takes you all over the city. Races like these provide visitors a tour of the city, bring in lots of people and generate excitement. Why couldn’t we reroute the Monumental Challenge Marathon, Half-Marathon and relay to right in Rapid City and call it the Rapid City Marathon? [Maybe with a catch line “you don’t need to be rapid to run it!]

Those are some of my views on how this “branding” of Rapid City might work, focusing on our incredible outdoors. If you or your friends who are active in other outdoor activities might have some interest in fleshing out this concept, please contact the Team at the email address at the top of this column. This is just a beginning; I know there are lots of other features just from some of the articles I’ve read in the past in this section of the Journal.

The next steps as I understand them are that the Development team will be reviewing ideas over the next couple of weeks. They seem to be planning to make a decision before the end of the year and will return here to Rapid on January 8th for a public meeting.

The more ideas we can generate, the better the results for the city, whether an outdoors brand is chosen or not. Besides, in thinking about all the ways we appreciate our environment, it makes us see our home turf anew. That in and of itself is a good outcome. This is a special place; do go out and enjoy it before the snow flies!