Blythe, California
The Painted City
The Situation
The Palo Verde Valley in southeastern California is a rich agricultural oasis because of the abundant irrigation provided by the Colorado River. The city of Blythe has long been the central community for this verdant farmland. More than 10 million cars pass by the city on Interstate 10 each year, heading east to San Diego or west to Phoenix. With the sale of some of their water rights to thirsty Los Angeles, Blythe has seen some of its farmland lie fallow, impacting jobs and the economic vitality of the community. Many of the downtown buildings are now vacant.
Community leaders recognized the opportunity to tap into those travelers along I-10 and entice them into Blythe to spur economic development and revitalization. To this end, they retained DDI to produce a Branding, Development and Marketing Action Plan.
The Solution
Interstate 10 is a long, arid highway, with Blythe midpoint between Phoenix and San Diego. Blythe needed to give travelers a reason to pull off the interstate and spend time in their town. The solution is to make Blythe a must-stop destination along this route, the place where travelers can stop, refresh, relax and enjoy themselves, eventually creating enough activities and attractions to make the city an overnight stay. Blythe will become The Painted City. With murals encircling those vacant buildings, visitors will be drawn to the city like children to picture books. Visitors will meander through an open-air market, sampling fresh produce and local crafts; rest by the fountains and enjoy a refreshing gelato; stop at the California Welcome Center for the latest information and stroll around the village center. Blythe will be the "must-stop" destination for every traveler along the highway.
The Branding, Development and Marketing Action Plan was created as a team effort with the help of community leaders, business owners and input from the community, as well as the DDI Team, in a unique open-forum charrette process. The plan gives the steps Blythe needs to take to achieve the ultimate goal of becoming "The Painted City," THE place where I-10 travelers stop along their way.
Central to the Action Plan's recommendations is the creation of the permanent open-air market, including space for a California Welcome Center, a plaza-area with a fountain and decorative public restrooms. Key to the branding effort will be implementation of a downtown mural art program. Murals that tell stories, wrapping all the way around the buildings in the village core, will bring color and life to downtown and attract both locals and visitors, literally creating an outdoor art museum.
Other recommendations will also be important to the success of Blythe's effort, such as developing a wayfinding system, visitor kiosks, downtown enhancements and beautification, park improvements, and adding more retail and dining options. Marketing and public relations recommendations are included in the plan to tell the world about Blythe. Billboards along I-10 will entice travelers into Blythe, and a new activities guide and website will be important marketing tools. The Plan also includes a PR strategy to provide momentum and awareness of Blythe as the brand comes into being.
Blythe is a small community with a big heart and a strong desire to create a place that is enjoyable for residents and welcoming for visitors. The Branding, Development and Marketing Action Plan provides the steps Blythe will take to make this vision a reality, and with the hard work and dedication of the community, Blythe will enjoy a revitalization of downtown, greater economic prosperity, and become known as "The Painted City" - a must-stop destination.
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