Jonesborough, Tennessee
The Art of Storytelling
The Situation
Jonesborough, Tennessee, nestled in the southern Appalachian Mountains, is the oldest town in the state and is filled with well-preserved architecture that illustrates its rich history. In 1973, the first National Storytelling Festival was held in downtown Jonesborough with tales told from stages of hay bales and wagons. From this grassroots effort, the Festival has grown to now attract 10,000 annual visitors to celebrate stories told from around the world, and in doing so, it has sparked a national resurgence in the art. With the building of the International Storytelling Center, Jonesborough also hosts performances of Storytelling Live!, a Teller-in-Residence program that runs from May to October. The stunning facility is a prominent focal point in downtown.
Like many American cities, the retail core of independent stores began moving out of Jonesborough's downtown in the 1960s, favoring strip malls and other retail centers. Jonesborough realized the value of preserving their historic downtown architecture, and their hard work has paid off, resulting in a charming and unique setting. However, many of their downtown businesses still struggle to get by.
The city wished to capitalize on its existing assets and create a strong brand that will continue the revitalization of downtown, encourage the success of downtown businesses, bring an expanded revenue base to the International Storytelling Center, and share with the world all that Jonesborough has to offer. They partnered with DDI to create a Branding, Development and Marketing Action plan to help them reach their goals.
The Solution
Storytelling and the charming downtown are already strong lures that bring visitors to Jonesborough. But the downtown needs an attraction to draw in visitors and residents consistently throughout the year. DDI recommended that Jonesborough take their existing foundation and create a true brand; a unique identity that will be pervasive throughout town and create a distinctive year-round visitor experience for which people will return again and again.
With the implementation of the steps in the DDI Action Plan, Jonesborough will become the World's Storytelling Capital. With the International Storytelling Center at its heart, Jonesborough will carry on the storytelling tradition with festivals, events, education, and romance year round, celebrating stories from around the world and from its own rich history.
Included in the Action Plan are graphic elements and new marketing material recommendations to create a unified look, feel and message that will convey the brand to potential visitors.
But a brand is much more than graphics, logos and slogans. A brand is the fulfillment of the promise the community makes, and the DDI Action Plan includes steps to fulfill that promise. The International Storytelling Center's programs will be expanded to add offerings and education throughout the year. Additionally, the storytelling theme will embrace downtown with story-themed walking trails, story benches and murals. The plan also includes other improvements such as a decorative wayfinding system and gateways, as well as some needed amenities.
The town will provide a charming historical backdrop for the lively entertainment and rich drama of every culture's story, bringing life's emotions, passions, mysteries, comedies, and enduring fables to life for the world's entertainment, education, and pleasure. As visitors stroll through the lovely walkways and gardens and visit local artisan shops, they will quickly forget the world they came from, and will find themselves immersed in each story they hear. Visitors will come for regular educational offerings, learning how to take the art of storytelling back to their own communities. The Storytelling Center will host numerous, varied events year-round, drawing visitors into local hotels, shops, and restaurants.
Jonesborough is already a delightful town with much to offer both locals and visitors. Their Action Plan will help them take the historic ambiance and unique storytelling experience to the next level, creating a place that will draw visitors year-round from all over the world to Jonesborough, the International Storytelling Capital.
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