Signs of the times

PERKINS TWP. — Motorists should notice a stark difference at the area's busiest interchange. Amid Shores & Islands Ohio's rebranding efforts, the latest objective achieved involves refreshing two new signs at Milan Road (U.S. 250) at Ohio 2's on and off ramps. The new signs replace now-outdated ones previously featuring the former name — Lake Erie Shores & Islands — of Erie and Ottawa counties' tourism bureau. Totaling about $30,500, the bureau covered this expense through its budget. Most of the bureau's funding comes from dollars, known as bed taxes, generated by area hotels, motels and lodges. Earlier this year, a similar switchout occurred with a Huron-based water tower overlooking Ohio 2. So why did a name change happen? This shift follows an extensive evaluation process conducted by internationally known brand and place-making consultant Roger Brooks, founder of Destination Development Association. Brooks visited the region in May 2021 to consult with the organization's board, marketing committee, staff members and stakeholders from across the region. "The resulting plan included numerous recommendations designed to advance our destination including the new name, chosen to better identify where we are located and to eliminate potential confusion with neighboring Lake Erie destinations," according to an organizational statement. With a new name came a fresh logo incorporating the word "Ohio." "We look forward to continuing our commitment to promoting all communities and tourism assets in our region to the best of our abilities," Shores & Islands Ohio president Larry Fletcher said. Fletcher talked more about this overarching initiative: • The switch: "Back in March, we launched a new destination name for the region and an associated logo. This was part of a rebranding activity conducted last year with an outside consultant working in conjunction with our boards, marketing committee, staff team and stakeholders from across the region. What was Lake Erie Shores & Islands is now Shores & Islands Ohio." • The update: "We are in the process of switching out the former logo with the new one in locations across the region on websites, etc." • The future tasks: "The remaining major logo switch-out locations are Sandusky gateway signage and downtown map boards, the Lightner Road overpass in Ottawa County and the exterior signage at each of our welcome centers, all currently in production. In addition, our staff team is working through the process of updating the name and logo on thousands of additional locations, the majority of which are websites of other organizations." • The partnerships: "I'll add that the Erie County Visitors and Convention Bureau is pleased to be contributing dollars toward painting for the (Erie County)-owned water tower on Kelley Road. This will have our new logo on it as was done in Huron. We met with county officials at the site this past Monday to talk over details and are looking forward to seeing this freshly painted tower sometime later this year."