LANCASTER WANTS TO UPDATE IMAGE.

Byline: JIM SKEEN Staff Writer

LANCASTER -- Lancaster officials want to create the equivalent of a brand name for the city -- to promote a positive image for residents, potential visitors and businesses that could be lured to the High Desert.

Officials are working with North Star Destination Strategies, a Nashville-based company that specializes in branding campaigns for cities and counties. North Star is under a $76,000 contract with the municipal government of Lancaster, which was incorporated as a city in 1977.

City officials hope to have a campaign strategy prepared before Lancaster's 30th anniversary, in November, said Vern Lawson Jr., city economic development director. The goal is to reflect the growth of the municipal identity in three decades.

``A lot has changed in the city, and the goals of the city have changed,'' Lawson said. ``That's the reason for doing this.''

Lawson said there have been periodic efforts to update aspects of Lancaster's branding, but no comprehensive and systematic process to update the image and to tie it in with marketing efforts.

North Star has worked with 70 cities, Lawson said. The company's work has included a campaign for Augusta, Ga., home of the Masters Tournament in professional golf. The campaign for Augusta relates to its golfing fame. The term ``night owls'' is used to link the city's night life to golf's ``eagles'' and ``birdies.''

Among North Star's recent clients are California's Tulare County, for which the company came up with ``Sequoia Valley -- as big as it gets'' for a slogan, and New Bay City, Mich., whose slogan is now ``A Beautiful View -- of Life.''

As part of a research effort for the Lancaster campaign, North Star held a couple of focus-group meetings last week.

City leaders want to attract high-tech industries, and thus younger, tech-savvy workers.

``We believe understanding Generations X and Y is a critical component for Lancaster because those generations will be the work force,'' Lawson said.

The branding campaign is part of the city's economic plan, which includes creating ready-to-go sites for businesses to relocate to Lancaster; promoting the development of the Fox Field Corridor; and working with officials of area school districts to promote work-ethic training, vocational training and internship programs.

Lancaster's current logo, created in 1978, depicts an antelope, a steam locomotive, California poppies and an aircraft.

james.skeen@dailynews

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