As Yukoners, we have a strong voice, which includes applying our sometimes NIMBY-esque thinking to our way of life. But I feel as a community we are a bit out of touch on these signs and the broader role of tourism in our territory. The banter has been muy caliente on all the Facebook groups, but most opinions are based on misinformation and perhaps an unclear vision of where our Territory is (or should be) headed.
Full disclosure - I, nor my agency, was involved in this project, nor the YG Tourism ‘Place Brand’ project(s). When we do collaborate with YG, we focus on impact-driven projects, but unfortunately we didn’t have the privilege of working on this one.
If you haven’t seen the new Tourism Yukon ‘Place Brand’ project, it’s worth a look (yukon-brand.ca) . It’s different. It’s a bit quirky. But it’s also modern. And bold. Yes, it had a big price tag, but it was professionally built, meaning it is a turn-key platform for new initiatives to attract new audiences. For example, the ‘It’s a Little Bit Metal’ music video, which everyone loved, wouldn’t have been possible without this new direction for Tourism Yukon.
We’ve been in the business of change in the Yukon for a while; I get it, change is scary. But it is also necessary to strengthen our Tourism product in an increasingly competitive market. Was this project perfect? Heavens no. But some of the things I am reading online are worth correcting and / or providing some context from someone in the industry.
- Why do we need new signs? The old signs were, well, old. The tourism industry has evolved post-COVID and everyone around the world is trying to attract new audiences, which means we need to cater to said audiences while being true to ourselves.
- Why did the initial design go to a firm on the East Coast? Good question. Not all of the local architect firms were approached. Not that it’s an excuse, but us in the private sector know that the procurement process inside YG is horrendous and is due for sweeping changes.
- “Oh, they look like the BC signs.” Really? I don’t see it. If you put them side by side, there are similarities, but there are also subtle differences which I believe help differentiate ourselves from BC while showcasing the attractive elements we share in common.
- The inclusion of local art is a great idea, and something we often do at Mammoth, but the execution could have been better. It has an uncomfortable juxtaposition, making it feel like the inclusion of the artwork was an afterthought (which it wasn’t). Now, imagine if the artwork was vectorized first, and then printed with a glossy finish, this sign would have a completely different aesthetic and would elevate the artwork to its fullest potential.
- “Why did an HVAC company do the install work?” Well, the fabrication & install was a public, price-driven tender, of which the successful contractor was the least expensive bid, by a mile. Why didn’t one of the few sign companies in town bid on the work? Good question. If I had to guess, likely a combination of a) RFP was done over Christmas break with less than one calendar month to submit, b) local sign companies typically do not have the capacity to manage large-scale projects and perhaps c) Tourism department does not work with local companies all that often.
Important to note, our tourism sector needs to grow, now more than ever. The environmental disaster at Eagle Mine has proven (once again) that these large-scale mining projects are too risky with the current legislation in place. We have to figure out how we’re going to backfill our GDP when mining takes a dive over the next 5 - 10 + years. Plus, who knows what a political shift in Ottawa will do to our transfer payment that covers ~ 75% of the cost of running our Territory.
We know that as Yukoners, we are protective of this land. I can appreciate wanting to keep our home a secret, but the longevity of the Yukon is dependent on us building a vibrant, inclusive, and dynamic economy. Currently, mining is our top GDP contributor. Guess what’s second? Tourism.
Matt Douglas
Mammoth Agency
