MARK SMITH / PVT Roger Brooks outlines plans for "branding" in other areas -- plans that worked, plans that fell through. Advertisement

Think about this, suggested Roger Brooks:

"What do you want to be known for that will put you on the map?"

And this:

"This is all about cash."

Brooks' comments came during his morning-long appearance before town boosters at the Pahrump Nugget Friday. The representative of Destination Development Inc., of Seattle, Wash., was addressing the question of "branding" the town.

No, he didn't mean applying hot iron to Pahrump's rump but to coming up with a memorable and meaningful "brand," much as Disney did for Anaheim, the Rose Bowl for Pasadena.

One idea went down in flames as it was mentioned. To one woman's positive attitude toward 'the New Old West,' Brooks wondered aloud, "What does that mean?"

No answer was audible.

Asked what Pahrump believes it is known for, Keith Froehling and others called out, "The brothels."

But Froehling quickly pointed out that the town is doing its best to "combat the brothels."

Froehling also said Pahrump is becoming known as a senior community.

Yes, agreed Brooks, "You are earning a reputation as a senior community."

Others cited the town's equestrian activity, although how much of that actually is open to public participation was an unanswered question.

All right, said Brooks, let's look at classic cars -- what are you going to do the other 350-plus days when there aren't any activities?

"We want to hear from you for the next two or three weeks," he told the several dozen attendees. Then he and his team will undertake a variety of feasibility tests to see what might be worth pursuing, and how that might be done.

Town board member Laurayne Murray posed one acute question: "Where is downtown?"

When one audience member suggested plans to put new court facilities at the Calvada Eye Duck Pond, Brooks reacted forcefully -- don't mix things up, he said.

He said the first priority may be to hire a "lifestyle retail center" developer and turn him loose.

In other words, as he put it at another moment, don't let the politicians make their compromises and dribble everything away.

St. Marie, Idaho, he showed by way of illustration, had the chance to become Corvette City U.S.A., and several businesses bought into the idea.

The key was a Corvette collector who owns every Corvette model ever made; even the Corvette museum depends on some relics, but this guy has the real McCoys.

But the result was depressing: "Died due to politicians and a top-down effort," Brooks said. "Politics is the killer of any branding effort."

Hawthorne, Brooks said, chose to become "America's Patriotic Home." In went the huge American flags, the star-spangled crosswalks, even the red, white and blue building facades.

But, Brooks added, "They still don't have the activities."

Visitors, he added grimly, "won't go back."

As for the Old West (or the New Old West), Brooks discounted such themes as far too overused.

"Static," he said. "Been there, done that."

Art?

Also overused.

Mining museums?

"How far would you drive," Brooks asked, "to learn someone else's history?"

Unless you are a Gettysburg or have an Alamo, he suggested, that won't work.

Whatever happens, he said, it has to pervade all of the town, not just a specific segment.

When one attendee mentioned the proposal for a 1,600-acre wilderness area at the north end of town, Brooks remarked, "That is certainly one we can tap into. What could we do in that park to make it a destination?"

A discussion of the fairgrounds, known now as the Pahrump Arts and Recreation Complex (although the sign still says "Pahrump Valley Fairgrounds," raised more questions than it answered, especially since no one could say when ground might be broken.

Brooks outlined a 40-step effort, ranging widely from "demographics, psychographics" to getting professional help from outside the community, focusing on who is the target audience and educating the community about what the process actually means ("We're going to get a bunch of slogans, which aren't a brand," Brooks warned).

He added, this isn't about passersby. "It has to be worth a special trip," he said.

The brand, he said must not require explanation but be obvious to one and all, and a public process may be a disaster with the town winding up "with some watered-down slogan."

In any case, he added, advertising is not branding.

Pointing out the experience of Lovelock, Brooks mentioned some of the wrong moves to make.

"Lock your love in Lovelock" might have worked, he said. But there was no one in town with locks for sale, and no engraving available.

"Have you ever heard of anything so stupid?" Brooks wondered. "They're starting to get a bad reputation ... You must deliver on your promise."

So, what does Pahrump want for its brand?

RV'ing?

Horses?

Heidi Fleiss?

Classic cars?

ATV'ers?

Don't worry about the politicians, said Brooks.

Now it's in the hands of the people.