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Lake Havasu City Brand History Timeline

November 4, 2014

The U.S. Patent & Trademark Office grants official registration to both the new logo (serial number 85/909,339) and "Play Like You Mean It" slogan (serial number 85/904,420).

September 10, 2013

The City Council officially adopts the new logo and "Play Like You Mean It" marketing slogan for the City.

March 20, 2013

After reviewing potential modifications suggested by Brand Survey respondents, the most popular logo was approved without further changes as the final logo for Lake Havasu City (pictured above).

March 6, 2013

After examining the results of the Brand Survey completed by 1,900 residents and visitors, the "Play Like You Mean It" tagline was selected primarily due to its appeal to young people.

February 12, 2013

A Brand Survey was distributed to 11,385 Lake Havasu City residents and 10,265 visitors via email, as well as posted to a branding website, to register preferences for potential brand taglines and logo treatments.

January 25, 2013

The Creative Development Subcommittee selected four finalists as a potential logo from more than 20 options that were developed by North Star Destination Strategies.

December 14, 2012

The Creative Development Subcommittee selected two finalists as a potential tagline from more than 350 options that were developed by North Star Destination Strategies, CVB staff and local residents.

September 26, 2012

The first meeting of the Creative Development Subcommittee was held to discuss the creative process for development of taglines and logos for the new Lake Havasu City brand. The members of the team are:
  • Jeni Coke, City Council Member, Lake Havasu City
  • Kathryn Felke, Owner, Impact International
  • Mike Quinn, Publisher, Today's News-Herald
  • Cal Sheehy, General Manager, London Bridge Resort

September 20, 2012

More than a dozen brand research studies completed by the Lake Havasu City CVB and North Star Destination Strategies were summarized in a formal document that explains why the Brand Position was adopted. Read it here (PDF, 3.7 mb).

September 12, 2012

Based on the recommendation of the Brand Development Committee, the CVB Board of Directors approved an official brand position for Lake Havasu City as follows:

Target audience: For those who would rather participate than sit on the sidelines,
Frame of reference: Lake Havasu City, which unites Arizona and California, is that rare escape born of desert, mountain and the Colorado River
Point of difference: Where the magnetic power of the lake draws people together, and
Promise: Fun flows naturally
Benefit: Energizing you for whatever comes next.
"For those who would rather participate than sit on the sidelines, Lake Havasu City, which unites Arizona and California, is that rare escape born of desert, mountain and the Colorado River where the magnetic power of the lake draws people together and fun flows naturally, energizing you for whatever comes next."

July 26, 2012

The past and present Chair persons of the Lake Havasu CVB were appointed to the Brand Development Task Force, and its stature was elevated to an official "Committee." The new members are:
  • Carolyn Bruce, General Manager, Xanadu Condo Resort
  • Cal Sheehy, General Manager, London Bridge Resort

May 28, 2012

The input period for the resident brand survey was closed with 369 completed surveys (a 3.5% response rate) and 85 completed surveys submitted from website. See the results here (PDF, 2.5 mb).

May 18, 2012

A Brand Survey was distributed 11,385 Lake Havasu City residents via email, as well as posted to a branding website.

May 10, 2012

A brand development focus group was conducted with student leaders at Lake Havasu High School.

April 16, 2012

A Community Branding Workshop was conducted to solicit public comment at the Council Chambers in the Police Station.

March 30, 2012

The first of five brand development focus groups was conducted with boating industry representatives and organized by the Lake Havasu Marine Association.

March 2, 2012

A final contract was negotiated and signed with North Star Destination Strategies of Nashville, TN and the branding campaign got underway.

February 21, 2012

After reviewing all the proposals submitted, the committed selected four finalists to make personal presentations.

January 19, 2012

After reviewing all the proposals submitted, the committed reduced the field of applicants to nine potential branding agencies and issued a request for proposal for branding services.

November 15, 2011

A Request for Qualifications (RFQ) was issued to the top 17 destination branding agencies in U.S., as well as advertised locally and posted online.

August 23, 2011

The first meeting of Lake Havasu City Brand Development Task Force was held. The members are:
  • Dean Barlow, Council Member, Lake Havasu City Council
  • Don Callahan, Council Member, Lake Havasu City Council
  • Charlie Cassens, City Manager, Lake Havasu City
  • Armando Contla, Vice President, Lake Havasu Association of Realtors
  • Mark Dutton, Store Manager, Wal-Mart Super Store
  • Steve Greeley, Owner, KJJJ 102.3 FM – "K Triple J"
  • Gary Kellogg, President/CEO, Partnership for Economic Development
  • Lisa Krueger, President/CEO, Lake Havasu Area Chamber of Commerce
  • Mark Nexsen, Mayor, City of Lake Havasu
  • Mike Quinn, Publisher, Today's News-Herald
  • Doug Traub, President/CEO, Lake Havasu City CVB

June 15, 2011

Mike Quinn, publisher of the local newspaper, Today's News-Herald, stepped up to serve as Chairman of a Brand Identity Task Force.

April 13, 2011

During its annual Strategic Planning Retreat, the Lake Havasu City CVB determined the time had arrived to establish a brand identity for city.

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