To: Honorable Mayor and Members of Town Council
From: Mark Marlowe, P.E., Utilities Director
Title
Ordinance Amending Titles 2, 3, 13, 17 and 18 of the Castle Rock Municipal Code Changing the Name of the Utilities Department to Castle Rock Water and the Title of Director of Utilities to Director of Castle Rock Water (Second Reading - Approved First Reading 5-0 on November 15, 2016)
Body
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Ordinance was approved on First Reading on November 1, 2016 with a vote of 7-0 with no changes.
Executive Summary
In late 2010, the Utilities Department initiated dialogue and a communication strategy to develop a brand and messaging for the long term water program. Members of the department’s engineering, leadership and administrative staff worked with Community Relations to create “branding” options.
A “branding” is the process of designing, planning and communicating the name and identity to build or manage a reputation. The “brand” identity should be clearly and distinctively expressed, such as reliable, progressive, sustainable, secure, and strategic. As discussions continued, it became clear that not only was it important to develop a brand that described the long-term water program but one that further embodied what the primary responsibilities were of the Utilities Department. It was apparent that many of our customers did not know what services we provided to the community. The term “utilities” is confusing to customers who believe it also includes electric, gas, trash and telecommunications. It was decided that using “Castle Rock Water” as an “umbrella” brand clearly described the primary mission of providing reliable and safe drinking water to the residents of Castle Rock (see logo below.)
Over the last six years, the Utilities Department has been slowly transitioning over to Castle Rock Water in its water billing statements, web site, clothing/uniforms and other promotional messaging. The term “water” focuses on the awareness of water, water issues and what is being done to address those challenges, and most importantly, it helps our water customer’s associate utilities with these services. Changing the name from the Utilities Department to Castle Rock Water clearly communicates its mission and vision, and the tagline “Securing our future drop by drop” speaks to the importance of the long term water projects completed in the past and those being planned in the future.
The purpose of this ordinance is to request Council approval of an amendment to Titles 2,3,13, 17 and 18 of the Castle Rock Municipal Code on first reading. The ordinance addresses all references to the Utilities Department, Utilities Director and commission changing these references to Castle Rock Water as appropriate.
Notification and Outreach Efforts
Notification of changing the name to Castle Rock Water will be published in Town Talk, issued in a news release and included in the billing statement messaging.
History of Past Town Council, Boards & Commissions, or Other Discussions
On October 26, 2016, the Utilities Commission recommended to Town Council approval of the ordinance on 1st Reading.
Budget Impact
The budget impact to changing the signage in front of Castle Rock Water is not fully known at this time. The current sign was always meant to be temporary and will be removed once a new sign is designed. The new design will include the Town of Castle Rock and Castle Rock Water logo.
At this time, it is expected that new business cards will be ordered only for the Leadership Team at a cost less than $600. As other staff business card supplies are diminished, then new business cards will be ordered.
Currently, there are approximately 80 vehicles in Castle Rock Water’s fleet. We plan to add the Castle Rock Water logo to these vehicles over time at an estimated cost of $60 per vehicle.
Staff Recommendation
Staff recommends approval of the ordinance on 1st reading.
Proposed Motion
“I move to approve the ordinance as introduced by title.”
Attachments
Attachment A: Ordinance