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CC- ACTION ITEM: Discussion and Direction Regarding Culver City Tourism Brand Logo and Tagline.
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Meeting Date: January 26, 2026
Contact Person/Dept: Elaine Warner/Economic Development Director
Phone Number: (310) 253-5708
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No [X]
Attachments: Yes [X] No []
Public Notification: (E-Mail) Meetings and Agendas - City Council (1/22/2026)
Department Approval: Odis Jones, City Manager (01/21/2026)
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RECOMMENDATION
Staff recommends the City Council discuss a Culver City tourism brand logo and tagline and provide direction to the City Manager as deemed appropriate.
BACKGROUND
In January 2025, the City issued a Request for Proposals (RFP) for the creation of tourism brand and tagline focused on attracting visitors, increasing tourism and positioning the City in the region in anticipation of upcoming national and international sporting events. The scope of work included stakeholder engagement, brand analysis and architecture and logo/tagline creation. Five firms responded to the RFP. In April 2025 MMGY was selected based on their innovative approach, and global experience.
In July 2025, MMGY conducted five in-person stakeholder meetings to understand Culver City's existing position and perceptions and thereafter develop a brand architecture that would provide for a foundation of the community's tourism campaign (Attachment 1).
Brand Architecture
The brand architecture is an internal-facing structure that reflects the City's current strengths, weakness, challenges and opportunities and serves as a guide to the City's essence, values and voice.
In September 2025, the results from the public stakeholder meetings/listening sessions were presented to the Economic Development Subcommittee (Subcommittee). The feedback centered on six points of consensus.
As summarized, Culver City is:
* The Heart to...
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