Brand revamp for Florida Road

FLORIDA Road is set to cement its place as a key player in the future growth of Durban.

This was revealed after more than 18 months of research and surveys by the ethekwini Municipality’s Economic Development and Tourism unit in partnership with the Florida Urban Improvement Precinct (UIP).

A new Florida Road brand has been developed along with the action plan and interventions required to help the famous road reach its full potential as a go-to place for locals and visitors alike.

In 2013, the road began to slide into urban decay.

According to the Florida UIP it was slowly losing its reputation as one of the city’s trendiest streets.

Gary Cullen, project manager for the city’s Economic Development and Investment Promotion Unit, said the Florida Road brand creation process had brought a range of road users – residents, businesses and customers – into a discussion about how to develop its special social and economic character.

Based on the collaboration to date, he said, the city saw three strands of developmental progress:

• The evolving precinct management partnership approach; • Developing and marketing a sense of place; and

• Establishing its profile as a must-visit destination.

The area needed physical regeneration with an outdoor pavement-style leisure scene the main destination feature, he said.

Property and business owners had been engaged for the new branding.

Cullen said this would be done to give the street elements that would distinguish it from other roads.

The new brand was expected to be revealed next month.

Mike Holland, who chairs the Florida Road Marketing Committee, said: “The research has been clear in revealing that Florida Road remains a vital physical, historical and emotional connector.

“Many elements of Durban living and the business community are looking forward to delivering an enhanced experience and offering on the road.”

He said a new logo would work as a “place-making tool”.

“The Florida Road brand is made up of all the strands in the road. It is this DNA that will be used to guide what must be done to unlock its economic potential,” he said.

He added that Florida Road had taken its first steps on a journey of discovering its brand identity.

This long and inclusive process looked to uncover its true character and an understanding of its patrons.