How Lake Lure & Chimney Rock Village Came to have a New Brand Identity

Following a six-month market assessment and branding initiative, Chimney Rock Village & Lake Lure formally adopted the study in the summer of 2013. The planning firm of Arnett-Muldrow & Associates was commissioned by the governing councils of both municipalities to facilitate the project.

In addition to Town staff, former Mayor Bob Keith, and former Town Manager Chris Braund, the core planning team consisted of  Valerie Hoffman, owner of WriterWorks Communication Strategies, Lake Lure resident, Andy Bell, and the late Bill Whitman planner for Chimney Rock Village.  Andy Bell served as chairman of the town-appointed steering committee for the project. 

Well over 100 people participated in the process, whether through a focus group meeting, a public presentation, an individual interview, tracking customer zip codes, or providing personal correspondence.   

One of the most noted achievements has been improved cross coordination with the Village of Chimney  Rock as well as a newly re-energized Chamber of Hickory Nut Gorge. This level of cooperation presents a strong opportunity to market a complete message for both communities.

The project was guided by a town-appointed steering committee of representatives from Lake Lure and Chimney Rock Village, along with representatives from the Rutherford County government, Chimney Rock State Park, and other key stakeholders.