Carbon County Visitors Council director clarifies comments about ‘rebranding’ Saratoga slogan

SARATOGA (WNE) — The discussion of rebranding Saratoga leapt back into the spotlight at the September 3 meeting of the Saratoga Town Council. 

Leslie Jefferson, executive director of the Carbon County Visitors Council, apologized for the miscommunication on changing Saratoga’s town motto “Where the Trout Leap in Main Street.”

She said she was questioned about branding and “did a poor job in framing branding around a possibly outdated Saratoga slogan.” 

“No one on the council is in favor of changing the motto. It means a lot to us,” said Mayor Chuck Davis. 

Jefferson wanted to clear up the purpose of the council’s master plan for tourism. 

She also introduced Cindy Loose, of VIP Marketing, as the destination specialist for the visitors council, which does business as Discover Carbon County. 

Loose, who will be working as tourism and marketing advocate for the 11 municipalities in the county, also said she loves Saratoga’s slogan and would not change it.

A committee of 10 to 12 people will be formed in each community to have a say in the vision and direction of the brand for individual towns. 

“The committees will be grassroots brainstorming groups who don’t want communities to lose their character,” Loose said.

She said she hoped people of all generations would be willing to jump in to define the brand. Councilman Jerry Fluty voiced his concerns over too much advertising for Saratoga.

“The more people we drag here the less it’s Saratoga,” he said. 

“This is a great place to live, and concerns should be raised about ruining Saratoga” with an abundance of advertising, Fluty said. 

“There is a balance (between tourism and maintaining uniqueness) and we need to work together,” Loose said. 

This story was published on September 12, 2024.