Seeing Coconut Grove through different eyes
Sometimes you can't see the forest for the trees. Last week we had two family events and we had a bunch or of relatives in town. They stayed in the Ritz-Carlton and Grove Isle for most their stay. For the most part, they did not leave 33133. Normally when they visit, their running off to Key Largo or South Beach, but for some reason, they stayed in the Grove.
My family who lives here also spent most of their time in the Grove as one event was a wedding at Vizcaya, so lots of them stayed at the hotels, too. They ate at local restaurants daily, shopped here and are all now ready to move to Coconut Grove.
So sometimes we can't see what we have and feel that re-branding is the answer, when in reality, maybe just letting the Grove be the Grove is the answer.
My family who lives here also spent most of their time in the Grove as one event was a wedding at Vizcaya, so lots of them stayed at the hotels, too. They ate at local restaurants daily, shopped here and are all now ready to move to Coconut Grove.
So sometimes we can't see what we have and feel that re-branding is the answer, when in reality, maybe just letting the Grove be the Grove is the answer.
posted by Tom Falco at 5:00 AM
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8 Comments:
I couldn't agree more. Rebranding is what "they" do when "they" have no clue what to do & by the time the rebranding is finished "they" have transferred our tax dollars to "their" friendly business associates & nothing changes. I'll introduce a free plan within six months that will result in about $50,000.00 being spent @ most Grove businesses bi-monthly @ no cost to anyone! The Grove name is all we need.
We held a wedding in Coconut Grove last year because we wanted our guests to enjoy what we have in our own backyard every single day. Most did not rent a car so they spent the entire weekend here and loved it.
I spend most of my time in the Grove, whether it's the movies, Starbucks, UPS store, FedEx store, hair salons, restaurants, stores, banks, and grocery stores. I always find parking. I try to avoid rush hour whenever possible. I wouldn't think of living anywhere else.
The Grove is a very special place indeed.I am so glad you shared this as I feel the same way. It is the only location I even considered to open my new office for several reasons: 1.small walking village feel 2. MCA Academy - there is no finer school -trust me on this one 3. Miami Conservatory of Music- this is a gem for our community 4.Regus Office Space 5.Biscayne Bay 6. The wonderful hotels within walking distance of my office for my out of town patients. 7. The wonderful businesses that make this place special- like the Bookstore in the Grove. I feel truly blessed to live here. Ana Casas M.D.
The only possible answer behind the "rebranding" of the Grove is that someone must be benefiting from the cost of this project beyond the marketing company hired to carry out this unusual approach of rebranding a name but doing nothing to support its rebranding.
In other words, trademark owners use the renaming of their mark to refresh their image but this is typically followed by a "refreshing" itself of its products. An example of this is how Reebook's rebrading of it's name to RBK. But any reasonable marketing firm would know that this has to be followed by a strategy in which you actually make changes to the product so that the name change follows. However, there has to be a holistic approach as disjointed efforts will only confuse consumers as it already is in our current situation.
In any case, I don't know why I am wasting my time on this but I just find it absurd. It's not just the name itself but the whole approach, seems that the people running the Grove are running it as if it were their small mom and pop shop and it's not. It's disgraceful to see such poor management.
In any case, what else is new right?
Cheers
No matter what, no rebranding, the Grove is the Grove and no carpetbaggers [whatever] go back where you came from & we shall decide our future & I promise U, U shall waste/lose your investment(s) I so swear!
I have people staying with us that love, love, love the Grove. And, believe it or not, they also love our public transportation and use it all the time! And, on top of that, they think the people in Miami are very nice and helpful. Maybe if the rest of us got out of our cars once in a while we would get a whole different view of our city!
I would love to see 'the Grove be the Grove'... but that horse has left the gate... it's now the "new' Grove with multi-million dollar condos, high-priced everything, tear down the old and put up the new-as-determined-by-a-few.
let the visitors stay for an extended time, and they will see very quickly it's not all sailboats and stone crabs...
Funny! Stone Crabs! $5 a medium claw at Monty's happy hour this year. Yikes! Everglades City, here we come!
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