City of Manhattan Beach Parks and Recreation Department (Our brand slogan and brand promise) Parks and recreation make lives and communities better now and in the future by providing access to the serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate social connections, human development, therapy, the arts, and lifelong learning. Our brand Promise (Note that the promise messages are Customer centric as opposed to staff member centric as it is important to connect our agency’s space and programs with our customers) Parks and Recreation make lives and community better now and in the future by providing: • Access to the serenity and inspiration of nature • Outdoor space to play and exercise • Facilities for self-directed and organized recreation • Positive alternatives for youth which help lower crime and mischief • Activities that facilitate social connections, human development, the Arts, and life long learning The six main External Brand Message Concepts areas: Play, Nature, Exercise, Positive Spaces, Gathering Places, and Forever. The Promise must be authentic, believable, compelling, unique & that will = DEMAND These messages are to be used in our entire PR to: 1. Help staff internalize and “live the brand” 2. Communicate key elements of our promise. The Parks Make Life Better campaign (Branding project- campaign / The Brand Assessment Public opinion Research / Brand promise / Brand Slogan) is an evolutionary process that began with the VIP action plan Creating community in the 21st Century. This evolutionary process builds on the VIP in its effort to connect our customers to our spaces and programs. The use of the language of the VIP / Core Values / Vision / Mission will continue to be part of our external and internal message with the Brand Slogan / Promise Parks Make Life Better messages taking the lead in our PR communication. “We Create Community and Quality of Life through People, Parks and Programs” Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being, economic base and security. Manhattan Beach residents have long valued neighborhood and community parks as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal. As our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and community-based organizations and business – has risen to the challenge, providing services to increase community health and stability. Today, the Manhattan Beach Parks and Recreation Department provides much, much more than recreation experiences. Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments plays an important role in creating a healthy community. By providing the space to learn and play, space to be safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a nine-part mission: WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key factors in strengthening community image and creating a sense of place. WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as tourists. Parks and recreation provides jobs and generates income for the community and for local businesses. WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation activities and design programs and services specifically to reduce criminal activity. WE PROMOTE HEALTH AND WELLNESS: Participation in recrea

1. City of Manhattan Beach Parks and Recreation Department
(Our brand slogan and brand promise)
Parks and recreation make lives and communities better now and in the future by providing access to the
serenity and inspiration of nature; outdoor space to play and exercise; facilities for self-directed and organized
recreation; positive alternatives for youth which help lower crime and mischief; and activities that facilitate
social connections, human development, therapy, the arts, and lifelong learning.
Our brand Promise
(Note that the promise messages are Customer centric as opposed to staff member centric as it is important to connect our
agency’s space and programs with our customers)
Parks and Recreation make lives and community better now and in the future by providing:
• Access to the serenity and inspiration of nature
• Outdoor space to play and exercise
• Facilities for self-directed and organized recreation
• Positive alternatives for youth which help lower crime and mischief
• Activities that facilitate social connections, human development, the Arts, and life long learning
The six main External Brand Message Concepts areas: Play, Nature, Exercise, Positive Spaces, Gathering
Places, and Forever.
The Promise must be authentic, believable, compelling, unique & that will = DEMAND
These messages are to be used in our entire PR to:
1. Help staff internalize and “live the brand”
2. Communicate key elements of our promise.
The Parks Make Life Better campaign (Branding project- campaign / The Brand Assessment Public opinion
Research / Brand promise / Brand Slogan) is an evolutionary process that began with the VIP action plan
Creating community in the 21st Century. This evolutionary process builds on the VIP in its effort to connect our
customers to our spaces and programs. The use of the language of the VIP / Core Values / Vision / Mission will
continue to be part of our external and internal message with the Brand Slogan / Promise Parks Make Life
Better messages taking the lead in our PR communication.
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2. “We Create Community and Quality of Life through People, Parks and Programs”
Manhattan Beach Parks and Recreation Department strengthens our community’s fabric, health and well-being,
economic base and security. Manhattan Beach residents have long valued neighborhood and community parks
as special natural places where they can relax, walk, meditate, enjoy family time, and seek spiritual renewal. As
our quality of life has been threatened by crime, urban sprawl, family disintegration, and other modern
pressures, the Manhattan Beach Parks and Recreation Department – in partnership with our school district and
community-based organizations and business – has risen to the challenge, providing services to increase
community health and stability. Today, the Manhattan Beach Parks and Recreation Department provides much,
much more than recreation experiences.
Through diverse and innovative programming, and broad partnerships, the Parks and Recreation Departments
plays an important role in creating a healthy community. By providing the space to learn and play, space to be
safe & secure and space to create & imagine, the Manhattan Beach Parks and Recreation Department meets a
nine-part mission:
WE STRENGTHEN COMMUNITY IMAGE AND SENSE OF PLACE: Parks, recreation facilities, programs and community events are key
factors in strengthening community image and creating a sense of place.
WE SUPPORT ECONOMIC DEVELOPMENT: Recreation programs and facilities attract and retain businesses and residents, as well as
tourists. Parks and recreation provides jobs and generates income for the community and for local businesses.
WE STRENGTHEN SAFETY AND SECURITY: Park and recreation professionals provide safe environments for recreation activities and design
programs and services specifically to reduce criminal activity.
WE PROMOTE HEALTH AND WELLNESS: Participation in recreation activities improves physical, social and emotional health that positively
impacts community health and wellness.
WE FOSTER HUMAN DEVELOPMENT: Parks and recreation services foster social, intellectual, physical and emotional development.
WE INCREASE CULTURAL UNITY: Parks and recreation increases cultural unity through experiences that promote cultural understanding and
celebrate diversity.
WE PROTECT ENVIRONMENTAL RESOURCES: By acquiring and protecting valuable resources as open space, rivers, streams, greenways,
view sheds forests, habitat areas, and natural resources are protected and habitat required for the survival of diverse species is preserved.
WE PROVIDE RECREATIONAL EXPERIENCES: Through programmed and self-facilitated recreation, a variety of benefits to individuals,
families, neighborhoods, and communities are achieved. Recreational
experiences are important as an end in themselves for personal enjoyment.
WE FACILITATE COMMUNITY PROBLEM SOLVING: Park and recreation
professionals possess facilitation and leadership skills that can be applied to resolve community problems and issues.
“We provide the place, space and experiences that build high self-esteem and the feeling of living a full life, it is self evident Parks and
Recreation make life Better Idris Jassim Al-Oboudi, City of Manhattan Beach Recreation manager 2001"
Parks Make Life Better!SM
Mr. Idris J. Al-Oboudi
Recreation Services Manager
City of Manhattan Beach
Phone 310-802-5404
Fax 310-802-5001
ialoboudi@citymb.info
"Parks Make Life Better"
"Parks and Recreation Create Community and Quality of Life Through People Parks and Programs"
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