Your community culture is your secret sauce. The je ne sais quoi that encourages people to put down roots in your community and return time and again. However, while culture is born from your community’s unique chemistry, that doesn’t mean that place branding has no role in nurturing that spirit.

What, then, can place branders do to foster cultural and community vibrancy? Ahead of City Nation Place Americas in Vancouver this April 22nd-23rd, we’re putting the spotlight on five projects delivered by place teams that have successfully developed and celebrated community spirit and cultural attractiveness.

Welcome Home to Maine

A place is more than the sum of its buildings or its outdoor areas. It’s about the community that you co-create together. Recognising this, Live + Work in Maine embarked on an initiative that would centre belonging, participation, and the importance of local identity: the ‘Welcome Home’ event series. With more than 25 community-building events across the state – from small towns to large cities – this was an opportunity to put the spotlight on the attributes that make Maine uniquely Maine.

“The series celebrated both newcomers and long-time residents, giving those new to Maine permission to lean into their new place, be excited about it, and start building relationships, while honouring the people who have long shaped their communities,” explained Katie Shorey, Director of Engagement at Live + Work in Maine.

Each event was shaped by a local partner, from Chambers of Commerce to libraries to young professional groups. This approach ensured that each experience felt authentic, providing bottom-up experiences rather than forcing a top-down brand. Alongside these, Live + Work in Maine served as a unifying connector to ensure they helped people to see themselves as part of something larger than their individual community.

“The events fostered cultural vibrancy by turning ‘newcomers’ into participants,” Katie continued. “They weren’t just attending events – they were becoming part of the social and cultural life of their communities.”

Kingstonlicious’ culinary spotlight

According to Megan Knott, CEO of Tourism Kingston, “a strong brand and sense of community is what turns culture into a lasting draw, giving visitors a reason to choose Kingston in the first place, and a reason to return because the experience feels distinctive, authentic, and connected to the city itself.” Which is exactly what they did with Kinsgtonlicious.

Kinsgtonlicious is an annual celebration of Kingston’s culinary culture, featuring collaborations between Ontario chefs and Kingston restaurants to create a programme of signature events that celebrate the city’s vibrant food scene. These events feature prix fixe menus that anyone can enjoy throughout the festival in February and March.

“By connecting people to Kingston’s traditions, supporting local businesses, and showcasing the city as a culinary destination, Kingstonlicious strengthened the cultural fabric of the community and created memorable experiences that encourage repeat visitation and long-term engagement,” continued Megan.

Empowering ambassadors in the Champaign-Urbana area

Champaign-Urbana wanted to compete as a place that people wanted to be – whether that was to visit, live, or invest in. As part of this, they undertook an extended consultation process to engage stakeholders and residents and to strengthen the sense of community within the destination.

The team began by listening to the employers within the region and developing a number of resources that addressed the pain points they were facing. This also ensured that their private sector had the tools to share the destination’s story independently of Experience Champaign-Urbana.

Having achieved this, the team set about identifying new ways to welcome people to their community and help them feel connected to their new home.

“Rather than rush to start a programme, we talked to our local non-profits, stakeholders, neighbourhood groups, and cultural organisations to ensure we started with a small group of ambassadors that truly represented our diverse community,” explained Terri Reifsteck, VP of Destination Branding & Development at Experience Champaign-Urbana. “It worked brilliantly, and we have since grown to over 70 ambassadors and have assisted over 400 newcomers.”

On top of an ambassador-led welcome, new residents are able to join low-barrier events to help them integrate into the community and establish roots in Champaign-Urbana.

Oklahoma City’s Champions Parade

Oklahoma City is in the midst of a community branding initiative. As they gather community input, the Greater Oklahoma City Chamber is engaging with partners to lay the groundwork for a shared narrative that reflects the city’s differences as well as their shared values.

One example of how the team has brought together the breadth of the community under one banner is the NBA Champions Parade for the Oklahoma City Thunder; this quickly became the largest event in the state’s history.

Pulling off an event of this magnitude required tremendous collaboration in a relatively short timeframe, but the community response was incredible. Fans of all ages and walks of life came out in support of the team. But it also became a celebration of what the moment meant for the community as a whole.

“Sports often bridge cultural divides and foster shared identity, pride, and social connection,” shared Christy Gillenwater, President & CEO of the Greater Oklahoma City Chamber. “It was an all-hands-on-deck moment that our team will certainly cherish for a lifetime.”

Celebrating diversity in Vancouver

Metro Vancouver’s cultural diversity is one of the region’s strongest competitive assets. With more than half of recent immigrants possessing a higher education degree, the diverse background of their residents is fuelling both innovation and economic growth. As Katie Fitzmaurice, Executive Vice President at Invest Vancouver, told us, their unifying place vision “signals to global talent that their cultures, languages, and lived experiences are not only accepted here but valued as contributors to our shared prosperity.”

This cultural diversity also translates into how Invest Vancouver positions the Metro Vancouver regoin on the international stage, as it ensures that people have a natural connection to the region ahead of a first meeting. “During BC Week in Korea, for example, our team connected with Korean investors through shared cultural references like K-Pop Demon Hunters, a global phenomenon largely animated by Sony Imageworks right here in the Metro Vancouver region,” Katie explained. “This is just one example of how deeply our cultural vibrancy shapes the stories we can tell abroad and the connections that we make.”

So, what’s the key to leveraging this cultural diversity authentically? The team at Invest Vancouver recommend partnering with local diaspora leaders, international chambers, and cultural organisations to ensure you’re integrating lived cultural experiences into your place storytelling.

“In the Metro Vancouver region, diversity isn’t an accessory to economic success – it’s the foundation that makes our region feel a little closer to home for people everywhere,” Katie concluded.

Lessons in culture from place leaders

Experience Champaign-Urbana’s Terri Reifsteck told us that “when tourism and economic development work together, the community doesn’t just compete for visitors or jobs – it competes as a place people want to be.”

Travel Alberta’s President & CEO, David Goldstein, concurred with the sentiment. “Cultural vibrancy happens when tourism is deeply embedded in community development and a shared vision for the future,” he explained, highlighting that in Alberta, the focus is on highlighting what sets them apart.

The question, then, is finding ways where you can add value as a place brand or marketing organisation without imposing inorganic principles on your community. There’s a lot to be learned from these mini-case studies, but here are a few key lessons:

• A place brand provides you with the framework to rally stakeholders around and to ensure that your cultural offering reinforces your overarching vision for your place.
• Be intentional. Don’t be afraid to take your time to develop a strategy that responds to your community’s needs and desires.
• Local ownership is essential to authenticity. Invest time into building relationships with your stakeholders and community partners so that they are active partners in any project you launch.
• Keep your finger on your community’s pulse and lean into moments where your residents are already engaged, such as big sporting moments.
• Embrace your diversity and celebrate the differences as much as you do your shared values.

Join the conversation in Vancouver this April 22-23^rd! Live + Work in Maine’s Katie Shorey, Experience Champaign-Urbana’s Terri Reifsteck, Tourism Kingston’s Megan Knott, Greater Oklahoma City Chamber’s Christy Gillenwater, and Travel Alberta’s David Goldstein are just a few of more than 45 place experts who will be sharing their insight at City Nation Place Americas. Find out how you can join us here!