Camp Verde has long been the “Gateway to the Verde Valley.” Now it’s official.

The Camp Verde Town Council narrowly voted 4-3 last week to make the phrase the town’s official motto, something to be incorporated into all official letterheads and the like.

The three who voted against the measure, Mayor Bob Burnside along with Councilwomen Norma Garrison and Robin Whatley, said they weren’t opposed to use of the phrase as an official motto, they just wanted more time to consider the issue and possibly work more closely with the Camp Verde Chamber of Commerce, which makes a practice of promoting the town.

For Councilwoman Jackie Baker, who introduced the measure, it’s all about branding the town.

“This was actually adopted [as the motto] when we incorporated in 1986,” Baker said. “It used to be on all our stationery.”

Branding is important, Councilwoman Carol German said, because it puts out a consistent message.

“One of the things we hear sometimes is ‘Where in the heck is Camp Verde?’ We have to say we’re in the Verde Valley,” German said.

Whatley said she wanted to work more closely with the chamber in order to get everyone behind the same brand.
Camp Verde Chamber of Commerce Director Tracie Schimikowsky said the chamber’s board recently formed a special team with the goal of coming up with a brand for the town.

The group plans on distributing questionnaires during next month’s Pecan, Wine and Antique Festival to better get at the heart of what people think when they hear “Camp Verde” and come up with an appropriate motto, logo and brand.
“We do need an identity,” Schimikowsky said. “There’s so much to Camp Verde; I believe this [survey] will help.”

Baker said the chamber often changes its message or slogans depending on which group it’s trying to reach, and the town government might be better served with broadcasting a more consistent message.

“Chambers have to adapt to a lot of changes,” Baker said. “We’ve been here since 1865; hopefully we’ll be here another three or five hundred years.”