With help from a Miami advertising agency and a local architect, the city is ready to unveil a new name for the historic seaport that locals often simply call "the Bight."
After brainstorming, city staff and Blackdog Advertising have recommended christening the commercial spot the "Key West Seaport," according to a memo sent to the Bight Management Board.
Key West Seaport. That's it.
"It's short, descriptive and memorable," wrote marina operations manager John Paul Castro in a memo to the Bight board. "The goal is to create a name that is short enough to search or type into a search engine, is recognizable and definitive. While one word may not seem incredibly important, it can be very difficult to create small materials for marketing with too many words or words that may not add significance."
Coming in second for the title was the "Key West Historic Seaport," but the ad team deemed it too long.
Also, somebody else owns the domain name, "keywesthistoricseaport.com."
The Bight board meets at 5 p.m. today at Old City Hall, 510 Greene St., and the item is set for a vote.
Tightening up the Bight's formal name to "Key West Seaport," is the first step to begin branding, the Blackdog team said in a two-page report.
"We do not recommend using the word 'Bight' in the brand," Blackdog said. "Although locals know the word, it is not a commonly used or well-known term to the majority of visitors. Further, it does not sound as appealing as the word 'Seaport.'"
"Bight" also leads to confusion since Key West also has a Garrison Bight, located in New Town, the advertising pros noted.
"The first step in reaching that goal is to choose a name that eliminates the confusion now associated with this brand," the Blackdog team said.
The city already owns www.keywestseaport.com, the official site for the Bight. However, the site displays the name, "Historic Seaport at Key West Bight," while the promotional blurb below welcomes the viewer to, the "Key West Historic Seaport and Harbor Walk."
Monikers for the Bight abound. There is the current logo, "Harborwalk Key West Historic Seaport," while the board that governs its business is called the Key West Bight Management Board.
A video made for the ferry refers to the Bight as the "Key West Bight at the Historic Seaport."
Blackdog, however, in its report did conclude that by dropping the word "historic," it is possible "it does not carry as much panache as other options."