East Dundee trustees question rebranding of popular events

East Dundee trustees are urging marketing staff to maintain the branding of the village's popular summer events held in years past.

A preliminary 2017 event schedule presented last week to the village board did not include Motor Mondays, Tail Waggin' Tuesdays, Wine Down Wednesdays and Thirsty Thursdays on the calendar - at least not using those titles.

Instead, the best elements of those gatherings - cars, alcoholic beverages and dogs - were either rolled into existing summer events or combined to create new, renamed events, special events manager Erin Weingart said. More events were also added throughout the rest of the year.

The change was met with resistance from several downtown stakeholders, who argued the village would be getting rid of recognizable events that have collectively brought in thousands of people. And during a committee of the whole meeting Monday, trustees had a similar concern: Why would the village rename and remarket events that have already been successful?

"We're trying to keep things vibrant and fresh and lively," Weingart said, noting that new names wouldn't limit the events to a specific day of the week. "We are trying to build from where we started and continue to get (high) attendance for these events."

Some events for car lovers, for example, are still planned for the summer months, and Tail Waggin' Tuesdays have been combined with some Sunday farmers markets and renamed "Paws in the Park."

Two Corks and Caps events, held in June and July, will consolidate Wine Down Wednesdays and Thirsty Thursdays into a family-friendly concert with a larger footprint and no restrictions on the type of alcohol served, Weingart said.

Trustees Kirstin Wood and Rob Gorman, however, said the village has spent years putting in the legwork to brand its summer events, which have become well known throughout Fox Valley. "Why are we going to reinvent the wheel on this when we've gotten good feedback (and) good recognition for that specific name?" Wood said.

Since last week, owners of The Uncommon Palate on River Street have partnered with the village to add a handful of Wine Down Wednesday events to the calendar this summer. Weingart said other businesses or organizations who are passionate about maintaining such events, or who want to introduce new ones, can contact the village and present their ideas as well.

In addition to changing some summer festivities, she said, the new schedule involves more businesses and offers a better balance of events throughout the whole year. A fall festival in October, a Restaurant Week in January and November, and a Frosty Family Fun day Jan. 21 have been added to the calendar. Other old favorites such as Heritage Fest, Dickens in Dundee, farmers markets and the St. Patrick's Day festivities are still on the schedule.

"I think you've made long strides on the events," Gorman said. "I'd like to make sure we brand them properly."