Idris Jassim Al-Oboudi ادريس جاسم العبودي ialiraqi@hotmail.com ialoboudi@citymb.info 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 ser

1. City Hall 1400 Highland Avenue Manhattan Beach, CA 90266-4795
Telephone (310) 802-5000 FAX (310) 802-5001 TDD (310) 546-3501
PRESS RELEASE
FOR IMMEDIATE RELEASE
DATE: Wednesday, March 24, 2010
PROGRAM CONTACT: Idris Jassim Al-Oboudi, Recreation Services Manager
(310) 802-5404
WEB SITE: www.citymb.info
CALIFORNIANS SAY “PARKS MAKE LIFE BETTER!”
98% of Residents Value and Use Parks and Recreation Services
Manhattan Beach, CA---An extensive research study* asked California citizens and public
officials “Why are parks important to you?” The research sponsored by the California Park &
Recreation Society (CPRS), a nonprofit, professional and public interest organization with more than
4,000 members, was used to develop the first-ever brand of the profession. “Parks Make Life
Better!” is now being launched by CPRS members statewide, including the City of Manhattan Beach
Parks and Recreation Department.
Overwhelmingly, survey respondents value parks and recreation as an essential community service.
Virtually every California household (98 %) reported visiting a park during the past year. Forty-two
percent visited a park at least several days a week; 26% visited at least once a week and 68% visited
at least monthly. Of these, 55% go with spouse or partner, 53% with kids, 48% with family, 46%
with a friend. Only 5% of the users indicated they go alone.
CPRS used the research findings to develop the first-ever brand promise and brand identity for parks
and recreation. The brand promise incorporates the benefits Californians reported as most
important; the many ways parks and recreation make their lives and communities better.
Fire Department Address: 400 15ST Street, Manhattan Beach, CA 90266 FAX (310) 802-5201
Police Department Address: 420 15ST Street, Manhattan Beach, CA 90266 FAX (310) 802-5101
Public Works Department Address: 3621 Bell Avenue, Manhattan Beach, CA 90266 FAX (310) 802-5301
Visit the City of Manhattan Beach Web Site at www.citymb.info

2. Specifically, parks and recreation make life 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 special connections, human development, therapy, the arts
and lifelong learning
In short, Parks and Recreation services make Californians’ lives better.
The City of Manhattan Beach Parks and Recreation Department makes lives better by providing nine
award-winning parks, eighteen sports fields, twenty wonderful tennis courts, two dog runs, five
basketball courts, afterschool enrichment recreation, teen center, older adult activities, volunteers
and Dial-A-Ride program; nationally award winning special events such as the Pumpkin Race,
annual Concerts in the Park series, six art exhibitions at the Creative Arts Center, the Charlie Saikley
6-Man Volleyball Tournament, Earth Day, Health Fair, Family Campout, Fishing Derby, Pier
Lighting, Family Halloween Carnival, Family Holiday Crafts Night, Veterans Day celebration,
Manhattan Beach Open Tennis Tournament and dozens of summer camps, plus a variety of bus
tours, sports leagues, fitness, exercise and special interest activities.
We’re gratified to have our value confirmed so definitively,” said Recreation Services Manager
Idris J. Al-Oboudi. “We’re proud to participate in the “Parks Make Life Better!” public awareness
campaign. I know our community will embrace it because it reflects how they feel about the
Manhattan Beach Parks and Recreation Department and our services.”
For more information, contact the Manhattan Beach Parks and Recreation Department, 1400
Highland Avenue, Manhattan Beach, CA 90266, (310) 802-5448, www.citymb.info,