FCDC presents branding book draft for Wannigan Park

By Robert Williams

Editor

Former Frazee Police Officer and Chief Luke Sweere attended the meeting and spoke to the council during the open forum about his bid to run for Becker County Sheriff.

“I figured it was a good opportunity to introduce myself to everybody,” Sweere said.

He announced that Wednesday was nearly 26 years to the day he started his career in Frazee.

Sweere worked in Frazee as a police officer from 2000-03 and was the police chief from 2003-06. Since then, he has worked for Becker County as a deputy 2006-13 and as an investigator 2013-24. He was promoted to Lieutenant in the Sheriff’s Office in 2024 and the County’s Emergency Management Deputy Director in 2024.

“After a lot of thought I decided it was time to throw my hat in the ring and run for sheriff,” Sweere said. “What I want to see in the sheriff’s office is a very proactive, professional department that provides great service to everyone in the community.”

Sweere officially announced his candidacy last week noting the importance of communications and accountability in his initial press release.

“I want to continue building strong connections between the Sheriff’s Office and our schools, businesses, and community,” he said. “Transparency, accountability, and open communication will remain top priorities.” 

Turkey Days

Mark Flemmer, representing the Frazee-Vergas Post 7702 VFW, announced the club will be bringing axe throwing to Turkey Days this summer in a self-enclosed trailer with two throwing lanes.

“We’re bringing something new to Turkey Days,” Flemmer said.

Plans are to have the competition in front of the VFW on Main on Saturday, July 25, from 10 a.m. to 4 p.m. Throwers can get three minutes of axe time for $5.

Flemmer wanted to confirm proper compliance and any permitting needs for alcohol. 

Police Chief Tyler Trieglaff did not see any issue if the VFW runs it through the usual festival channels for permitting.

Wannigan Park

Frazee Community Development Corporation (FCDC) President Polly Andersen and retired Marketing Professional and former owner of the land that has become Wannigan Regional Park Greg Ness introduced a draft copy of the park’s branding handbook.

The purpose of the brand handbook is to provide consistency and guidance when preparing marketing materials

“It’s how we’re going to talk about the park,” Andersen said.

The brand book came out of the efforts of multiple focus groups.

“They helped us develop the content of the brand handbook,” Andersen said.

Those participating were: 

Erik Anderson – General Manager at Daggett Truck Line, FCDC Board Treasurer.

Ashley Renollet – Manager of the United Community Bank, Frazee location, FCDC Board Secretary.

Hank Ludtke – Former Mayor of Frazee, FCDC Board Vice President.

Denise Anderson – Former City Administrator of Frazee, FCDC Board President

Polly Andersen – Retired finance, HR, and manufacturing manager, FCDC Board Director.

Jason Sannes Venhuizen – Volunteer, FCDC Board Director.

Phil Hansen – Becker County Commissioner, FCDC Board Director.

Tom Barry – Champion of canoe, kayak, and sailing schools with a focus on disabled individuals, FCDC Board Advisor.

Roxann Daggett – Retired Minnesota legislator, FCDC Board Advisor.

Tom Watson – Wannigan Park Ambassador and overall park champion, FCDC Board Advisor.

Rachel Johnson – Creating Community Consulting and Frazee Economic Development city representative.

Karen Pifher – Creating Community Consulting and consultant to FCDC Board of Directors.

Mark Andersen – Retired marketing and sales manager.

Talitha Sannes Venhuizen – Volunteer.

Greg Ness – Retired advertising and marketing business owner.

Andersen highlighted Ness, who appeared via Teams, as having purchased and holding the land to house Wannigan Park and during his professional life he created and ran a Fargo-Moorhead marketing firm. Ness donated his time in helping to create the handbook.

“We wanted to create a framework to guide us and have a plan for the messaging,” Andersen said. “In the end, it’s going to make us efficient and effective as we develop and market the park.”

The marketing committee will be rolling out future drafts of the brand book on the park’s website www.wanniganpark.com and via its monthly newsletter.

The brand book is designed and aimed at attracting families.

Ness described the need for a brand book and how imperative it is as a first step when it comes to marketing.

“Everything should revolve around a brand,” he said. “A brand should be consistent. It should help solidify the reputation of the park.”

Ness noted this is the first of five planned books regarding the park and described each briefly. The brand book will be followed by: the playbook, an action-oriented strategic plan; the dreambook, an aid to the playbook by securing funds; the storybook, to tell the park’s story and those of park guests to create a word-of-mouth marketing campaign; and an adventure book to help guest plan their own adventures at the park.

Council member Andrea Froeber thanked the group for creating the book and added some feedback by requesting that the book target a wider audience than just children and families.

“I don’t feel that there is any appeal to anyone my age, or teenagers; we have a lot of teenagers in this area,” she said. 

Froeber cited marketing materials from Itasca State Park to Niagara Falls as examples of what she would like to see.

“I think one of the big things, for me, is we have to be open minded,” said Council Member Mark Kemper. “Like you said, this is a living thing. Just because it’s on there now doesn’t mean it’s going to be there. We have to be open to the fact that things as we go will change as we go. This is just a starter.”

Vice Chair Jim Rader noted the importance of the logging industry to the history of Frazee and that he would like to see that being a strong element of Wannigan Park.

The council approved the brand book unanimously via resolution with the caveat that there will be changes made to the living document, according to Mayor Mike Sharp.

“It’s just a starting point,” he said.