Logan County Commissioners Share Input on Sterling Rebranding Effort

Logan County Commissioners Mike Brownell and Jim Yahn brought a detailed picture of Sterling's strengths to a City of Sterling work session Tuesday, citing everything from BNSF and Union Pacific rail access to the Overland Trail Museum as the city moves forward with a formal rebranding process led by consulting firm Blakely + Company.

The two commissioners joined several county employees and community members at the session to share input on what sets Sterling and Logan County apart. The group pointed to the South Platte River and its walking trails, city parks, three nearby reservoirs, three golf courses, Sterling Municipal Airport, and a quality hospital as defining assets. Railroad access from both BNSF and Union Pacific also made the list, a detail that speaks to Sterling's regional economic role beyond its tourism appeal.

Attendees also wrestled with how Sterling feels to the people who live and visit here. The city's existing tourism slogan, "Free Range Travel," drew discussion, with participants describing it as capturing something specific: "you don't have to stand in line here, it's not crowded, you don't have to do much research, you can find things to do." When asked to put Sterling into words, attendees settled on community, home, small town feel, and community support. They spoke about appreciating "the people, the friendliness and openness, how people look out for one another, how relaxing and peaceful it is compared to a larger city."

Blakely + Company will extend that input-gathering beyond Tuesday's session. A person identified in meeting coverage only as Camille outlined plans for two surveys, one directed at community members and a separate one aimed at businesses. The company and the city are also hosting a business-focused open house Wednesday, March 11, from 5 to 7 p.m. at the Logan County Chamber of Commerce, 109 N. Front Street. Light refreshments will be provided.

The open house gives Sterling businesses a direct channel into a branding process that will ultimately shape how the city presents itself to residents, visitors, and potential investors. The dual-survey approach signals that Blakely + Company intends to treat community voices and business perspectives as distinct inputs rather than a single combined response.