“For those who appreciate American history and Southern culture, Vicksburg’s unique relationship with the Mighty Mississippi gave it the defining role in America’s defining war, affecting you with vivid portraits of the past and a river culture today.”

That single statement should be the basis of the new branding for Vicksburg Convention and Visitors Bureau’s new push for tourism, the board was told Thursday.

Jennifer Williams of Nashville-based North Star firm presented a nearly two-hour report on findings from the first of a two-phase project to reshape the city’s brand for tourism.

VCVB hired the firm in October for $62,000.

“I knew what a lot of it was going to say, but it’s very important that we have outside sources tell us this,” said VCVB Executive Director Bill Seratt, “so that it’s not just said to be the opinion of the staff or the board of directors. This information is quantified and qualified through research.”

The first phase focused on research, insight and evaluation, and the second will look at creativity and action.

Williams’ presentation included reports on perceptions of Vicksburg from locals and visitors.

The firm’s representatives have spent the past several months in Vicksburg interviewing key city stakeholders such as business owners and tourism officials, as well as visitors and local residents.

The research shows the pluses and minuses for the city are the Civil War and the Mississippi River, Williams said.

For example, she said, when referring to the Civil War history as part of “American history,” the VCVB should target “a broader interest than just people who identify themselves as Civil War buffs.”

The firm will make its next presentation in about two months and decide then whether to accept and act on its recommendations, Seratt said.

In early May, a new brand was unveiled for the Vicksburg Main Street Program’s downtown taxing district.

Greenville, S.C.-based Arnett Muldrow & Associates designed a new logo, tag line, color scheme, signage, banner and travel guides to update Vicksburg Main Street’s 30-year-old image.

The Vicksburg Board of Mayor and Aldermen approved spending up to $11,600 for the project.

In other business, VCVB approved, with board member Julie Ford dissenting, spending $2,500 to sponsor the Chamber of Commerce Community Fund for a Fourth of July celebration and spending $1,500 for the Over the River Run in October.

The month of April saw 73 guided motor coach tours, the most so far this year, Seratt said.

“We knew that April was going to be a tremendous month,” he said. “It’s the culmination of relationship marketing and building the trust in the motor coach industry. Its taken three or four years to build the business back and as these years go on, we see it coming back.”

Seratt said the historic Mississippi River flooding, which topped out at 57.1 foot May 19, did not considerably affect tourism in Vicksburg.

“It’s impossible to quantify that, but the hotel numbers appear to be up and the restaurants are not complaining,” he said. “I think now with heat of summer and drama gone from the river, we might see a slight decrease in traffic, but overall, traffic’s been very good.”

Hotel occupancy rates for April and May were not available Thursday.