During the city’s Economic Development and Tourism Committee meeting Oct. 13, public information officer Josh Johnson, who is co-owner of Serotonin LLC, presented an updated branding and marketing plan designed to position Port Orchard as a “charming, authentic and enriching” waterfront destination.

“Before we think about how to market, how to welcome guests, how to meet them digitally, and in traditional media, I felt it was important to put together a comprehensive brand identity guide,” Johnson said.

Johnson described the brand guide as a toolkit not only for the World Cup, but for Port Orchard’s long-term tourism strategy.

“The goal is to position Port Orchard as a day trip and overnight base camp for regional and out-of-state visitors,” Johnson said. “An easy trip from Bremerton or Seattle, we can aim to convert ferry traffic into overnight stays, event attendance, local business visits and online buzz.”

Johnson introduced a proposed tagline — “Anchored in Community” — that ties together the city’s identity and waterfront culture.

“You want something that’s going to hook travelers,” he said, “but you also want something that locals nod in agreement with.”

With several local events scheduled to coincide with World Cup matches — including the Fathoms O’ Fun concerts, farmers markets, night markets, and Bridge Blast fireworks — Port Orchard plans to market itself as an ideal stopover for fans seeking small-town experiences between games.

The city also plans to advertise at the Seattle Ferry Terminal to attract spontaneous day trips.

On the ground, new experiences are planned to make the waterfront more interactive. These include a “See Life” Sculpture Scavenger Hunt, featuring maritime-themed steel sculptures, and a Port Orchard Passport program — a tri-fold brochure guiding visitors through local attractions, with stamp collection and prizes for completed routes.

The plan also calls for improved infrastructure, such as portable restrooms, hand-washing stations, benches, garbage bins and charging stations to accommodate increased visitor traffic.

Upcoming actions include coordinating with the Port Orchard Bay Street Association and the Farmers Market on the passport program, creating ad and media assets, booking the Seattle ferry terminal display, finalizing brochure designs, and engaging local artists for new murals and public art installations.

“This isn’t just about FIFA,” he said. “It’s about how we present Port Orchard as a cohesive destination brand moving forward.”