Research revealed that the Park City community was generally unaware of all that Park City Recreation provided. The symbol was designed to immediately convey the wide array of athletic and recreation opportunities offered by this city department. For decades Park City Recreation’s principal facility was called the “Racquet Club.” The name was not only self-limiting but also misleading: As a public facility it was neither a private club nor did it offer racquetball. Leader Creative developed a new name for the renovated facility: The Municipal Athletic and Recreation Center (the MARC). Included in Leader Creative’s re-positioning strategy is the tagline “A higher degree of play” that refers to both the MARC’s state-of-the-art facilities and Park City’s 7,000 feet elevation.