Where is Sequim, (pronounced "skwim") you ask?  This small community is found on the northern end of the Olympic Peninsula in Washington State. The Olympic Mountains create a rain shadow effect and the community receives an average 15 inches of rain per year, less than San Francisco or Los Angeles, California.  Their tourism website promotes "Everything under the sun."

 

Because of the area's mild climate, abundant sunshine and the desire to retain its agricultural ambiance, growers began cultivating lavender in 1995.  Now, Sequim is home to more than 30 lavender farms and a dizzying array of lavender products.  I was attracted to this community's annual Lavender Festival, held on a recent July weekend.    This once a year extravaganza features artisans, food, farm tours, and entertainment.  It was packed and I can see why.

 

The festival touts itself as the "Lavender Capital of North America."  There are other lavender growing areas and lavender festivals around the U.S., but no other area has the number of farms featuring lavender and lavender experiences in such a concentrated area.  A one-weekend festival per year does not make a brand, but this festival has gotten so popular that it would be successful extending to more weekends in July and potentially a summer-long event.  There are many opportunities for the "brand" to be extended - particularly into the arts and culinary realm.

 

Now, I have to ask the question - why doesn't the community work with the lavender brand concept instead of being "everything under the sun" like so many other destinations.   The lavender is what sets apart Sequim from every area on the Olympic Peninsula.  In fact, it sets Sequim apart from anywhere else in North America.  And the opportunities to integrate this brand into the downtown development and other tourism opportunities are endless.  Sequim, are you listening?