The Village of Brookfield is adding 121 new banners to light poles in three high-traffic business districts. 

While the familiar banners dotting light poles throughout those districts – Downtown (Grand, Fairview, Prairie, and Burlington streets), Ogden Avenue and Eight Corners/Broadway – now display seven designs that have been in use for several years, 84 of the new banners will promote three different community assets. 

Moreover, this marks the first phase of the village’s comprehensive plan encompassing consistent branding, scheduling seasonal banner changes, and the installment of permanent signage after the Illinois Department of Transportation improvements to Ogden Avenue begin in 2027.

That was not always the case. 

“Historically, there has not been a comprehensive banner policy or scheduled program for banners as far as staff can determine,” a Community Development’s Committee Item Memo from May 22, 2023 said. “The intent and goals of a banner program have not been discussed with the Village Board within the past five years or more.”

Cindy Klima, economic development assistant, was tasked with coming up with a temporary plan, which she presented to the board the following month. At that June 12 meeting, in addition to the new banners across the three business districts, Klima also suggested to use both “existing banners that are in good condition,” and “all installed fixtures in the Eight Corners Business District.” 

On Jan. 9, Klima presented her findings to the Brookfield beautification commission which, according to member Steve Sabourin, the village believed was the “ideal commission” to assist in determining new banners and where they should be installed. 

Consistency in the banner messaging will be a key factor going forward.

“As of now, we are using banners that are still in good condition, but we would like to have a more uniform look throughout the business districts,” said lifelong Brookfield resident and current BBC chairperson Carla Close-Prosen. “We are looking to have seasonal banners that focus on our village events.”

Although Sabourin has only volunteered with the BBC for the past nine months, he has more than 30 years of experience in planning and community development. 

“Many commissioners felt that the banners currently used could be hung anywhere in the country without any unique identifiers that relate to Brookfield,” he said about the lack of branding in the village’s banners, some of which have been hanging for 18 years. 

 “The current banners along Ogden Avenue with hummingbirds say nothing about Brookfield.”

Banners serve the practical aspects of village branding and promotion, especially the “Enjoy Brookfield” campaign, which also directs onlookers to the accompanying website, www.enjoybrookfield.com, featuring such items as a community calendar, and information about local businesses.

They also generate emotional value for residents and visitors. 

“The banners can add color, vibrancy, and a festive atmosphere to the village, all which enrich the appearance,” Sabourin said. They also “create a sense of community identity by concentrating on some of the community’s assets, such as the Brookfield Zoo. There is also the community spirit, especially during the holidays and special occasions, like the anniversary of the village’s incorporation. This year actually marks 130 years. Banners can also celebrate the four seasons, fostering connection to nature and anticipation of the approaching seasons.”

The BBC is currently evaluating which community assets will be featured on the new banners. According to Close-Prosen, it “is all a work in progress so nothing is finalized as of yet. We are actively under discussion with the staff. And once the Brookfield beautification commission has everything in order, we will present to the village board for approval.”

The only certainty is the scheduled renovation of one of the area’s major roadways.

“With the upcoming streetscape improvements planned for Ogden Avenue by IDOT in 2027, lampposts will be installed on both sides of Ogden Avenue,” Sabourin said. “But when that project commences, the village will possibly consider streetscape elements that are more permanent in nature, such as pre-fabricated steel signs, cut-out figurines or wayfinding that is mounted to the lampposts. Ogden Avenue is a very busy thoroughfare, and we cannot have the public works department changing banners every season as that can be a safety issue and takes a significant amount of time.”

Assistant Village Manager Stevie Ferrari told Landmark the installation of the new banners is expected to be completed in the first quarter.