New Albany News

'The Core'

Health center's conceptual name gets tepid reviews

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Developers of a community health center at the southwest corner of Village Hall and Johnstown roads in New Albany have attached a conceptual name to the project: The Core, the New Albany Center for Community Health.

However, not all New Albany officials were on board with the working title when representatives of Big Red Rooster, a Columbus branding firm, and Moody-Nolan, a Columbus architecture and design firm, presented the conceptual name and potential interior designs to New Albany City Council on March 5.

Both firms are working with the city and the Daimler Group, the developer that will build the 52,000-square-foot facility on land owned by the New Albany Co.

Todd Sloan, executive vice president of the Daimler Group, said Daimler gathered representatives of all entities that will use the building and talked about marketing the facility and ways to make it identifiable.

Mark Moorehead, senior vice president for Big Red Rooster, said creating a logo and brand name was challenging because the facility will be operated by the Ohio State University Wexner Medical Center, Nationwide Children's Hospital and Integrated Wellness Partners, along with community space managed by Healthy New Albany.

Moorehead said his colleagues wanted a simple name that incorporated the health facility's mission of "being one place to maintain and improve your entire well being."

Moorehead said "The Core" seemed to fit that mantra, especially when tied with a logo that uses four horizontal white lines on a green background. He said the lines symbolize the white fencing in New Albany and the collaboration of the four entities that will run the center.

However, City Council members Chip Fellows and Sloan Spalding said they weren't sold on the The Core, the New Albany Center for Community Health as a name for the facility.

Fellows said The Core "is not fitting" with the mission of the facility and he had originally thought of it as an acronym, which it isn't. He said he understood the concept behind it but he also was not comfortable with the two names.

Spalding said he heard the word "center" several times during the presentation, which made him question if The Core is the right name for the facility.

Spalding said he could grow to like the name but was hoping for something that demonstrated more of a New Albany focus. He said he wanted to voice his objections at the March 5 meeting, but he did not plan to continue to speak against it.

No other City Council members spoke for or against the name.

Sloan said this was the first time the conceptual name had been reviewed by City Council. He said the developers would continue to discuss it.

Sloan said the branding team wanted a name with one recognizable word because people typically refer to a facility using one or two words.

He said the planning group kept coming back to The Core and it was easy to incorporate in the design.

"This won't look like anything else in New Albany but it will have the feel and touches of everything in New Albany," he said.

The branding and marketing plan cost $61,200, which was evenly divided among the city, the Wexner Medical Center and Nationwide Children's Hospital, said city spokesman Scott McAfee.

The first floor of the facility is expected to include community rooms and a demonstration kitchen for Healthy New Albany. A teen room and art room will be included, along with a fitness facility operated by Integrated Wellness Partners through a partnership with Ohio State. Plans for a three-lane therapeutic pool have been included.

The second floor will include medical services provided by the Wexner Medical Center and Nationwide Children's Hospital.

Nationwide Children's Hospital announced last week the hospital will have 40 to 50 employees providing consultations in sports medicine and pediatric orthopedics, said Gil Peri, vice president of regional development for Nationwide Children's Hospital.

Peri said the hospital already provides athletics trainers and other sports services to New Albany High School.

The Wexner Medical Center is expected to lease 70 percent of the facility for clinical outpatient services, physician offices and rehabilitation services

Larry Lewellen, vice president of care coordination and health promotion for the Wexner Medical Center, said the two medical groups will be able to share waiting rooms and equipment in a program that is the first of its kind.

"This is the first time we've done this, partnering with Nationwide Children's Hospital," Lewellen said.

The entire project is expected to cost $12.25 million, with Ohio State contributing $500,000 and the city providing $1.5 million.

The city has issued two separate bond debts for the project: $7.6 million in notes for the nonprofit portion of the building and $4.15 million in notes for Integrated Wellness Partners' portion of the building. The total debt issued is $11.75 million, which will be reduced by the city's $1.5 million contribution, according to City Manager Joseph Stefanov.

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