By any other name? New branding for East Valley region to be announced - East Valley Tribune: East Valley Local News

Rebranding the East Valley By any other name? New branding for East Valley region to be announced

East Valley Partnership to announce campaign at 2013 SRP Forum

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Posted: Sunday, June 9, 2013 5:17 am | Updated: 12:43 pm, Wed Dec 3, 2014.

An upcoming forum organized by the East Valley Partnership will feature the unveiling of a new branding effort that could end up being the most significant campaign in the group’s history.

In essence, the announcement signals the kickoff of a new plan for economic growth for the region, and possibly even a new way to refer to what we now know as the “East Valley.”

Partnership president and CEO Roc Arnett said the organization will reveal the result of recent research to give the Phoenix suburban community collective a new identity at the 2013 SRP Forum on Wednesday afternoon.

“If we do this right, this could well be the most important project East Valley Partnership has ever undertaken,” he said.

According to its website, the East Valley Partnership consists of representatives from several municipalities — Mesa, Chandler, Tempe, Gilbert, Apache Junction, Queen Creek and others — who collaborate on a variety of issues. Those issues, Arnett said, include infrastructure projects, as well as economic development and government relations.

Arnett said the East Valley name’s roots extend back approximately 32 years, when former Partnership member and Mesa Tribune publisher Charles Wahlheim coined it. Since then, the phrase has found its way onto the name of various businesses and organizations like the East Valley Institute of Technology, or EVIT.

Although the name is recognized in the greater Phoenix Metro area, Arnett said the main reason for the change is to add a little cachet to it beyond Arizona.

“Nationally, not a lot of people know where the East Valley is,” he said.

Some organizations have branded themselves to link their companies to the more widely-known Phoenix — examples include Phoenix-Mesa Gateway Airport and the forum’s venue, the Phoenix Marriott Tempe at the Buttes — but Wednesday’s event will kick-off the Partnership’s East Valley evolution (the forum’s tagline is “East Valley Evolved”). The efforts will include advertising and a public relations campaign and to promote the region’s virtues to national publications like the New York Times and Chicago Tribune.

The assets Arnett espouses encompass the area’s educational opportunities — 21 public and private colleges and the country’s largest in Arizona State University — a solid infrastructure base, businesses like Intel, and a young, diverse, educated workforce.

If the campaign works, Arnett said the results could include more job opportunities for residents of Arizona, Phoenix and the East Valley.

“That’s what this is all about,” he said.

If you go

What: East Valley Partnership 2013 SRP Forum

When: June 12

Where: Phoenix Marriott Tempe at the Buttes


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