"Greater Reno-Tahoe: Welcome to Can Do"
is the new regional business brand that was
launched a couple of weeks ago to the community.
The brand was created to market our eightcounty
region nationwide to companies offering
high paying jobs and to help attract skilled
workers.
We thought it might be helpful to understand
where that brand came from and where it is
going and perhaps what it "can do" for our economy.
Its roots are born from a desire by the
board of trustees of the Economic Development
Authority ofWestern Nevada (EDAWN), the
Northern Nevada Development Authority
(NNDA) and key partners including, Sierra
Pacific Power Co., to name a few, to ensure that
we do quality economic development - plus. To
us that meant finding ways to add specifically
targeted efforts to attract, expand, retain and create
the right kinds of companies that generate
high paying, knowledge-based jobs that will
enhance our region's quality of life.
Two year-long research projects were
launched by EDAWN,NNDA and steering committees
of community representatives from
across the region.AngelouEconomics, a firm
with vast experience in such endeavors, conducted
the studies separately, but cooperatively.
From that report a number of key initiatives
emanated such as specific key business sector
niches that will raise the standard for our area, a
plan to recruit and expand those industries, connect
closely with the University of Nevada,Reno
and other key higher education players, a workforce
recruiting network, a young professionals
network, a new website and system of websites,
national public relations efforts, new venture
capital and entrepreneurial efforts, and much
more. One key recommendation was to create a
regional business brand, the lack of which has
hurt our economic development and workforce
recruiting efforts.
Why? While we feel great about the place we
live, research indicates that our region has at
least two images.One is very positive as Reno-
Tahoe America's Adventure Place, known for
gaming and outdoor tourism. The other is driven
by common misperceptions built over years.
That second one is not positive and certainly not
reflective of our business and economic diversification
or quality of life. We know the reality, yet
to outsiders their perception is their reality.
Based on in-market research that many of you
participated in we know the many positives we
have to offer and what you want our region's
external perception to be. Based on out-of-market
research we are learning what those desirable
quality companies' decision makers and skilled
professional workers are looking for and which a
business brand can help us deliver. A brand is
not a logo and slogan, although we use those. A
brand is a promise that we can deliver on: four
vibrant seasons, an emerging and diverse business
environment, a sense of community and
balance in life. Every community in the eight
counties that comprise our region can fulfill
those promises. It is something we "can do."
One of the most important things we learned
from company decision makers and skilled
workers living outside our region is that the
phrase "Northern Nevada"means nothing to
them. They aren't familiar with where this socalled
"Northern Nevada" is located. We heard
questions asking if we were a suburb of Las
Vegas or if Reno is in Northern Nevada? The
only two identifiers they recognized were Reno
and Tahoe and even that was limiting. Thanks to
a variety of factors,when it comes to business
and skilled job opportunities Reno does not resonate
with them. They know Tahoe is beautiful
but that it is totally different from Reno. Most
importantly,many seem to assume that our
region doesn't offer much more. They have no
concept of the vibrancy of Reno. The strong
sense of community quality and pride in Sparks
is lost on them. Carson City may have historical
recognition but no awareness of the strong manufacturing
cluster of companies there or the
downtown revitalization efforts under way. They
don't know about the amazing industrial parks
full of potential east of Reno-Sparks in Storey
and Lyon Counties. Fernley, Fallon, Dayton,
Yerington, Minden,Gardnerville and all of the
other jewels that enrich and fulfill the four
promises listed above are invisible to them.
Therefore we took the two most geographically
recognizable places, added a very positive
modifier and began the business brand with the
positioning of "Greater Reno-Tahoe."Most of us
living in the region we fondly call northern
Nevada tell others that we are near Reno to help
lock the location into their minds. Yet "Greater"
conveys that there is much more to who we are
and what we are than beautiful Tahoe and
vibrant Reno. Knowing the four promises (seasons,
business, community, balance) that we
believe in and external decision makers seek, the
"Welcome to ..." and "Can Do"portions of the
brand make this more than a destination.
Together "Greater Reno-Tahoe: Welcome to Can
Do"make this a state of mind. As a business
brand we aspire to our own potential and open
business leaders and potential skilled workers to
the infinite possibilities our region offers.
The brand is more than a recruiting tool. It
helps create and foster an image that better
matches the quality of the people and place. It is
true and works to challenge the often-negative
common knowledge about this region. In fact, it
helps both locate and define this region. For
businesses here today it is a promise of greater
economic diversification with a "Can Do" expectation
that companies will grow here. From customers
to workers it will, over the long haul, create
a stronger awareness on a national scale.
With your cooperation and enthusiasm it will
help shape our future growth by attracting companies
with good-paying jobs and highly skilled
workers and entrepreneurs.
Phase one of branding the region for business
began with the April 24 community launch.
Behind that launch lies months of research and
meetings with people across the region to seek
input and build support. Understandably no
matter how many participated in the brand
development process or provided feedback, there
are those who don't understand the new brand
or like the brand, or at least the logo that ties it
together. People deserve to have an opinion.We
hope in time, that the results will speak for
themselves about how the regional branding
effort is working to market the entire region for
business nationally. Those who do like it are
jumping on board. Some are putting it in their
advertising; others have it on their websites. One
transportation firm is wrapping their trucks
with it. Successful brands are grown holistically.
The more the business brand is used locally the
stronger it will be in helping us believe in the
four promises ourselves and the more credibility
our out-of-market launch will have.
That is phase two. Later this year we will find
effective ways to market the regional business
brand in key markets around the U.S. that represent
the highest propensity of companies with
high paying jobs and skilled workers to consider
Greater Reno-Tahoe to locate. You told us how
great this place is and why you live and work
here. This business brand will build on that and
help create an even more outstanding quality of
life. It is something we "Can Do" together.
Chuck Alvey is president and chief executive
officer of EDAWN.
