“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 eight-county 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. It’s roots are born from a desire by the board of trustees of the Economic Development Authority of Western Nevada (EDAWN), the Northern Nevada Development Authority (NNDA) and key partners including, Sierra Pacific Power Company, to name a few, to insure 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 yearlong 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 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 so-called “Northern Nevada” is located. We heard questions asking if we were a suburb of Las Vegas or is Reno 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 underway. 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, CEcD, is President & Chief Executive Officer of EDAWN
The Economic Development Authority of Western Nevada
