'Can Do' creates image that meets reality

"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.