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Work Session Memo <br />April 23, 2010 <br />• Page 2 <br />amount of space, etc. The name connects with a developer on a more <br />subconscious level. Often times, the name chosen DOES NOT have to be <br />incorporated into what is built on that space; what is built will take on its own <br />personality. The name offers the City of New Brighton a way to position the open, <br />developable space within today's market and differentiate it from its competitors. <br />Question: There appears to be interest in naming a portion of the site, but not the entire <br />site. Are there any thoughts on this approach? Is it important from a marketing and <br />name recognition standpoint to have a single identity? Can the names complement one <br />another? What are the risks of doing so? <br />Response: As John mentioned, choosing two names that complement each <br />other would be a fine option. As long as the names chosen represent the position <br />and relate to each other within the market, this is a viable solution. Some risks <br />that this could potentially produce include: confusion about which space is where, <br />a slight separation within the NWQ itself and a lack of recognition for the potential <br />of the space as a whole. <br />Question: What kind of feedback did the developers provide in terms of the importance <br />of the name? Are they concerned about it? Was any of their input used in the <br />• formulation of the names? <br />Response: As stated above, developers are more concerned with amenities and <br />seem to connect with names on a more subconscious level. Developers want <br />something that they can talk about that is creative and recognizable. The <br />positioning will be of more importance to them (stated in the brand promise and <br />value proposition). They want to know what they will be receiving along with the <br />amenities of the space. By presenting the position of `Success,' it shows <br />developers that they will be developing in an area with strong community and city <br />support, as well as an established city with rich history and still much to offer. <br />Question: Given the feedback that you've heard from the Council, EDC and staff, is <br />there any possibility of modifying the names? <br />Response: Tina sent me a few more name concepts to throw into the mix. I am <br />sending the document your way—feel free to send this to Council. There are no <br />taglines or logos associated with these at this point, however a tagline and logo <br />can be created for these if chosen. <br />• Brighton's Edge <br />• Larkspur Landing <br />• Larkspur Crossroads <br />