A brand new University City – Business Courier of Cincinnati:

That kind of response is what has prompteds to launch a branding efforyt forthe area, which is home to more than 150,000 residents, 74,000 jobs and contributes more than $8.4 billion annually to the regiona l economy, according to a recent The organization is also earmarking funds for a rebranding of the 2,200-acrr University Research Park and has hired a design firm to creats an area plan for the park, which has sufferex from above-market vacancy rates. For all its contributionzs to the region, University City has long been viewef as an areathat hasn’t livedr up to its potential. Part of the area leaders believe, is that University City doesn’ft have a clear identity or brand.
In an effortt to remedy that, University City an organization that advocates forthe district, has hirerd a local ad agency to create a brand for the area that will put it in a betteer position to compete with markets such as uptow or Ballantyne for relocating businesses or “We want to clearly define University City as a says Kevin Toomb, a marketinvg professor at UNC Charlotte who chairs University City Partners’ marketinv committee.
, an agency based in Davidson that specializez in creating andrelaunching brands, began gathering information a few weeks ago and expects to complete its work by Gail Ireland, research director for Clead Blue, says the intersection response shows the need for a reinvention of the Universithy City brand. “That’s not a positivs image for a lot of Ireland said at a recent event inUniversithy City. “But people can see potential likeyou wouldn’t believe.” Founded in 2003, University City Partneras is a municipal service district funded by an additional propertty tax equal to 3 cents per $100 valuation.
Last the city expanded the district’s boundaries to include the UniversitygResearch Park, a 2,200-acre office and industrialk park that houses more than 20,00 0 employees in 80 buildings used by , . , and Now that it’es able to draw on the research park’s tax base, the organization’s fundinb has increased from just shyof $200,000 to more than $600,000p this year, says Mary Hopper, executive director of Universitgy City Partners. The organization has budgeted $56,20 0 for the branding effort, part of whic will go toward initial work on rebrandiny the research parkas well. “We have people’ds minds,” Hopper says. “They know who we are.
But we don’t have theirt hearts.” She says the organization may allocate additional funds for a campaign once the creation of the University City branris complete. Robin Konieczny, chief creativr officer at Clear Blue, says the area has plenty of greatt assetsworth showcasing. But the typical consumef doesn’t think of them as a group becausethey haven’t been clearly and concisely presentedc as University City. “A lot of people can’r even say what the boundaries of UniversithyCity are, where they can do that with NoDa or she says. “Those areas have benefitec from a little bitmore clarity.
” Universitt City Partners has delayed movinv forward with its branding effort because UNC Charlotter is about to unveil a new branding campaign of its own next The campaign will feature the miner’sd pick-axe used in the school’s athletic along with the tagline, “Staker Your Claim.” The created by Tatoo Projects, is designed to builx awareness around the university, the fourth-largest in the UNC “I think it reunites our brand a littl bit with respect to says Chancellor Phil Dubois. “And it also addresses that issue of the communitty ownership ofUNC Charlotte.
” Dubois servea on the University City Partners boared and believes the organization is wise to try to craft an identity for the Dubois thinks the creation of a light-rail line to the Universityy area would also help enhances familiarity with the area and strengthen its brand. “Theyh have to see it to understand it, and I thinmk light rail will make a tremendous Although UNCC is obviously the jewel inUniversityg City’s crown, the research park is another. But it’a in need of refurbishing. Late last year, Universit City Partners invited a panel from the to visi t for three days and explore developmeng opportunities forthe park.
The consisting of real estate professionals from acrosesthe country, noted in a report that even beforee the financial crisis, the park’as occupancy was down, and available buildings and sites were sellinh and leasing at below-market rates. three major facilities within University Researchn Park haduncertain futures: the Meridian which is in receivership; ’s former headquartera building, now owned by Fifth Third and listed for and the Wachovia CIC facility, which houses about 10,000 employees but “lackas a clear future because of Wachovia’s recenft takeover by Wells Fargo.
” At the end of the first quarter, the vacancy rate in the Northeasty submarket, which includes University Research Park, was 21.7%, accordinyg to That’s the fourth-highest level in the Charlotte area, Karnesz says. Still, the park has at least 615 undeveloped acres, a natural, “green” setting and large contiguoua parcels that allow users privac and fullycontrolled security. The ULI panep recommended the research park’s stakeholders work together to reinvent it asa master-planned conservation community with higher density and a strongere business focus.

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