Economic Development Authority

Fredericksburg City Branding Kickoff Hi! We’re We’re a branding & strategy team from Portland, Oregon. HUB likes to start each project with a series of working sessions to gain a foundational understanding of the project and its parameters, requirements, and aspirations. What do we want to accomplish? Brand Goals Further establish the city as: - an employment epicenter - home to a thriving cultural scene - a great place to live, work, play, and raise a family Brand Goals Kickoff Goals Further establish the city as: Refine our understanding and approach to the project by: - an employment epicenter - experiencing the city - home to a thriving cultural scene - learning about the city; talking to people - a great place to live, work, play, and raise a family - discussing and identifying opportunities and obstacles - identifying competitors - understanding current business and resident brand perception - discussing current and aspirational target audiences L et 's get star te d Fredericksburg FACTS & STATS LOCATION: 10.5 square miles in northern Virginia, equidistant from D.C. and Richmond NOTABLE FEATURES: Historic downtown, Civil War battlefields, Rappahannock River POPULATION: 27,853 MEDIAN AGE: 29.5 GROUND TRANSPORTATION: I-95, US-1, US-17, Amtrak & VRE AIRPORTS: Stafford Regional, Shannon Airport, Reagan National, Dulles, Richmond, BWI ECONOMY: US DoD, Geico, FBI, Mary Washington Healthcare, UMW, county government SUMMARY Fredericksburg boasts a rich and lengthy history reflected in the built environment of its downtown. The town's opportune location halfway between Richmond and D.C. (with I-95 providing direct access to both) make it a prime commuter community. It is one of the fastest growing cities in Virginia. With a surprisingly young and highly educated population and a strong local and artisan business environment, the city offers plenty for those looking to escape the expense of larger cities and the monotony of suburbia. Past, Present, Future  G oals for gr ow th and change How do you want to get there?  Goals for growth and change How is the city naturally transforming for the better? For worse? What will require real effort to realize? What do you want to keep or maintain? Target Audience Why do people move? 20th Century People moved for a job or to be close to family. 20th Century 21st Century People moved People move to places for a job or to be providing the best close to family. quality of life. 20th Century 21st Century People moved People move to places for a job or to be providing the best close to family. quality of life. People followed business. Business follows people. Frey, William. (2018, May). "Early decade big city growth continues to Graves, Lucia. (2018, July). "Welcome to suburbia: the millennials done with fall off, census shows." Brookings, retrieved from brookings.edu city life - and city prices." The Guardian, retrieved from the guardian.com  21st Century People move to places providing the best climate, quality of life. commute time, health care, community of peers, socially conscious and creative environments authentic living IESE Business School. (2013, Sep.). "Quality of Life: Everyone wants it, but what is it?" Forbes, retrieved from the forbes.com  climate, commute time, health care, community of peers, socially conscious and creative environments authentic living..............where do you find it?  Baltimore D.C. city suburb exurb independent city/rural  Baltimore Silver Spring Bethesda Hyattsville D.C. Arlington Annandale Alexandria city suburb exurb independent city/rural  Baltimore Gaithersburg Rockville College Park Silver Spring Bethesda Reston Bowie Hyattsville D.C. Centreville Arlington Annandale Alexandria Manassas Waldorf St Charles city Woodbridge Dale City suburb exurb independent city/rural  Hagerstown Frederick Baltimore Gaithersburg Leesburg Rockville Columbia College Park Silver Spring Bethesda Reston Bowie Annapolis Hyattsville D.C. Warrenton Centreville Arlington Annandale Alexandria Manassas Waldorf St Charles city Culpeper Woodbridge Dale City suburb exurb independent city/rural Fredericksburg  Quality of life What does Fredericksburg offer to someone prioritizing where they live by quality of life? Are there any areas that need work? In what ways can Fredericksburg compete with suburbs that are closer to D.C.? Your brand should reflect and set up the experience of your city. Every non-local first experiences Fredericksburg as a visitor. Visitor culture welcoming diverse activities diverse amenities walkability sense of place Visitor Resident culture affordable welcoming accessible diverse activities job opportunities diverse amenities quality health care walkability quality education sense of place identity  Comparables Who's nearby? Hagerstown, MD  FACTS & STATS LOCATION: 12.2 square miles near the borders of Virginia, West Virginia, and Pennsylvania, equidistant from Washington, Baltimore, and Harrisburg NOTABLE FEATURES: Historic downtown, Civil War history, Appalachian Mountains POPULATION: 40,325 MEDIAN AGE: 34.2 GROUND TRANSPORTATION: I-70, I-81, US-40, US-11 AIRPORTS: Hagerstown Regional, Dulles, Harrisburg Hagerstown, Maryland ECONOMY: Public schools, Meritus Medical, Citi, First Data, county government, Volvo Annapolis, MD  FACTS & STATS LOCATION: 8.1 square miles on the Chesapeake Bay, equidistant from D.C. and Baltimore NOTABLE FEATURES: Historic downtown, naval academy, harbor on the Chesapeake POPULATION: 39,009 MEDIAN AGE: 37.6 GROUND TRANSPORTATION: I-97, US-50 AIRPORTS: Bay Bridge Airport, Lee Airport, BWI ECONOMY: state government, county government, U.S. Naval Academy, Northrup Grumman Annapolis, Maryland  Comparables Who's doing a good job? Providence, RI  FACTS & STATS LOCATION: 20.7 square miles in southern New England, 50 miles from Boston NOTABLE FEATURES: Historic downtown, Narragansett Bay, Brown University POPULATION: 178,851 MEDIAN AGE: 29.4 GROUND TRANSPORTATION: I-95, I-93, US-1, US-6, Amtrak AIRPORTS: Providence Airport, North Central State Airport ECONOMY: Roger Williams Medical, Hasbro Children's, Brown U., Citizen's Financial Providence, Rhode Island Welcome to Providence, Rhode Island! Providence combines the accessibility and friendliness of a small town with the culture and sophistication of a big city. With a thriving arts community, vibrant and diverse neighborhoods, outstanding hotels, a renowned restaurant scene and so many things to do, Providence is the perfect place to visit. Charleston, SC  FACTS & STATS LOCATION: 127.5 square miles in the coastal South, 110 miles from Savannah NOTABLE FEATURES: Historic downtown, Civil War sites, Atlantic beaches POPULATION: 129,888 MEDIAN AGE: 34 GROUND TRANSPORTATION: I-26, US-17, US-176, Amtrak AIRPORTS: Charleston International, Charleston Executive, Mt Pleasant Regional ECONOMY: JB Charleston, MUSC, Boeing, Public schools, Roper St. Francis Healthcare Charleston, South Carolina Portland, ME  FACTS & STATS LOCATION: 69.4 square miles in coastal New England, 100 miles from Boston NOTABLE FEATURES: Historic downtown, Atlantic coastline POPULATION: 66,649 MEDIAN AGE: 36 GROUND TRANSPORTATION: I-95, US-1, US-302, Amtrak AIRPORTS: Portland International, Manchester-Boston Regional, Boston Logan ECONOMY: TD Banknorth, Maine Medical, Unum Life Insurance, City, Public schools Portland, Maine What else? Thank You!