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HomeMy WebLinkAbout16 MCAS MKTG STRATEGY 07-20-98AGEI DA JULY 20, 1998 '1 nte r-Co m DATE: TO: FROM: WILLIAM HUSTON, CITY MANAGER CHRISTINE SHINGLETON, ASS'T CITY MANAGER SUBJECT: A Supplement to the City Council Staff Report on the MCAS-Tustin Marketing Strategy Recommendation Pleasure of the City Council Additional Background The Economic Development Committee at a regular meeting on July 16th reviewed materials from Interra regarding a name for the MCAS-Tustin project. The three names that the Committee decided should be brought forth for City Council consideration were: · Tustin Landing · Tustin Horizon · Tustin Junction Those in attendance at the meeting then voted on the priority of the three names. Tustin Landing received six votes, Tustin Horizon received three votes and Tustin Junction received to votes. AGENDA NO. 16 7-20-98 ,. lnter-Com DATE: JULY 20, 1998 TO: FROM: SUBJECT: WILLIAM A. HUSTON, CITY MANAGER CHRISTINE SHINGLETON, ASSISTANT CITY MANAGER MCAS- TUSTIN MARKETING STRATEGY Recommendation Pleasure of the City Council. Fiscal Impact, Funds for the MCAS-Tustin .Marketing Strategy have been previously appropriated. Backqround As the City Council is aware, the firm of Interra is currently preparing a Strategic Marketing Plan for the MCAS-Tustin project. 'One of Interra's tasks 'is creating an appropriate name for the site. This will assist in positioning the project and will be reinforced in all the visual marketing materials for the project. The Interra team has worked over the last several months with representativeS.from the City's Economic Development Council, Planning Commission, and former members of the MCJLS-Tustin Base Task Force to get community feedback on developing a "positioning theme"' and a name for the MCAS-Tustin project. Attached is a memorandum from Interra which outlines a number of points that need to be considered in naming the site as well. as a more focused list of potential candidate names. One of the positioning issues discussed at length at a number of Economic Development Committee meetings has also been whether any image for positioning the site should .be associa(ed with the history of the site as a military installation and whether the hangars should be used as an icon for marketing purposes. Based on surveying and supplemental discussions, there appears to be mixed feelings about whether the distinct character that needs to be established for the site should relate to prior military activities or whether a look and feel can be developed which is both forward and backward looking, or more forward looking. MCAS-Tustin Marketing Strategy Page 2 Staff will be prepared to share a shorter list of candidate names for the site based on the Economic Development Committee's recommendations at their meeting of July 15m. Staff will be requesting feedback from the City Council regarding these names in the attached materials prior to directing Interra to proceed with preparation of graphic materials. Christine Shingleto~ Manager Attachment .ii - INTERRA TO: Christine Shingleton FROM: Pam Engebretson, for the Interra Team DATE: July 14, 1998 RE' A Name for MCAS Tustin THE NAME GA_ME As MCAS Tustin undergoes its transformation from a secured, inaccessible military base to what will be a new focal point for Tustin, it will need designation as a definable geographic location within the City. Our previous reports have addressed the criteria for creation of a viable name for a real estate entity and presented a variety of names for'consideration. · Despite attempts to quantify the process, the development.of place names is highly subjective. Points ofv-iew and special interests will suggest varying pre£erence~. And while a democratic process might result in consensus, it is important to keep focused on the short and longer term marketing requirements for the name. To that end, we offer the following observations based on the SWOT Analysis (strengths, weaknesses, opportunities and threats), and the predictable marketing needs of the development and development proces's. NASflNG CONSIDERATIONS 1. "TUSTIN" All our discussions regarding possible names have led us to conclude that the designation of Tustin is imperative. It establishes location, affiliation, and sponsorship. It builds on the strong equity that the City enjoys in the region. There also is consensus that Tustin as the preface to another descriptor creates the strongest ilo',,,, and is consistent with a pattern of naming which has emerged, such as Tustin Meadows, Tustin Ranch, and Tustin Marketplace. While it may be argued that a change to this structure might create greater uniqueness, our belief is that these areas and destinations within the City have established a precedent for both presence a~d scale. The enti~-e City,'seen as a total community, is comprised of these components based upon their land use. Tustin has done an exemplary job of defining these use zones and making them recognizable. 2. PRESENCE MCAS presents a unique challenge in that unlike these other components it will have a variety of the land uses. It will be a community within the greater Tustin environment and will replicate the land uses that occur within other defined areas of the City. Therefore, the name must be sufficiently embracing so that the MCAS property can establish a distinct presence but still allow for the necessary proprietary representation as a separate district of the City. July 13, 1998 Page 2 This is important in the marketing of the development. Even though the MCAS property will ultimately take its place as an integral part of the City, during marketing (both wholesale and retail) it must be given its own distinct identity and image. 3. CRYi'ERIA We have developed a list of the key criteria for naming this property. They are: · to convey meaning and reflect the vision for the development · to capture the nature and character of the dev'elopment · to reflect the scale of the development · to be distinctive and easy to recall · to be'meaningful · to be evocative In addition, manY names were considered and rejected for various reasons. In most cases, it was because they are overly used in real estate today or inappropriate to the physical location or characteristics of the property. In some instances, the names were considered too close to existing neighborhood names in the City (i.e. Tustin Meadows vs. Tustin Fields). They included the w6rd Tustin followed by: " · Village' · Courts · 'Greens · Quad · Circle · Crossing ', Gateway ', Fields. ' Center · Yard · View · Place · Square · Commons · Triangle ' Flats - And many more.' CANDIDATE NAMES The candidate names presented here allow flexible interpretation and meet most,, if not all, of the naming considerations discussed above. We'can envision using any of these in Our marketing materials and Program strategy, and so do not have a "preferred" name from among this selection. The first three names presented relate to physical location or "place" images, because real estate project names are typically locational in reference. The Irvine Spectrum is an example of the use of a "non-place" name that established its own meaning in relation to the place it represents. In a similar fashion, MCAS is the next evolution of this important piece of the City. · July 13, 1998 Page 3 To that end, the use ora term that is related to a concept rather than place is logical and attractive, and is the basis for the last three names proposed here. Tustin Landing, -- The literal definition of the word landing is '.'a place where persons and goods alight." Landing strip and landing field have aircraft connotations and are useful for their subtle connections to the past airship activities. However, the notion of"a place where persons and goods alight" as a future oriented'reference for a community of activities that include living, working, playing, learning and recreating is very flexible and workable. Tustin Station Although most commonly asSociated wiih transportation, the term station also connotes a place of business or activity and of gathering. It has locational attributes that allow for . imagery that paints a picture of community. It is'active and energetic, and has positive potential in its reference to the more intense activities associated with the future of the community "core." Tustin Junction "A place where things meet and converge,'' is the definition for the term junction as it would be interpreted for this property. This name conjures up visions of an important destination, while connecting to the fabric of the surrounding City. It is an attractive name for marketing purposes because it allows flexibility to position the entire community, the individual land uses and the connections to the City. Tustin Meridian · 'The meridian is "the highest point or stage of development of anything, the zenith." MCAS Tustin can become the zenith of the City's development and this name carries with it the positive imagery of such an effort. It is distinctive and melodic, and lends itself to ~aphic interpretation. Tustin Legacy This name speaks to the past and the future. A legacy is "property bequeathed by someone, or something handed down from the past." Inheriting a legacy implies stewardship. 'It can reflect the City's responsibility in taking'this prime piece of property and crafting it as the ne~:t generation of Tustin. It is a creative name for marketing purposes becfiuse it invites opportunities to weave a variety of stories - past and future. Tustin Horizon The notion of horizon conjures up images oilimitless possibilities, fresh starts and new' oppormn/ties. In its conceptual rather than physical, definition; hOrizon is "the range of an individual's knowledge, experience, observation or.interest." It also has positive marketing potential because of its flexibility for positioning the entire community as Well as individual uses. The horizon can symbolize the diversity of activities to be created in this live/~vork/play environment.