Mesa

The “Why” Behind “PHX East Valley”

Article by John Lewis, CEO of the East Valley Partnership


More than 35 years ago, business leaders on the east side of the Valley decided to give our growing region a name. The name chosen was the “East Valley.” It took some time for the name to stick, but it did.

Now, citizens in Greater Phoenix without hesitation refer to the area populated by citizens in Tempe, Mesa, Apache Junction, Queen Creek, Gilbert and Chandler, as the East Valley.

From the time it was named, the region grew by another 1 million residents, built major freeways, and added hundreds of thousands of jobs. At the same time, the East Valley was building a hub for both large and startup businesses. Today, the region is lauded for its talented and highly educated workforce (36 percent of our residents have at least a bachelor’s degree, compared to 29 percent nationwide), some of the strongest demographics for quality of life in the country, a premier K-12 education system, and innovative higher education opportunities. We also are one of the
fastest-growing regions in the country.

So why brand the region?

As we continued marketing outside of Arizona, it became abundantly clear that the East Valley had something different and special to offer to corporate and individual leaders, but that our region did enjoy name recognition in the same way areas such as “Silicon Valley” or “Research Triangle” did. As we spoke to leaders in other parts of the nation, we would say that we are in the “East Valley,” just east of Phoenix. Five years ago, upon being named president of the U.S. Conference of Mayors, Mesa Mayor Scott Smith would repeatedly be asked, “Where’s Mesa?” His response was “Mesa is in the East Valley.” With blank stares he would continue, “Just east of Phoenix.”

With former Mayor Smith’s encouragement, four years ago, East Valley leaders fielded a national study to put our region on a bigger national stage and identify a name that would be most appropriate in branding the region.

It was no surprise that the brand name selected was “PHX East Valley.”

I was serving as mayor of Gilbert when our new brand name was proposed. I gave some push-back, asking “Are you sure that there isn’t another name to consider?” As a board member of Mesa Gateway Airport at the time, I was reminded of the significant positive impact of the City of Phoenix and Sky Harbor Airport’s partnership at Gateway Airport. In 2007, the name of the airport changed from Mesa Gateway Airport to Phoenix-Mesa Gateway Airport. Instantly, business at the airport accelerated. Airlines could now identify to their customers that they had Phoenix offerings. Customers traveling to Phoenix had new options.

The success of the Gateway Airport made me realize that while I hoped that “Gilbert” would have great name recognition outside of Arizona, the reality was that our other great brand name in Arizona – “Phoenix” – would be needed to successfully brand and market my community and the other communities in the East Valley.

A recent story carried the headline, “’East Valley’ gets new name – but it’s pretty much the same as old one.” That may be true to some. What has changed is that the six communities that are part of the burgeoning PHX East Valley are now home to more than 1.3 million residents, with another 1 million expected by 2030, a diversity of companies – from global giants such as Intel and Boeing to entrepreneurial startups and home-grown businesses, and an airport that has grown into an economic powerhouse. PHX East Valley also has become the place for jobs – with 400,000 new positions expected to be added during the next 30 years.

If you haven’t been here in awhile, you undoubtedly will be amazed at the impressive East Valley area, just east of Phoenix!

PHX EV Healthcare Council | April 4th

Join us on April 4th for as we host our first PHX EV Healthcare Council of 2018. The meeting will take place from 7:30am- 9:30am at Adelante Healthcare in Mesa (1705 W Main St., Mesa 85201).

The April 4th meeting will feature several important topic areas including:

  • A discussion of the State of Arizona’s response to the opioid addiction crisis,
  • An overview of the Vitalyst Health Foundation Community Health improvement initiatives and,
  • A presentation on trends in medical transport/ambulance services.

In addition, there will be a presentation on the challenges of meeting behavioral health service needs of East Valley residents. Finally, the new President/CEO of the world-renowned Barrow Neurological Institute, Dr. Michael Lawton will be introduced and welcomed to the PHX East Valley. He will discuss his vision for the future of this vital health care asset that serves critical needs of patients from throughout the world.

The meeting is open to East Valley Partnership (EVP) members, Chamber of Commerce members, community and government leaders. There is no cost to attend, but online registration is requested.

Click Here to Register

Panel Sees Bright Future for East Valley Sustainability, Development

Sustainability is not just about electric cars, solar panels and recycling. In Mesa, sustainability encompasses a vast range of concerns, extending from education to economic development and public health.

Source: East Valley Tribune

City of Mesa Development Services Director Christine Zielonka addressed the subject as part of a four-person expert panel at the SRP 2017 Forum, which focused on sustainability and development in the East Valley. Salt River Project hosted the event along with the East Valley Partnership.

The panel also included Steve Betts, senior advisor to the Holualoa Companies and Hines Development; Marc Campbell, manager, Sustainability Policy and Programs at Salt River Project; and Steve Sossaman of Sossaman Farms.

Zielonka focused her opening remarks on city leadership’s top-down approach to developing a resilient economy that can help sustainability grow over time. She noted that getting residents to buy into the program is imperative, though the biggest challenge comes from the development community.

“One of our biggest challenges … is getting developers to get on board with the concept of a more resilient economy,” Zielonka said.

She went on to discuss the ways the city has attempted for the past decade to attract jobs to help residents avoid long commutes to other cities for work and has had difficulties bringing developer partners to the table.

Betts, an experienced developer, agreed. However, he does see this paradigm shifting in the post-recession economy as developers rethink their standard economic model to focus less on home building and “building outward” and directing more resources toward infill development, building inward and upward and creating walkable urban spaces.

“This (recession) was different,” Betts said. “I think this one was so severe, and for Arizona and the Valley it was so severe, that it caused all of us to rethink a little bit how we grow and how we build.”

Infill projects provide a variety of advantages for developers and communities. Namely, they take advantage of existing infrastructure at a time when developers do not have the funds to build new infrastructure, Betts said.

Grady Gammage Jr., who delivered the event’s keynote address and moderated the panel, asked how cities like Mesa can deal with “shopping centers that are dying” as a result of many forms of retail moving to the Internet.

“I think you get really creative and really flexible,” Zielonka said. “You find ways, not necessarily just by putting money on the table, to incentivize the reuse of those buildings.”

Those methods include revisiting building codes to remove or modify prohibitive regulations. The city worked with Ross, Dollar General and other retailers that will occupy the old Kmart building at Main and Lindsay Streets to develop a phased-in approach to some improvements to avoid prohibitive costs that could have doomed the deal. Mesa City Council recently approved a development agreement for that site.

Two major examples of adaptive reuse success in Mesa are Santander and Benedictine University. Santander occupies a once-empty big box store on Southern Avenue. The company revamped the interior and made façade improvements to convert the space to support office operations.

Benedictine University worked with the city to completely revamp the former South Side Hospital site. Since that time, the campus has exceeded growth projections and is looking for additional space, Zielonka said.

In what could become the city’s most dynamic infill project, the Fiesta Mall site recently sold to Dimension Financial & Realty Investments, which plans to redevelop the space into a higher-education space complete with housing, food and retail options to support the potential influx of students.

Another way the city attracts business is focusing on the “quality and speed” of how business gets done, Zielonka said. One example of this is the city’s interactions with Apple, which chose to turn its 1.3-million-square-foot facility on the Elliot Road Technology Corridor into a global command center after the previous tenant, an Apple supplier, went out of business.

Apple chose to continue working with Mesa, in part due to ease of doing business with the city, Zielonka said. For instance, Mesa allowed Apple to start a phased occupancy of the facility while it continued to make upgrades to the building.

Despite the buy-in from city leadership and SRP, the city faces challenges. One such barrier is education.

“The thing I get pushback on a lot is our education system,” Betts said. “They keep hearing a lot about the fact that we’re down here at 48th or 49th (ranked) in terms of our education system, so I oftentimes have to defend that.”

Betts went on to note that industry professionals he interacts with are impressed by Arizona’s university and community college systems.

Still, Zielonka recognizes that Mesa must show prospective employers that there is a political commitment to education in Arizona.

“When you look at high-tech companies, they want high-tech kids,” Zielonka said.

In addition to education, jobs and development, Zielonka also made a point to signal public health as a key cog in Mesa’s sustainable development. She emphasized the need to create recreational spaces for residents and promote healthy living.

“How do you provide those opportunities for people to have a healthy lifestyle – to have healthy air, to have clean water?” Zielonka said.

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Upcoming State of the City / Town Addresses

Join the following PHX East Valley Communities at their upcoming events:

 

 

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Town of Gilbert | 2017 Digital State of the Town Premiere

January 24th from 5:30pm to 6:30pm

Click Here to Register

 

 

 

 

 

 

 

 


 

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City of Mesa |  2017 State of the City Breakfast

January 31st from 7:00am  to 9:00am

Click Here to Register

 

 

 

 

 

 

 

 

 

 


 

Chandler State of the City Address

 

City of Chandler | 2017 State of the City  Address

January 31st from 5:00pm to  7:00pm

No RSVP Required –  Click here for more Information

2016 SRP Forum | PHX East Valley Entreprenership

Entrepreneurs are innovators. They observe opportunity and gaps in the marketplace to create new goods and services. Entrepreneurs play a vital role in economic development as key contributors to technological innovation and new job growth. They help build their communities by providing jobs, conducting business locally, creating and participating in entrepreneurial networks, investing in community projects, and giving to local charities.

Nowhere is this changing model of business more apparent than in the PHX East Valley. The spirit of collaboration and innovation is prevalent and these new business models are proving to be important engines for economic growth in the area. Realizing both the economic and social impact of entrepreneurship, many states and local communities, including those in the PHX East Valley, have implemented aggressive strategies aimed at cultivating and nurturing entrepreneurs.

 

Join us on Tuesday, September 13 for the 2016 SRP Forum on Entrepreneurship.

 11:30 AM Registration / 12:00 Noon Program & Lunch / 1:15 PM Program Close

Hilton Phoenix-Mesa – 1011 W Holmes Ave, Mesa, AZ 85210 (60 @ Alma School)

Sponsored by Salt River Project

Download the Full Event Invitation

Register Online Today

 

Attendees will hear a keynote address from Clate Mask, CEO & Co-Founder of InfusionSoft. Mask is a national expert and speaker on entrepreneurship, a New York Times bestselling author, and a PHX East Valley native and resident. He has received numerous awards and honors, including being named a Top 100 Small Business Influencer by Small Business Trends, and one of the 100 Most Intriguing Entrepreneurs of 2013 by Goldman Sachs. Attendees will also hear from a panel of local entrepreneurs sharing their stories and talking in-depth about the local, regional, and state resources that helped them achieve success.

Incubators, entrepreneurship, and creative businesses models are becoming part of our daily lives and have a reverberating impact on our economy and growth. Attendees will come away with a better understanding of these models, resources for innovative ideas, and how to best support entrepreneurship in their business circles and communities.

In partnership with SRP, this forum will aim to:

  • Raise awareness and understanding of the entrepreneurial spirit and opportunities in the PHX East Valley;
  • Provide a forum to share experiences of business incubation, entrepreneurship and creative economic development models for job growth and prosperity;
  • Provide a platform for attendees to hear from and interact with nationally-recognized entrepreneurship experts and local entrepreneurs who are making a difference in their communities;

Eastmark Still Ranks in Nation’s Top 20 and is #1 in AZ

Eastmark is having another awesome year. For the second year in a row, Eastmark is ranking as the #1 best-selling master-planned community in Arizona and currently #11 in the nation by RCLCO.

The 2016 mid-year report shows Eastmark continues to be the most desired community for homebuyers choosing to live in one of the most desirable ZIP codes in the Phoenix marketplace. Eastmark’s plans for future growth are strong, as many new neighborhoods, builders and amenities are planned, including the introduction of 7 new neighborhoods over the next year.

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