Queen Creek

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!

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;