City and Visit Elk Grove Launch Business and Visitation Branding Initiative

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City and Visit Elk Grove Launch Business and Visitation Branding Initiative

Posted: 01/26/2017

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The City of Elk Grove and Visit Elk Grove, in collaboration with key stakeholders like the Elk Grove Chamber of Commerce and other groups, have begun an exciting, community-wide branding initiative to market the City as a business and visitation destination. The project and resultant brand strategy and creative tools will help to more clearly define Elk Grove’s unique story and articulate our business and visitation advantages and aspirations to the marketplace of visitors and corporate decision makers.

North Star Destination Strategies of Nashville, TN, a top community branding firm, has been retained to assist with this effort. North Star has over 16 years of experience and has worked with over 200 communities on similar projects.  

To kick off the effort, North Star will commence with a comprehensive research phase over the next several weeks to identify both internal and external awareness of and perceptions about Elk Grove. The study will include interviews and focus groups with key stakeholders and community leaders, combined with online business and resident surveys.  North Star will also conduct extensive research with groups and individuals outside of the community so we can better understand both how we view ourselves, and how others perceive us.  This study will provide a broad view of Elk Grove’s strengths and opportunities, which will be used to develop an authentic, unique brand position.

“An authentic business and visitation brand is a critical tool that we need to ramp up our recruitment and attraction activities.  A clearly defined brand also serves to help our existing businesses by reinforcing the reasons why people do business in the City already while conveying to those who don’t conduct business here why they should,” said Darrell Doan, Economic Development Director for the City of Elk Grove.

“It is critical that we receive as much input as possible from residents, business owners, and community leaders,” said David Brooks, Executive Director of Visit Elk Grove. “We know that there are a lot of opinions and ideas about our City and we want to collect them all. When business representatives look at Elk Grove as a potential market for their business, they will first come here as visitors.”

A website for the project has been established at The site contains a short video explaining the effort, an FAQ section, and examples of other communities that have undergone similar projects.  Anyone with an interest in following along as the project progresses can sign up to receive updates.

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David Brooks
Executive Director
Visit Elk Grove
Phone: (916) 993-5591
Darrell Doan
Economic Development Director
City of Elk Grove
916.627.3210 (Office)
443.310.3662 (Cell)

About the City of Elk Grove
Elk Grove is a vibrant, business and family friendly community of approximately 168,000 people in the Sacramento, California region. Elk Grove is a young, ethnically diverse, modern city that was incorporated in 2000. Elk Grove has low crime, excellent schools, over 95 community parks and 28 miles of trails, plentiful dining and shopping options, numerous annual events and festivals, and over 270 sunny days per year. Median Household Income is $84,827, the average home value is $299,339, and 62% of adults over 25 are college educated.  8,710 businesses employ 44,806, including corporations like Apple, Kaiser, and the State of California. Commercial rents are affordable, and the City has virtually no seismic or flood risk.  Elk Grove has been ranked as the 7th most racially diverse city in the country, the 2nd best city for homeownership in California, the best Sacramento suburb for young couples, and is the fastest growing city in California and the 11th fastest in the nation.

About Visit Elk Grove
Visit Elk Grove was formed in 2015 by the City of Elk Grove and the six hotels within a newly established visitation district. In August 2016, the Visit Elk Grove Board of Directors, which includes the general managers of the City’s six hotels and a representative from the City of Elk Grove, hired its first Executive Director, David Brooks, a 13-year tourism veteran who relocated from Pennsylvania. The organization is funded through a self-assessment charged to guests who stay overnight in the hotels, but its efforts aim to benefit not just hotels, but all of Elk Grove’s visitation related businesses – from restaurants to stores to attractions. Visit Elk Grove’s mission is to increase visitation to Elk Grove through destination development and brand management.

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