March 2022

THE QUICK JAB
Bill Jabjiniak, Economic Development Director

Successful economic development requires telling the branded story

Economic development is many things—business attraction and retention, expansion, and revitalization—and all of that begins with telling the story. Mesa’s story includes everything from mom-and-pop retail to big name industrial projects, which all contribute to how we market ourselves and how we package our opportunities.

With five employment districts, it is the City of Mesa Office of Economic Development’s (Mesa OED) role to determine what attributes make a district special and how we can enhance it through new employers, redevelopment, and branding. Once these unique aspects have been identified, it is our job to figure out how to best package and promote these areas. It is often not a simple process to develop these campaigns, with hundreds of staff hours put in to identify inventory and opportunities to determine how best to position the area to attract developers and companies.

Telling the story of Mesa is more than what is; it’s also what it could be. This aspiration helps to drive investment and revitalization within the city, helps to create the vision. Mesa OED has successfully branded and enhanced several areas within the city, bringing in new employers and creating a new vision for the future.

Successful Campaigns

In 2014, Mesa OED launched an effort to brand the Elliot Road Technology Corridor and position it as a premier location for high-tech campuses and advanced manufacturing. The Corridor had large power capacity, a robust fiber network, and sophisticated water and sewer systems. In addition, Mesa OED worked with Mesa’s Development Services Department to create a Planned Area Development (PAD) Overlay that would streamline the entitlement process. With these assets in place, Mesa OED implemented an aggressive marketing strategy and the city made significant street and landscape improvements complete with impressive monument signage. Today, the Corridor is nationally known and is the proud home of the “Big Three” technology companies, Apple, Meta (Facebook), and the forthcoming Google, as well as Niagara Water, EdgeCore, NTT, and Comarch. www.ElliotRoadTechCorridor.com

The Falcon District branding efforts began in 2014 with the Falcon Field Economic Activity Area Strategic Plan, which defined the district’s unique and leverageable assets. This was rolled into a brand strategy complete with a brand mark, environmental graphics program, print and digital marketing campaigns, and event marketing. Today, we are seeing tremendous activity in the Falcon District with major expansions and locations from companies such Boeing, Amazon, Northrop Grumman, Mitsubishi Advanced Materials, Nammo Defense Systems, Daicel, BEMO, and other high-tech manufacturers, aerospace companies, and defense contractors. www.MesaFalconDistrict.com

In 2018, the West Mesa Redevelopment Area (RDA) plan was created. Defined in that plan was a focus area being the Asian Multicultural District Core, an area with a high concentration of Asian businesses. In 2019, Mesa OED, working alongside Mesa’s Asian community, launched an initiative to promote the Asian Multicultural District Core that had developed over the past decade. After much community stakeholder participation, a brand identity system was developed and public relations and marketing campaigns were implemented. Today, the Asian District is seeing extensive activity and expansion and is the talk of Arizona as the “go-to” place for all things Asian. www.MesaAsianDistrict.com

Today, Mesa OED is embarking on an initiative for the positioning and branding of Mesa’s Broadway Corridor. The process has already begun with stakeholder engagement. Stay tuned for great things to come in the Broadway Corridor. www.SelectMesa.com

Mesa Office of Economic Development helping Mesa businesses with workforce challenges

In response to challenging labor market trends, the City of Mesa Office of Economic Development (Mesa OED) launched a Talent Recruitment Series to assist Mesa employers attract employees. The series of events is designed to inform Mesa employers about the services available to help with talent recruitment and to provide recommendations for adjusting to the new demands of today’s workforce.

“No-Cost Services to Win Talent”
Did you know there are No-Cost Services to Win Talent? The City of Mesa OED hosted a webinar to promote these free resources employers can use to engage talent pipelines on March 3, 2022. Today, it is available for you and your business to watch at your convenience. Learn how your business may tap into these organizations and consultants to improve your recruiting efforts. Video / Slides

Next Up: “Protecting Your Investment in New Workers” – April 19, 2002
Plan to attend this in-person workshop with Ryan Englin, CEO of Core Matters, for small and medium-sized businesses. Businesses will learn how to implement best practices in marketing their job posts, keeping candidates engaged through the recruitment process, and training and onboarding candidates effectively to safeguard their investment in new talent. Register

“The New Labor Market: What Changed and How We Are Responding,”
Finally, Mesa OED will host a hybrid event in May where Trevor Stokes, the CEO of The Partnership for Workforce Innovation, will present the realities of what has changed in the labor market. Additionally, Mesa OED will present the results of Mesa’s recent Talent Recruitment Survey, including what’s impacting Mesa employers right now and how the City of Mesa plans to respond.

For more information, visit Mesa OED’s Talent Recruitment Series page.

Visit Mesa launches City Limitless Beers & Brews Passport

Check-in & Win Web-based game supports small business and rewards patrons

Visit Mesa is launching the City Limitless® Beers & Brews Tour. This digital passport combines the best of both worlds – craft beer and gourmet coffee – inviting folks to discover the sheer breadth of locations to enjoy these two libations in Mesa and the East Valley.

The free incentive program can be found at VisitMesa.com and connects the user to a digital passport that serves as a tour of the destination by visiting breweries, tap rooms, sports bars, and coffee shops. Visitors, and locals, can log-in for discounts and special seasonal offers at select businesses and, when they check-in at each location from their smartphone, they can earn prizes. Visit Mesa developed the Beers and Brews Tour to support local businesses and timed the launch to the destination’s high season, to further enhance tourism recovery that is taking place across Arizona.

Visit Mesa will provide prizes for guests that check-in on the passport, including coasters and bottle openers, for the first five “check-ins” at participating businesses and an exclusive Beers and Brews t-shirt for the first 10 check-ins. Check-ins, which are verified by the user’s geo-location, must be completed within 30 days from the starting date to be eligible for the prize.

For a list of participating businesses and to activate the City Limitless® Beers & Brews Tour, visit www.visitmesa.com/passes.