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How to Promote a Region – Selling doesn’t stop at city limits in the Denver Area

Business development group promotes Denver metro area

Posted: July 31, 2006

A company executive who calls on Denver Mayor John Hickenlooper doesn’t hear a pitch on why his business should move to the Mile High City.

Instead, Hickenlooper tries to sell the CEO on the Denver area, even if that means the company might end up in Aurora, Littleton, Boulder or any other community near the mayor’s city.

The strategy of marketing Denver as a place – not as a specific city with legal borders – is a key part of the regional development approach led by Metro Denver Economic Development Corp. That group’s executive vice president, Tom Clark, told a Milwaukee audience Monday that the Denver area’s cooperative marketing strategy carries the impact of a John Elway touchdown pass.

Selling the Denver metro area "as a place," and not a collection of dozens of communities, "reduces cognitive dissonance like you wouldn’t believe" for outside business prospects, Clark said. He spoke at the Wisconsin Energy Corp. auditorium to a gathering of around 140 local government officials, businesspeople and others interested in economic development.

By TOM DAYKIN
[email protected]

Full Story: http://www.jsonline.com/story/index.aspx?id=478210

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