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Looking for a place to live, work, learn or play? Do you know what University City has to offer?
People tend to know roughly where the region's second-largest employment center is – northeast of the center city – but too many still can't name specific things the area has to offer, said Kevin Toomb, marketing co-chair for University City Partners.
Toomb is leading a branding effort for the nonprofit organization that ultimately could lure more people looking for a place to spend some of their time or some of their money. That could strengthen existing businesses and help attract new ones, he said.
“This is positioning University City in the minds of consumers,” he said.
To come up with a message powerful enough to attract residents, visitors and employers, University City partners is gathering information from a variety of sources, including focus groups, consultants and polls. One of the goals will be to choose branding images that represent the personality and makeup of University City. The area is home to UNC Charlotte, which Toomb describes as its crown jewel.
In addition to being a center for learning and research, the university also is a community gathering place that offers lectures, music and dance.
The university has helped University City rank among the most racially diverse communities in the metropolitan area, with students and faculty from more than 80 countries, Toomb said.
Major employers include IBM, Carolinas Medical Center and Wachovia. The Shoppes at University Place offers popular retail services and also is a gathering place.
But these are only some of the area's attractions. The goal of the branding effort is to determine whether these are among the assets that make the community worth a visit or a longer stay. Another goal is to identify images that capture the character of University City.
University City Partners wants ideas from others as it tries to pinpoint features that make the community unique. In addition to working with focus groups and consultants, it hopes to tap a much wider group this month through an online survey that takes 10 to 15 minutes to complete.
Invitations to participate in the survey went out to nearly 600 e-mail addresses earlier this month. Others can make a request to participate. The survey period began Sept. 11 and continues through Friday. Others can participate by requesting a survey.
Participants will weigh in on perceptions about the University City area. They also can offer their reactions to brand concepts University City Partners is considering.
“The really great values that University City has are some that people know and some that people don't know,” Toomb said. “Ultimately, our goal in terms of branding is to establish University City as a clear destination.”
