capstone city branding

City Branding: Priorities and Perceptions

Abigail PriceQueens University of Charlotte

[email protected]

April 17, 2014

RUNNING HEAD: City Branding

mailto:[email protected]

mailto:[email protected]

Abstract

This article introduces the topic of city planning and development by discussing the role

of proxemics as it pertains to lifestyle and the ways in which certain elements contribute to the

needs of individuals within a city. The article then moves to clarify the term “city branding” and

attempts to remove ambiguity of the phrase by elaborating on how the development of a city

brand attracts industries and cultures, by which a city can then differentiate itself from another.

As city branding methods gain speed, the article suggests the need for continued application of

the concept. The topic is then further defined by providing perspective on how place branding

compares to place marketing. Additionally, the article reinforces that city branding contributes to

economic stability and resident retention. Individuals cultivate the culture of a city, establishing

an identity for it. This then allows them to take pride in the city and form an emotional

connection with it. Cultural elements of a city brand also tend to define many of the priorities of

a city, which in turn attracts new residents and tourists. Based on “America’s 20 Fastest-Growing

Cities” list by Forbes, the author conducts a textual analysis on the top ten fast growing cities in

the country by comparing the ways that each are presented by their Chamber of Commerce

websites. The author analyzes the Visitor and New Resident information to evaluate how each

city presents its priorities and what it deems to be its appealing traits. The findings suggest the

types of themes that distinguish city brands and that each city contains certain own priorities.

Additionally, it was found that cities strive to develop a unique image to be interpreted by those

that are unfamiliar with the city.

RUNNING HEAD: City Branding 2

TABLE OF CONTENTS

ABSTRACT.................................................................................................................................p. 2

TABLE OF CONTENTS................................................................................................................................p. 3

LITERATURE REVIEW......................................................................................................................................p. 4

PROXEMICS & CITY PLANNING...............................................................................p. 4

UNDERSTANDING CITY BRANDING.......................................................................p. 6

BRANDING RELEVANCE............................................................................................p. 7 PLACE BRANDING VS. PLACE MARKETING.........................................................p. 9

CULTURAL ELEMENTS OF A CITY’S IDENTITY...................................................p.10

RESEARCH QUESTIONS..............................................................................................................................p.13

METHODOLOGY......................................................................................................................p.13

FINDINGS..................................................................................................................................p.14

ANALYSIS.................................................................................................................................p.36

CONCLUSION...........................................................................................................................p.43

LIMITATIONS...........................................................................................................................p.44

RECOMMENDATIONS............................................................................................................p.45

REFERENCES...........................................................................................................................p.46


LITERATURE REVIEW

Introduction

For generations, the United States of America has been deemed a melting pot of culture--

a country where diversity is encouraged, accepted, and appreciated. The country draws

international tourists from around the world who are attracted to big cities and entertainment,

beautiful landscapes, and promising opportunities. Though those aspects tend to be the

overarching image of the U.S., there are to be found countless cities with individual identities

that have developed within the scope of American culture. Many of these cities are gaining

momentum and have been identified as some of the fastest growing cities in the U.S., but are

differentiated by the way each opts to be presented to the public and by the appeal each has to

different types of individuals. This study seeks to understand how cities use public relations and

communication strategies to market and brand themselves to attract tourists and new residents,

while also retaining current residents.

Proxemics and City Planning

Proxemics, the study of space, plays a significant role in the understanding of successful

city planning and development. Gehl (2010) says that, “first we shape the cities--then they shape

us” (p. 9). By this he means that city planners create layouts based on needs or aesthetic desires,

such as wide streets that flow to avoid traffic congestion or streets that make major landmarks of

a city within walking distance. Some cities have made it more of a priority to decrease traffic

congestion by converting major highways into small surface streets. Examples of this can be

found in San Francisco, California; Portland, Oregon; and Milwaukee, Wisconsin (Gehl, 2010).


Once the structural aspects of a city have been designed, culture is brought to life by the city’s

residents and visitors.

Beyond planning city streets and traffic flow, simple implementations are often made

within cities to affect the ways in which a person interacts with the space (Gehl, 2010). Gehl

(2010) mentions how a simple park bench can encourage a person to sit and enjoy the space, and

that these types of additions to an area tend to alter the patterns of use by individuals. Gibson

(2009) states, “The real fabric of human existence is woven together in settings where people go

about their daily routine” (Gibson, 2009, p.13). Other examples of efforts to change the flow of a

city might include sidewalk cafés or decorative retail shop windows that encourage people to

walk with more leisure rather than rush down the sidewalks to their next destinations, but this

flow often centralizes somewhere in the city. Gibson (2009) says, “People throughout history

have gravitated to town centers, market squares, and vibrant public spaces filled with global

wares...” (p.13).

Boland (2013) discusses the ways in which intentional spatial planning delivers place

qualities that successfully reconstruct and rebrand cities. The author goes on to suggest that

cultural landscaping and the built environment contribute a great deal to a city’s identity and

brand. Architecture can tell a lot about the culture of a city. For example, older and more

rundown buildings situated in a city with an obvious lack of city planning greatly contrasts to a

city with sleek, modern buildings situated on a well-planned city grid. The modernity of a city’s

appearance not only represents an effort to maintain appearances, but could also serve as a

representation of the people’s progressive attitudes and priorities to look to the future.


That said, spatially planning a city is not only about building new structures. Much

thought must go into what will happen inside of those buildings. Warnaby and Bennison (2006)

discuss the argument about whether regeneration is solely brought about by the insertion of retail

shops or if there is more to revamping a city. Warnaby and Bennison (2006) suggest that in order

for planned shopping centers to be a successful marketing operation, much consideration should

be put into not only the center itself but also where it is located, a concept that parallels Gibson’s

(2009) observations about how people gravitate towards vibrant places. The authors discuss how

the “...attributes and facilities (including retailing) that occur within the place...can then be

commodified, in varying combinations, in order to promote a positive image of the place as a

holistic entity” (Warnaby & Bennison, 2006, p.299).

Understanding City Branding

People tend to develop a deep patriotism and emotional attachment to their place. That

said, however, a fascinating phenomenon is that people not only develop a perception of the

place in which they live, but also of places to which they have never traveled. As cities develop

their culture, they attract likeminded people with similar interests. As a result, Cozmiuc (2011)

states, “...the brand of a city must respond to two major objectives: to create a unified and

attractive image for the outsiders (tourists, businessmen, investors, etc.) and to allow a process of

social therapy, improving moral and spiritual development by creating a psychosocial route in

which the local residents find themselves” (p.1). As the culture of a city develops, individuals

might also grow in their sense of pride for that city. Kavaratzis and Ashworth (2006) says,

“Places have long felt a need to differentiate themselves from each other, to assert their


individuality in pursuit of various economic, political, or socio-psychological objectives” (p.

183). As a result, the need to differentiate has propelled the concept of place branding forward.

Kavaratzis and Ashworth (2006) continue that, “The application of place marketing is largely

dependent on the construction, communication, and management of the city’s image, because at

their simplest encounters between cities and their users take place through perceptions and

images” (p. 184).

Stigel and Frimann (2006) suggest that city branding takes many forms, one of which

may be simply associating a city with a slogan. Kavaratzis and Ashworth (2006) argue, however,

that there is more to effective branding strategies than just a catchy slogan. “It is more than the

shaping of distinctiveness: it is the forging of associations” (Kavaratzis & Ashworth, 2006, p.

185). With each region comes different lifestyles, cultures, and perspectives. As the ways of life

define a region, cities within that region can brand themselves by promoting those ways of life,

industries, and culture. Such qualities are the ‘associations’ that attract certain types of people to

specific regions, states, and cities. Bailey (1994), as cited by Michalis Kavaratzis (2004), states,

“Like geography, urban marketing is based on representations; this enables us to tackle not the

city itself, but its meaning in a symbolic and ideological context” (p. 62).

Branding Relevance

Gerritt (2014) puts is bluntly, “Branding a city might seem trivial, but in an obsessively

self-promoting nation, it matters” (p. 1). Effective city branding can be the ticket to successful

marketing initiatives for just about anything. Without branding, one cannot expect as much.

More so, city branding is relevant not only to the country in which that city is located, but also to


the rest of the world. As cities establish their presence (or as their presence diminishes),

individuals around the globe will become aware. With that comes a responsibility for cities to

maintain the presentation of their image so that international onlookers can be informed (Anholt,

2006). Business leaders should know how the rest of the world perceives the major cities in their

own countries as well as in others (Anholt, 2006). The author elaborates by giving examples of

some of the most recognizable city brands (i.e. Paris is romance, New York is energy, Lagos is

corruption, etc.) and notes that each of these reputations have come about not by chance but

through history and destiny (Anholt, 2006). Strong brands necessitate maintenance internally and

externally, especially in areas of tourism and politics, because as Avraham (2004) writes, “The

frustration of these place leaders is immense, since they believe that the negative image is false,

and that the actual situation in their city is much better than public perceptions of it” (p. 471).

Additionally, cities will often turn to new branding campaigns to restore a negative image

after realizing that poor outward perception of the city can greatly affect economic stability.

Many of these efforts require an extensive amount of planning to ensure that the regeneration

efforts make sense as they are applied to the geographical location and its community (Kennell,

2010). The author states that, “Cultural regeneration offers policy makers a strategy for

integrating new visions of urban competitiveness and lifestyle indices of class and diversity and

their relationship to urban vitality...” (p. 369). These applications to a place can undoubtedly

improve a city’s situation, but it is an involved and lengthy process. Peel and Lloyd (2008)

explain that new city images must be conceptualized, executed, shared, and understood, but that

there is little research to explaining the means to achieving these ends as far as who ultimately

devises a new look, feel, and set of ideals for a city. The authors state that, “...In particular,


overcoming a perceived negative image of a city is considered vital if that city is successfully to

regenerate and secure sustainable economic performance” (Peel & Lloyd, 2008, p. 509).

Place Branding Versus Place Marketing

Much of the existing research presents a need to differentiate between city branding and

product branding. As a relatively new area of study, there is still some ambiguity in universally

differentiating place branding from place marketing. Kavaratzis (2004) differentiates the

marketing from branding, noting that the city marketing mix is what develops the city’s brand.

The constituents to which city branding is directed are residents, tourists, and investors (Koller,

2008).

Cozmiuc (2011) explains that city branding is the act of associating certain products and

industries, among other elements, with a particular place that allow that brand to be recognized

by a target group. Additionally, the author emphasizes that cities should serve a purpose, as

brands do. A study by Read and Peters (2012) assessed neighborhoods within a city and their

findings suggested that each neighborhood catered to lifestyles, family situations, socioeconomic

classes, and so forth, which fulfills Cozmiuc’s (2011) notion that cities should serve a purpose.

Beyond that, Kavaratzis (2009) suggests that product association with a place is only small

component of managing a city’s image and suggests a framework to synthesize aspects to

successfully create and maintain a city brand. The author suggests ‘success factors,’ some of

which contribute to a strong foundation for the city brand, while others coincide with marketing

practices (Kavaratzis, 2009).


Cozmiuc (2011) explains that cities can also essentially be products when evaluating a

city’s need to attract tourists, a concept to which Kavaratzis (2009) applies the term ‘destination

branding.’ Research by Greenbaum and Bondonio (2003), as cited in Parkerson and Saunders

(2004), is in support of that notion and note that the free market drives product brands whereas

city branding and city marketing are implemented with an intention to bring diversity to local

economies while increasing industry and tourism. Promotion and target markets are at the core of

product branding, and the same principles can be applied to a city. With this information, it is

evident that this topic of study has room for growth in clearly defining its components.

Kavaratzis (2009) clarifies that the major reason that the concept of city branding has been

increasingly implemented in various places is because, “It is in people’s minds that the city takes

form through the processing of perceptions and images about the city,” a similar process to how

people perceive brands (p.521).

Cultural Elements of a City’s Identity

Culture and lifestyle are at the heart of the concept of city branding. Kavaratzis (2009)

notes “...the evident popularity and widespread use of cultural and entertainment branding have

on cities and their physical social character” (p. 521). That said, Hospers (2003) makes a strong

point to remember that, “In the end, indeed, creativity, knowledge development, and innovation

are human work: not a city in itself but only its population can be innovative” (p. 263). As a

result, it is important to understand what is involved with developing the elements of a city’s

brand and how the aggregation of certain types of people develop the culture of a city. Gibson


(2009) cites an eloquent quote by Rudofsky (1969) that, “Altogether, cities correspond closely to

the ideas and ideals of their inhabitants” (p. 13).

As mentioned previously, cultural landscaping and the built environment play a major

role in defining a city’s identity. Besides just the appearance of a city, however, comes the

intangible aspects of an identity that are embraced by the city’s residents. Some of the most

rapidly growing cities are those that are open to new ideas and willing to take risks. “In fact,

creativity runs throughout a project and cities need creative implementers as well as innovative

new ideas” (Trueman, Cook, Cornelius, 2007, p. 30). The authors’ research suggests that

technology and creativity go hand in hand in developing cities and offers the term “cultural-

intellectual” to describe the partnership of these two seemingly contrasting notions (Trueman,

Cook, Cornelius, 2007). Coincidentally, many of the fastest growing cities in the United States

are increasingly marrying technology and creativity, thus propelling their industries forward.

However, there can be drawbacks to largely creative cities. Trueman, Cook, and Cornelius

(2007) discuss how regeneration can lead to problems managing the change in inner cities such

as pushing locals out of jobs and developing a city with a high cost of living.

Attracting a community of people goes beyond just corporate industry, however. Richards

and Wilson (2004) discuss how hosting events in a city has been a longstanding method of

improving economies. They go on to state that, “Events provide a means of adding flexibility to

fixed structures, supplying a source of spectacle which adds to the image value of a

landmark” (Richards & Wilson, 2004, p. 1931). These events can range from local efforts to

global affairs, but whatever the case may be, events are a necessary component to branding any

city.


Arts and entertainment play a large role in creating a sense of city pride among residents,

as well as in aiding the development of that perception to tourists and nonresidents. In an article

by Can-Seng and Pedersen (2010), the authors discuss the countless ways that film festivals

relate to city branding. Film festivals serve as a means of attracting celebrities to a city, creating

geographical associations, and increasing a location in the place-product market (Can-Seng &

Pedersen, 2010). Film festivals promote conversations about diversity and introduce new

perspectives in an intelligent way. The events bring creative and innovative minds together and

resultantly have the ability to build a city’s artistic industries in a field that effectively bonds

creativity with technology, a concept that was previously discussed by Trueman, Cook, and

Cornelius (2007). Can-Seng and Pedersen (2010) state, “A city brand is not expected to

communicate a complete picture but aimed to create positive images in the mind of

audiences” (p. 320). The authors’ statement alludes to the tendency for a city brand to accentuate

its strong qualities, which would provide reasons for individuals to visit or live there. They go on

to discuss that, “A successful and popular film festival can contribute to the place brand by

generating awareness of the place and showcasing its ability to successfully stage events” (Can-

Seng & Pedersen, 2010, p.320). In this way, it is evident that the arts can play an influential role

in determining the tone and priorities of a city brand.

Sports are another form of entertainment that provide individual’s with an opportunity to

identify with their city and build camaraderie with their community. The presence of sports

teams in a city are also beneficial to a city’s tourism industries as the arenas and stadiums

become must-see destinations for those traveling to the city (Sparvero & Chalip, 2007). That

said, the success of such sports initiatives are contingent upon how it is integrated into the city


and these efforts should not necessarily be limited to entertainment and commercial districts

because they could also successfully diversify residential areas of a city (Sparvero & Chalip,

2007).

Research Questions

With the existing literature, the researcher will devise a qualitative textual analysis that

evaluates that branding strategies of the top ten fastest growing cities in the United States based

on America’s Fastest-Growing Cities List by Forbes. The study will be guided by the following

research questions:

RQ1: How do cities use public relations and communication strategies to market/brand

themselves to attract tourists and new residents, while also retaining current residents?

RQ2: How do the branding strategies differ between the top ten fastest growing U.S. cities?

RQ3: What are the priorities of each city?

RQ4: How is each city perceived by the public?

Methodology

Objective

The objective of this study is to gain insight to the ways that online content is utilized to

create a city’s brand and identity as a means to attract visitors and new residents.

Sample

The sample for this textual analysis will consist of online media from each city’s Chamber

of Commerce website. The content will be will be analyzed and interpreted for similar and

contrasting themes that define each city’s branding strategies.


Procedure

The researcher has developed a list of the top ten fastest growing cities in the United States

based on “America’s 20 Fastest-Growing Cities” list by Forbes. For each city, the researcher will

evaluate marketing strategies by evaluating content directed towards visitors and new residents

on each of the city’s Chamber of Commerce websites. The researcher will note recurring themes

found in the texts posted by each city, such as what sort of places are presented as main

attractions, major industries in each city, upcoming events, advocacy efforts, lifestyle, culture,

and issues. The researcher will create a table that displays an analysis of each individual city. The

collected data will then be compared and contrasted, providing an understanding of each city’s

brand and target markets, while also offering insight to how the cities would like to be presented

and identified.

Findings

1. Austin, Texas

Population/Population Growth:

As of 2012, the estimated population of Austin, Texas was 842,592. From April 1, 2010 to July 1,

2012, the population percent change was 6.6% (U.S. Census Bureau).

Education/Business/Industry/Work Force

40.6% of the adults have at least a Bachelor’s degree, compared to 28.5% nationally (The

Greater Austin Chamber of Commerce). Austin claims a healthy range of industry and is working

to increase its presence in the technology sector, with companies such as IBM and Dell providing

employment to 6,000+ individuals.

Arts/Culture


Austin is proud of its culture and heritage. Austin Chamber promotes the city’s history museums

throughout the city. For tourists, the city proudly introduces itself with the title of “live music

capital of the world.” Music is undoubtedly an industry that the city identifies with, hosting

nearly 2,000 bands and hundreds of music venues throughout the city.

Climate / Environment

The city boasts of beautiful scenery that will satisfy any outdoorsman’s love of nature, offering

opportunities for hiking, biking, camping, etc. Austin Chamber is also happy to assure visitors

that there is “abundant sunshine” and the climate is classified as “humid subtropical” (The

Greater Austin Chamber of Commerce). The city offers outdoor attractions and over 18,000 acres

of city parks where one can enjoy wonderful views of the skyline. The city also discusses that the

weather and geographical location is perfect for sports like golf, water skiing, and so forth.

Cost of Living / Quality of life

Living costs in Austin were far below the national average in 2013. (The Greater Austin

Chamber of Commerce). The city of Austin is made up of thirteen neighborhoods that each have

something unique to offer--from student living and family-oriented suburbs to trendy districts

and retirements communities--there is a place for everyone to call home. The city is proud to

offer a very high quality of life and notes that “smart, creative, and successful people” tend to

migrate to Austin and stay permanently. The state has no personal or corporate income tax and

ranks second to the lowest on the cost of living index from 2013 (Cost of Living Index). The

Austin Chamber notes that it is quickly becoming a destination for young professionals, but that

it has something to offer for people of all ages.


Sports/Recreation

The city of Austin is home to a wide range of sports teams that compete at the

professional level. It is the home of Austin Grand Prix (and the Austin Chamber is fervently

promoting the new Circuit of the Americas which will be used for business, education,

performances, and races. The city is also home to the Texas Longhorns, AHL Ice Hockey team,

and the Austin Toros, among others.

Austin Chamber describes a range of locations within the city with words such as

“eclectic,” “hip,” and “creative.” Countless bars, restaurants, and galleries are available to

visitors and residents, and the chamber notes that the first Thursday of every month is a time for

the community to come together and enjoy local art, music performances, and much more. The

Austin Chamber writes, “The city truly is a cornucopia of art, culture and expression” (The

Greater Austin Chamber of Commerce). The visitor page provides a list of museums,

performing arts theaters, festivals, sports teams, and outdoor attractions (Barton Springs, Zilker

Botanical Gardens, Texas Hill Country & The Highland Lakes, etc.) and mentions several

publications that serve as entertainment guides for visitors.

2. Raleigh, NC


As of 2012, the estimated population of Raleigh, NC was 423,179. From April 1, 2010 to

July 1, 2012, the population percent change was 4.8% (U.S. Census Bureau).



The Raleigh Chamber proudly boasts that the Triangle area’s dedication to education is a

major reason that this area is continually ranked one of the best places to live in the country.

“Nearly 90 percent of Wake County public school graduates plan to pursue a higher

education” (The Greater Raleigh Chamber of Commerce). 18 colleges and universities in the

area make the region a leader in research and technology. The Raleigh Chamber notes that the

three most prominent industries of the area are government, education, and health care, but other

“high-tech” industries such as biotechnology, textiles, and medical devices are quickly earning

an international reputation.

Arts/Culture

The Raleigh Chamber notes that it has come to be known as the “Smithsonian of the

South,” because it offers wonderful art, history, and natural science museums. The city is also

proud to be the home of numerous renowned performing arts groups such as the Carolina Ballet,

The Opera Company of North Carolina, and the North Carolina Theatre. The performances are

enjoyed at countless performance venues and arenas throughout the city. Blues, jazz, gospel, and

bluegrass music are also deeply rooted into the culture of Raleigh (The Greater Raleigh Chamber

of Commerce).

Climate/Environment

With Raleigh’s proximity to the beach and to the mountains, it is in a perfect location.

The Raleigh Chamber discusses the climate as it relates to the whole state, noting that North

Caolina is known for its distinct four seasons and mild temperatures. The area has lakes (which


provide opportunities for boating), hiking trails, tennis, golf, and much more (The Greater

Raleigh Chamber of Commerce).

Cost of Living/Quality of life

The Triangle area is highly concentrated in medical care and research, and are proud to

say that it offers some of the safest facilities in the country. Additionally, the area offers some of

the best health services in the world. Raleigh is a leading research city with a goal to keep its

residents happy and healthy (The Greater Raleigh Chamber of Commerce).

Sports/Recreation

The city offers a variety of different shopping experiences, from boutiques to large

shopping malls. The shops range from department stores like Belk’s to Saks Fifth Avenue. The

Raleigh Chamber notes that the city has been ranked one of the nation’s best cities for singles, as

it offers broad spectrum of night life activities--from live music, to nightclubs, pubs, and

breweries. The city is also proud of its options for dining out as it offers a range of selections

from casual barbecue to vegetarian delicacies and everything in between (The Greater Raleigh

Chamber of Commerce).

The city is also a prominent sports market, especially in football and basketball, with

teams like the The N.C. State Wolfpack, UNC Tarheels, and the Duke Blue Devils. Raleigh is

proud to have fostered a successful environment for the likes of Michael Jordan and Jimmy V,

among others. Additionally, Raleigh is home to the Carolina Hurricanes AHL team (The Greater

Raleigh Chamber of Commerce).


3. Phoenix, AZ


As of 2012, the estimated population of Phoenix, Arizona was 1,488,750. From April 1,

2010 to July 1, 2012, the population percent change was 2.8 % (U.S. Census Bureau).


The Phoenix chamber does not discuss specific industries within the city, but rather

discusses the strength of its location. As a fast-growing metropolitan area and the sixth most-

populated city in the country, the city has benefitted by being close to other major cities like Las

Vegas, San Diego, and Los Angeles. It notes that the city offers a low cost of doing business and

a high support for business development, a diverse economy, and job creation (Phoenix

Chamber, Doing Business in Phoenix). The work force is constantly growing given the fact that

there are numerous colleges and universities in the area that produce a large number of graduates

each year that contribute to the job market. The average professional age is 34.

Arts/Culture

The Phoenix Chamber only has a small mention of arts and culture within the city, but

does note that there are more than 300 arts and entertainment venues that host music

performances, theater, art, and more. The first Friday of every month attracts thousands of

visitors downtown to enjoy one of the largest art crawls in the U.S. (Phoenix Chamber, Arts and

Culture).

Note: this information was difficult to locate on the chamber of commerce site


Climate/Environment

The Phoenix Chamber does not mention the annual temperature averages, but does

promote the opportunities to explore nature. There are parks and preserves that are perfect for

hiking, biking, and horseback riding. Additionally, the city is surrounded by several mountain

ranges that are great for adventurous spirits and outdoorsmen. It also gives itself the name, Valley

of the Sun.


According to the Phoenix Chamber, the median house price in the Greater Phoenix area is

$135,000. Each neighborhood within the city caters to a different demographic, providing the

overall city with a lot of diversity in perspective.

Phoenix has a very strong healthcare system. Additionally, young people and retirees

alike tend to flock to Phoenix, as the city offers a variety of activites that encourage healthy and

active living by getting involved with the local community and enjoying the natural

surroundings.

Sports/Recreation

The Phoenix Chamber is very adamant to promote its sports teams and opportunities for

physical activity. The city seems to foster a large golf community, as the sport is mentioned on

numerous occasions throughout the site and the “visit” section’s picture is of a golf course

surrounded by a beautiful mountain range. Additionally, the chamber lists off the numerous

teams that call Phoenix home: Arizona Cardinals (NFL), Arizona Diamondbacks(MLB), Phoenix

Coyotes (NHL). Phoenix is also proud to cheer on the Arizona State University Sun Devils and


the Grand Canyon University Antelopes. Additionally, the city hosts two NASCAR races at the

Phoenix International Raceway.

When dining out, Phoenix offers delicious Southwestern and Mexican food of the area,

among a variety of other options. The chamber notes that many of the restaurants located in the

city have stunning views that overlook the city as well as the beautiful mountain ranges (Phoenix

Chamber, Dining in Phoenix). The site also provides a lengthy list of destinations around the city

that include everything from thrift shops to designer retails stores, nightlife, and laid back

recreation.

Note: one of the less professional looking sites of the top fastest-growing cities.

4. Dallas-Fort Worth, TX


As of 2012, the estimated population of Dallas-Fort Worth, Texas was 1,241,162. From

April 1, 2010 to July 1, 2012, the population percent change was 3.6 % (U.S. Census Bureau).


The city of Dallas-Fort Worth holds education at the utmost importance. The Dallas-Fort

Worth Chamber has an entire page and drop down menu dedicated to education that articulates

the city’s 5-year strategic plan to improve public education systems. The text notes that a strong

and formative education will propel the workforce and economy forward. The Regional

Workforce Leadership Council strongly believes in industry clusters to meet the region’s needs.

The chamber notes that the region is growing quickly and there is an increasing need for job


candidates. The city has made investments in the transportation, aerospace, healthcare,

infrastructure, logistics, and technology sectors (Dallas Chamber, Workforce).

Arts/Culture

The city obviously values art and culture and is “home to the largest contiguous arts

district in the United States” (Dallas Chamber, Arts and Culture). It notes that beautiful art is not

only found inside the walls of its many galleries, but also in the stunning architecture designed

by four different Pritzker-Prize winners in one city block. The city offers music venues, galleries,

and museums where local and visitors can enjoy an endless amount of performance and artistic

culture in a variety of forms.

Climate/Environment

The Dallas Chamber notes that the average annual temperature high is 76 degrees

Fahrenheit, but nears the 100 degrees mark in the summer time. Within a 100 mile radius of the

Dallas-Fort Worth region, there are hundreds of parks and numerous lakes that provide

opportunities for residents and locals to enjoy the outdoors. The Dallas Arboretum and the Forth

Worth Botanical Gardens are a reprieve from the hustle and bustle of the city. Bike paths were

built throughout the city that provide routes through urban and residential landscapes.


The Dallas Chamber provides a well-constructed infographic that compares the cost of

living in the Dallas-Fort Worth region to other major cities in the U.S. The cost of living is 25%

lower than the national average and more than 50% lower than many of the major U.S. cities

(Dallas Chamber). With that, the region is happy to assure incoming businesses that labor costs


are low and work ethic is high. Newcomers are also encouraged that transportation, grocery

costs, and health care costs fall below the national average.

Sports/Recreation

Professional sports teams contribute a great deal to the culture and atmosphere of the

Dallas-Fort Worth region. Among these teams are the Dallas Cowboys (NFL), Dallas Mavericks

(NBA), Dallas Stars (NHL), Texas Rangers (MLB), and interestingly enough the Dallas

Diamonds, the professional women’s football team.

In addition to the wide variety of sports teams that the city hosts, there are plenty of

opportunities to enjoy the natural surroundings at wildlife centers, nature refuge centers, state

parks and preserves, zoos, rodeos, and NASCAR speedways. The city is also a destination for

residents and visitors who enjoy amusement parks like Six Flags and the Great Wolf Lodge.

5. Salt Lake City, UT


As of 2012, the estimated population of Salt Lake City, Utah was 189,314. From April 1,

2010 to July 1, 2012, the population percent change was 1.5% (U.S. Census Bureau)).


The Chamber site provides little information about the prominent industries of the city.

Instead, it links the viewer to a search engine database that allows them to search for jobs

through the Chamber of Commerce website. Other links about business and the workforce that

are provided through the chamber site are provided as an overview of the state rather than just

within the city. This makes it difficult to really understand what major industries are successful


in the area and what the city’s goals are moving forward. The same goes for information about

the education system. Information is provided on a statewide basis rather than just for Salt Lake

City. That said, information that is provided encourages strong education throughout the state

and a goal to increase access to higher education.

Arts/Culture

Downtown Salt Lake City has grown tremendously since the mid-1800s as a destination

for culture and art. The city provides residents and visitors with events to view and participate

in--attracting nearly 2.3 million visitors to the events each year. The opera, ballet, and symphony

are among some of the performing arts that take place in the city.

Climate/Environment

The climate and environment page of Salt Lake City’s chamber site has few words, as it

lets a picture of a majestic sunset over the mountains speak for itself. The city notes that there are

four distinct seasons, but the snowfall during the winter generally accumulates to great heights

and is known for being some of the world’s best snow on which to ski. The city is proud to

promote its wonderful natural surroundings and makes note that the city was home to the 2002

Winter Olympic Games. The summer months are warm and the surroundings lakes and

mountains provide many options to enjoy the outdoors, whether by boat, bike, foot, or some

other means.


A notable feature of the city is that one of the largest Mormon communities in the country

has been established here. There are many walks of life and religious beliefs that find Salt Lake

City to be a great place to live. There are several different neighborhoods that make up Salt Lake


City, most of which are described for their walkable streets and friendly people. The chamber site

notes that houses can range from being “modest to mega” which provides residents with many

options but mentions that house costs are swiftly on the rise. Since 2013, the median cost for a

home in the state of Utah has increased by nearly 15% (The Salt Lake Chamber).

Sports/Recreation

Salt Lake City has two professional sports teams that contribute to the city’s pride and

presence in the sports market. They are the REAL Salt Lake (MLS) and Utah Jazz (NBA). The

Utah Jazz is not a powerhouse in the NBA, but the presence of these teams in the city provides

residents with an opportunity to come together as a community as well as engage with the sports

market and boost this sector of the economy by attending games and showing their support.

The Salt Lake City Chamber recommends a list of restaurants that would satisfy a broad

range of palates--from bakeries to pubs, casual dining to fancy eating, visitors and locals alike

will find places that they enjoy.

The Salt Lake City chambers deems the city an “outdoor haven,’ especially when the

snow melts. The natural surroundings are great for people who enjoy fishing and boating, or who

simply enjoy taking a drive through the scenery. The chamber site directs visitors to the Utah

tourism website which provides attractions for the whole state.

Notes: The site has some formatting errors that inhibits some of the text from being viewed.


6. Denver, CO

Population/Population Growth

As of 2012, the estimated population of Denver, Colorado was 634,265. From April 1,

2010 to July 1, 2012, the population percent change was 5.7% (U.S. Census Bureau).


There is an emphasis put on delivering equal opportunity education to children and

families living in the city of Denver. With the continual increase in population, the city is

projected to create roughly 800,000 new jobs by 2030 according to www.denver.org. Little

information is provided about the major industries of the city, but several statements are made

about forward-thinking and innovative business initiatives to end homelessness and “be green.”

Arts/Culture

Denver describes itself as “hip” and “laid-back.” Of the eighteen neighborhoods that

make up Denver, each one offers art galleries, music venues, theaters, museums, shopping, and

bistros. The city takes pride in its title as, “America’s #1 Beer City” with a seemingly endless

amount of breweries and pubs.

There is a page featured on the site labeled “Diverse Denver.” Here the city promotes its

open-minded attitude and notes its annual festivals that celebrate different heritages and cultures

throughout the year. Some of these include Cinco de Mayo, the Longs Peak Scottish Irish

Festival, PrideFest, and the National Gay Rodeo among many others. 40% of the Denver

population is Hispanic and 10% is African-American which lends itself to being a multicultural

city (www.denver.org).


http://www.denver.org


The city values the arts and is home to the Denver Performing Arts Complex, the second-

largest of these types of complexes in the world. With that, there is always a performance to

attend, music to be heard, and art to enjoy.

Climate/Environment

Denver’s climate is ideal with nearly 300 days of sunshine a year and between 8-15

inches of precipitation (www.denver.org). The site also notes that even though it snows, it melts

shortly after which allows outdoor activities year round. That said, the geographical location of

the city spurred the name, “The Mile High City” for Denver and puts it in proximity to beautiful

landscapes and mountain ranges that are among many ideal destinations for anyone interested in

hiking, skiing, or snowboarding. The air is arid and the temperatures are mild, even in the midst

of the summer.


According to www.denver.org, “The median household income of the Metro Denver area

is 15.6 percent higher than the national median income.” Many resources are offered on

www.denvergov.org to provide residents with a starting point for their job search as well as food

and housing assistance.

Sports/Recreation/Shopping/Dining

Seven professional sports teams are hosted in Denver, some of which include the Denver

Broncos (NFL) and the Colorado Rockies (MLB). The Denver community members are fervent

fans of the city’s teams and support each sport from season to season.

The “What to Do in Denver” list goes on and on. The city has invested in hundreds of

miles worth of paved bike trails for its residents and visitor to enjoy. Additionally, the city






http://www.denvergov.org

http://www.denvergov.org

promotes any and all outdoor adventures--from relaxing in hot springs to white water rafting or

motor scooter riding.

Denver has many options to satisfy a shopper’s wants (or needs). There are three

shopping districts that offer familiar department stores, while several neighborhoods of Denver

provide boutiques and unique finds.

Denver’s site mentions that the city has a reputation for having amazing steakhouses. In

addition, the diverse demographic of the city has brought new influences to Denver cuisine. The

city also provides options for conscientious eating, or “farm-to-table” as it says on the site. For

those that enjoy laid back breweries and pubs, Denver is in no short supply. For those that prefer

a different energy and atmosphere, the city also has many nightclubs and lounges.

Note: The city’s website is not a chamber of commerce website. It is a city bureau site that

provides the details of the city.

7. Ogden, UT


As of 2012, the estimated population of Ogden, Utah was 83, 793. From April 1, 2010 to

July 1, 2012, the estimated population percent change was 1.2% (U.S. Census Bureau).


Ogden’s relocation guide presented by the city’s Chamber of Commerce site is committed

to providing a sound education in a culturally diverse setting. The Ogden School District is

different than many others in that it lets parents choose which school they would like for their

children to attend with the hope that this flexibility will maximize children’s potential to thrive.


The school district offers a variety of learning environments, from language immersion school to

magnet schools and advanced learning schools. According to the Chamber of Commerce site,

52.8% of Ogden residents have some college or a degree from higher education

(www.ogdencity.com).

Ogden’s Chamber’s of Commerce site exemplifies the ways that it is working to boost its

technology industries by offering incentives for technology companies to relocate to the city as

well as by recruiting aerospace and engineering candidates. The site also mentions that many

outdoors companies are being drawn to Ogden because of its outdoor lifestyle. The site also

notes that it has been on the ranked #10 in the country for creating jobs (www.ogdencity.com).

Arts/Culture

Ogden’s Chamber of Commerce site divides the Arts/Culture section by type (i.e. visual

arts, performing arts, literary arts) and discusses the rebirth of creativity throughout the city. It is

clear that the city values art as a means of enriching the community. Among the artistic events

are art crawls, film festivals, ballets, and museum openings.

Climate/Environment

The city is located high above sea level with majestic mountain ranges, but still

experiences four distinct seasons. The hottest month of the year is July, but even still, average

temperature are in the mid-80s.

An distinguishing characteristic of Ogden’s culture is its commitment to the environment.

The city recently launched a new branding initiative called “Re-Ogden.” As the city expands,

there is a chance that it will be entering into territory that might have been affected by harmful


http://www.ogdencity.com


environmental practices. The purpose of the initiative is to make community members aware of

the changes that will be put in place to move towards a safer and greener future.


Ogden is proud to promote its high quality of life and low cost of living. It places far

below the national average for cost of living. The city’s commitment to affordability,

environmental sustainability, education, and safe neighborhoods have put at #8 on Forbe’s Best

City to Raise a Family list (www.ogdencity.com). The city is attempting to become a more

centralized destination where residents can live, work, and be entertained. The city is easy to

explore by foot and efforts are being made to provide more housing options downtown.


Ogden provides opportunities for every type of recreation imaginable. The city has

facilities for indoor surfing and offers services for skydiving, paddle boarding, snowboarding,

skiing, climbing/bouldering, and much more. For those who prefer the less extreme sports, the

city also offers places for recreation such as golf, swimming, and skateboarding. The site does

not mention specifics about shopping and dining available in the city, but does note that there are

several farmers markets that have become very popular. Additionally, the distinct architecture of

downtown provides the city with a unique feel.

8. Charlotte, NC


As of 2012, the estimated population of Charlotte, North Carolina was 775,202. From April 1,

2010 to July 1, 2012, the population percent change was 5.4% (U.S. Census Bureau).





Charlotte has an extensive amount of options for education from preschool through

higher education. Charlotte takes pride in its public system as well as the universities that are

located in the city. The Chamber of Commerce site provides links to all of the institutions located

within the Charlotte vicinity and encourages all who seek an education to research the many

available options.

The city is the 19th largest city in the country and the population is rapidly increasing.

Charlotte has earned multiple distinctions as leading city in banking and finance and the

Chamber of Commerce notes that it holds the most financial assets only behind the city of New

York. In fact, 274 of the Fortune 500 companies have locations in Charlotte. The city’s major

industries are finance, distribution, and transportation.

Arts/Culture

The Charlotte Chamber writes passionately about its commitment to culture and the arts.

The Charlotte Chamber provides data that the cultural community has contributed nearly $158

million dollars to the community and provided roughly 4,700 jobs. Much of this is attributed to

the Arts and Science Council that provides grants for many of the arts related projects and

events, of which there are about 65,000 annually. The music industry is strongly supported by the

city with many music venues to attend live shows, and the film industry is becoming increasingly

prominent in the city as major motion pictures and television shows are more frequently

choosing Charlotte as a location in which to shoot.


Climate/Environment

The Charlotte Chamber describes the city’s climate as “mild” and promotes outdoor

activities such as “frisbee golf” or boating on Lake Norman. The Chamber also uses this

opportunity to promote the National Whitewater Center facilities and the Daniel Stowe Botanical

Gardens as well as the newly implemented greenway that runs along the edge of the city.


The Charlotte Chamber brands Charlotte as a city with southern hospitality and a

successful banking and finance industry. The site makes it easy to access information for

business owners and encourages visionary thinking and progress. With high income rates and

low costs of living, Charlotte ranks eighth on the cost of living index according to the Charlotte

Chamber site. Additionally, Charlotte has implemented many initiatives for healthier lifestyles

among residents such as offering more nutritious options for children in the Charlotte

Mecklenburg School systems, supporting local farmers markets, and paving sidewalks to

encourage walking and biking throughout the city.


Charlotte is proud of the numerous major league sports teams that call the city home. The

major teams are the Carolina Panthers (NFL) and the Charlotte Bobcats (NBA and soon to return

to the former Charlotte Hornets name). In addition, Charlotte hosts the Wells Fargo PGA

Championship and there is a prominent NASCAR industry right outside the Charlotte city limits.

Charlotte’s food palate is incredibly diverse, offering a range of options from gourmet

food trucks to farmers markets, and a scope of culturally distinctive restaurants throughout the

city. Options for shopping are limited mostly to shopping malls, with a few boutiques scattered


throughout trendy neighborhoods. The gentrification of many Charlotte neighborhoods has

brought new energies to the city and option for nightlife and entertainment.

9. Orlando, FL


As of 2012, the estimated population of Orland, Florida was 249,562. FromApril 1, 2010

to July 1, 2012, the population percent change was 4.7% (U.S. Census Bureau).


The Orlando site does not provide any information about education in the city, nor does it

explicitly discuss prominent industries in the city or provide relocation information to those who

might be relocating. Instead, the site caters to tourists by offering suggestions for hotel

accommodations, things to do, and what to see. This in itself is likely an indicator that tourism is

Orlando’s most prominent industry.

Arts/Culture

Though theme parks are generally the first thing that come to mind at the mention of

Orlando, the city works to promote its art and historical museums. Orlando is proud of its Florida

Film Festival and other fine art exhibits, while also offering a variety of traditional to modern

types of entertainment that will satisfy any age group.

Climate/Environment

Orlando’s site does not explicitly discuss the climate of the city. Nonetheless, it offers

many options to enjoy the outdoors that indirectly describe the environment (i.e. riding an airboat


through a swampy wilderness). Other activites that can be enjoyed outdoors are fishing, boating,

snorkeling with manatees, lagoon adventures, and helicopter tours.


The Orlando site fails to discuss cost of living and quality of life. According to the United

States Census Bureau, the median household income between 2008 and 2012 was $42,418.

Sports/Recreation

Not mentioned on Orlando’s sites is its major league sports team, the Orlando Magic

(NBA). All other recreational sports were mentioned. In addition to the aforementioned

activities, Orlando is the home to several world-class theme parks which include Walt Disney

World, SeaWorld Orlando, Busch Gardens, Epcot, and many more.

For more leisurely activities, the city provides information about spas in the area as well

as beautiful golf courses. Nightlife includes sports bars, Hard Rock Hotel, World of Beer, and

Howl at the Moon dueling piano show. Another notable trait of Orlando is that it is one most

popular wedding and honeymoon destinations in the world (www.visitorlando.com).

Note: The city’s website is not a chamber of commerce website. It is a city bureau site that

provides the details of the city.

10. Houston, TX


As of 2012, the estimated population of Houston, Texas was 2,160, 821. From April 1, 2010 to

July 1, 2012, the population percent change was 3.0% (U.S. Census Bureau).



The Houston Chamber describes its school districts as “excellent.” The city’s major

industries include oil and gas, manufacturing, healthcare services, and manufacturing.

Arts/Culture

Houston has an entire district dedicated to museums where visitors can enjoy fine art,

natural science, and history. Outdoor music venues are very popular in the city given the ideal

weather. Furthermore, symphonies and dramas are largely attended throughout the city.

Climate/Environment

The Houston Chamber confidently promotes weather in the city with blue skies and

warm temperatures. Temperatures below freezing point are infrequent, and snowfall is extremely

rare. This kind of weather allows for many outdoor activities no matter the month.


According to the Cost of Living Index in 2012, Houston was found to have one of the

lowest overall costs of living for metropolitan areas with more than 2 million residents

(www.houston.org). It is proud to be a city with a low cost of living and high quality of life.

Housing costs are well below the national average. Whether searching an apartment or a large

family home, there are real estate options for everyone. Additionally, Houston is a leader in the

medical field and offers superior medical expertise and support.


The list of major league sports teams in Houston is very long--from the Houston Texans

(NFL) and the Houston Rockets (NBA) to the Houston Astros (MLB), sports fans can enjoy the

camaraderie when visiting or living in Houston.


http://www.houston.org


The dining options of Houston have ties to Mexican and Creole food, as well as simple

and traditional Texas barbecue (www.houston.org). There are also many famous chefs that have

come out of Houston, providing the city with a desire to up the standards of dining out.

Analysis

Based on the findings, the author synthesized the findings to come to a conclusion about

each city’s target market and primary industry.

Austin, Texas promotes itself as a vibrant city rich in culture, heritage, and open to

innovation. The city is clearly working to grow in its technology and software development

industries, which will attract their target market based on the fact that the current generation is

comfortable and adaptable to the ever-changing digital age. The city knows that those industries

attract young talent. In turn, the city is very focused on creating an environment that is highly

supportive of cultural arts, and more specifically live performance and music. A large part of the

city’s culture has also developed as a result of its geographical location that provides opportunity

for endless outdoor activities. With this information, it is clear that Austin targets young, vibrant,

and well-educated individuals to help reach the city’s goals in cultivating a dynamic and forward

thinking culture. The primary industry that coincides Austin’s target demographic is technology

and software development, but the music industry also boosts and diversifies the city’s economy,

making it another primary industry. Not only is the city well-rounded with something to offer to

anyone who visits or relocates, but also it seems to offer a sense of community and support to

anyone wishing to pursue a dream or passion.


Being located around four highly esteemed universities has greatly contributed to the

brand of Raleigh, North Carolina. The city’s primary industries seems to have been decided for it

based on each of the universities’ specialities, and this has undoubtedly served Raleigh well.

With that, Raleigh’s primary industries are in technology and medicine. Therefore, the city’s

target demographic are companies and professionals who can contribute to those fields. Again,

given the city’s location, it attracts and attempts to retain young people by promoting the city’s

energetic night life which is brought to life by the college culture that has been cultivated there.

The Chamber of Commerce website for Phoenix, Arizona had a very weak online

presence in comparison to the other nine fastest-growing cities in America. The site provided

only a vague overview of the city and does not explicitly state or allude to primary industries.

Rather, the site attempts to attract new businesses by promoting its low costs and highly educated

work force. From the collected data, the researcher infers that the city of Phoenix utilizes its

online platform largely to attract retirees. With photographs of golf courses and outdoor

recreation, the city works to showcase the ways that its geographical location provides a warm

setting for anyone wishing to relax and enjoy themselves. However, retirees are most certainly

not the only demographic moving to Phoenix and increasing the city’s population. So, it appears

that the city has already established its brand well enough to be able only to practice passive

marketing, and continue to grow at an incredibly fast rate. Phoenix is also an example that city

branding may not be the only method to attracting visitors and new residents.

Dallas-Fort Worth, Texas provided the most impressive online marketing through its

Chamber of Commerce website. Each category discussed on the site was coupled with

infographics that convincingly described why Dallas-Fort Worth is such an increasingly popular


city in which to live. The city’s passion for the arts is evident not only through its many art

galleries, but also in the architecture that gives the city character. The city has a very diverse

economy with its primary industries being technology, medicine, and aerospace, and with an

increasing population, the city is likely to expand its range of industry to other business sectors.

Because of the city’s dynamism and versatility, it works to attract all types of people--from

families who can enjoy the amusement parks in the city to experienced professionals that can

contribute to the city’s industries.

Salt Lake City, Utah is a city with a Chamber of Commerce website that lacks attractive

marketing. Formatting errors and dispersed information made it difficult to properly evaluate this

city. As a result, a primary industry could not be identified. Despite that, it is clear the Salt Lake

City has a lot to offer. The beautiful mountain ranges that surround the city provide visitors and

residents with plenty of opportunity to enjoy nature. With a large Mormon population, there is a

distinct culture and unique perspective to be offered. Additionally, being the home to a few sports

teams seems like an effort for the city to further establish itself. Though the sports teams are not

some of the most high-performing in their leagues, the presence alone allows residents to take

part in the events and it provides the city with another diverse industry. The target demographic

of Salt Lake City appears to be individuals who have an open-minded appreciation for diversity

who also have a love for the outdoors.

Denver, Colorado promotes itself as a progressive and forward thinking city with a

mission to include and accept all people. In an interesting approach to marketing, this city’s

target demographic is young liberals. There is an obvious sway in political opinion and it is clear

that the city is working to attract a very specific type of individual. Denver’s primary industry


appears to be arts and entertainment as the city describes how each of its neighborhoods

overflow with art galleries and music venues to be enjoyed. Of the top ten fastest-growing cities

in America, Denver is the only one that expresses it views so openly. Since Denver is branding

itself with a certain image and set of ideals, the city might not be as appealing to individuals

whose views do not parallel those of the population at large in the city.

Ogden, Utah is a fascinating city that is quickly establishing a name for itself.

Information provided on the city’s website is exemplary of the fact that Ogden is working

towards a primarily technological industry. It has offered incentives for many up and coming

technology companies to relocate to the city. With that, there is an understanding that many of

the inventiveness and versatility are key characteristics of individuals to whom the city is

marketing itself. Based on Ogden’s online presence, it is evident that the city is one of the most

environmentally conscious of any on the list. With the “Re-Ogden” initiative and efforts to

centralize businesses, housing, and resources, the city strives to reduce the ecological footprint.

These efforts will undoubtedly resonate with individuals and create yet another reason to visit or

relocate to this intriguing city.

Charlotte, North Carolina markets itself very aggressively online, spouting off impressive

financial and banking statistics as well as information about excellence in its school district. The

city is young and vibrant with a distinct potential to develop into an even more prosperous city.

The Chamber of Commerce site offers resources for entrepreneurs while also targeting major

corporations to consider planting a location in Charlotte. The primary industries are finance and

banking. With a proven track record of financial success, the city is earning a renowned

reputation. In an effort to continue to evolve these industries, Charlotte’s target demographic is


white-collared business people with statistical and financial foresight. Little information is

provided about arts and culture within the city, but as the city continues to attract more people,

other markets such as those will surely gain more relevance in Charlotte’s branding strategies.

The Chamber of Commerce website for Orlando, Florida provided little to no information

for visitors and new residents. As a result, the author had to consult a website constructed by the

city bureau which would provide insight about how the city aims to be perceived. The site

appeared to be incredibly outdated, but nonetheless provided information about popular

attractions. Not much information was explicitly stated regarding the lifestyle of the city. But

with that, it is evident that Orlando’s primary industry is tourism. The city already has a well-

established presence and does not need to promote itself very heavily in order to attract visitors.

The city was most likely able to establish this presence as a result of its countless attractions that

have become destinations for tourists from around the world. The city’s website aesthetic is

bright and cheerful. With the collected information, the city’s target demographic is seemingly

young children and families, or the other side of the spectrum could be that the city is marketing

itself to retirees. The goals of the city, apart from the financial gains that the city achieves

through its means, seem to be to provide people from around the world with an enjoyable and

unforgettable vacation.

Texas has a third city in America’s fastest-growing cities list, and that is Houston. Based

on its geographical location, the city’s primary industries are in oil production, gas,

manufacturing, and medicine. These industries allow the city to be very broad in its marketing

strategies as each industry is so different. Houston is very cultural which is exemplified in the

cuisine, heritage, and museums through the city. It is an affordable city with plenty of events to


attend and organizations to be involved with. The sports industry also diversifies Houston’s

economy and provides a great deal of entertainment to visitors and residents. With so much to

offer and impressive online marketing, Houston is a establishing a presence that will continue to

gain momentum in population growth.

From the synthesized evaluations of each city, an interesting note is that many of the top

ten fastest growing cities are located within the same state. It is important to understand,

however, that though this may be the case, each city has clearly defined its priorities and created

an image for itself that is unique from the other cities located in its state or even in the country.

To put it more clearly, Raleigh, for example is a city that has branded itself distinctly for

technology and medical industries. Charlotte, on the other hand, though located in the same state,

has branded itself for banking and finance industries. As a result, when a corporation is

considering where it should plant locations or be headquartered, the industries of the city quickly

make a decision for the corporation. Bank of America, for example, would not opt to be

headquartered in Raleigh when the second largest banking capital of the country is in Charlotte.

Corporations choose to be based in cities with industries that can support their needs, so that they

can in turn contribute to boosting the economy of that city.

For visitors and new residents, understanding a city’s prominent industries is important

when it comes to searching for jobs. An individual with a specialized skill set in technology

would likely choose to live in cities like Ogden or Austin over cities like Houston or Salt Lake

City. From the collected data, it is difficult to infer the ways that specific industries affect cost of

living and quality of life, but the majority of the top ten fastest-growing cities promote

themselves with being affordable compared to the national average. Also interesting is the fact


that each of the cities on the fastest-growing cities list in some shape or form describe an

appreciation for arts, culture, and entertainment. It seems that the mention of this aspect of a city

is a factor that is collectively viewed with importance, as it alludes to a respect for heritage and

expression.

After evaluating the online platforms for each city’s Chamber of Commerce site (or city

bureau visitor site, as needed), it was clear that some cities have a more established presence than

others. For example, Phoenix, Salt Lake City, and Orlando had some of the weakest online

platforms of the top ten fastest-growing cities. Despite that, however, Phoenix and Salt Lake City

are among rank third and fifth on the fastest-growing list, suggesting that online marketing might

have little influence on an individual’s decision to visit or relocate to a new place. Or, it could

suggest that these cities already have what the researcher has coined as a “captive audience” to

which the cities can market passively. To individuals that are already familiar with what these

cities have to offer, online platforms might be in place to provide general information rather than

as an attempt to convince individuals to experience the city. On the other hand, up and coming

cities like Ogden, Charlotte, and Denver must market themselves aggressively by creating an

image for individuals to interpret and perceive, and also by highlighting their strengths. For

someone that lives across the country from Charlotte, for example, an online presentation of the

city could play a major role in how the city is perceived to someone who is unfamiliar with it. It

is likely that these younger and developing cities are striving to establish a presence such as what

Phoenix, Salt Lake City, and Orlando have created so that eventually individuals all over the

country will have an idea about the city without having to be so forward in its marketing


approach. Eventually, these younger cities will be a destination for individuals rather than a

transitory location.

Conclusion

The aggregation of this information has led to the conclusion that branding strategies

differ between cities based on their primary industries and target demographics. These two

factors largely define the priorities of each city and therefore become the catalyst for how the

city would like to be perceived by the population at large. This information is further support of

the existing research that city branding is implemented to create an image for visitors and new

residents to interpret as opposed to current residents. Characteristics of a city can be evaluated by

what the city’s Chamber of Commerce website describes most thoroughly online, displaying

what components of each city is considered to be the most important. A lot of insight about the

local community of each city can also be found in researching the types of events that are hosted

within the city.

The latter half of the posed research question addresses how cities also work to retain

current residents. Based on the research, it seems that the majority of the top ten fastest-growing

cities in America promoted a high quality of life and low cost of living. Though this information

may be directed towards individuals who are relocating rather than to current residents, the cities

provide this information to reassure new residents that they are making not only a good decision

based on a diverse economy, community, and so forth, but also based on statistics that put these

cities in a more affordable standing compared to other cities in the country. With this, the goal is

undoubtedly an effort for resident retention upon relocation.


In conclusion, city branding is an effective tool for cities that are on their way to

establishing a significant presence within the scope of the country. The distinguishing traits of

each city are climate/environment, education/industry/work force, arts/culture, and sports/

recreation/shopping/dining. As each city continues to cultivate its image, these traits are the

factors that give each city personality and identity. It is then up to the city to convey an image

that is representative of its philosophies, ideals, and priorities to attract its visitors and new

residents.

Limitations

Through the course of this textual analysis, the researcher came across several limitations

that could potentially influence the effectiveness of the study. The first limitation is that online

platforms are difficult to compare equally. For example, some of the Chamber of Commerce sites

that were evaluated provided a significant amount of information, while others provided only a

vague overview of each topic. More difficulty was found when several cities websites redirected

visitors to a completely separate tourist website rather than providing information through the

Chamber of Commerce site. This was problematic due to the fact that the researcher was forced

to acquire information about the different topics from a tourist standpoint rather than from a new

resident standpoint. Information was lacking on those types of sites as a result, especially in

regard to the topics of cost of living and quality of life.

The other limitation of the study is that the researcher was more familiar with some cities

than with others. Having familiarity with some of the cities under evaluation might have led to a

bias in the analysis of the city’s marketing and branding strategies and the interpretation of what


those strategies meant for each city. The researcher attempted to combat bias by only evaluating

the city based on the text provided, but it should be noted that there might be underlying sway

present in the analysis toward certain cities.

Recommendations

To researchers wishing to carry out a similar study in the future, the researcher of this

study has several recommendations. The most important recommendation is to realize the benefit

in recognizing each of the constituents involved in the branding of a city. A city’s image is not

created solely through the governmental figureheads in the Chamber of Commerce. For the

purposes of this study, the researcher analyzed only Chamber of Commerce sites and city bureau

sites in order to keep that data collection consistent. That said, it would be beneficial for future

researchers to analyze other online platforms that contribute to the city’s image. Social media, for

example, has a major influence on public perception of a city. Additionally, media such as

television shows, music, and so forth that are located in certain cities or mentioned in songs

could also play a part in buildings a city’s reputation.

Finally, the researcher suggests that future researchers be precise and detailed in their

data collection. For example, researchers should be specific in collecting numbers, statistics, and

especially in the adjectives that are chosen to create descriptions of each city. Being detailed

throughout the data collection process will lead to seamless analysis and create a clear distinction

between each city’s brand.


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