Economic Development Update +

Branding Katy, Texas Presentation for TREPAC

Lance LaCour, CEOKaty Area Economic Development Council

August 6, 2012

Economic Development Update Katy, Texas

• 2012 = Great Year•Manufacturing Projects with Headquarters/Admin

•Fueling Major Job Creation

•New Office Space•Grand Parkway = Major Business Growth•Energized Economy

Energy Manufacturing•Dyna Drill/Schlumberger•Product = Rotors + stators•400 plus jobs, 350 Sq. Ft.•$80,000,000.00 •Katy Technology Center Campus (Pathfinder)•Colonial Parkway/TX 99

Energy Manufacturing•Weatherford

•425 plus jobs•$100,000.00•Half of jobs over $56,000 per year•US 90 West of Katy, East of Pederson Road•KISD Incentive

DistributionRooms ToGo Expansion

•300,000 Sq. Ft.•25-30 new jobs•Total =

• 1.3 million Sq.Ft.•375-400 Jobs

Energy Office Mason Creek Office Center•I-10 and Mason Road, Northeast Corner•135, 000 Square feet•6.5 Parking Ratio•Potential Job Creation: 800 Jobs

Energy Office and Mixed UseLaCenterra

•Phase I – •170,000 Sq. Ft. Retail Space and 90, 000 Sq. Ft. Office

•Phase II -•130,000 Sq.Ft. Of Retail Space, 70,000 Sq. Ft. of Office Space

•New Restaurants: •The World of Beer, Feb, 2012, 2,826 Sq.ft.•Grimaldi’s Pizza, March, 2012, 3,657 Sq.ft.•Bonefish Grill, June, 2012, 5,742 + 608 Sq.ft. Patio•Zoe’s Kitchen, June , 2012, 2,502 Sq.ft.

Other Office Building Projects in KISD

•Katy Green : 200, 000 Sq. Ft. (Green house and I-10)•Skanska : 300,000 Sq. Ft. (Memorial/Eldridge)•Woodbranch : 300,000 Sq. Ft. (Near Shell Wood Creek)•Trammel Crow : 500,000 Sq. Ft. (Eldridge/I-10)

the big problem Katy has lots of energy.....but not a well defined sense of

place.

Community Mystery Shoppers

Stakeholder Interviews

Community footprint audit

Community Online Survey

Attitude Awareness & Usage

Digital Footprint audit

Community Segmentation

Analysis - ESRI Tapestry

Focus Groups

Brand Truth #1

Katy ISD DRIVES Katy's reputation and community pride.

Virtually everyone agrees Katy is a great place to live and Katy ISD is the driving reason why.

YES 98%

NO 2%

What distinguishes the Katy area most from other communities in the Houston metro area?

• KISD Schools and Football

• Community

• A real small town feel

Outside PerceptionsMost sought after community for schools

in the greater Houston Area?

The Katy name spans across multiple geo political boundaries all within Katy ISD.

This helps to create a sense of place confusion.

Brand Truth #2

What do you call the geographic area inside the Katy Independent School District but outside the boundaries of the City of Katy?

• Katy -42% • Katy something (Area, Greater) -

33% • Katy ISD -3% • Something else -21%

The City of Katy provides the Katy Area with heritage, a unique aesthetic character, it’s biggest attraction and

most of all …..IT'S NAME.

Brand Truth #3

The Katy Area provides the City of Katy with energy, economic support,

momentum, and buzz.

a symbiotic relationship!!!

Brand Truth #4

Recommend the Katy Area as a place to start a businessDo you recommend the Katy Area as a place to start a business?

YES 94%

NO 6%

Brand Truth #5

A lot of outside perceptions are created from traveling and visiting

Katy Mills Mall.

The Energy Corridor is a big part of Katy and the Katy Area.

Brand Truth #6

Which community claims to be home of the Energy Corridor?

Where do you think most of the employees and executives of the Energy Corridor live?

Katy’s character delivers friendly, community-minded hard-working family

values.

Rooted in its heritage.

Brand Truth #7

Rate the character of the Katy AreaUsing a scale of 1-10 with 10 being “exact match” and 1 being “does not match”

The Brand Promise

What should a brand promise statement do?

Singularly define the brand Measurement for all branding decisions.

Truth Aspirational

Heritage Vision for the future

Inspirational Differentiating.

For people who want to be near Houston and place a premium on family focused communities,

the area of Katy, TX is

where there’s a tireless effort to sow seeds of learning in fertile ground,

so there’s a bountiful harvest of bright minds and

energy

The Katy Brand Promise

Statement:

Brand Idea:

Create a sense of place that shows the bountiful energy of Katy.

Katy, Texas

Energy Grows Here

Brand Creative Platform:

Energy grows in Katy, Texas. For over 100 years, growing energy, has been a defining characteristic of Katy. Growing energy is more than what's produced from the ground. Growing energy is an attitude sewn

into the fabric of our entire community. It's in the character of our people. It’s in our schools. It’s in our

businesses. It's in everything we do.

Katy, TX Energy Grows Here

A strong logo should not be “over designed”. The more "moving parts" the less likely it can be understood, let alone

adopted.

Logo Objectives:

The strongest brand logos are simply stated.

Logo Objectives:

Creates a balance between the strength of the Katy name and the lightly whimsical icon.

Creates a graphical point of distinction that shows THIS is the place where energy grows.

The base color is red to portray energy, strength and a nod to Katy’s heritage - the City of Katy. The hints of yellow at the top

show tomorrow’s opportunity.

A mark than can be activated

BRAND WEBSITEWWW.BRANDINGKATYTX.COM

What Can I do to get Involved in Promoting the Brand?

•Learn the Brand•Utilize the Logo/ Brand in your Marketing Material

• Fill out the Brand/Logo Release Form and send it to EDC•Integration of Brand in

• Sales work, Advertising, and Dialogue with your customers•EDC/Realtor Dialogue

• Selling/Positioning, Research, and Feedback•Volunteer to help with Branding Efforts