by Amy Spasoff, Focus/FGW

On Thursday, October 25, 2007, area businesses, developers and land owners on the east end of Middletown, around the Premier Health Campus and Renaissance developments met with Focus/FGW at the Towne Mall to assist the city in coming up with a “Brand Identity” for the area around I-75. 

More information on the Focus/FGW agreement with the City

In Attendance:

• John Beard, Focus/FGW
• Amy Spasoff, Focus/FGW
• Lew Bonadies, Al. Neyer, Inc.
• John Beagle, Xponex Web & Media
• Mike Patel, American Best Value Inc.
• Nari Rajani,  Best Western Regency Inn
• Rachel Olszewski, Towne Mall/CBL
• Paula Burke, Consolidated Business Solutions
• Chris Dobrozsi, Al. Neyer, Inc.
• Shawnda Oakes, Butler County
• Lance Oakes, Design Homes
• Mark D’Urso, CESO
• Bill Triick, Chamber of Commerce
• Jim Beatty, Community Industrial Realtors
• Doug McNeill, Atrium Medical Center

Summary

The image for the area has slowly declined in past years.  We have an excellent opportunity to wipe the slate clean and start anew. 

The image for the exchange should be focused but not too narrow-minded as to decrease our chances of welcoming companies outside of the health care/bio-tech/educational realm. 

We must project a sophisticated image of a highly skilled workforce.  This can not be an exchange that would mimic that of Tylersville Road or Union Centre – these are examples of what not to do.  Both of those exits show a lot of urban sprawl and an excessive amount of fast food restaurants and big box retailers. 

We will work along the lines of what the City of Blue Ash, OH did in the 1980’s and the Fitzsimons Army Medical Center in Aurora, CO.  We want the image to be of a business center with Atrium Medical Center as its core.  The educational opportunities in the greater Middletown area must be recognized.

Words and phrases used by attendees:

• Highly educated workforce
• Health care credentials
• Business center
• New center of SW Ohio
• Keep the workforce of Miami at Middletown and Greentree
• New focus on the regional campuses
• The image of Middletown has declined in the past few years
• Sophisticated image
• No urban sprawl
• Demand for health care will only increase
• Site for business professionals, such as Blue Ash, OH
• Retention of young professionals
• Social aspects along the lines of The Greene at Beavercreek
• Work, play, live – all encompassing
• Conference center space
• Must bring good paying jobs

What would you like the general public to take away from the branding?

The general public needs to believe in the image.  We must stay true to what an be achieved.  The general consensus is a focus around medically-inclined businesses and suppliers, bio-tech companies and educational institutions.  We want the image to project the interchange is forward thinking, professional and the place for a company to relocate.

Words and phrases used by attendees:

• Sophisticated/intelligent
• Forward thinking
• Young and professional
• A sense of pride
• Inviting
• Highly educated
• A collaboration
• An attractive entrance
• Great first impression
• A great “new front door”
• Want general public to keep coming back and to spend money here
• Young, high energy and professional
• Regional and centrally located