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yips Item #: 6A .44 Meeting Date: April 16, 2010 • MOUNDS VIEw Type of Business: EDC Administrator Review: City of Mounds View Staff Report To: Economic Development Commission From: Heidi Steinmetz, Economic Development Specialist Item Title/Subject: Review and update on Mounds View's efforts to name or rename County Highway/Road 10 Background EDC Priorities Include Naming or Renaming County Hwy/Rd 10 The EDC's top 2010 priority is "Development/redevelopment along County Hwy 10 Corridor". The EDC then prioritized subcategories "a through f" as part of this priority. "Potential name change for County Hwy/Rd 10" the the top subcategory. The EDC's second 2010 priority is to "Continue budgeting to implement the Mounds View Branding Project". • Renaming County Hwy/Rd 10 is an action step related to both priorities. Mounds View Brand Strategy Risdall Marketing Group developed a brand strategy for Mounds View in 2009, which the EDA approved on April 13, 2009. Objective three of Mounds View's brand strategy is to "Capitalize on the County Road 10 corridor" by "Repositioning the City's image by capitalizing on the naming opportunity with County Road 10". To help achieve this action step, Risdall suggested that the City do the following: • Change the County Road 10 corridor from a highway to a parkway • Put the name of the city on the roadway (signage, maps) • Choose a name like "Parkway"that communicates something better than a highway that develops an image of a main street for the city Mounds View's 2004 and 2005 Efforts The 2009 brand strategy was not the first time the City acknowledged the positive benefits of naming County Hwy/Rd 10 as it goes through Mounds View. The City Council tried to accomplish this in 2004 and 2005. Summarized on the next page are their efforts. •