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Santa Ana's Brand <br />• Understanding our current/perceived • Vision <br />brond(s) • Mission <br />• Exploration • Authenticity <br />• Position • Character <br />• Values <br />• Community <br />-- - <br />I I <br />Developing Santa Ana's Brand <br />Next Steps: <br />• Designate Funding <br />• Release RFP <br />• Award Contract <br />• • ROW <br />�'' I. GRO 4 . <br />j� j I1 <br />,: <br />Council discussion ensued. <br />• City Manager Cavazos, indicated that matter would be agendized on <br />September 15, 2015, for further consideration and consensus prior to <br />approval of appropriation adjustments in October, 2015. <br />• Councilmember Martinez, requested addition of following items: civic <br />engagement component and institutionalize voter participation programs; <br />economic development tax incentive program (perhaps twice a year); <br />economic strategic plan with branding; lowering fees as business incentive. <br />• Councilmember Benavides, concerned with list of needs throughout the City; <br />branding presents opportunity to promote the City; supports full funding for <br />branding for economic development; commented on capital improvement <br />projects implementation plan including strategy and funding set aside funds; <br />support skate park in Downtown. <br />• Mayor Pro Tern Sarmiento, emphasized needs throughout the City; staff <br />seeks direction; need to focus on projects that are investments and will <br />render results (return on investment); supports completion of General Plan <br />and branding to attract potential investors; Metro East Project presents good <br />CITY COUNCIL MINUTES 34 AUGUST 18, 2015 <br />