Work Session Item 4 - CRC Naming 10.06.14 FINAL
Community Recreation Center Naming
Work Session
FOLLOW-UP
Creative Naming Convention Process
BRAND MANIFESTO
We are creating a space with a unique purpose – to unite, celebrate, learn, enjoy, foster and grow, in the center of a place we call home. A place that celebrates culture and competition.
A place that honors tradition and fosters the development of the next generation. A place of casual elegance that sets a standard in our town, our region, and across the nation.
MASTER BRAND
NAMING FOR THE COMPLEX
(PLUS THREE MAIN STRUCTURES)
SENIOR / EVENTS / WEDDINGS
SPORTS & FITNESS
AMPHITHEATER
NAMING FOR THE COMPLEX
(PLUS THREE MAIN STRUCTURES)
SENIOR / EVENTS / WEDDINGS
SPORTS & FITNESS
AMPHITHEATER
The Paragon
Promise Hall
Champions Center
Starlight Pavilion
July 14, 2014
The Crests of Southlake
Windsor Crest
Valor Crest
Aria
Halls of Southlake
Legends Hall
Valor Hall
Serenade
Southlake Green
Sonnet Room
The Courts
The Pavilion
The Marq
Landmark Hall
Vantage Sports Center
Aria
The Grand
Promise Hall
Valor Courts
Pinnacle Stage
The Paragon
Promise Hall
Champions Center
Starlight Pavilion
July 14, 2014
The Crests of Southlake
Windsor Crest
Valor Crest
Aria
Halls of Southlake
Legends Hall
Valor Hall
Serenade
Southlake Green
Sonnet Room
The Courts
The Pavilion
The Marq
Landmark Hall
Vantage Sports Center
Aria
The Grand
Promise Hall
Valor Courts
Pinnacle Stage
July 29, 2014
Halls of Southlake
Windsor Hall
Champions Hall
Aria Hall
Halls of Southlake
Windsor Court
Champions Club
Aria
The Marq - Southlake
Landmark Hall
Champions Center
Pinnacle Stage
Southlake Green
Landmark Hall on Southlake Green
Champions Club on Southlake Green
Aria on Southlake Green
Legends Hall
July 29, 2014
Halls of Southlake
Windsor Hall
Champions Hall
Aria Hall
Halls of Southlake
Windsor Court
Champions Club
Aria
The Marq - Southlake
Landmark Hall
Champions Center
Pinnacle Stage
Southlake Green
Landmark Hall on Southlake Green
Champions Club on Southlake Green
Aria on Southlake Green
Legends Hall
August 5, 2014
The Marq - Southlake
Legends Hall
Champions Club
Aria
Freedom Southlake
Founders Hall
Valor Sports Club
Anthem Plaza
August 5, 2014
The Marq - Southlake
Legends Hall
Champions Club
Aria
Freedom Southlake
Founders Hall
Valor Sports Club
Anthem Plaza
August 5, 2014
The Marq – Southlake
Legends Hall
Champions Club
Aria
August 12, 2014
The Marq - Southlake
Legends Hall
Champions Club
Aria
Freedom Southlake
Founders Hall
Valor Sports Club
Anthem Plaza
70% Strongly Agreed or Agreed
Creative Process
NEXT STEPS
Council requested alternatives from Staff
October 21, 2014
Questions?
THE MARQ • SOUTHLAKE
RATIONALE
A mark is a recognized standard or quality. Southlake has always set the bar very high and this center is certainly no exception. Changing the “k” to a “q” creates the brand name Marq.
This derivative allows us to have a more uncommon brand and adds a bit of casual elegance to the name.
Driver Brand:
Senior Center/Event/Wedding:
Sports & Fitness:
Amphitheater:
THE MARQ • SOUTHLAKE
LEGENDS HALL
CHAMPIONS CLUB
ARIA
RATIONALE
Each of the three event centers represent the “mark” or the highest standard in three categories:
Legends Hall is a nod to people who achieve the status of an icon, through their actions and their life accomplishments.
Champions Club refers to the Southlake tradition of creating sports teams which reach the highest levels of competition.
Aria is the primary melody of a opera, which typically considered the greatest part of the work. Aria is also Italian for “air” a nod to the open air stage.
23
SURVEY RESULTS
Strong Support for Recommended Names
Strongly Agreed or Agreed
Very Strong in Branding Industry
70%
Driver Brand:
Senior Center/Event/Wedding:
Sports & Fitness:
Amphitheater:
THE MARQ • SOUTHLAKE
LEGENDS HALL
CHAMPIONS CLUB
ARIA
City Council Work Session (Aug 5, 2014)
Joint Meeting (Aug 12, 2014)
Park Board recommended 4-1 (Sept 8, 2014)