We spearheaded the effort to position Downtown Tampa to residents (primary), businesses and visitors (secondary). This included gathering stakeholder input, establishing the brand position (target customers and brand essence, promise and personality), and achieving stakeholder consensus around the brand position. The new brand positioning will help Downtown Tampa create clarity and consensus around what makes it compelling and unique to its intended audiences. It will set it apart from other places that its target audiences are considering. Through this process, Downtown Tampa intends to receive an increased share of the economic development ‘pie’ and foster greater pride and loyalty of its current residents and businesses.