By Gary Nelson | The Arizona Republic
Michael Crow would like the East Valley to stop giving itself a bad rap.
In many ways, it’s one of the most successful regions on Earth, the Arizona State University president said at a gathering of area leaders this week. But judging from its self-image, he added, you would never know that.
Crow spoke to several dozen people Wednesday at the grand opening of the Mesa branch of Illinois-based TrustBank, a wealth-management company.
Branch-bank openings don’t normally attract college presidents, but Crow and most of the region’s mayors were there at the behest of Roc Arnett, president of the East Valley Partnership.
Arnett used the occasion as a teaser for the June 12 rollout of a new regional branding strategy that probably will relegate the term “East Valley” to the dust bin.
In April, a consultant hired by Arnett’s group said the new name probably will include some reference to Phoenix. He said the term “East Valley” has almost no resonance nationally, whereas “Phoenix” registers well with corporate site selectors.
