What is the Phoenix brand?

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The Phoenix metropolitan area – often called the Valley of the Sun or simply the Valley – is home to more than 4.3 million people living in 27 incorporated cities and towns and unincorporated counties. It covers a broad geography and diverse population. But what is the “Valley of the Sun” and what is its brand – and why does this matter?

Is Phoenix a thriving metropolitan where a resident has endless educational opportunities, a healthy job market with many innovative companies and an arts and culture scene to provide inspiration? Or an Old West town with outdated policies and ideas? Independent of objective facts – how are we perceived?

Panelists and members of the ASU Real Estate Council wrestled with these questions during a recent discussion hosted by the W. P. Carey School of Business. Entitled “Defining the Vision of the Valley,” the event included an audience-participation, Mad Libs-style game to tease out what the group hopes to see in the Valley’s future.



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