Do you agree with the East Valley Partnership changing the concept of “East Valley” to “Phoenix East Valley.” (Too much of a change, too little or about right?)
No. While there is a need to better highlight what is happening in the East Valley outside of Arizona moving to Phoenix East Valley provides little if any clarification when it comes to creating a strong brand. I suspect it is pretty close to how people already view the name. While it isn’t anything damaging, it certainly isn’t memorable or inspiring. To be honest I am mildly amazed they didn’t call it Phoenix-Mesa. They weren’t too embarrassed to put that on the airport.