After years of constant debate about creating a new, exciting, and unifying brand for the White Flint area, we have finally come to a decision!
Yesterday, at the White Flint Downtown Advisory Committee monthly meeting, Streetsense, a marketing and branding firm, announced the community’s choice for new name for the sector: Pike District. Both the White Flint Partnership and the White Flint Downtown Advisory Committee have expressed their full support of this chosen name.
Streetsense held a public charette back in September to discuss 10 possible names for the district, which were given by community members through focus groups, surveys, and one-on-one discussions. At the charette, individuals ranked each name on a scale from -5 to +5. Pike District came out on top as the favorite among community members who attended the charette. Sarah Wright, from Streetsense, mentioned that Pike District was “clear” and “straightforward,” while providing a sense of location in the name. These are all elements that really resonated with the community.
It is important to note that this new name will not change any postal addresses or community names in the sector. The idea behind the re-branding is to tie all the various developments together under one commercial district name to market the region. Like Silicon Valley in California or Penn Quarter in DC, we want a name that is both appealing enough to attract new retailers to the area while still speaking to the authenticity of the sector, which will allow community members to keep their connections to the district.
The question now is what next? The White Flint Partnership will work on creating a logo and brand involving the Pike District name. In addition, the website for the Pike District is slated to launch by the end of the December or early January. We are really excited for this website and hope it will be a great tool for our community members. Stay tuned for more information about these developments as they occur!