Northern Nevada’s economic development organization’s new name is not only a better reflection of its geographical position but also a nod to the speed of which business transacts in the north part of the Silver State.
Northern NV Now, the rebranded image for the Economic Development Authority of Western Nevada, adds efficiency to out-of-market conversations since the vagueness of EDAWN typically brings about questions, said Taylor Adams, president and chief executive officer of Northern NV Now.
“EDAWN has been operating with the same imaging and brand for almost 45 years,” Adams told NNBW. “This is simply an update.
“It is aspirational, it speaks to immediacy, and it compels action,” he added.
The organization will maintain its name of Economic Development Authority of Western Nevada for legal and corporate fillings, but moving forward it will present itself to the national business community as Northern NV Now.
“This is really for the broader market and answers questions consistently asked about who we are and what we are doing,” Adams said. “We are proud of the history of EDAWN, and we are not trying to abandon it. We are simply speaking to the fact that everybody we talk to out of market, one of the first questions we get is, ‘What is an EDAWN?’
“The other thing they ask is, ‘Where are you?’ because Western Nevada is 600 miles long and technically includes Las Vegas in its entirety. For us, by embracing Northern Nevada, it is much easier for people to find us.”
The word “authority” in the former brand also is commonly associated with government entities or public agencies, and EDAWN is a private organization that is primarily funded by corporate partnerships and private business investors, with support from local municipalities and the state, Adams noted.
“By being Northern NV Now, we are able to speak to those three things more efficiently.”
Adams highlighted the rebranded Reno Sparks Convention and Visitors Authority, which is better known outside of the area as Visit Reno Tahoe. The name immediately drives recognition and awareness to the region versus the far more ambiguous RSCVA byname. He also acknowledged that it will likely take some time for the rebrand to catch on locally.
“People don’t like change,” he said. “It’s important that people know we are not abandoning our principles. We are proud of who we are and what we have done. We are providing a half-century update on our brand. But we will remain the same organization, with the same passion and values. It’s just an update on who we are for the broader market that is looking to do business here, and we are excited about where this is going to take us.”
The rebrand required extensive legwork. EDAWN went through a comprehensive process that involved multiple stakeholders, including local municipalities, Washoe County, the Governor’s Office of Economic Development, and organizations and clients out of market.
“We went through an almost year-long process that led us to this point. It is just setting the stage for the next 40 years,” Adams said.
Platinum sponsor Abbi Agency led research, strategic and creative efforts. President and founder Abbi Whitaker said rebranding efforts involved a ton of collaboration through countless stakeholder interviews and internal discussions among Northern NV Now staff.
“It is a stake in the ground about where we are going,” Whitaker said of the rebrand. “It is immediate, direct, and it has a sense of urgency.
“It also has a sense of pride – we put our name dead-center of this brand and narrative.”
Northern NV Now’s website and social media channels began reflecting the new brand last Thursday following a reveal at Reno Public Market. Board Chair Stephen Ascuaga said in a statement the board supported the change because it better reflects the region’s continued growth on the national business front.
“Northern Nevada has become one of the most dynamic places in the country to build a business, and this organization has helped lead that shift,” Ascuaga said. “It deserves a brand as forward-looking as the region it serves.”
