Set among thousands of acres of pecan orchards, providing the community a quiet country setting, Sahuarita is just 20-minutes south of Arizona's second largest metropolitan area, Tucson. As one drives south of Tucson it’s actually amazing to “feel” the calm as you pass through orchards, farms, and enter into a peaceful “small town” setting.
Challenge: Sahuarita is an entirely different community than it was 25 years ago when the population was just 1,650 residents. Today, Sahuarita is home to nearly 30,000 residents and partially serves a population base of 62,000 residents living within a ten-mile radius of Town Hall. And that base population increases about 2.5% annually at the current rate.
The challenge is that Sahuarita is made up of several distinct communities. They need to be brought together, not only through its churches and community events, but through a common, central downtown location where residents would gather. The residents of Sahuarita are VERY connected to their neighborhoods and the school system, but they have little in the way of connection to Sahuarita as a community.
Our team was brought in to help Sahuarita develop a unified brand and action plan that would help the community develop their central gathering place, as well as be known for something specific that would help the community stand out from the rest in Southern Arizona.
Solution: The Roger Brooks International team helped create Sahuarita's Branding, Development, and Marketing Action Plan as well as Brand Style Guide. The action plan will help achieve the following goals:
- First, to create a stronger sense of community beyond the schools and neighborhoods
- Second, to find ways to encourage more commercial development, offsetting the heavy reliance on residential development to sustain the town’s budget.
- Third, to find ways to import new revenues into the community, combatting spending leakage while increasing the local tax base.
Creating a “sense of place” will accomplish the primary goals of this effort and will create the vehicle that will connect ALL of the residents of Sahuarita, regardless of ethnicity, age, or demographics—a central gathering place that is alive with music, culture and commerce that is open to all—a pedestrian-friendly, intimate downtown.
The goal of the brand, in a nutshell, is to position Sahuarita as “The number one community in Southern Arizona to grow your family, business and future.” In fact, the current brand in Sahuarita can be stated as follows: “Families and active adults (seniors) are moving to Sahuarita because of its upscale homes in well-planned and safe neighborhoods loaded with recreational amenities, great schools, and a beautiful pecan-orchard country setting just 20 minutes from Tucson and Madera Canyon.”