What’s next for ‘America’s next great city’? Tysons leaders look to craft a new identity

For years, Tysons has been branded as “America’s next great city.” But as huge buildings fill up its skyline and people move in, the neighborhood’s businesses are trying to craft the next phase of Tysons’ identity.

The Tysons Partnership, a collection of the area’s most influential companies, is now hard at work on a new “place-branding strategy” for the burgeoning section of Fairfax County. The group has already committed to spend up to $250,000 to work with the design firm Gensler on that effort, and county officials are gearing up to send it another $1 million to bring it to completion.

Branding strategies for the area are certainly nothing new — after all, it wasn’t long ago that Tysons dropped “Corner” from its name, in a bid to move the neighborhood away from its singular association with the large mall bearing that moniker.

But Tysons leaders stress this effort is unique in that it’s designed to prepare the area for the next stage in its evolution. Urban…

Read the full story from the Washington Business Journal.

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