Chandler wants to recast the image of its Price Road technology corridor from simply a practical place for high-tech manufacturing to one that offers high-end living for a well-to-do work force.
Lori Quan, city economic development specialist, said officials want to drop the word "road" and just refer to the area - which features large-scale facilities such as a multibillion-dollar Intel manufacturing plant - as the Price corridor.
"There are places to live, dine and shop, there are open spaces to play in and great schools," Quan said. "Businesses want to be in a place that's attractive to their work forces, too."
The city's previous marketing efforts to attract high-tech firms focused solely on the area's utility, such as its robust power infrastructure, its high-capacity water and wastewater lines, and the ultrapure nitrogen pipeline that's essential for semiconductors, she said. The new marketing message, set to begin later this month, will feature Price Road's proximity to such things as the Ocotillo residential area, which Quan described as "upscale, executive living," the Ocotillo Golf Resort, the Downtown Ocotillo shopping center and the Chandler Fashion Center mall.
Chris Mackay, Chandler's economic development director, said the Price Road corridor has always been thought of as linear. Other established high-tech districts around the country, like Research Triangle Park in Chapel Hill, N.C., and the Legacy project in Plano, Texas, present a more holistic image to attract new businesses, she said.
Chandler is modeling its message on those examples, Mackay said.
"They take into account a lot more, the residential area, and the golf courses, and the parks and the schools, to really create that whole synergistic feeling of everything in one place," she said. "That's what our efforts are for the Price corridor."