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File #: 11-311    Version: 1 Name: Rebranding of the Former 440th Air Reserve Station (ARS)
Type: Action Report Status: Signed
File created: 6/28/2011 In control: Milwaukee County Board of Supervisors
On agenda: Final action: 10/7/2011
Title: From the Director, Department of Transportation and Public Works, and the Airport Director requesting authorization to rebrand the property at the former 440th Air Reserve Station (ARS) at General Mitchell International Airport (GMIA) as “Milwaukee County’s MKE Regional Business Park.”
Attachments: 1. REPORT, 2. RESOLUTION, 3. FISCAL NOTE, 4. REVISED REPORT, 5. REVISED RESOLUTION, 6. REVISED FISCAL NOTE, 7. ATTACHMENT, 8. CB Resolution, 9. Audio TPWT 09/14/11
Related files: 19-805
Title
From the Director, Department of Transportation and Public Works, and the Airport Director requesting authorization to rebrand the property at the former 440th Air Reserve Station (ARS) at General Mitchell International Airport (GMIA) as “Milwaukee County’s MKE Regional Business Park.”
Body
POLICY
County Board approval is requested for Milwaukee County to rebrand the property at the former 440th ARS at General Mitchell International Airport (GMIA).
BACKGROUND
The former 440th ARS was conveyed to Milwaukee County in July of 2010 through a Public Benefit Conveyance. Since the transfer, GMIA has worked to maintain, preserve, and lease space to tenants, and to accommodate various GMIA airport operations within the 102 acres, 80 plus buildings, and large aircraft ramp that comprise the area. The time has now come to move this valuable asset’s image away from being identified as a former military base to a new name and image.
Currently, there is a “Mitchell International Business Park” located on South Pennsylvania Avenue east of GMIA and the “Airport Business Park” located on South 6th Street west of GMIA.
Staff is recommending “MKE Regional Business Park” as the new name for the 440th.
As a part of the rebranding effort the following actions will need to be taken to assist GMIA in the re-identification of the former 440th ARS:
• Logo development and refinement
• Creation of graphics standards for logo usage
• Signage layouts for both a new entrance sign
• News release to regional media
• GMIA website updates to maintain consistency
• Notification and mailing list development to elected officials, stakeholders, and tenants to announce new name and share logo and graphic standards
• Special event for launch of new name
RECOMMENDATION
Airport staff recommends that Milwaukee County approve the rebranding of the former 440th ARS to “MKE Regional Business Park”.

FISCAL NOTE
Rebranding costs are indeterminate; sufficient funding exists in the current budget coveri...

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