Beaumont (TX) Economic Development Foundation – Target Marketing Plan
ChallengeWhile Beaumont has many of the necessary elements for successful industrial recruitment – access to Interstate 10, multiple rail lines, a deep water port, a four-year university (Lamar University), and a technology training center – the city’s full potential remains unrealized. Despite an abundance of natural (Big Thicket National Preserve, Neches River, Gulf of Mexico) and cultural amenities (vibrant downtown, museum district, historic neighborhoods), Beaumont continues to lose population, suffers from an unfavorable image (both internal and external), and maintains an economy dependent on a single industry – petrochemicals.
ApproachThe Beaumont Economic Development Foundation recognized this challenge and commissioned TIP Strategies to assist in crafting a response. The goal was to identify target industries and craft a blueprint to guide Beaumont’s economic development marketing efforts. A project steering committee, representing a broad base of Beaumont organizations, was formed to guide a six-month planning process. To complete this work, we: (1) assessed the region’s challenges and opportunities, (2) analyzed industries that represented the highest potential for growth in Beaumont, and (3) prepared specific recommendations.
OutcomeBeaumont leaders sought industry that required higher skill levels, paid higher wages, and for which the economic future was promising. It was also critical that this industry be a fit for Beaumont’s current assets and be realistic in terms of medium to long-term success. In light of these considerations, TIP recommended the development of an advanced materials cluster in the city, leveraging Lamar University’s new advanced materials program, industrial concentration in petrochemicals, and access to growing manufacturing concentrations throughout the South. In addition, we developed a list of target industries and specific recommendations for marketing the city both internally and externally, including the creation of a marketing tagline, to enhance Beaumont’s position as a regional center.
Photo credit Roy Luck
Photo credit Roy Luck