The City of Sparks is well underway in a branding campaign during the midst of the worst recession the state has experienced since the Great Depression. Because Sparks has become known for its special events, the brand chosen revolved around the notion of northern Nevada’s premier event city, a place where there is always something happening!  The branding campaign helps the City not only in establishing an identity, but also serves as a catalyst for economic development. Event attendees as a critical mass will entice developers to build in the City’s downtown core. Sparks views the brand as one remedy to help the city and the region recover from the worst economic recession since the Great Depression.