In 1985, the New Smyrna Beach City Commission established the Community Redevelopment Agency (CRA). The agency will sunset in 2015. Marketing and promotion of the CRA district is one of the identified projects recommended in the adopted CRA Redevelopment Plan (2010). Prior to the initiation of this branding initiative, marketing of the CRA character districts had been conducted by volunteers and merchant groups and focused on the individual advertising of stand-alone events. No comprehensive marketing plan was developed or launched for any of the character districts or the CRA collectively. Yet most stakeholders agreed that “marketing” was necessary to bring “feet to the street” and new businesses to the district.