The Leander City Council on March 6 voted to move forward with marketing a nameless transit-oriented development district after hearing from M. Arthur Gensler Jr. & Associates Inc., an architecture, design, planning and consulting firm.

Leander City Council hired Gensler in December to market the 2,300-acre TOD district surrounding the Capital Metro train station. The firm held workshops with stakeholders, developers and residents in January and February to understand the vision for the area, where City Council has envisioned a unique, mixed-use retail and residential destination.

Alan Colyer, director of planning and urban design for Gensler, said feedback from developers indicates a name for the TOD is not necessarily needed to market the area.

"It was important for us to hear from developers from around the region," Colyer said. "As we go forward to market this opportunity by Leander Station, we have to know what that audience sees as being the opportunities and the strengths."

Colyer said City Council could choose for Gensler to move forward and brand the TOD with a name, or allow an initial or anchor developer to have a stake in the naming rights. Council members unanimously voted to direct Gensler to continue work on a marketing campaign and website.

"[Leander] is the only city outside of Austin that has its own rail station. That's what it's all about," Colyer said. "There will be tag lines that we hope to capture the spirit of what it is you want [the TOD] to be. And then let the developer, the one who goes in and starts something, have a say in the name."

Gensler's timeline for completion of the project and final presentation to City Council is early May.