On the wave of dozens of highlights showcasing Frisco’s recent achievements, Mayor Jeff Cheney announced a new branding initiative for the city at the June 28 State of the City Luncheon.

Frisco’s brand will be “a city of unrivaled performance,” Cheney said at the lunch, showcasing some promotional images that signified that message, such as shirts with the words “Unstoppable” and water bottles with the words “In the zone.”

“While it started as an [Economic Development Corp.] brand, I think this will permeate to the city of Frisco and all our departments, but ultimately we want it to permeate through all of you, as far as the culture that we’re building here in the city of Frisco,” Cheney said to those in attendance at the luncheon.

While the past year has signified change for the city, with the retirement announcement of Frisco’s first and only city manager George Purefoy, it has also been the busiest year the city has had, Cheney said.

Within the past year, the city made significant progress on projects, such as Grand Park and the redevelopment of downtown Frisco. New developments are also approaching an opening date, such as the Professional Golfers of America headquarters in Frisco and the Omni PGA Frisco Resort as well as UNT at Frisco Landing. Additional projects were also announced this last year, including the redevelopment of Hall Park and with it a Performance Park that will be home to the city’s performing arts center; Ritchey Gin brewery; and a Ritz-Carlton hotel that will be part of the Fields development.

The luncheon closed with a panel discussion between Economic Development Corp. President Jason Ford, Visit Frisco Executive Director Marla Roe, incoming City Manager Wes Pierson and Cheney. The four discussed how Frisco can be “future-ready.” Roe said if the city continues to invest in itself, with both new projects and updating existing ones, people will remain invested in Frisco.

“There’s the redevelopment that’s happening downtown with the Rail District, and if you think about our mall, it’s been here 22 years, and now you have Kidzania and the beautiful Hyatt Regency there,” Roe said. “It’s things like that, that the city continues to invest in and that keeps people wanting to come back over and over.”

Cheney agreed and said the city of Frisco has always invested in itself and will continue to do so.

“As long as we’re a city that continues to look forward and continues to reinvent ourselves and reinvest in ourselves, I think we can be future proof,” Cheney said.