Crystal City, Pentagon City and Potomac Yard are still separate neighborhoods — but the business improvement district that serves them has a new name today.
The Crystal City Business Improvement District has been officially renamed the National Landing Business Improvement District. The BID has a new website, a new video and a new logo, which gives a visual nod to the area’s “Metrorail lines… abundant natural green spaces and parks, and the water of the Potomac River nearby.”
The name change coincides with two separate events that happened in parallel: the expansion of the BID’s boundaries to include portions of Pentagon City and Potomac Yard, and the arrival of Amazon’s HQ2. The initial HQ2 announcement caught people off guard as it referred to “National Landing,” a term coined by economic development officials in the pitch to Amazon but to that point never revealed to residents.
At the BID’s annual meeting this morning, during which the name change was approved, Arlington County Board Chair Libby Garvey spoke on the broader topics of racial equity and recovery from the pandemic.
“As we come through this we are going to be a stronger Arlington, more equitable, more innovative and more resilient,” Garvey said in prepared remarks. “There is no place I’d rather be in the world than here in Arlington, and a lot of that right now is simply because of this community. We are strong, we are smart, and we are caring.”
More on the name change from a press release:
The Crystal City Business Improvement District is officially renamed the National Landing Business Improvement District (BID) following an action by its voting membership at its annual meeting today. The virtual event included remarks from National Landing BID President and Executive Director Tracy Sayegh Gabriel, Arlington County Board Chair Libby Garvey and American Diabetes Association President & CEO Tracey Brown.
The organization’s adoption of the National Landing name is the culmination of a robust, years-long community engagement process in which the BID sought and received positive feedback from residents, civic associations and stakeholders, and attained approval from the Arlington County Board.
The name and coinciding brand assets, which were unveiled for the first time at the meeting, aim to better reflect the BID’s enlarged boundaries and to foster a more cohesive identity for National Landing, which is comprised of Crystal City, Pentagon City and Potomac Yard-Arlington. The National Landing area encompasses nearly 12 million square feet of office space in a mixed-use, walkable urban center that includes more than 26,000 residents, nearly 5,900 hotel rooms and over 450 restaurants and shops.
The new visual identity for the organization and unified district includes a new logo and corresponding digital assets including a video, website (Nationallanding.org), and social handles (@NationalLanding on Twitter & Instagram, @NationalLandingBID on Facebook). The branding features an iconic “N” comprised of bright yellow, blue and green, which reference the Metrorail lines, the area’s abundant natural green spaces and parks, and the water of the Potomac River nearby. In a nod to National Landing’s unparalleled connectivity, the logo’s clean, rounded edges reflect transit systems, the airport and motion. To reinforce the unified spirit of the area, all three neighborhood names are included in the logo.
In her remarks, Ms. Gabriel reflected on the BID’s accomplishments over the past year, which include achieving its longstanding goal of expansion. “At nearly one square mile or 60 blocks, an expanded BID geography enables us to promote the area’s unified identity as a vibrant, nationally-recognized urban center and to shape and manage growth and investment in ways that enhance the quality of life for those who live, work and visit here,” said Ms. Gabriel. The BID also worked with local organizations and businesses to produce its signature lineup of programs and events and introduced new art installations and beautification projects this year.
Ms. Gabriel addressed the BID’s ongoing work to support the community during the COVID-19 crisis, which included a $100,000 contribution to Arlington’s Small Business Emergency GRANT Program to help National Landing establishments whose operations were impacted by the pandemic. The BID also shifted to a lineup of virtual programming; launched its “Hometown Heroes” program to recognize inspiring community members; and created the #LoveNationalLanding campaign, an ongoing partnership with local artists to enliven the streets, highlight small businesses and foster neighborhood spirit.
Ms. Gabriel stated that the BID is more committed than ever to guiding the area’s growth in ways that promote equity and inclusion. In addition to providing its core set of services to the entire National Landing area, the BID is prepared to assist through the various stages of reopening and recovery and continues to explore civic partnerships to serve the humanitarian needs of the community. To accomplish its goals, the BID will grow its staff as it continues to settle into its new offices at 2011 Crystal Drive.
Despite the year’s challenges, the BID underscored optimism for National Landing’s future, highlighted by the construction of Amazon’s second headquarters and the company’s hiring efforts, planned park improvements and the area’s robust residential development pipeline. In addition, continued funding for transformative infrastructure projects like the CC2DCA intermodal connector and Route 1’s conversion to an urban boulevard will deliver next generation mobility.
Through these projects and other strategic efforts, Ms. Gabriel remarked that, “The National Landing area is poised to serve existing and future residents, employees and visitors who appreciate a community that offers convenience, urban amenities and a vibrant and transforming public realm.”