Brand Agency unveils Hokie concept aiming for elevated family entertainment experience

During the recent Hutto Economic Development Corporation (EDC) and Community Development Corporation (CDC) board meeting held on March 10, 2025, significant discussions centered around the branding and development of a new entertainment venue named "Hokie." The meeting featured presentations from Ryan Kitchens, a partner and brand manager, and Ally Urbino, the marketing director, who provided insights into the branding strategy and community feedback for the project.

The Hokie brand aims to create an engaging and vibrant space that encourages families and friends to come together, stepping away from screens to enjoy social activities. The branding team emphasized their goal of delivering an experience that rivals high-end venues like Whole Foods while remaining accessible to a broad audience. The concept is designed to resonate with various age groups, as indicated by positive feedback from focus groups conducted across different regions, including Texas and Florida.

Kitchens highlighted the importance of the name "Hokie," which was selected from an initial list of over 100 potential names. The branding team conducted thorough trademark research and community surveys to ensure the name would stand out and appeal to the target demographic. Feedback from focus groups indicated that the name was memorable and engaging, with participants expressing excitement about the brand's potential.

However, the meeting also revealed some concerns regarding the name "Hokie." One board member suggested revisiting the name due to its connotations, prompting a discussion about the importance of community perception in branding. While the majority of feedback was positive, the board acknowledged the need for ongoing dialogue about the brand's identity.

In addition to branding discussions, the board addressed the progress of the sign permitting process for the venue, indicating that they are actively working with the city to move forward. The meeting concluded with a commitment to continue refining the brand and ensuring it aligns with community values and expectations.

Overall, the discussions at the Hutto EDC and CDC meeting underscored the significance of community engagement in the branding process and the potential impact of the Hokie venue on local social dynamics. As the project moves forward, the board's responsiveness to community feedback will be crucial in shaping the venue's identity and success.