TAYLOR..."THE ZEST OF TEXAS"
A Brand new Day...Unveiling the Zest of Taylor

THE ESSENCE OF TAYLOR

As The Zest of Texas, the city of Taylor represents the best of Texas. Located just 30 miles northeast of Austin and surrounded by corn and cotton fields, Taylor has been the prairie, the railroad town, the idyllic country com- munity, and now the progressive edge of an urban landscape. Home to a community of more than 17,000, Taylor's zest lies in the heart of the community, in the richness of its history, and in the pride of its heritage. You can catch the citizens of Taylor celebrating their spirit with every Bloomin' Festival, Barbecue Cook-offs and Rattlesnake Roundup; with every home-run at Taylor Regional Park and Sports Complex; and with every grip of the rope at the Taylor Rodeo.

The promise of Taylor's future is most evident in the East Williamson County Higher Education Center, where students will be empowered to contribute to a vibrant economy by gaining skills and knowledge from any of the four college and university partners in the multi-institutional teaching center. Visitors to Taylor savor the unique flavor of Texan life when they stroll through historic downtown, stop for some sizzling smoked barbecue, or tour exquisite renovated mansions, B&Bs, and a host of cultural and historic landmarks. They will experience the gusto of Texas with a sprinkle of spirit, a dash of charm, and a spoonful of heart from right next door.

THE NEW BRAND FOR TAYLOR

As The Zest of Texas, Taylor is poised to show the world what it's all about. The City is proud to present a new brand identity that reflects the next phase in a long history of success. But it is more than just a new tagline and logo; it is a reflection of the community itself. How do you capture the spirit of a whole community? It is a tough job, but extensive qualitative and quantitative research based on data meticulously collected and analyzed by the brand experts at GoGo Creative shed much light on what makes Taylor about the thriving city it is.

Researchers gathered demographic data, tangibles, intangibles, and information about internal and external perceptions of Taylor's image. They conducted focus groups, passed out questionnaires, held interviews, explored bookstores, investigated local shops, visited residents' homes, and spent time with the locals. Yep, it's hard work. But after discussing the trends with a remarkably diverse population over Taylor's world-famous barbecue, spicy salsa and kolaches to-die-for, the results were unequivocal: sheer zestiness.

The tagline—"The Zest of Texas"—simultaneously projects an image of "progressive" yet "traditional". "Zest" reflects everything creative, upbeat and energetic about Taylor, while "Texas" positions Taylor regionally and invokes com- mon associations such as cultural diversity, southern hospitality, and strong work ethic. As Rob Bauman, President of the Taylor Chamber of Commerce puts it, "'Zest' is a synonym for 'gusto,' and that very much sums up our life- style here in Taylor. We live enthusiastically, with much gusto and zest! It's just a natural way of life for us."

For citizens of Taylor, the new tagline reemphasizes the city's vibrant and culturally rich atmosphere. "When we be- gan thinking about a new brand for our community," Mayor Rod Hortenstine explains, "we wanted something that represented not only our heritage and cultural traditions but the progressive attitude, zest for living and expecta- tions our community has. It is that essence that says we have been here a long time, and we embrace the future."

In addition to solidifying Taylor's zestiness, the tagline develops a new association for non-Taylor residents and potential newcomers. It's highly phonetic nature affects us on a visceral level, evoking the images, smells and fla- vors of hearty Southern cuisine, famous Texas barbecue and ethnic foods. (and Taylor's in particular, for which the city has a genuine claim to fame.

As for the logo—it couldn't be a more accurate representation of everything Taylor has to offer. The playful green stripes not only underscore the beauty of the surrounding farmland and rolling hills, they also represent the blooming economy. The shooting sun rays nurture the seeds of the future with the promise of a new dawn. The Texas rising sun symbolizes Taylor as the vibrant Texas town which it truly is. The jagged outline of the font screams "Gusto!" while the whipping "A" and underlined "O" almost redefine the whole word rendering it defini- tively, unmistakably Taylor—"The Zest of Texas."

BUSINESS IN TAYLOR

Brimming with gusto

Conveniently located just northeast of the Austin area, Taylor offers a full range of attractions and incentives for new residents, businesses and tourists alike. With the new SH-I30 access, it is a straight shot to Austin-Bergstrom International Airport (ABIA) airport and I-35 south of Austin and north of Georgetown. US 79 and SH-95 cross as the city's main thoroughfares, while the Loop around town connects drivers to US-290, making it easy for those traveling to Austin, San Antonio, Dallas-Fort Worth or Houston.

Taylor is a pocket of inspiration, easily accessible but nonetheless hidden alongside a bustling urban cityscape. A culturally rich, economically viable and intellectually vibrant community, Taylor may well be Central Texas' best-kept secret. With air access via ABIA and the Taylor Municipal Airport, Taylor brings international commerce to local businesses and orga- nizations, and helps stimulate the local economy by helping new businesses get started. The Taylor Community Network (TaylorCNET) uses the citywide broadband network to provide high-quality videoconferencing so local businesses can communicate with businesses at the regional, national and international level, without the hassle of in-person meetings. Taylorofferscommunity-wideinternetaccesswithmultipleaccesspointsfreeofcharge. Thecityisalsostimulatingthe localeconomy byprovidingresourcesforsmallbusinesses.Entrepreneursandsmallbusinessownerscanvisitwww. taylorcnet.org to download a Business Owner's Toolkit, which offers a wealth of information about how to establish and grow new businesses in Taylor, helping to make the local economy as zesty as its ambiance.

Taylor Economic Development Corporation (TEDC) attracts investors by serving companies considering expan- sion or relocation to Taylor. Recognizing Taylor's untapped resources, the TEDC has been diligent with its goal to "improve the economic climate for the Taylor community." The results are proven, measurable and impressive. Since efforts began in 1994, the TEDC has assisted 68 start-up, relocation, and/or expansion projects. Fifty were external. Clearly, interest is growing.

Taylor is a place where businesses can grow, succeed and sustain. A number of manufacturers have been in Taylor for 50 years or more. Taylor Bedding has been open for business for over 100 years, the Taylor Daily Press has oper- ated continuously for 95 years and Taylor Iron-Machine Works has been operating from the same location for 75 years. Top employers come from the standard three categories: Prime (ERCOT, Accurate, Floyd's Glass, Gemini, Durcon, Inc.), Retail (HEB, Walmart), and Services (Education and local government).

Taylor is also experiencing growth in the knowledge-based economy as indicated by several of the largest employ- ers, which include the nearly 700-strong ERCOT and the Electric Reliability Council of Texas. From its control cen- ter in Taylor, ERCOT manages the flow of electric power to 22 million Texas customers - representing 85 percent of the state's electric load and 75 percent of the Texas land area.

WHAT'S HAPPENING IN TAYLOR

Taylor Education...A Zest of Fresh Air

While saluting its past by preserving its fascinating heritage, Taylor is also marching forward with ideas, strategy and education. Immeasurable importance is placed on cultivating the the city's future, with student preparedness, success and fulfillment topping the list. The East Williamson County Higher Education Center (EWCHEC) serves students as early as the 9th grade with dual credit opportunities. The EWCHEC has big plans to create lasting and fruitful partnerships with Temple College and various major universities. Programs are geared toward technol- ogy and developing practical skills that students can immediately integrate into their lives. It is these skills that will ultimately help Taylor become a high-tech, commercial hub in Central Texas.

Further promoting higher education is the Legacy Early College High School. A partnership of the Taylor and Hutto Independent School Districts, and EWCHEC, this initiative allows high school students to earn up to 60 college credit hours. This saves families tuition dollars (60 hours amounts to a little over $20,000), time, and helps students prepare for the rigors of academia or for the kind of discipline it takes to succeed in the workplace.

Taylor Independent School District describe themselves as Champions by Choice, a well-earned moniker since the high school accrued six Academic Decathlon State Championships (including the last three consecutive years), and has been to World finals in the Odyssey of the Mind competition, while their band earned national championship recognition at the Sugar Bowl's Battle of the Bands. Taylor's high school yearbook regularly ranks as an "All-Ameri- can" publication and athletes garner individual and team recognition including three nationally-ranked track stars.

Expect the Zest from Taylor

HEALTHCARE
The health of Taylor residents is improved by the dedicated professionals at Johns Community Hospital. JCH is a critical access hospital with 24-hour emergency services, acute inpatient and outpatient medical surgical services, diagnostic, therapeutic services along with extended care and home health services. Two clinics also serve the community with scores of other clinics and specialty health services within a short drive to neighboring towns in Austin's Metropolitan Area.

Taylor public Library
A new, state-of-the-art facility opened in 2007 to the applause of residents young and old. The vast collection of over 30 thousand books and 900 audio books, dozens of computers for public use and wireless internet is the crown jewel of Taylor leisure and learning.

ZESTIVITIES In TAYLOR

Experience for Yourself the Zest
As you stroll through historic downtown be sure to stop in at any of Taylor's nationally recognized barbecue restau- rants: Louie Mueller's is a two-time recipient of the James Beard award and is regularly included on Southern Living and Texas Monthly's best barbecue lists. It is also routinely featured on Food Network shows. Vencil Mares' Taylor Café barbecue has earned kudos from USA Today, while former "Caterer to the Capitol" Rudy Mikeska's barbecue has gone from local restaurant to national provider of "zesty" hot links. Walking or driving tours of historic downtown and/or residential areas featuring exquisite mansions and scenic parks are an ideal way to round out a lazy afternoon. When it comes to accommodations, it is "come as you are–stay as you please." Choose from a homey B&B, comfort- able family motel, or a bustling, high-end hotel or resort in the nearby Austin Metropolitan Area.

Zest all around

• Murphy Park: featuring lighted tennis, Olympic swimming pool and miniature golf
• Granger Lake: a 4500-acre park with top ranked crappie and bass fishing
• Robinson Park
• Bull Branch Park: hiking, biking and fishing
• Mustang Creek Golf Course
• Historic downtown and properties
• Local shopping and easy access to regional shopping
• Governor Dan Moody Museum
• Taylor Rodeo Association, celebrating almost 60 years
• World famous barbecue on the "Barbecue Trail"
• Historic lodging options
• Bloomin' Festival
• Rattlesnake Roundup
• Citywide Easter Egg Hunt on Heritage Square
• Relay for Life
• Citywide Spring Clean Up
• Taylor Truck and Tractor Pull
• Memorial Day Salute
• Taylor Independence Festival Day
• Taylor International BBQ Cook-off
• Halloween "Spooktacular"
• Christmas Parade of Lights

ZEST ALL SEASONS

Taylor Regional park and Sports Complex
Outdoor fun is taken to new heights with the opening of Taylor's new 75-acre, $8 million Regional Parks and Sports Complex slated to open November 2009. Ten baseball and softball fields (including two championship fields), soccer fields, basketball courts, a lighted full-size football field, playscapes and 1.5 miles of hike and bike trails will attract thou- sands of week-end warriors, would-be athletes and anyone who loves playing outdoors. For those savoring a slower pace, Duck Island will host the Eastern Bluebird / Wildlife Conservation Project for learning and leisure appreciation. The City's Park Foundation manages the Taylor Regional Parks and Sports Complex with an adjacent Events Arena managed by the Taylor Rodeo Association. The Arena hosts an annual rodeo along with other community events and benefits. The Nature Conservancy of Texas and the Native Prairies Association of Texas joined forces with Taylor to restore five acres to the grasses and wildflowers that were native to the Taylor Blackland Prairie. Wildflower and prairie grass seeds from local remnant Blackland prairies have been collected and will be seeded in the fall by volunteers. The City has partnered with Ducks Unlimited and has secured grants for native trees and wetland plants that will be planted by local volunteers this fall to supplement those provided in the Parks & Wildlife grant. Together, the outreach of these partnerships and volunteer efforts will create an outdoor classroom, self-guided learning experi- ence and appreciation for our environment--a reality for untold numbers of children and adults.

ABOUT TAYLOR
Savor the Flavor of Taylor's Rich history

Taylor has been putting zest to the test for 133 years. Since its early beginnings, it has responded to challenges, embraced opportunity, and taken risks to preserve the community's quality of life.

Founded in 1876, Taylor quickly became a pivotal point for moving cattle, cotton, and grain. Growth was fos- tered by anticipation of the International and Great Northern Railroads (I&GN), and the small, quaint town grew rapidly, becoming an important rail shipping center. Within six years the Missouri-Kansas-Texas (MKT) line was extended to Taylor igniting continued growth and prosperity.

Taylor has always been extremely water-conscious, having suffered two major fires without sufficient water resources to fight them, the second of which destroyed 29 of the city's 32 firms in 1879. A resourceful response led to one of the city's first public services, Taylor Water Works which began pumping water from the springs in Murphy Park as well as from the San Gabriel River to a 75-foot high water tower in 1833. In 1913, a 3,260-foot deep artesian well was drilled. It was the deepest water well in the world at that time and was in use until 1994. Even today, the city enjoys an enviable contract for an abundant water supply.

Taylor's first cotton gin was built in 1877, quickly establishing the community as a Central Texas agricultural hub. Cotton has been one of the mainstays of Taylor's economy since the early 1800s, and its rich soil and the skilled farmers who work it, Williamson County a leading cotton producer.

As I-35 was built and Austin began its sprawl, some expansion opportunities moved away from Taylor, but local leaders and residents preferred it that way. It allowed Taylor to manage a slow, steady growth that protected its small-town identity, values and lifestyle as well as its historic charm.

Today, Taylor is a city in transformation – not quite rural, not quite suburban. Since the turn of the century, indus- try has gradually created more opportunities for local workers than traditional agricultural jobs. Taylor's vision is to preserve its heritage in this new economy while providing unlimited economic opportunities to its residents.

While many things have changed since 1876, many have not. In the book Our Town: Taylor, the author describes early Taylor as rich in promise and its early settlers as fortified by hope and determined to find a better life. Taylor is still rich in promise and its residents continue to be fortified and inspired by hope and determination. They consistently respond to the author's challenge to fulfill the founders' hopes for the town.

Taylor has Zest Appeal
Taylor has been home to celebrities such as actor Rip Torn and musician Henry Rollins, and is the location of many unique businesses, such as Williams Brothers Model Products, FlyRite Choppers, and SST Records, which has produced the music of highly-influential bands such as Black Flag, Dinosaur Jr., and Sonic Youth. Historical figures hailing from Taylor include cowboy Bill Pickett, animator and cartoonist Tex Avery, and professional bas- ketball player K.C. Jones. The community demonstrated its gusto (which was really just intelligence and honesty) in 1952 when leaders recognized Dr. James Dickey as its outstanding citizen of the year. The event made news in Time magazine as well The Saturday Evening Post because even then, during a time of racial segregation and strife in the South, Taylor was appreciating its diversity and lauding the achievements of an African-American leader. Taylor is also the birthplace of former Texas governor Dan Moody, who gained fame as Texas' youngest governor as well as for prosecutions of Ku Klux Klansmen.

While tradition keeps the community grounded, innovation and creativity is attracting a steady flow of business, newcomers and visitors to Taylor. We call it our "pockets of coolness" Put on your shades and take a look at the company we keep.

For additional information on Taylor's brand campaign and citywide projects, contact Jean Johnson, City of Taylor, or visit www.ci.taylor.tx.us.

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