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July 7, 2007 - Compass Facility Management Changes Name to VenuWorks
In making the announcement, company President Steve Peters said, "We are certainly proud of what we have accomplished in our first ten years as Compass, but we believe this decision will give us a strong individual identity and allow us to build our core businesses of management, events, and consulting and establish goals for all of our employees that meet and exceed our customers' expectations."
The brand review process identified some confusion with other companies offering facility services under the Compass name, and the new name will allow the company to better build its own visibility in the marketplace. Although the new name will be rapidly introduced at the corporate level, it will take about a year to complete the entire process of phasing in the new name. The rebranding process included the creation of a new logo, tagline, and corporate position statement for VenuWorks.
"Venu" expresses the wide variety of public assembly facilities the company serves. The addition of "Works" represents a full range of services, as well as suggesting both success and the company's commitment to a strong work ethic. While the "dot" design can suggest such performance symbols as seating, lighting instruments, and fireworks, it also conveys dynamic energy. The colors are designed to be unique, contemporary, inviting, and approachable.
The new tagline - "Fulfilling promises. Creating success." - is intended to give clients and potential clients an idea about the business VenuWorks is in and suggest the benefits from selecting the brand.
The Brand Position Statement establishes goals for all VenuWorks employees that must be met to live up to a brand that meets and exceeds our customers' expectations:
"The brand position speaks openly about the brain power and partnership that sets VenuWorks apart from the rest," added Peters. "Every employee of VenuWorks represents more than facility management. They represent assistance, customer-first mentality, resourcefulness, ideas, and proactive responsiveness. Each area of the brand position has been written to bring focus to the VenuWorks characteristics that define the company within our business universe."
As part of the branding process, a new web site will also be created in the next few months with updated design and new features. Its address will be www.venuworks.com.
The new name and branding concept was created through customer interviews and research from all of Compass' employees, clients, and stake holders.
BACKGROUND
VenuWorks (formerly Compass Facility Management) is well known for its success in providing full management services for arenas, theaters, and convention centers, which are primarily under the governance of municipalities, counties, colleges, and universities. VenuWorks, headquartered in Ames, Iowa, is the third largest facilities management company in the United States, serving 26 facilities in 15 communities throughout the US. It also manages food and beverage operations and provides event booking and promotion services. VenuWorks also performs feasibility studies and consulting work for clients with existing and prospective public assembly facilities.