over time. The University of Hous-
ton is growing. Other institutions are
growing; but still, compared to a ma-
jor metropolitan area of 6.8 million
people; we are relatively undevel-
oped. We must rely on importing tal-
ent, which means we must maintain
an image of Houston that is attrac-
tive to; let’s say millennials, to current
college students and recent graduates
to bring them to Houston. Currently
most of the young people come from
either, Texas, or from SEC schools,
big 12, Midwest, Southeast. But over
time, we need to improve our reputa-
tion and our brand in the northeast
and on the west coast. That moves
us to the image issue. Houston is still
perceived on the two coasts as more
conservative.
I think there is a view that all we do
is energy, so they do not recognize
that we have developed diverse fields
of endeavor. Therefore, we must con-
tinually challenge that image. We
had an incredible run starting with
the Final Four back in 2016, and
then Copa América, the Super Bowl,
and the World Series. We have got-
ten a lot of great national press that
has highlighted Houston as a much
more diverse and progressive city. You
50 iF Magazine | April 2018
know then that people tend to think,
we need to create an image and a
brand specifically of Houston, which
is distinct from the image of the state
of Texas even though we are proud to
be Texan, and we are known around
the world as Texas.
It is important for Houston to be
seen for what it is as a great global
city with diversity, which is in some
ways distinct from the brand that
Texas tends to project. To talk about
attracting talent and image you must
build it around what we are as Hous-
ton.
most diverse, major city in the U.S.
One out of four Houstonians is born
outside of the United States. We are
not just ethnically diverse, but we are
extraordinarily global in the tentacles
of this city. We reach all corners of
the world.
Secondly, we want to say Houston is
fun and affordable. I think the quality
of life aspects we now enjoy today,
we didn’t enjoy 20 years ago. We have
a reputation for great restaurants,
nightlife, professional sports, and the
arts; all thos