When the Greater Reading Chamber & Economic Development Corp. was created last year, its name may have done little to ease confusion about the role of the three organizations it oversees.
And when the GRDEDC acronym was used, it only added to the murky alphabet soup already out there.
So with little fanfare, the organization’s officials recently unveiled its new name: the Greater Reading Chamber Alliance.
“From day one when I arrived, people asked me to take a look at the name,” Randy Peers, president and CEO of the Greater Reading Chamber Alliance, said in an email.
“GRCEDC is who we are, but it’s a mouthful, and not very marketable. Greater Reading Chamber Alliance is a better way to promote our mission to grow Berks County’s economy and serve the business community,” Peers said.
The new name was developed through internal discussions with staff, the board of directors and stakeholders during the summer and made public Friday.
The new name is intended to better reflect the organization’s role as the umbrella group that streamlines the functions of its affiliates: the Greater Reading Chamber of Commerce & Industry, the Greater Reading Economic Partnership and the Greater Berks Development Fund.
“The name change streamlines the organization’s brand and clearly defines the organization’s business and regional focus and its commitment to a strong alliance between its affiliates,” the organization said in a statement.
“Under this new, updated brand identity, GRCA will more clearly communicate its focuses to the business community both locally and regionally: the revitalization of the city of Reading; growing and strengthening local workforce development; increased focus on small and Latino businesses; improved business attraction outcomes; and changing internal and external perceptions of the Greater Reading area.”