In 2010, the New Smyrna Beach (NSB) City Commission adopted an updated master plan for the City’s Community Redevelopment Agency (CRA). The plan included a directive to “Brand the (CRA) District.” In addition to the challenge of initiating a marketing campaign for a previously un-branded area, the CRA contains four distinct character districts seen by residents and visitors as separate destinations of varying interest. Collectively these districts offer a variety of amenities and activities from shopping, dining, fine art, and water-related activities. Through the development of an integrated marketing plan, New Smyrna Beach has begun branding the area as the NSB Waterfront LOOP. While the City is spearheading the initiative, the process involves district business and non-profit representatives to assist in the extension of the brand and creating the “buzz.”