Marketing with a Wink: How Surprise, Arizona Attracts Retailers │Jeanine Jerkovic, CEcD
Marketing with a Wink: How Surprise, Arizona Attracts Retailers │Jeanine Jerkovic, CEcD
In this episode of the Leading Ladies of Economic Development podcast, Kaycee Bunch welcomes Jeanine Jerkovic, CEcD, Economic Development Director for Surprise, Arizona. Jeanine discusses her career journey into economic development, including her international experiences and her recent last-minute trip to Taiwan tied to the semiconductor supply chain. She shares how humor, creativity, and community connection have shaped Surprise’s award-winning marketing campaigns and helped attract retailers and restaurants like Whole Foods and Cheesecake Factory. Jeanine also explores how resident feedback and retail surveys informed the city’s strategy, as well as Surprise’s next chapter focused on placemaking, mixed-use development, and job growth. She reflects on navigating the challenges surrounding a proposed DHS detention facility and the lessons she’s learned about leadership and public service.
In this episode, we explore:
- Creative city marketing strategies and how humor can help attract retailers and build community pride.
- The power of listening to residents through social media and retail surveys to shape economic development efforts.
- Lessons in leadership, placemaking, and navigating complex public-sector projects
Quotable: “ So maybe this is encouraging for any economic developer going through a tough moment; there's a Maya Angelou quote that every storm runs out of rain, and it's so true, your passion for your community just has to keep going.”
Resources and Links
Connect with Jeanine Jerkovic on LinkedIn
Kaycee Bunch, MA, CEcD
Jeanine Jerkovic, CEcD