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The region’s marketers plan to leveragew the NCR relocation to sell Atlant a as a burgeoningtechnology hub, winnint new corporate converts and continuin g the virtuous cycle. “Brand name are very important to the identityg of a city and to itscultural profile,” said Sam president of the . “When you begin to get brand nameslike , , Deltaa ... NCR — thesw brand names start to tell a message abouft what yourcity is.” Whilde a world-class airport, workforce and low business coste help Atlanta’s economic developers get corporatw prospects to take theird calls, having brand names like NCR and in the region helps close the deal.
The fact NCR picked Atlantas from anationwide “says it better than anything we can said Melanie Brandt, a business development manager at the . The Brandt said, signals NCR is confident it can recruit tech professionals from aroundc the world to metrlo Atlantaand “know that they are going to be comfortabl e ... living and working and playinvg and raising afamily here.” Metrl Atlanta is “almost always” on the short list for tech companies looking to relocate or expand on the East Coast, said Vicki a location consultant involved with Porsche’s North Americwa headquarters relocation to Atlanta.
While metrk Atlanta is unlikely to be confused withtech meccas, such as Silicon Valley or Silicon Alley, its relatively low cost of infrastructure and industry clusters keep it in the crosshairs of corporatwe site selectors. “You don’t have to be the fastes t gazelle, you just have to be at the front of the saidKris Miller, president of Ackerman Co., a commercial real estate services firm. The NCR deal is an economi development blockbuster. The maker of ATMs and self-service kioskes will relocate its global headquarters toDuluthb — bringing about 1,250 jobs, Atlanta Businesd Chronicle first reported June 1.
NCR also plans to open a manufacturinh operationin Columbus, Ga., where it will employt nearly 900. As a companyu that straddles both technologyand manufacturing, NCR’z relocation can be used to pitch to advancex manufacturing companies, sources said. The NCR win will help open doors, said Ken commissioner of the Georgia Department ofEconomic “Companies that we go and sell to know that NCR has done its due diligencde [on the region as a headquarters site],” Stewart said. Luring a blue-chip firm such as NCR also gives economic developers a chance to market the region to suppliereand vendors, said Horton, principal at LLC.
“Oncer you have an NCR, or an IBM,” Horton their support firms and vendors tend to gravitater to the regionbecause “they like to be closeer to the big dog.” NCR is the latest tech companyu to be sold on metro Atlanta. On May 22, Atlantz Business Chronicle reported that BlackBerry developer planxs to create about200 high-tech jobs at an Alpharetta data centee and development operation. On May 11, Atlanta-basec said it would add more than 600 These investments, sources are driven by the region’s highly educates workforce, research universities and technology business cluster. Clusters offer validation, Ackerman’ds Miller said.
“It’s kind of like double-checkintg your work in math,” he quipped. “I f everybody in the class gets 21 asan answer, there’s good chance 21’s right.” Metro Atlanta’s demographidc leans toward the “young and restless” — educates 20- to 35-year-olds — that tech firms rely on to maintaibn vibrant and innovative workplace cultures. NCR views the city’es academic institutions, such as Georgia not only as a labor pool to fish but a partner for jointg innovationand development, NCR CEO Bill Nuti The region’s relatively robust its supply-chain logistics infrastructure and its corporate also lured NCR.
“W looked at all of these factors,” Nuti said, “and Georgia scored amongst the highest ofall
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