DON'T DISCOUNT IT YET: The "Turn to West Memphis, Arkansas" marketing campaign centers on a Web site (www.westmemphis.com) that touts the city's amenities for logistics and distribution companies thinking about relocation. -- Image Courtesy Of Red Deluxe Brand Development

Ward Wimbish has a message for companies thinking about moving part or all of their logistics and distribution operations to the area: West Memphis is open for business.

Bolstered by a slick new Web site (www.westmemphis.com), robust infrastructure and competitive incentives, the city has launched a full-scale campaign to lure the type of commerce that helped its much larger neighbor across the river earn the tagline "America's Distribution Center."

Leading the charge is Wimbish, who has served as director of West Memphis' Office of Economic Development since October. His position had been vacant for a year and half, which Wimbish said he believes hindered the city's chances of becoming a key distribution link in the global supply chain.

"We've been out of the market for a while," he said. "We're getting back out there, trying to get our name out there. We've got a real opportunity to make a second first impression."

Advantage: West Memphis

"Turn to West Memphis, Arkansas" is the theme of the city's marketing campaign, which includes direct mailing to industrial site consultants who choose where to expand their company operations.

Wimbish spent about six months working with Memphis-based Red Deluxe Brand Development on the Web site. The site contains tabs filled with what he said are the advantages of doing business in West Memphis.

These include less highway congestion than the clogged interstate arteries in Shelby and DeSoto counties; an ISO Tier 2 fire rating, which means that sufficient fire services render fire insurance relatively inexpensive compared with smaller cities (although not as inexpensive as Memphis' Tier 1 rating); and cheaper property taxes and utilities.

Also, thanks to clear access to both bridges spanning the Mississippi River and the Union Pacific (UP) intermodal yard in neighboring Marion, Wimbish said he believes his city has a specific industry in its crosshairs.

"No. 1, it's anyone doing logistics or distribution - that's just us," he said. "We got the (interstates 40 and 55) here. Outside of the port of L.A., it's the busiest section of interstate for trucks in the country.

"We've got all the railroads here. We've got the UP yard here - that's our direct connection to the West Coast. We've got everything you're looking for."

Don't forget us

Unfortunately for the area, that wasn't enough to attract Toyota Motor Corp., which has shunned Marion twice since 2003, equally hurting West Memphis. Losing Toyota still stings, but Wimbish said the city has refocused its efforts on landing smaller companies.

"We'd be just as happy if we could land 10 businesses with 100 to 125 people," he said. "The big one is good to have, but any size would be great."

Any size means going after companies that typically choose Shelby or DeSoto counties because of their proximity to Memphis International Airport, the International Port of Memphis, numerous intermodal yards and the interstates.

Wimbish said West Memphis is just as close. Now, the city needs to tout itself as a viable option - perhaps a better option - because of the benefits it offers as well as the city's and state's tax abatement programs.

"The agents are looking at Shelby County and DeSoto County, and we've got to say, 'Well, it's time to look over here,'" he said. "When somebody starts thinking about sites, we want to be on their list someplace."

Wimbish said it's been easier to talk to national site consultants than local ones, probably because of a perception in the Mid-South that West Memphis isn't right for their business.

"Because we've been out of the market for so long, they don't even think of us," he said. "When they do, they're not thinking industrial. Industrial sites are not the first thing that comes to mind when thinking of West Memphis."

Closer than you think

So, what do people think when they think about West Memphis? Wimbish said he understands the city has been typecast, so to speak, because of its most common visitors - trucks passing through on I-40 or I-55.

"Most people are aware of the truck stops, because we're the No. 1 point of diesel sales in the country," he said.

What frustrates Wimbish the most, he said, is the mental barrier the Mississippi River presents. But, as he points out, the city is closer to the heart of Memphis than much of North and East Shelby County.

"People will say, 'Way over in West Memphis,'" Wimbish said. "We see the skyline of Downtown Memphis from our city."

Not all of Downtown Memphis has forgotten this Arkansas city. John Moore, executive director of the Memphis Regional Chamber, said he believes West Memphis' campaign is a strategic decision that will pay dividends for the entire Mid-South.

"Selling the whole logistics aspect of what our region has to offer is essential to attracting new businesses," Moore said. "I think it's terrific and I absolutely support their efforts in marketing our area."

Leveling the field

Wimbish said the city also wants to target the biofuels and automotive parts industries. And it hopes to tap into China's booming economy. A Mandarin Chinese version of West Memphis' Web site will be up by the end of the month and two consultants are helping the city scout businesses in China.

West Memphis will become more attractive if it achieves Foreign Trade Zone (FTZ) status, which is in the review process. The FTZ designation provides economic benefits in the form of reduced tariffs for companies dealing with imports and exports.

"It would help us maintain an even field with Memphis and North Mississippi," said Wimbish, who expects to hear back by November. "With imports coming in from the West Coast, we're an ideal place - perfect for people shipping this way. We see it as not only keeping us in the race with everybody else, but giving us a competitive advantage because we are the first stop as you come into from the West Coast."