Trip 2 Recap

Our team was back in town late July for trip 2 of the Lubbock Branding Project! The focus of this trip was public engagement — we wanted to speak to as many different types of people as possible in order to understand what Lubbock means to them.

We kicked the trip off with a committee meeting to update the branding committee on everything we’ve done since trip 1, review the community survey, and get their opinion on the common threads that unite the people of Lubbock. We did a flower petal exercise with the group where each petal represented a specific group and their unique interests, and the center represented common values or traits that tied each group together.

We held two focus groups this trip — one with local business leaders and another with local diversity, equity and inclusion (DEI) groups. Questions were centered around what challenges face the business community and what it needs to grow, and what it is like to be in Lubbock as a member of a marginalized or historically underrepresented community, respectively. We also did the flower exercise with the DEI group.


After the focus groups, we interviewed Milton Lee, Lubbock NAACP president. As a decades-long Lubbock resident, it was great to hear what he loves about Lubbock, how the city has changed, and where it still needs to grow to be a more inclusive space for all types of people.

A great part of this trip was being able to spend some more time as locals would. We hit up both Two Docs and The Brewery LBK, and on Tuesday we knew we had to head back to Tom and Bingo’s for brisket cheeseburger day. We also hung out at Cotton Court Hotel, had a great visit to Mountain Hideaway, tried out Pie Bar, and visited several shops in the Depot District.

We met up with Lindsey Maestri of LHUCA and she gave us a tour of their incredible facilities. We also visited Charles Adams Studio Project (CASP) and spoke with Director Chad Plunket, Flatlands Dance Theatre president Rachel Ure, whose dance company uses studio space at CASP, and Aaliyah Limon AKA Yung Cry Baby, who is an artist in residence. The arts district is a huge asset for the community and may surprise outsiders who think they know what to expect of Lubbock and West Texas.

One night of our trip we had a wonderful dinner with the branding committee at The Texas Tech Club. Branding committee chair Sydney Hopper and CivicBrand CEO Ryan Short also recorded a short video update on the project.

Our last stop was visiting WunderTRE, a local agency helping us produce the Lubbock Branding Podcast. The podcast aims to explore Lubbock through a variety of different lenses. Episode One’s topic was food. The podcast will be launching soon on all platforms!

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