Jenna Saucedo-Herrera is a native San Antonian and president and chief executive officer of the San Antonio Economic Development Foundation (SAEDF) since 2016. Saucedo-Herrera and her team are responsible for advancing the diversification and growth of the San Antonio regional economy through domestic and international business development, partnerships, and market strategies.

Her latest update focuses on the organization’s rebranding and strategic focus. You can subscribe to read what she shares in the organization’s recurring newsletter.

The San Antonio Economic Development Foundation (SAEDF) has rebranded as the Greater: SATX Regional Economic Partnership to reflect its broader regional mission.

“During the extensive work involved with a new name, we landed on a moniker representative of our commitment to our regional business community that accomplishes three things: [it] reflects our region today and in the future — SATX; relays our purpose — regional economic partnership; inspires confidence — greater,” CEO Jenna Saucedo-Herrera wrote in a LinkedIn post.

“Our new brand and name will help this organization continue to withstand the test of time while providing clarity in our mission and greater representation of the future of our regional partnerships and mega-regional growth.”

Saucedo-Herrera and the organization’s executive committee chairman, Randy Smith, CEO of Weston Urban, plan to boost its annual budget to $7 million by raising more than $38 million to support Greater: SATX’s regional economic development strategy. To date, $1 million from the regional business community has been raised for Greater: SATX to implement its new strategy.

“When we say San Antonio, we mean the broader region, the metropolitan statistical area in over 30 cities,” Greater: SATX’s chief development officer Tom Long said in the organization’s video released earlier this week to share its new plan.

Greater: SATX completed its rebranding almost three months after the foundation announced its regional approach to economic development and set its fundraising goal of $38.5 million over the next five years.

SAEDF was launched in 1974 by local businesses in order to attract and retain business owners in the Alamo City.

During the re-visioning effort, Saucedo-Herrera said the organization landed on its new name to reflect the “commitment to our regional business community” with a focus on developing regional economic partnerships.

The featured image is of Jenna Saucedo-Herrera, president and chief executive officer of the San Antonio Economic Development Foundation (SAEDF) which has now rebranded itself as Greater: SATX. Courtesy photo.