Consultants lay out naming 'territories' for Northeast 85th Street station area; council to see three finalists in September

Watson Creative presented the city’s station‑area naming work for the Northeast 85th Street area, telling the Kirkland City Council the team will return in September with three finalist names for council consideration. Economic development manager Jen Davis Hayes introduced the consultants and said staff wants council feedback on naming criteria and early concerns.

Greg Needham, Watson Creative’s director of strategy, summarized primary research and stakeholder interviews that produced five ‘‘naming territories’’ — elevation, corridor, heritage, community and threshold — to guide idea generation. Needham said the team will generate many candidate names, vet roughly 20 with staff and stakeholders, then narrow to finalists that will be shown in real‑world design mockups. “Naming does not address everything. It’s just the start of the process,” Needham said.

Council members pressed staff on process details and on a developer letter received the same day. Deputy Mayor (name on file with clerk) asked which local voices would vet the names; Hayes said an internal steering committee — staff from economic development and communications, planning staff, and the Kirkland Chamber executive director — will be the first reviewers, and the consultants will test finalists with people the team has already interviewed. Mayor Curtis asked staff to share the developer letter with the consultants so the concerns can inform the finalists.

Councilors also raised budget questions. One council member said the station‑area work includes roughly $200,000 in promotional funding and asked whether a substantial portion should be used to address developer requests such as adjustments to inclusionary requirements and other regulatory measures rather than marketing. City staff said the branding is one component of a multipronged station‑area effort and that regulatory and infrastructure changes are being advanced separately.

Staff said the project timeline calls for consultant work this summer and the presentation of three finalists in September; final naming and marketing elements would be phased afterward.

Next steps: consultants and staff will continue stakeholder vetting and return to the council in September with three finalist names, accompanied by design samples and recommended naming criteria.