In an city environment where places and communities are competing for attention and resources, a strong identity pulls a community together. It is about people and what they add to a place. Community gives places a personality and attributes that set them apart from another place. The community includes council, workers, residents, sporting teams, businesses, schools, streets, parks and all elements that make up a city. It is important to take control and position a city where you want it to be - the preferred choice for investment, tourism or residents - or ready to take its place with plans for the future.