An interview with the new CEO of Greater Brownsville Incentives Corporation

Rio Grande Guardian's Podcast

BROWNSVILLE, Texas - The Greater Brownsville Incentives Corporation (GBIC) is working on a new message to promote the City in Mexico.

This was confirmed by Bret Gardella, the new executive director and CEO of GBIC.

Asked how he intends to market Brownsville in Mexico, Gardella said:

“Well, interestingly enough, since our budget was just approved by the board and by the city commission, part of that is to create a message.”

Gardella explained: “It’s a two fold process. One, we have to start by creating a message. We don't have one right now. So we need to create a message of who we are and what we're going to do. Then, the secondary process is obviously how do we disseminate that message?”

Gardella said it is more than just advertising.

“It is getting in front of our industry partners and our peers, which we have met with. There's a very, very good gentleman over in Matamoros who is doing basically the same thing that we are. We've had great conversations with him where I've said we are not in competition with you. We are in cahoots with you.”

Gardella explained what he has told his counterpart in Matamoros.

“Whatever we can do to help you helps us because we know whatever we bring to Matamoros is going to benefit us. Conversely, he's very well aware that whatever is going to onshore into our area is going to benefit him.”

Gardella elaborated on this point.

“So, when we think about how we're going to work with our friends across the border, it's going to be collaboratively. Anything that is attractive to there or here benefits our entire region. They have manufacturing over there that needs some suppliers that we probably have an opportunity to attract here versus over there. If we can do that great. That benefits them. That benefits us.”

Gardella added: “The collaboration is really where the message gets out. But I'll go back to the beginning. We have to create the message first. But, thankfully, the personal relationships that we have, will mean more than having to create a message and disseminate it first.”

Ron Whitlock Reports interviewed Gardella to learn more about his background and also his plans for GBIC. He predicted Brownsville would lead the way in job creation in the Rio Grande Valley.

“We will be known as the No. 1 job creator in the Valley. No disrespect to our community partners around here. They do very well. But, as we move forward, we have all the advantages, plus. Some that they don’t.”

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