Crescent Communities and McCord Development have teamed up to form West Lake Alliance, which seeks to promote the West Lake region northeast of Houston.

Ryan McCord, president of McCord Development, broached the idea of the alliance earlier this year in response to what he felt was a lack of branding for the area. “Northeast Houston is a sleeping giant across all the real estate sectors. It’s the least-crowded playing field. We have an opportunity to do something larger there than any of the other sectors,” McCord told the Houston Business Journal. McCord and North Carolina-based Crescent hope to bring more homes, offices, hotels and shops to the region, which has more convenient accessibility since the completion of Beltway 8 in 2011.

Development is already underway on several projects in the area, including McCord’s Generation Park, a 4k-acre mixed-use project right off Beltway 8. Crescent is in the midst of developing a massive residential project called The Groves, a 993-acre master planned community. [HBJ]