The Alamo Drafthouse was opening a new location in Charlottesville, VA, in a recently developed retail center, adjacent to the University of Virginia campus. The grand opening and ribbon cutting coincided with the release of the critically acclaimed film "Dunkirk".
Components:
Community unveiling of the private-public commissioned of Symphony in DC Major, by acclaimed local sculpture artist, Zach Oxman. The three-figure sculpture played homage to the rich history of Duke Ellington, Alma Thomas and Colonel Shaw, whom which the neighborhood was named after.
On June 11, 2015, Symphony in D.C. Major was unveiled in the Shaw community, at City Market at O. Roadside Development intentionally designed the building with six niches to showcase enriching art and celebrate the history of the community, in which it was investing in.
Through an introduction by Long View Gallery, Roadside Development commissioned internationally acclaimed, DC native sculpture artist Zachary Oxman. Oxman's most notable works include the Duke Ellington Sculpture at the U Street Metro stop and dignitary gifts for the State Department.
To engage the community with the artwork, a two-month long social engagement, and marketing campaign was created through strategy partnerships.
Campaign Components:
NICHE COVERINGS:
One month, prior to the event, a cover was installed in front of the niche, to cover the installation but also introduce each historical figure that was being honored.
DIGITAL STRATEGY:
An event landing page was created on the property website. The landing page had an
event countdown, biographical information about Duke Ellington, Alma Thomas and
Colonel Shaw, as well as, two videos interviews.
PUBLIC RELATIONS:
A public relations campaign was designed to target different publications and different
angles of the commission. PR was focused on the unveiling event, the significance of the
commission, and to tourism outlets to create a sightseeing opportunity for the future. Press
directed the reader to the specific event landing page.
Notable Coverage Includes:
GRASSROOTS:
In partnership with the DC Public School System and the Shaw Main Street Association,
coloring books were distributed to the neighborhood elementary schools, and the
sculptures were included in a walking field trip the last week of school.
The 2 hour long public unveiling event happened on P Street, NW. The street was shutdown and opened up to a community block party field. The guests enjoyed food from the neighborhood restaurants, live music from JoGo Project, and special speeches from Ward officials.
Partnerships Included:
Deep in the heart of Downtown Silver Spring, at the edge of Rock Creek Park and a short walk to Metro, you’ll find The Pearl – rare, beautiful, and filled with light. Where the line between inside and outside is blurred, there’s plenty of room to breathe and grow, and the stresses of everyday fade away like ripples in the rooftop pool. A place to find balance, be happy and Live Wisely.
The Tower Companies delivered beginning of the first phase of a 20 year master redevelopment, known as the The Pearl. The building delivered on the company's promise to build a state-of-the-art living environment designed with the intent of improving the general well-being of each resident. Through extensive research and observation of the general use of space, the building design incorporated the following:
Connecting the lifestyle promise to an audience in the immediate Silver Spring community and surrounding D.C. Metro
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2-hour long open house that invited the local community to tour the building and join for lunch. The event featured virtual realty tours of the building renderings, live music, food bites from a local sustainable restaurant, live yoga demonstration and guided building tours.
Over 40 people were able to learn more about the redevelopment of the property and requested information about leasing an apartment.
Opening soiree for The Pearl featuring "Light the Way", a commissioned meditative art installation by local artist Kelly Towles.
The event featured curated music by DJ Heather Femia, Puree Juice Bar, signature cocktails from three local Silver Spring restaurants, popular food trucks, and a unique experience of walking through meditative light.
The event drew a crowd of over 300 people. Strategic partnerships with Brightest Young Things and local vendors, paired with targets online ads, created engagement with the website and increased email conversions and brand awareness.
Marketing material was created to distribute to the prospects and new residents outlining the sustainable features and wellness lifestyle, which the building promised. It is important to connect the audience to sustainable responsibility, so they would take ownership in their new living space.
The Brookland neighborhood had a strong desire to access organic produce. The developer was eventually adding a grocery store to Monroe Street Market, but in the three year interim, the community had little to no access to locally sourced and organic produce through the S.N.A.P. program. Many residents spoke up at council meetings and complained how far away other farmer's markets were to the neighborhood.
Our team and community leaders came together to relaunch the “Brookland's Monroe Street Farmer's Market”, in partnership with Community Foodworks. We secured a subsidy and pursued grant funding to launch the market. We also identified grass root tactics to promote the market among the community, and keep costs low.
The farmer’s market is now in its 4th year and continues to provide income and exposure to over 20 regional farms, while provide healthy food options for over 400 people in the community, weekly.
Built adjacent to Catholic University, the property would naturally see student traffic, but the property was also built to connect Brookland to the larger DC population. The intentional construction of the Arts Walk represented the rich artistic history that the Brookland neighborhood is known for, and is a destination for the entire city to enjoy.
Initiatives:
Monroe Street Market was the largest development in the Brookland, DC neighborhood in most recent years. The mixed-use development was intentionally designed to cater to the local community and support Catholic University. The grand opening event invited the neighborhood to celebrate the new Brookland landscape, and featured three days of events that showcased the neighborhood.
Service is an integral part to a community. It takes a community to support your business. Giving back to your community not only directly benefits your customers, but also helps foster brand ambassadors. Since 2014, Rhode Island Row has hosted a signature holiday event and clothing drive, in partnership with WPGC 95.5. Coats were collected through the day on Saturday and were immediately distributed to the homeless and impoverish veteran population in DC, within 72 hours.
The coats were distributed the following Wednesday at Safeway Feast of Sharing, hosted by the Salvation Army National Capital.
