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Case Studies Washouse VFR Design Rooftops on the River NCAP CSU Vet Teaching Hospital

Rooftops on the River

The Challenge:

In 2007, developer John Prouty of Lagunitas Companies set out to help fill the short supply of competitively-priced, newly constructed residential properties designed around the recreational and urban lifestyles that bring national recognition to Old Town Fort Collins. Having purchased a parcel of land on the north edge of Old Town's developing arts district, adjacent to the historic Bas Bleu Theatre Company building and the bike-path lined banks of the Poudre River, Prouty began with only a general design concept for a multi-family housing development.

Initial discussions with A-Train revealed that the active, upwardly mobile professionals who want to live in an urban loft were also a very discerning group of buyers. The developer had clearly hit on a relevant market niche, but refinement of the design and brand to "give the people what they want" was clearly needed in order to ensure the success of the urban loft property.

Lagunitas Companies turned to A-Train Marketing Communications to help answer the question, "How can we brand our urban loft development for maximum buyer appeal and favorable positioning against competing urban loft properties?"

The Solution:

  • Facilitation of focus groups and surveys, with comprehensive analysis of participant responses
  • Naming, branding strategy and identity
  • Media event planning for project groundbreaking
  • Development of marketing collateral including a custom pocket folder brochure and jobsite and groundbreaking event signage
  • Event planning for multiple on-site sales events designed to attract potential buyers
  • Publicity strategy, press release development and ongoing media relations

The Results:

  • Presented client with detailed focus group reporting that ultimately shaped many of the property's defining amenities such as inviting rooftop terraces with owner-customizable designer finishes
  • Developed a successful name and brand that emphasized the lifestyle and natural amenity aspects that set Rooftops on the River apart from other urban loft properties
  • Negotiated special groundbreaking media event appearances by City of Fort Collins Mayor Doug Hutchinson and UniverCity Connections Director of Implementation Doug Johnson
  • Achieved and sustained consistently high levels of media coverage in daily print media and local business and lifestyle publications
  • Provided savvy brand marketing and ongoing publicity to help the property outsell competing urban loft units, despite a rapidly tightening real estate market

Reference: Jon Prouty, President, Lagunitas Companies 970-226-5000

"We used the community feedback focus groups and surveys to modify our plans and architecture to build the product that our target market wants. By far, one of the most important items relating to the project is the unique consumer-driven process of design and architecture." - Jon Prouty