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Case Studies.

ANNELIESE REID BUOYE

UnCommons

LAS VEGAS, NV

• 13 ACRE MIXED-USE DEVELOPMENT

• 342K+ SF OFFICE

• 352 LUXURY RESIDENTIAL UNITS

• 66K SF DINING/ RETAIL

• OPEN AIR EVENT SPACE

marketing scope highlights:

Audited the property’s operational marketing framework, identifying key needs, industry best practices, and opportunities for improvement across digital marketing, advertising, PR, and brand communications.

Developed a comprehensive marketing strategy and toolkit, including a digital media plan, advertising, brand positioning framework, event protocols, and VIP programs tailored for both residential and office audiences.

Launched a tenant relations program focused on comarketing initiatives, engagement, and targeted efforts to drive sales; resulting in sales increase YOY

Forged strategic partnerships with adjacent community stakeholders, including Durango Casino & Resort, to establish a cohesive district identity.

Led a brand elevation effort, including a refreshed visual identity, website re-skin, and a full way-finding and directional signage revamp.

Built an event calendar strategy emphasizing low-budget, high-impact activations and community collaborations— featuring recurring weekly, monthly, and signature.

ULI Placemaking Award.

CoStar CRE Development of the Year.

NAIOP Mixed-use Project of the Year.

10%+

increase property traffic, YOY attributed to marketing efforts

523%+

increase in website traffic, direct result of marketing strategy

674K+

One month increase to total impressions increase across paid social, digital advertising

45%+

Tenant sales increase, YOY since ahha invovlement

1 M+

Increase in google impressions since and brand awareness

270%+

Increase in new users to the website, YOY

foundation

UnCommons

ESCAPE THE ORDINARY. BE UNCOMMON.

Fifth + Broadway

NASHVILLE, TN

• 2.4M SF MIXED-USE DEVELOPMENT

• 367K+ SF OFFICE

• 381 RESIDENTIAL UNITS

• 199K SF DINING/ RETAIL

• 161K SF ROOFTOP EVENT SPACE

• 56K SF MUSEUM

marketing scope highlights:

Created a marketing strategy which pivoted with market conditions over the course of 8 years, including (COVID19)

Strategic tie-ins with adjacent community partners to form a true district with Ryman Auditorium, Bridgestone Arena and more

Activated vacant retail spaces through phased lease-up with instagrammable, engagement moments and builds, drawing large crowds and recognition

Formulated new avenues for sponsorship tied to events, programming as well as artist installations and more across the campus

Urban

Land Institute’s Best Large Format Project- Private Sector Nashville TN Chapter

42k+

Instagram followers organically built since 2021 opening

$787M

Price tag when sold just two years after opening to Northwood

20k+

Attendees attributed to Marketing events calendar in 2022 alone

8 Years

Working on the asset. RFP through opening and turnover (2023)

$700k

In sponsorship revenue attached to Marketing service at sale

100%

Retail leased one year after opening; 80% local vendors

Broadway

Lilīa Waikīkī:

WAIKIKI, HI

• 454 UNITS RESIDENTIAL UNITS

• 91 AFFORDABLE UNITS AT 80% AMI

• 45,000 SF NEIGHBORHOOD SERVING RETAIL

• FIRST RENTAL UNITS IN WAIKIKI IN 20 YEARS

marketing scope highlights:

Customized air stream preleasing campaign and roadshow in collaboration with Brookfield Retail

Curated a versatile marketing strategy which pivoted through market turns (including COVID-19)

Brought an arts and culture movement to downtown Honolulu for the first time in the city’s history

Handled marketing for market rate tower and affordable housing low rises

Largest debut of any property in Brookfield’s Multifamily Portfolio

First Time

POW WOW Hawaii (global art program) was brought to Waikiki

Impact Award 2022

Winner for CoStar’s Multifamily Development of the Year

100% Leased

Project’s affordable housing fully leased within 2 months during COVID-19 (Nov 2020)

$300K

Under allotted marketing budget of $1.8M, upon opening

77% Leased

One year after opening, ahead of proforma expectations

7 years

Working on the asset. RFP through opening (2023)

Lilīa Waikīkī

CULTIVATE THE LIFE YOU LOVE

The Shops Buckhead Atlanta

ATLANTA, GA

• 8 ACRES

• 356K+ SF MIXED USE DEVELOPMENT

• 370 RESIDENTIAL UNITS

• 367K SF RETAIL

• 125K SF CLASS A OFFICE

• 50+ LUXURY, BEST IN CLASS RETAIL TENANTS (HERMES, TOM FORD, CHRISTIAN LOUBOUTIN, MONCLER, ETC.)

marketing scope highlights:

Formulated community engagement strategy via focus groups and partner programs with artists in residency/ public art installations with SCAD ( Savannah College Art + Design ) as well as Atlanta Ballet for on-site performances in a curated Holiday campaign

Branding uplift in 2017, more well suited to approachability in the market

Residential portion sold to Simpson Housing LLP in August of 2016, achieved the highest price per unit in Atlanta’s history. Retail/ office portion sold to Jamestown in 2021

Immersive tenant rations program, including tenant meetings, handbooks and toolkits for maximum engagement district wide

INCREASED center traffic steadily by 63% over the course of 3 years

Style South

The southeast’s largest fashion show and shop around event; averaging 23K+ media impressions, annual attendance 600+; YOY traffic increase of 10% and $500K+ direct sales for retailers

$500k -$700k

In direct sales tied to curated Spend and Receive program released annually in partnership with event calendar

592M+

Impressions tied to Advertising and PR strategy during re-brand year, 2017

5 years

Working on the asset, RFP through operations and sale

Double Digit

Increases across entire digital portfolio annually (social, website, eblast database, etc.)

The Shops Buckhead Atlanta

THE ART OF SOUTHERN HOSPITALITY

Toyota Music Factory

IRVING, TX

• 250K+ SF ENTERTAINMENT DISTRICT

• 50K+ SF OPEN AIR EVENTS PLAZA

• 152K SF OFFICE SPACE

• 202K SF RETAIL

• 400+ EVENTS ANNUALLY

• 1.9M+ VISITORS ANNUALLY

marketing scope highlights:

Performed project audit of operational marketing department and programming

Launched new marketing strategy focusing on “Delivering More Than Music,” expanding daytime traffic and attracting community audiences outside of concert goers

Uplifted and launched new branding campaign dedicated to a lifestyle district

Activated vacant retail spaces and central plaza with instagrammable, engagement moments and builds

Completed digital audit for missing components and implemented comprehensive SEO plan and social media/ influencer strategy

Created operational marketing toolkit based on project audit, inclusive of:

Signature event

Strategies and execution plans created for each quarter, inclusive of tenant participation

Tenant manual

And meetings platform executed

Property photoshoot

For lifestyle imagery usage and refresh across advertisements and digital platforms

Local artist

Mural program introduced 72.6% increase

In website engagement during first month on project

Toyota Music Factory

Pier 70; BLDG 12

SAN FRANCISCO, CA

• 70,000 TOTAL RSF +/-

• 3 FLOORS

• HISTORIC REHABILITATION CONSTRUCTION TYPE

• MAKERS HALL, LOCALLY CURATED OFFICE AND RETAIL TENANT MIX

marketing scope highlights:

Developed and executed a marketing strategy that guided the district from construction through to operations - driving brand awareness, building community engagement, and supporting both upcoming phases and currently open tenants.

Maintain operational marketing, tenant relations, co-marketing strategies, digital marketing strategy, media plan and oversee social media marketing.

Website, email newsletter, google my business management, monthly execution series.

Planned and executed Grand Opening milestone event; preview party.

Pier 70; BLDG. 12

MADE OF SAN FRANCISCO.

The George

SAN FRANCISCO, CA

• 320 RESIDENTIAL UNITS; INCLUSIVE OF 100%, 120% AND 150% AMI

• 10K SF COMMUNITY SERVING RETAIL

• 26K+ SF ADJACENT GREEN SPACE

• LEED SILVER

marketing scope highlights:

Curated multi-year Marketing strategy which pivoted with market conditions over the course of 5 years, including COVID19

Strategic tie-ins with adjacent community partners to form a true district in SoMa Undiscovered, CAST (Community Arts Stabilization Trust) and San Francisco Chronicle

Double website creation and implementation for Market Rate and Affordable Housing, in partnership with the City

Planned and executed all milestone events, Groundbreaking, Topping Out + Grand Opening

Kanekapolei Collection

HONOLULU, HI

• 54 AFFORDABLE HOUSING UNITS

• 100 AMI

• LEED SILVER

Marketing goal to position the asset for lease up while also introducing first time developer Brookfield Properties on island

Marketing efforts were also focused on a phased opening approach for these low rises, before the full tower opening; strategy had to differentiate the two

Showcased first affordable housing rentals in over 20 years via a curated leasing gallery off property