We were engaged by Washington University in St. Louis as it spearheaded a diverse group of local stakeholders in a marketing campaign to attract retail tenants to Delmar Loop, a six-block entertainment, dining and shopping enclave for which it was planning new housing for 550 upperclassmen.
Dubbed by the American Planning Association as One of the 10 Best Streets in America, The Loop is a unique and challenging retail environment requiring an unconventional approach to leasing.
In conjunction with retail consultants we developed the branding, voice, messaging and positioning for the 2.1-mile corridor. This involved coordination with multiple local real estate owners, two local retail brokerage teams and two Business Improvement Districts.
A robust web site with a sophisticated back-end database encouraged leasing and generated enthusiasm from all parties while a customized, detailed block and lot map allowed for future growth and promoted Delmar Loop as a retail destination.
The complementary, unique printed brochure served as the primary retail prospecting tool that resulted in several new leases and increasing vitality as the area continues its evolution as a retail destination.