Marketing Archives
SPUR Ahead: Urban Center Breaks Ground
As per the photographic evidence at right, SPUR, the San Francisco Planning and Urban Research Association, has broken ground on its new $16.5 million, 12,000 square foot Urban Center at 654 Mission Street that had us swooning a few months back. When the place is finished in 2009 (or thereabouts), the building will serve as a space for the public to learn about and discuss urban issues in San Francisco—so, soon, everyone's complaints on policy and planning will be that much more informed—and that much more irritating. Get psyched.
· Trading Up: SPUR Urban Center En Route [Curbed SF]
Adventures in Advertising: Value Exchange at 1221 Harrison Street
Back in December, 1221 Harrison Street #6 slummed it on Craigslist at $795,000. Today, On the MLS for the same price. What's the diff, you ask? A few months ago, the listing for this 1 bedroom, 2 bathroom, 1439 square foot condo boasted a value add in the form of— suspense!— an in-house hair salon "perfect for your V.I.P. clients." Fast forward, bring Sotheby's on board, and whoosh— we have a whole new listing. Klassy's gone "classy."
· 1221 Harrison Street, San Francisco [MLS]
· V.I.P. Value Add at 1221 Harrison Street [Curbed SF]
New Nabe Alert: MiMa Rises
When asked about 944 Market St, investment group New Urban Properties CEO Tom Owens described their newly acquired address as part of "the exciting MiMa submarket." And there you have it. A new nabe — albeit one that sounds a bit too much like a child's pet name for grandma — makes its public debut. Agents, change your listings, raise your prices, and forget about any RE deep freeze. Sayeth T.O. "You look at Market Street and you can just see capital marching up and down in both directions." So where exactly is MiMa? Well, it stands for "mid-market," but details are a bit sketchy for now, so we'll just have to wait for clarification until a restaurant opens using the name.
· New Urban scoops up Class B trio for $30M [SF Business Times]
· Commercial Cooldown in SF? [Curbed SF]
Hustle! The Hayes, Arterra Deliver Stimulus Shill
Bush signed a stimulus package signed into law? Just 24 hours ago? On it. Striking while the iron is hot, as it were, The Hayes and Arterra are capitalizing on the country's newfound (false) sense of economic stability. Both developments issued new financing packages today, marketed around the conforming loan limit increase. For a limited time, Arterra is offering qualified buyers 4.125% 5-year fixed-rate financing, which is actually a re-branding of the exact same package promoted last month in anticipation of the Fed's economic maneuver. For a similarly limited time (through February 29th) The Hayes boasts special "pre grand-opening" financing that promises to save 4 months' worth of principal/interest payments and lay a full point buydown on interest rates. No numbers listed on this shill, but The Hayes and Arterra do roll together, so expect similar if not the same.
· The Hayes [website]
· Arterra [website]
Adventures in Marketing: Amateur Hour at Avalon Towers
When we come across an agent clueless enough to shill with a '99 Acura, we generally crack a few d'bag jokes and move a long with our lives— after all, the dude sells houses, not ads, right? (Right?) From a multi-million-million dollar development, however, we expect something more— a syntactically sound tag line, at the very least. That said, next round's on us for whoever deciphers the logic behind this b'shit.
· 1br - ♥ ♥ ♥ WANT T♥ L♥VE WHERE Y♥U L (SOMA / south beach) [Curbed SF]
Marketing Math: Value Subtraction at The Greenwhich
Memo The Greenwhich's marketing team: The Internets can be your friend— if you learn the rules of engagement. That's our best advice, following a few weeks' worth of quietly executed, yet not-so-subtle flubs on the development's website. A plugged-in SocketSiteer—term: coined— busted the development for having pulled its floor plans just minutes after SS alerted its readers to their release. The Greenwich's online presence is back up in running, but as a Curbed SF reader (Curbedite?) marveled this morning:
The new luxe condo pads in cow hollow—known as The Greenwich— have an interesting pitch on their web site. Check out the photo sections below. The Metro movie theater on Union Street is portrayed as a neighborhood amenity; however, that theater has been closed for a year, if not more. What an amenity!Addition, subtraction ...
· The Greenwich [website]
· The Greenwich (1501 Greenwich): Website Live And Floor Plans Return [SocketSite]
Adventures in Advertising: Pacific Cannery Lofts do Facebook
Facebook's advertising capabilities have been has been quite the talk of the blogosphere lately: many companies fumble the ball spectacularly, hilariously, even. It's hard to get down with the interweb, isn't it now? Though we're feeling just a bit skeptical of whether the advert will increase sales or not (noting Facebooks changing, yet still pretty damn young demographic) we applaud Oakland's Pacific Cannery Lofts for making a good collegiate effort. The Lofts' media team even boats their own blog— and one that actually functions as such, no less, keeping a low profile (Blogger interface) while delivering updates on local goings-on penned by a fleet of contributers. Marketing and PR firms, take heed: this is a blog, and this is how it works.
· Pacific Cannery Lofts [website]
Not Well Played: SoMa Grand
Our reader photog put it best: "Someone must have left their game at home on the day that marketing campaign was invented."
Evil Genius?: McDonald's New Design Formula
Though the buzz has been circulating for some time, McDonald's has, in fact, finally introduced their new "design formula," as they call it, to a presumably savvy European market. Considering a site on Eltham High Street in southeast London, Dwell Blog's Chelsea Holden Baker deems the dapper chain "less like the home of Ronald McDonald and more like the SAS Royal Hotel in Copenhagen." (She notes the use of Arne Jacobson Series 7 dining chairs, along with the conspicuous presence of Swan and Egg Chairs, both of which debuted at the SAS in 1958. Groundbreaking hotel design!)
Holden Baker echoes the concerns of International Herald Tribune critic Alice Rawson, who agonizes between the positive popularization of design and the negative implications of relegating said chairs to the realm of "corporate marketing props." And while we're compelled by that angle, too, another question comes to mind. McDonald's elected to implement its "reimaging" campaign after extensive marketing research in posh, educated cities not unlike San Francisco (in that regard, at least). While SF has a history of absolute vigilance toward corporate chains, might this type of reincarnation be just the thing that coaxes SF-based franchises out of hiding? Are they smooth enough to infiltrate our development and design-obsessed town? (After all, we did catch SocketSite's commenters rallying behind Target.) Readers? To the comments!
· Modernism at McDonald's [Dwell Blog]
· At McDonald's, a take on the classic designs of Arne Jacobsen [International Herald Tribune]
· To Woo Europeans, McDonald’s Goes Upscale [New York Times]
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