The successful lease up at our Stadium Place property in Seattle’s Pioneer Square neighborhood was a hot topic at the recent AIM 2015 (Apartment Internet Marketing) conference in Huntington Beach, California. Apartment owners and managers from across the country attended the conference and our Senior Vice President Billy Pettit was a featured speaker.
Pettit discussed the challenges and opportunities in opening a property with almost 500 apartment units in an area that had not been considered desirable as a residential location. The property sits next to Century Link Field, home of the Seattle Seahawks and Sounders, and offers stunning views of Puget Sound and downtown.
Pettit discussed the content marketing strategy for Stadium Place that focused on partnering with the neighborhood and becoming a source of information about restaurant, retails and events available in the area. The campaign built excitement around the growth in the area and helped to establish Stadium Place as a viable residential community.
In addition, Pettit said they were able to be part of the excitement surrounding the Super Bowl run for the Seahawks. During construction, they hung a big pick up truck that was decked out for the Hawks from the top of the construction crane. It was visible from the stadium and fans loved it.
Capitalizing on that success, Pettit told the crowd how he worked with the architects to construct a giant 12 on Stadium Place to show support for the team. It was seen throughout the area and it quickly became the most photographed building in the city. The giant 12 showed Stadium Place’s commitment to the fans and generated excitement as prospective residents were drawn to living in the property.
Pettit also discussed the relationship he forged with a local TV station that resulted in live broadcasts from the property on game days throughout the season once the property was opened. This publicity generated interest in the property and contributed to the quick lease up of the two apartment towers the comprise Stadium Place.
Ultimately Pettit said that the relationships they formed and the continued commitment to the neighborhood have been critical to the success of the property. He also admits that it never hurts to get a little lucky and that opening the property the same year that the Seahawks went to the Super Bowl provided an excellent opportunity.