Developer: Trilogy Development and Cressey Development Group
Scenario: The Trilogy/Cressey goal was to create a high-end hybrid hotel/ residential ownership opportunity and develop an iconic downtown landmark. The architectural solution—shaping the silhouette of a grand piano—marked the entrance to the city’s entertainment district and provided a marketing catalyst. Our team was selected specifically for its track record in moving unique properties rapidly, a critical consideration to mitigate rising market risks.
Solution: We saw the launch of this unique product type with its critical first-weekend sales challenge as the ideal point to employ our proprietary MarketForce™ system. An industry first, MarketForce™ incorporated metrics and analytics into marketing and sales to track results and optimize sales team performance. We knew daily where prospects stood.
Our positioning, Right Time, Right Place, allowed us to highlight the opportunity to invest in the Westin (Starwood) brand. Marketing collateral communicated “an evening at the theatre” ambiance with the opening event featuring a classical pianist.