Signs of the Times.

During conversion of a downtown Dallas historic building, clever signage was the key to marketing and leasing up `The Old Girl'

The Kirby Building in downtown Dallas, Texas, is no ordinary building, so everyone involved with the renovation project realized that the marketing and public relations campaign would have to be as unique as the building itself.

Built in 1913 by Adolphus Busch as one of the first skyscrapers, in late Gothic-style, The Kirby is commonly known as "The Old Girl." The landmark building served as the home to the department store A. Harris and Co. for more than 50 years.

In March 1998, Hall Financial Group's vision of restoring The Kirby to its once remarkable state was set into motion. Hall, a 30-year-old diversified real estate investment, management, and development company based in Dallas, recognized the growing demand for residential housing in downtown Dallas. In addition to securing a first mortgage with the U.S. Department of Housing and Urban Development (HUD), Hall formed a public-private partnership with the city of Dallas for additional funding to renovate The Kirby Building to 156 residential lofts and apartments. Construction is scheduled for completion this month.

MARKETING `THE OLD GIRL'

Located at the very epicenter of Downtown, The Kirby sees a constant throng of vehicular and pedestrian traffic. The building's location was deemed a valuable resource to be used in the marketing campaign. Our marketing communications firm, Gallier and Wittenberg of Dallas, capitalized on the building's location by creating eye-catching banners and site signage to launch the marketing campaign, attracting the attention of those who cross "The Old Girl's" path every day.

SIGNS OF THE TIMES

Part of the marketing budget that would typically have been allocated to media advertising was used for the extensive signage program. Launched in August of 1998 during the preliminary stages of construction, the banner and signage campaign was a cost-effective vehicle to raise interest within the direct target audience, downtown employees. We wanted people to stop and consider the activity behind the construction fence. It laid a foundation of awareness during the construction period, building anticipation and momentum prior to preleasing.

Our marketing firm facilitated the development of clever slogans following a variety of themes, including history, location, amenities, and construction detours. To humorously tie in the building's storied past with its future, our marketing firm gave "The Old Girl" her own voice. If "The Old Girl" could talk to those who passed by, then they might be drawn to learn more about her fabulous rebirth into lofts and apartments.

With several approaches and types of messages, at least one slogan from the campaign was sure to reach everyone in one way or another. A sense of imagination and mystery was created in the building's messages.

The cheeky slogans were used in the design and construction of street signs constructed of wood, paint, and vinyl applique. Two 8 x 8 foot signs were built in an L-shaped design. Strategically placed in front of the construction office, the sign draws attention from several directions, with great visibility for people gathered for downtown events at Pegasus Plaza across the street. One side read, "It was built with beer money in 1913 by Adolphus Busch. Thanks, Bud," appealing to the public's sense of humor. "I am The Kirby. Having cement shoes, I can't exactly walk to work. But you can," read the other side, providing an incentive to reside downtown. An 8 x 16 foot detour sign used to block off a street said, "Hail yes, I've got a garage. (Pardon my French and the detour.)"

To complement the street signage, building banners were also designed in a similar fashion. Size, material, and installation of building signs were thoroughly researched to best communicate intended messages and adhere to strict rules regarding the building's historical facade. A 10 x 44 foot nylon mesh banner was hung on the east side of the building on Main Street. Labeled, "I am The Kirby. Every night I gaze out my window and undress Neiman Marcus," the sign boasts of the building's view of the landmark retailer, serving as an immediate location identifier.

On Elm Street, a 16 x 55 foot banner reading, "Old, Schmold. I've got speedy Internet connections, spanking new appliances, and a killer rooftop pool," was hung. This strategically ties in with the underlying message that The Kirby is a residence of the future, seamlessly blending the best of the old with the new. Each sign was also designed to include the building's logo, phone number, and Web site address.

Our goals for this initial stage of marketing were to generate phone calls and visitors to the Web site, to facilitate word of mouth among downtown workers, and to build an identity for The Kirby. We also sought to build awareness in downtown living, somewhat of an unfamiliar concept to the likes of the Dallas commercial central business district. We wanted people to know what differentiates the Kirby residences on Main from other downtown housing options. Finally, we wanted to establish The Kirby among the media as a benchmark project of the downtown revitalization currently underway in Dallas.

CHALLENGES

The Kirby is located in an area of downtown known as "The Canyon" because high-speed winds whip between buildings. Flags and banners that have not been properly produced or installed are known to have bent flagpoles. Therefore, significant research had to be conducted into the weight (a 10 x 55 foot banner could weigh two tons), type of fabric, and methods of construction and installation.

The signs and banners were to be used throughout the construction period, spanning all four seasons. The sign vendor had to ensure that the materials and construction would not only endure such weather conditions, but also maintain a quality appearance. The firm also installed the signs in such a way as not to harm the decorative, historic exteriors.

SIGNAGE SUCCESS

For more than 85 years, The Kirby has been a central part of downtown and of interest to Dallasites. This campaign reaches out to everyone who travels by The Kirby; and, it doesn't hurt that the building is located across the street from Pegasus Plaza, a popular downtown gathering place.

While The Kirby renovation project operates on a $24-million budget, only approximately $150,000 was allocated for all marketing activity. This budget includes all signage, logo, stationery, advertising, events, and grand opening expenses. In order to leverage such a tight budget, we knew it was a risk to remove dollars from traditional print advertising to put into a quality sign campaign. And while it was risky, it proved effective.

The response to the signage campaign met the defined goals. Web site hits dramatically increased the same day the signs were installed. The Kirby Web site hosted approximately 20 hits a week and jumped to more than 100 per week once the signage campaign was implemented. Hundreds have called for more information, taken flyers displayed on the construction fence, and logged onto the site to read more about the building's history and rebirth, viewing construction photos and floorplans.

Not only did downtown pedestrians and motorists take notice of The Kirby, but the press did too. The Dallas Business Journal, Downtown Business News, Dallas Real Estate News, and Downtown This Week all mentioned The Kirby and its signage campaign in various features during the fall. The Dallas Morning News also acknowledged the sign campaign in an editorial and continues to refer to The Kirby when covering downtown housing issues. These dips mentioning the signage campaign generated a total of 572,281 media impressions and have established The Kirby as a model downtown revitalization project featured in subsequent articles. The Kirby continues to receive local and national attention from the media as a result of PR efforts, the Web site, and word-of-mouth.

But the program has generated even more than talk. When a private, sneak preview of the model units was conducted in December 1998, 24 percent of the units were preleased in only a few hours, Leasing continues at a strong rate with The Kirby slated to welcome residents this month.

LEVERAGING THE LAUNCH

Creating interest in the activity behind the construction fence was just the first phase of our marketing campaign. After "The Old Girl" spoke out during the construction period, we used the slogans throughout the rest of the marketing efforts. Part of one of the most popular slogans, "Old, schmold" was used on a T-shirt, designed for the opening of the model units. Others were used throughout the four-color brochure, an information piece left in containers on the construction fence, and on the Web site.

But our marketing efforts are far from being complete. We are currently designing consumer advertisements using some of the favorite slogans in addition to a whole list of others. Flyers and networking with local organizations, businesses, and concierges are all on the docket. The grand opening and soft leasing functions are also in the works.

We've been building a voice for The Kirby that is consistently used in all marketing media. And it must be working. Our mailing list grew from approximately 50 before the signage campaign to approximately 400 by late November. Additional evidence is demonstrated by the preleasing success. And at the end of March, we were 52 percent preleased, all prior to our consumer-advertising launch.

MARKETING MAGIC?

We are fortunate to be marketing a remarkable historic building with a unique history, which partially sells itself. While we have received great public relations and community interest in the project, we aren't home free until we are 100 percent leased and move-in is complete. But, having used the construction period m both educate the Dallas community about downtown living and to build momentum, our marketing efforts during the preleasing phase are easier.

Murray is a real estate consultant serving as project leader for the conversion of the historic Kirby Building in downtown Dallas, Texas. She serves on the executive committee of the Central Dallas Association as well as the City Center TIF Board and The Real Estate Council.

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What can be more challenging than leasing up an abandoned apartment community that was known as "little Bosnia?" Not much, but after convincing the city not to demolish the properly, an Austin, Texas, investor did an innovative rehab and filled the community with residents through an out-of-the-ordinary marketing strategy.

In less than 24 months, 300-plus crumbling apartments abandoned by the owners, occupied by squatters and gangs, and nicknamed "Beirut" and "little Bosnia," has become a trendy apartment complex--the Metropolis--catering to post-Generation Xers and young professionals.

Developer Justin Hilton, after convincing the city of Austin not to demolish the site, used his experience doing home renovation to revive the Metropolis. Having undergone a complete rehabilitation with environmentally friendly, or "green" building codes in mind, the Metropolis includes recycled and recyclable materials such as plaster, concrete, stucco, glass, and metal, limiting or eliminating potentially toxic materials such as carpet and paint. Xeriscaping in used throughout the community. Local artists were hired to do original sculptures, murals, and other artwork throughout the community. With the help of architect Tom Lea, the Metropolis was reborn.

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