PowerPoint presentation given to the Reno-Tahoe chapter of the American Marketing Association on January 17, 2012.
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COMMROW BUILDING A NEW BRAND IN A GAMING MARKET
Transcript
1. COMMROWBUILDING A NEW BRAND IN A GAMING MARKET
2. "People who know whattheyre talking aboutdont need
PowerPoint. - Steve Jobs
3. Whos crazy enough to open a non-smoking, pet-friendly hotel
with no gaming in downtown Reno? Fernando Leal Developer L3
Development Funding: DRW Trading Group, Chicago
4. Whos crazy enough to GO a non-smoking, pet- friendly hotel
with no gaming in downtown Reno? LOHAS: Lifestyles of Health and
Sustainability. Climbing is the second fastest growing sport in the
nation (behind snowboarding). 16,000+ UNR Students less than a mile
away. Loyal visitors seeking new attractions (the changing
demographics of Reno visitors). Locals: (hardest target SoMos)
South of Moana residents. Residents who remember downtown as an
accessible place for families and businesses.
5. WHY Property owned in a declining gaming market.
Available/popular points-of-entry (no smoking, no gaming,
pet-friendly). Location (location, location). UNR, 6,000 Hotel
Rooms in hood, Northern California (active lifestyles). Helping
rebrand Reno (No Whining). Americas Adventure Place + Far From
Expected. Reintroducing CommUnity (OurRealReno.com). Phased master
plan. (A work in progress).
6. INSANITY Early concepts developed December, 2010. Focus
groups, product design + permits: January- February, 2011. Brand
development (15 total): March April, 2011. City Permit Approval:
May 15, 2011. Construction: June September, 2011. Grand Opening:
October 1, 2011.EARLY CONCEPT TO OPENING IN TEN MONTHS.
7. FEATURES 164 exterior climbing wall (the worlds tallest).
7,000 sq. ft. of indoor bouldering (built to competition
standards). 11 eateries + bars (9 on 1st floor). 750 person
capacity concert venue (3rd floor). 200 person capacity cabaret
(1st floor). 60,000 square feet of mixed use space at opening.
Hotel component (Phase 2 April, 2012). Adventure Deck (Phase
3?).Renos First Urban Adventure Destination.
8. CREATIVE REUSE Fitzgeralds had great bones structurally.
(Built to withstand a nuclear winter in Nevada.) 60,000 square feet
of smoked carpeting removed. Over 100 dumpsters of abandoned
electrical and plumbing removed from false ceiling spaces.
Electrical use dramatically reduced by installation of LED
lighting. Touchless, low or no flow restrooms on first floor added
(check out those hand dryers!). Signage, furnishings, equipment all
reused, refinished, and repurposed. Innovative property-wide
recycling program in trials.
9. HOW + +That Guy (me) Natasha Bourlin Karl
FendelanderMarketing + Design PR/Communications + Digital
Media/Climber + + Many Others: Dax Victorino (Video), Sabrina
Robertson (Entertainment) + Creative Concepts (Media), JM Studio
(web), ZapLabs (tv), etc., etc., etc.!
10. READY (OR NOT)Click here see CommRow video on YouTube
11. READY SET.
12. GO
13. NEXT? ADVENTURE DECK 1 square acre on garage roof Seasonal
restaurant BMX /Skate parks Outdoor bouldering Zip lines to ReTrac
Formerly Hang NO FRILLS, PET FRIENDLY HOTEL 136 of 347 rooms open
Spring, 2012 Pet friendly accommodations
14. CHANGES"You cant just ask customerswhat they want and then
tryto give that to them.By the time you get it built,theyll want
something new. - Steve Jobs
15. YOUR TURNQ+A
16. THANKS Larry DeVincenzi [email protected]
775.771-7004PowerYourBrand.com Connect with us on: