The Outlet Collection at Riverwalk.
a splash. A big, huge splash.
The Howard Hughes Corporation
purchased the flailing Riverwalk Marketplace in 2010. Originally opened in
1986, Riverwalk Marketplace was once a thriving mall, catering to locals and
visitors with its Mississippi River views and location at the foot of Canal
Street. Deteriorating conditions, changing retail trends and the loss of known,
national brands led to low sales and a nonexistent local customer base. The
Riverwalk redevelopment served as the coming out party for The Howard Hughes
Corporation, as the company’s first retail opening.
THE GAME PLAN.
DEVENEY was hired to announce the
$80 million transformation of the property into the country’s first downtown
outlet mall. To ensure a successful and seamless announcement and beyond, we
crafted a long-term tactical plan that covered strategy, media relations, media
training, community relations, government relations and issue management. From
hard hat tours to the opening events and international media coverage, The
Outlet Collection at Riverwalk successfully launched in May of 2014.
For a closer look, click to enlarge.
Secured over 1,100 media
Garnered over 1 billion
Received public praise
from all New Orleans City Council members, the Mayor of New Orleans, tourism
and hospitality, and business leaders across the city
Opening weekend welcomed tens of thousands of
shoppers and more than 90 percent of stores exceeded their sales goals