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.
DEVENEY was hired to announce the $80 million transformation of the property into the city’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.