Grand Station at Centerra Public Relations Timeline April, Groundbreaking Announcement, Press Conference & Event Fall, 2008 Amenities Announcements Second Wave of Public Education Begins May, 2009 ICSC - Las Vegas Final Leasing Push Employment PR Efforts November 14, 2006 Preliminary Public Announcement (See attached list and messaging.) December 4-6, 2006 ICSC in NY Pre-leasing Activities begin. January, Formal Press Conference Announcement Continued public education efforts June - August, Trade Publication Story Pitches Public Education & Forums January - April 2008 ICSC Preparation Continued public education efforts May, 2008 ICSC - Las Vegas Year Two Leasing Push Begins April, 2009 Pre - ICSC Tenant Announcements & Trade Story Pitches July, 2009 Media Hard Hat Tour Industry Hard Hat Tour Early November, 2006 Any needed private announcements should be made. (See attached list.) January/February November 14, 2006 Millennium GDP Package Filers With City Additional Housing Units Requested February - April, ICSC Preparation Continued public education efforts May, ICSC - Las Vegas Year One Leasing Push Begins August - December, First Announcement of Tenants (If Possible) Introduction of Center Staff Press Hardhat Tour (If Possible) Summer, 2008 Press Hardhat Tour (If Possible) Target for a major sponsorship announcement January, 2009 Countdown to Grand Opening Begins Media Hard Hat Tour April - July, 2009 Grand Opening Trade Industry & Local Media Pitches August, 2009 Grand Opening City Approval Process begins. January Planning Commission February Council Vote Public educations efforts about the concept and the process begin. April, 2008 Pre ICSC Media Pitches & Tenant Announcements Host RMSCA Event June, 2009 Grand Opening Plans Announcements Begin Final Tenant Announcements Local Media & Trade Pitches For Grand Opening Coverage
Grand Station at Centerra Public Relations Messaging Messaging Points - Preliminary Announcement/Inquiries Prior To Formal Announcement Is McWhinney planning to build another shopping center on the land adjacent to the Promenade Shops? The land in parcels 503/504/505/506, etc. has always been intended for mixed use development. At this point, we are looking at several potential mixed use projects that do include retail. What types of used are being considered for this development? The projects we are considering include various mixes of retail, residential, office, hospitality and entertainment uses. Nothing has been finalized to date. What is the timeframe for announcing plans for this location? At McWhinney, our purpose is to create great places for people - until we have refined our plans to the point that we are certain they represent a great place, we will not be making any announcements. Representative from McWhinney were pitching this project to prospective tenants at a recent ICSC event. If plans are not yet finalized, why would this be? It is common practice to discuss plans for projects with potential tenants of all kinds to gauge interest and determine their needs for potential projects. We already have so much new retail does Loveland really need a project like this? Centerra is a regional destination in the Northern Colorado economy and this type of development is absolutely needed to support our future growth as a region. Studies show that this area will need an additional xxx square feet of retail to meet demand - both from consumers and the retailers who wish to expand into this market. Messaging Points - Downtown Loveland There are many in Loveland who feel that McWhinney is trying to move downtown to Centerra? Is this proposed project part of that plan.? There have never been any plans on the part of McWhinney to move downtown to Centerra. McWhinney strongly believes that a vital downtown Loveland is a must for our community and supports the city s efforts to strengthen downtown. The types of businesses that would locate at a mixed use project are very different from the types of businesses that would locate in a downtown business district and our community and economy needs them all. What type of business impact will a mixed use project have on downtown businesses? The projects we are considering include various mixes of retail, residential, office, hospitality and entertainment uses. Again, the types of businesses that would locate at a mixed use project are very different from the types of businesses that would locate in a downtown business district - for example, a hospitality use for downtown would most likely be a bed and breakfast while a mixed use project would attract a boutique hotel. There is need in Loveland for both uses. Is McWhinney supporting Loveland s Downtown Development Authority to assist in the revitalization of the city s downtown center? Yes. McWhinney strongly believes that a vital downtown Loveland is a must for our community and supports the city s efforts to strengthen downtown. Messaging Points - Other Is McWhinney trying to shift the economic base in Northern Colorado from Fort Collins to Loveland? It is in the best interest of Northern Colorado to create a strong economy and prepare for the growth we know is coming. McWhinney and the city of Loveland are committed to making Loveland a vital part of Northern Colorado. Fort Collins, Greeley and many other cities in the region are doing the same. This benefits everyone and helps Northern Colorado become a regional destination with many options and choices for the residents and guest to the area. Is it true that McWhinney has given incentives, stolen if you will, tenants from other developers such as 2534 for this project? No. Potential tenants have been approached about the project and those who have expressed interest have been given the information they needed. No doubt, many, if not all of these potential tenants have explored other location options in Northern Colorado. McWhinney has provided no incentives to entice tenants to our projects over others. We understand that McWhinney s partners in The Promenade Shops are not happy about this project. How will this project impact The Promenade Shops? Any project developed will be a compliment to The Promenade Shops. A mixed use center is very different from a lifestyle center and attracts different types of retailers as well as a much broader scope of uses. As a partner in The Promenade Shops, we have a vested interest in it s success. This project will join with The Promenade Shops in making Centerra a truly great place.
Grand Station at Centerra Public Relations Messaging Messaging Points - Other Messaging Points - Fort Collins Messaging Points - Financing What types of housing is McWhinney considering for the development? We are considering a residential element that would include multi-family condominiums, apartments town homes, etc. We are considering both for sale and for or rent housing which will co-exist above or alongside the retail shops, restaurants, and offices. The residential housing will be completely integrated among the other uses at the project. Does McWhinney plan to address the lack of affordable housing in Centerra with this project? First, there is currently affordable housing available at Centerra in the form of apartments and for sale properties. (Recalculate affordable housing numbers.) Affordable housing is an important and vital issue to the health of our community and one that needs to be addressed. It is an important social issue that McWhinney is currently working on via the McWhinney Foundation. (Are we ready to talk about Pioneer Place?) What role is McWhinney playing in solving the regional transportation problem along I-25 and Hwy 34? It seems this new development will only exacerbate the congestion and safety concerns. McWhinney is a partner at the table working with the City of Loveland, the Colorado Department of Transportation (CDOT) and other neighboring landowners and developers to plan for and fund the construction needed to ease the transportation and congestion issues faced by our region, including the I-25/Hwy. 34 interchange. It seems it would be necessary for there to be connections between the east and west side of I-25 when this development is complete. What are McWhinney s to connecting the East and West sides of Centerra? Connectivity between the east and west sides of Centerra is an essential goal for the community. Plans are in place to build an underpass at Kendall Parkway and I-25, which is estimated to be complete in 2009-2010 in conjunction with the grandopening of the mixed use project. It seems your new mixed-use development is in response to Front Range Village, the recently announced Bayer Properties project in Fort Collins. Is this true? No. The parcels on the east side have always been planned as mixed use development. Discussions and plans for a mixed use project have been in the plans for Centerra since its inception. How is the mixed-use development going to affect Foothills Mall and its imminent redevelopment plans? Our plans are to make Loveland a vital part of Northern Colorado. The mixed use development at Centerra will only help Northern Colorado, as a whole, become a greater regional destination with many options and choices for residents and guests to the area. We wish Foothills Mall the best with their redevelopment plans and know that an enhanced Foothills Mall will only add to the region. [INTERNAL NOTE: Timing is critical to how our announcement may affect General Growth s plans for Foothills. We need to be aware that General Growth Properties has it in their power to put Foothills on a fast-track redevelopment plan if they foresee we may be enticing some of the same tenants.] Will the mixed use project use tax-increment financing like other areas within Centerra to fund its development costs? Yes. Centerra s Metro Districts use tax-increment financing to fund public infrastructure, which includes sanitation and storm drainage, water, streets, traffic and safety controls, parks and recreation, transportation improvements, television relay and transmitter, mosquito and pest control, fire protection and emergency medical services. Metro Districts assess their value using a mill levy, which flows through property taxes of the tenants and home owners within the boundaries of the district. The county collects this tax in property taxes. These public private partnerships are crucial to brining new development to Loveland and Messaging Points - Environmental The trend in development is moving towards green building and sustainability. Do your development plans include sustainability/environmental initiatives? Yes, the integration of the Colorado outdoors is an important element in what makes development at Centerra unique. Plans under consideration include large green spaces that would be incorporated into pedestrian plazas, parks, and open spaces. We are considering amenities such as courtyard and roof gardens for condominiums and apartments that allow residents a private space that will give them a respite from the bustle on the street-level. It is also important to note that the mixed use project will be held to the same strict sustainability guidelines provided by Centerra s Design Review Committee (DRC).
Grand Station at Centerra Public Relations Target Audience Multiple public relations efforts should be happening simultaneously as well as at varying stages during the course of this project as follows: LOCAL CONSUMER AUDIENCE Loveland residents need to be our strongest advocates. Without their support, this project will be traveling an uphill battle. General education tools: open houses, traveling renderings, public consumption power point presentations/hand-outs. Define mixed use. The verdict is out on if the majority of residents in Loveland know what a mixed use project is...we need to be prepared to define what it is for them and to persuade them that this community has a need and is ready for it. The local audience is the overwhelming key to the initial success of this project. We must not overlook their questions, concerns, or perceptions and allow them the time and space to ask questions and vocalize their position. KEY MEDIUMS: Loveland Reporter Herald, Coloradoan, Greeley Tribune, NCBR,, Fort Collins Weekly, Rocky Mountain Chronicle, CREJ. DESTINATION CONSUMER AUDIENCE This center will have a strong destination draw from both the region and the influx tourism market, particularly during the summer months. Outreach to regional newspaper, publications, and electronic media from key regional markets such as Cheyenne, western Kansas western Nebraska, and southwestern South Dakota.. Tourism publications and tour operators. RMNP partnership programming, potential sponsorships, etc. INDUSTRY & B2B AUDIENCES Industry coverage will be crucial to establish recognition and buzz among potential retailers and other businesses becoming aware of the opportunity to locate within the mixed use project at Centerra. Making a positive early impression in the life of the project may encourage national retailers to get in on the ground floor of this promising project. ICSC Trade publication pitches Media Tours KEY MEDIUMS: Shopping Centers Today, Shopping Center Business, ULI Magazine, etc. LOCAL GOVERNMENT & BUSINESS AUDIENCES Local government and business entities need to be kept aware, but on a very strategic timeline so that information is available when we wish it to be. Regular updates to key members of the city and country staff as well as council members and commissioners we need to make sure that they never find out something new by reading it in the paper. Business partners (investors and partners, retailers who have already committed to the project, etc.) will also need to be kept informed. Businesses already located at Centerra will need to be kept informed rumors and speculation are particularly common among groups of this kind and these folks also have the potential to do the most damage to reputation as well as the project itself. KEY MEDIUMS: Regional media outlets, tourism publications (consumer and trade), local tourism promoters and providers.
Grand Station at Centerra Public Relations Tasks 2006 Early November, 2006 Any needed private announcements should be made. Late November, 2006 Preliminary Public Announcement Prior to ICSC in NY. Company Spokespersons assigned and prepped. Name of project and consistent message confirmed. Press release issued announcing development plans for east side of I-25. December, 2006 ICSC in NY Pre leasing activities. Project newsletter layout confirmed. Release deadlines set. Early City Approval Process begins. Public educations efforts about the concept and the process begin. City staff open house at McWhinney. Community group presentations (Service groups, local boards, Centerra tenants, etc). Press materials and community education materials complete and available by request (March). Web updates continue. Finalize project pitch themes. Story pitch ideas and sources confirmed. Industry magazines/ contacts confirmed. Series of editorial letters by LT begin in local newspapers. Letter #1 published focusing on goals of development of east side of I-25. February - April, ICSC Preparation Continued community group presentations. Complete first round story pitches for trade publications & local media. Web updates continue. February, Press Conference Announcing Project. April/May, Ground Breaking Event. Press release issued announcing ground breaking. Renderings/ visuals available. Media ground tours with McWhinney staff as tour guides. Complete Press packets available for conference. Series of editorial letters by LT continue in local newspapers. Letter #2 published focusing on preliminary plans and ground breaking. Introduction of Center Staff Assist with PR needs as appropriate with Center s Marketing Manager. May, ICSC - Las Vegas Year One Leasing Push Begins. June - August, Trade Publication Story Pitches. Targeted media tours of site scheduled upon request. Community group open houses continue. December, -First Announcement of Tenants. Press release issued. Press Hardhat Tours to highlight building progress. (Weather permitting) Project Newsletter #1 issued focusing on construction updates. 2008 January - April 2008 ICSC Preparation Continued public education efforts with community group meetings/open houses at McWhinney. Project Newsletter #2 (April Spring construction update). April, 2008 -Pre ICSC Media Pitches & Tenant Announcements Press release issued re: tenant announcements. Web Updates. Summer, 2008 Press Hardhat Tour (If Possible) Continue story pitches. Local media focus. Web photo updates. Project Newsletter #3 issue (August- Summer construction update). Target for a major sponsorship announcement Press release issued. Fall, 2008 Amenities Announcements. Press release issued re: amenity. Web updates. Second Wave of Public Education Begins Focus on general public, Centerra tenants, surrounding neighborhoods. Editorial letter by LT. Letter #3 published focusing on amenities, tenants, grand opening plans etc.
Grand Station at Centerra Public Relations Tasks 2009 January Countdown to Grand Opening Begins Issue editorial letter from Chad/Rocky regarding timeline/progress. Web updates grand opening announcements. Media Hard Hat Tour (Weather permitting) Provide updated map/tenant confirmations for tour. Host RMSCA Event April Pre - ICSC Tenant Announcements & Trade Story Pitches April - July Grand Opening Trade Industry & Local Media Pitches Focus pitches on centralized themes. Provide project updates for media. May ICSC - Las Vegas Final Leasing Push Employment PR Efforts Assist in PR needs as needed for employment efforts. June, 2009 Grand Opening Plans Announcements Begin Begin final press packet materials. Final Tenant Announcements Press release issued. Local Media & Trade Pitches For Grand Opening Coverage July Media Hard Hat Tour Press release issued to announce grand opening date and activities. Invite only media tour two weeks/month prior to opening. Media Q & A session w/ McWhinney staff. Editorial letter #4 announcing opening festivities. Letter #4 published. August, Grand Opening Private gala event for all involved prior to official opening. Official ribbon cutting ceremony or event. Public weekend long event involving all of Centerra. Complete press materials complete and distributed. Final project newsletter #4 announcing grand opening. Web updates.