With their laser focus on the 55-and-older market, I wonder if home builders and developers might be overlooking an emerging niche: singles.
2009 National Sales and Marketing Award: Site Point, Baltimore
A profile of 2009 National Sales and Marketing Gold Award Winner Site Point, Baltimore
Photo Credit: Sales Office, Bob Creamer; Exterior, Silo Point
2009 National Sales and Marketing Award - Gold Winner
A Diamond in an Old Grain Silo
Silo Point, Baltimore / Best Attached Community of the Year/Best Urban Sales Office/Best Brochure for a Community Priced over $1 million
Developer: Turner Development Company, Baltimore
Builder: Silo Point II, Baltimore
Architect: Parameter, Irvine, Calif.
Interior designer: Meridian Interiors, Costa Mesa, Calif.
Ad agency: Lyons & Sucher Advertising, Alexandria, Va.
Number of units: 228
Price range of units: $260,000 to over $4 million
Square footage of units: 1,100 to 5,000 square feet
Developer Patrick Turner of Turner Development Group contacted the Archer Daniels Midland Co. repeatedly about his interest in buying an abandoned grain elevator the agricultural giant owned in the Locust Point community of Baltimore. When someone eventually returned Turner's call and heard the proposal, the response was something along the lines of, "You must be crazy or brilliant."
Turns out he was crazy — like a fox. The developer converted that old grain silo into Silo Point, an award-winning, much talked about Baltimore high-rise condo development. And people are buying up units.
"I don't know who would say this is a good market to be selling in," says Jane Lyons, principal of Silo Point's agency, Lyons & Suchor Advertising, "but this has got to be the best selling project in Baltimore, if not a wider geographic area."
What did Turner see that no one else did? The location. Locust Point is a good, safe neighborhood with historical significance — it's said to be the place where Francis Scott Key saw the American Flag during the War of 1812, a moment that inspired him to write the Star Spangled Banner. Because it's on a peninsula of ports, there are great water views. And because of zoning, these views will remain intact.
"The residential units [at Silo Point] don't start until the third floor," explains Lyons. "The bottom level is going to be retail. Because of the height restrictions in the neighborhood, your views will never be blocked, even if you live on the third floor."
The sales center, which also won gold, is a 4,500-square-foot space with almost 30-foot high ceilings. Pipes and ducts are exposed, and key marketing messages are stenciled onto the raw concrete columns. The art gallery/museum atmosphere has a series of stations that convey information about Silo in digestible pieces and a variety of media including videos, sculptural displays, interactive kiosks and a 9-foot scale model of the building lit from the inside.
Silo's brochure even won gold, and several other marketing pieces won silvers.
"What they did with it is just amazing," said one Nationals judge of the Silo Point program. "They took advantage of its location; they created great interior spaces, great interior design, great exterior architecture and great signage. The marketing of it was fabulous."
"We have a lot of news stories, a lot of press and buzz about this project," says Lyons. "It's a skyline maker. It's become an iconic building on the horizon."
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|
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