BLVD. 6200 BECOMES THE LATEST STAR IN HOLLYWOOD
Blvd. 6200 is a significant mixed-use development in Hollywood, encompassing well-appointed residential, diverse retail components, and parking. In 2012, developers wanted to celebrate the official groundbreaking and generate positive media attention. However, there was a key challenge – the project had been in development for six years and had already begun extensive construction.
Given the unique nature of holding a groundbreaking for a project that was already well underway, the groundbreaking was designed as a VIP event at the renowned W Hotel across the street, which had the added effect of offering guests a birds-eye view of the construction in action. Within a quick timeframe, the involvement of several key elected officials was secured, including then-LA Mayor Antonio Villaraigosa. There was also significant attendance and participation from business leaders, project developers, and community stakeholders.
Telling an effective media story was key, so materials focused on the benefits the project will bring to the region and how it will set the standard for future development in the area.
Even though there had been previous coverage, the groundbreaking event for Blvd. 6200 generated media coverage in several local media outlets, including the Los Angeles Times, Curbed Los Angeles, LA Observed, KTLA television, and the local Hollywood Patch. Most importantly, the success of the groundbreaking set the project up for future interest and coverage about its positive impacts and attributes.
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