Midtown Tampa is the first urban, mixed-use, walkable project of its kind in Tampa and the catalyst for an entirely new district connecting Westshore and downtown. When complete, the $500 million district will transform an under-served, car-dependent area by adding retail, residential, office, entertainment and hospitality offerings to the surrounding neighborhood and entire Tampa Bay region with many first-to-market and flagship locations that all support a health and wellness focus. Walker’s brand strategy, identity and pre-launch communications brought to life this highly anticipated destination brand and has continued to spearhead multi-channel marketing and public relations as the project evolves in order to secure tenants and drive awareness. Thanks to these efforts, the project was 90% leased just a few months ahead of its grand opening.
- 23 Acre Mixed-Use Community
- 8 million sf retail/residential/office
- 750,000 sf Class A office space
- 200,000 sf retail/entertainment space including Whole Foods and REI
- 390 luxury apartments by Crescent Communities
- 226 key Marriott dual-branded Aloft & Element Hotel including rooftop pool and lounge
- 4 acres of pedestrian-friendly public spaces including central green space, lakeside park and recreational trail
- Scheduled for completion 2021
Planning & Design
Award of Merit Planning Category
Best Collateral Package
Best Overall Marketing Campaign
Working with the full development and planning team, Walker participated in visioning sessions to uncover the most defining aspects of this emerging, new mixed-use district and identify how to best provide vibrancy to such an underserved location. Critical to the story was not only the density that this project would bring to one of most highly visible intersections in the Tampa Bay area, but also the opportunity to connect the two largest districts in the area – Downtown Tampa and the Westshore Business District. The mix of uses provided residents and visitors a contemporary, urban and walkable destination with robust programming to activate public spaces.
The resulting brand strategy included an identity, messaging, and visual kit-of-parts that not only emphasized the connectivity between uses and the broader market, but also allowed for multiple partners to connect their own brand to the master brand. Plus, the tonality synced with the innovation of the collective sub-brands and public realm design. The rollout plan included a fluid set of branded commercial leasing materials, digital media, as well as an ongoing, proactive public relations effort.
- Project Visioning
- Brand Brief
- Name & Brand Identity Guidelines
- Visual Strategy
- Partner Acquisition Presentation Materials
- Office & Retail Leasing Materials
- Project Announcement Site Signage
- Social Media
- Public Relations
- Public Art Consulting
Walker’s local knowledge and connections, as well as its depth of experience working with large mixed-use projects, has significantly helped drive awareness and interest in Midtown Tampa. From securing pre-development approvals and supporting retail and office leasing efforts, to helping establish key partnerships with CASTO Southeast Realty, LLC, Jeffrey R. Anderson Real Estate, Concord Hospitality and Highwoods Properties, Walker has partnered with Bromley at every stage. Earned media impressions top 1.5 million over a three-year period and continue to grow exponentially. Social media engagement is trending upward and leasing efforts are in full swing, making the Midtown 90% leased just a few months ahead of its grand opening with momentum continuing to build.
Walker Brands has been our trusted marketing and branding partner from the moment the vision of Midtown Tampa was conceived. Using their local knowledge of the Tampa Bay area together with their national real estate marketing expertise they’ve translated our vision of Midtown Tampa into the kind of words and images to which the people of Tampa and beyond can truly relate. Walker understands both the art and the science of branding, public relations and marketing and their creativity, responsiveness and passion has woven the foundational tapestry of Midtown Tampa. The Walker Brands team is always there to guide us, and they have added tremendous value to the development of Midtown Tampa – literally putting us on the map.