Case Studies

Client: Spingarn Development, LLC

Detroit Riverfront’s Premier Development Announced

Situation
The Watermark Detroit is a $60 million luxury development positioned on 2.2 acres on the Detroit riverfront. Its developer, Spingarn Development, wanted the formal announcement of the project to emphasize the features that distinguish it from others planned in the vicinity.

Strategy
Berg Muirhead produced a signature event prominently featuring Detroit business leader and Spingarn president Dave Bing along with other blue ribbon investors. We transformed the announcement site, the Detroit Athletic Club, into an art gallery with framed portraits of the Watermark Detroit set against elegant backdrops, sumptuous fare and live classical music.

Results
The event was attended by 200 of Detroit’s most influential people and members of the media. Crain’s Detroit Business publisher Mary Kramer wrote that the announcement was, “dramatically staged to drive home the theme of high-end elegance.” Indeed, the message got through. There were 51 media hits within a week’s timeframe, from May 2 -May 8, 2007. Thirteen hits in the Detroit market had a total publicity value of $57,793 and total audience impressions of 1,276,658.