Client: 2200

Location
2200 Westlake Avenue, Seattle, Wash. (South Lake Union)

Overview
This high–profile, mixed-use development in downtown Seattle combines a world-class, 160–room Pan Pacific Hotel, 261 premier condominiums and a Whole Foods Market.
Term: 2005 – 2006

Challenge
The development team for 2200 planned to create the largest mixed–use development in Seattle’s history in a previously nonresidential neighborhood between the downtown core and South Lake Union. The challenge was to convince prospective buyers that the revitalization plan for this neighborhood would make 2200 a more attractive buy for the value than condominiums in other, more established downtown neighborhoods. How could the developer sell these unique homes and create a sense of excitement among both homebuyers and potential retail partners about the revitalization of an unproven neighborhood–in–transition?

Solution
Nyhus engineered dozens of high–profile press releases in national publications such as The Wall Street Journal and The New York Times as well as numerous local media (print, radio and TV). With brands including the Pan Pacific Hotel and Whole Foods Market in place, Nyhus helped establish 2200 as “The Gateway to South Lake Union” and the place “Where Service Is An Address.” Nyhus also helped create advertorials and an array of diverse homeowner communications, including quarterly update newsletters with features such as homeowner profiles and community news.

Results
With the exceptional press buzz that was generated, 2200 achieved extraordinary pre–sales success, selling 90 percent of the 261 homes within the first month — a full year ahead of schedule. This rate of condominium sales set a new record in Seattle. 2200 was honored with 18 regional and national awards, including top honors as “Attached Community of the Year,” awarded by the National Association of Home Builders.

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