Five years after the Four Seasons left the historic Olympic Hotel in downtown Seattle, the brand returned with the new, modern $150+-million Four Seasons Hotel and Private Residences.
As the world’s premier luxury hospitality brand, the Four Seasons residences became the most expensive residential real estate ever sold in Seattle. The project was one of the city’s first to create a new urban lifestyle, attracting high-net-worth residents to downtown, high-rise living. Nyhus was on board from the start, handling everything from introducing the project to city officials to managing community outreach to construction to condo sales to the launch of the hotel. This required strategic networking, spot-on marketing and communications, and thoughtful community relations.
Nyhus developed a fully integrated communications strategy, which encompassed public affairs, public relations and marketing of the residences, and, subsequently, the hotel. The team guided the project through permitting and zoning processes while promoting a new residential lifestyle for the city. Nyhus developed and delivered custom pitches nationwide to high-profile media. A multi-tiered marketing strategy incorporated an interactive Web site with floor plans, a webcam and a virtual property tour (www.seattleprivateresidences.com); targeted print and online advertising; full-color printed quarterly newsletter; immersive brochure mailers; a series of exclusive events for buyers, high-end brokers and website registrants; and sponsorship of events, such as the reopening of the Seattle Art Museum. The Four Seasons Hotel & Private Residences amassed a diversity of coverage and leveraged new media, including blogs, e-zines, photos, television, print and glossies.
Nyhus’ efforts helped sell 25 of the 36 homes prior to the hotel’s launch—at record-breaking prices averaging more than $2,000 per square foot. The before and after launch publicity Nyhus generated also helped the Four Seasons meet its hotel and restaurant projections. People filled the guestrooms, the restaurant and lounge, and the hotel has become the new “it” place to be in Seattle.