How a New Narrative Rebuilt One Development’s Image

Urban development project rebrands, post-recession, with new leases, renovations and renewed interest.

Slow Start Prompts PR Action

The road to public success wasn't swift or easy for "The Round" - a public center and transit plaza located in downtown Beaverton, Oregon.  When the development broke ground - back in 2003 - it was touted as Beaverton’s first major revitalization project; "a contemporary and sustainable multi-use space connecting light-rail, bike, car, bus, shopping, dining and offices in one plaza." After a widely anticipated debut, “The Round” suffered a decade of declining status as the finished project failed to meet public expectations and faced criticism for everything from design to lack of tenants. 

Turnaround Team

In 2013, ScanlanKemperBard Companies purchased The Round with the intent to renovate, re-brand and re-market the square — helping the development become the esteemed city center it was intended to be.

As part of the brand turnaround, a team of designers and communicators – including Wild Pacific Public Relations & Strategy and partner, Red Studio – were brought on to assist SKB in launching a new reputation.

Armed with Red Studio photography and fresh narratives, including regional transportation data, increasing real estate values, accessibility, energy efficiencies and a remodel, Wild Pacific PR was able to help editorial staff, government municipalities and the public reimagine this central space as essential to regional commerce.

New Perspectives

Over one year, Wild Pacific PR garnered fourteen good news stories in prime news outlets including The Oregonian, The Beaverton Valley Times, The Portland Business Journal and The Daily Journal of Commerce as well as monthly tenant stories in the local Beaverton Resource Guide.

These editorial stories helped SKB draw esteemed anchor tenants to “The Round”, including Virginia Garcia Dental Clinic and the City of Beaverton.

Wild Pacific PR’s capacity to secure unique news coverage of renovation, new tenants and public benefits of “The Round,” gave relevant appeal to tenants and investors. 

These days, “The Round” is known as premier mixed-use space with a public plaza with dining, condominiums, creative workspace, a regional transit center, city offices and sustainable, energy-efficient buildings. The center is now at full capacity and a model for mixed-use civic space in Oregon.