There's A Tear in My Bear...

The only thing bigger than the usual base is a bigger one. Local real estate experts in the city talk up the South Main district as a burgeoning retail and residential option to be in the city. How many people know that its there due to advertisements? Not everyone reads RSVP magazine, or the Downtowner. They shouldn't have to. It should be advertised.

Seemingly, they are happy with the slow growth they get from word of mouth. Speeding up the process by advertising doesn't seem to register. When I was in Miami this week, there was a billboard on every building that they had condominiums for rent or for lease or even sale.

True enough, this is most likely due to desperation of moving units in the midst of a home crisis, but the advertising worked. Without fail, people would see the signs on the building, and stop in the sales office. Even I did, because if my condo in Destin doesn't work out, Miami is always a viable option, sans the nose candy trafficking.

There were also billboards for the Heat. The Heat, who went 15-67 and had an empty arena on most nights with a legitimate NBA champion star Dwayne Wade. Billboards. Commercials on the television channels. The news media talked them up, talked up Beasley.

There were advertisements for public appearances by the players on the daily! This is how you connect with a city. You do all of these things and you do them with frequency.

The block parties are a good start. However, when something has low attendance, the consensus of the marketing department seems to be "Well that didnt work so we shouldnt do it anymore." FALSE. It's working. What doesnt work is for it to be so erratic. You do it once, you dont do it again...thats what creates discord and a sense of ineptitude and not caring about the city and fans. You keep it up, and the numbers will go up eventually.

I'll give you another example.

One Beale is a now-defunct condominium/luxury hotel project that was to be situated on a great piece of real estate on Beale St right by the trolley tracks and pedestrian bridge. If the visual isnt working for you, right across from Waterford Plaza. If you dont know what that is, well, it probably isnt properly advertised. Ba-zing. I digress.

One Beale was the most ambitious residential proposal that came to fruition since I have lived here in Memphis. The sales office operated out of the old Landry's right there on...I believe it is Wagner Place. This was to be a beautiful sight. Expensive luxury condominiums with river and city views, a Hyatt hotel, a spa, and a chef-driven restaurant.

No advertisement except for a billboard right above where said property was to be located, a website with renderings, and the occasional one to two page spread in RSVP magazine which was nothing more than what you could see on the website.

This was Memphis' legitimacy in the condo market. This was big. Why was this not pushed as a possible destination for retirees in the entire Mid-South market, or America as a whole? To Elvis fanatics and music lovers alike, Memphis IS a viable tourist market, and a place you could plunk down cash for a second home. The project was said to fail due to "a slowing and shrinking market and decreasing demand."

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