The Dayton's Project
The Dayton’s Project is one of the largest commercial redevelopments in Minnesota history. The storied downtown building was purchased from Macy’s in 2017, and underwent a four-year, $350 million redevelopment. The project vision combines Class A office space, best-in-class tenant amenities, two floors of retail, and a food hall.
Background
Originally scheduled to open in April of 2020, the Covid-19 shutdown and social unrest in Minneapolis significantly changed the landscape for downtown office space.
Our Approach
In short: relationships. Working with local and national media to continue to tell The Dayton’s Project’s story with transparency, context, and the Minneapolis community at the heart of every story.
Additionally, The Dayton’s Project redevelopment was fundamentally reframed to tie into one of Minnesota’s most pressing civic issues: the renaissance of downtown Minneapolis. This story lens captured target audiences’ attention in a way that served the building and downtown revitalization efforts as a whole.
Outcome
The Dayton’s Project continues to sit at the center of downtown Minneapolis’s renaissance. Strategic local partnerships, singular tenant amenities, and community-wide events drive coverage and attention to the second largest historic redevelopment in the nation.
Key Metric
The Dayton’s Project opening landed more than 100 local media hits in November, 2021, More than any other commercial real estate project in recent memory.
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