| Historic South End - Charlotte, North Carolina
2009 REBRAND 100 Winners > notable
Industry/Sector: Architecure/Construction and Property Development/Planning
Place Rebrand - New Category
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - In the late 1980’s and early 1990’s, the best word to describe what was later deemed the “Historic South End” district of Charlotte, NC, was blighted. Old warehouse buildings were dilapidated, underutilized or vacant, and the rail corridor was abandoned. However, the district’s close proximity to the Center City and to prominent neighborhoods made the area an opportunity for rebirth and for celebrating a piece of Charlotte’s history.
Challenge - The challenge was to convince businesses to invest in the area and locate there. The fact that property values were low helped attract small start-up businesses and unique retailers, but with no assets or revenue to begin with, creating South End was much like building a start-up company. The goal was to appeal to a demographic that craved an urban experience that was unique and eclectic—something Charlotte was missing.
Strategy - South End was characterized by icons of the past: red brick industrial buildings, pedestrian-friendly streetscapes and the Charlotte Trolley, so the brand was built around a notion of preserving history while making it new and fresh. The Charlotte Trolley was used to tout the benefits of utilizing rail to link the business district with neighborhoods, as it did in the past. A series of charrettes were held and included community members, city officials, and everyone in between that had a stake in the future of Charlotte. It was necessary that South End be connected with people in order for it to be successful.
Result - The community of Historic South End has seen property values increase by as much as 500% in the last 15 years since the first businesses relocated to the area. The success of the revitalized trolley helped gain support for Charlotte's first light rail corridor, which opened a year ago and continues to exceed ridership projections. There are multiple housing and mixed-use projects currently underway in the area as well, as the desire to live near the light rail increases with rising energy costs.
Credits:
Clients:
Charlotte Center City Partners: www.charlottecentercity.org
1997-2002 President: Robert Walsh, now Commissioner of the New York City Department of Small Businesses.
South End Development Corporation:
Director: Beth Walker
President: Kevin Kelley
Vice President: Beth Morris
Charlotte Trolley: Jeff Davis (The current President and CEO is Michael Smith, who has been involved since 2002, during which time, Historic South End has merged with Charlotte Center City Partners.)
Brand Strategists/Designers: Shook Kelley, Inc - www.shookkelley.com
Designers: Terry Shook, Kevin Kelley, Stan Rostas, Frank Quattrocchi, Larry Zinser, Tracy Finch, Kevin O'Donnell, Wendi Ferguson, and George Price
Other Firms Involved:
Developer: Mecca Properties
President: Tony Pressley
Photographers:
Tim Buchman - restaurant/new building photography
Jim Lockman - trolley photography
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