The situation. Bayer Properties, a leading commercial real estate firm, set its sights on redeveloping The Pizitz, one of the most iconic buildings in its hometown of Birmingham. Bayer aimed to transform the dilapidated, former department store into a mix of loft-style apartments, modern co-working office space, retail and a food hall featuring a curated collection of local and regional flavors along with two retailers. Bayer hired The Wilbert Group to support leasing efforts and generate consumer excitement.
Wilbert deployed a smart PR strategy. Wilbert created a media pitching strategy to highlight the property’s unique elements, such as the building’s history as well as stories about the food stalls and operators. In advance of The Pizitz’s re-opening, Wilbert secured national coverage in major publications, including The New York Times, which referred to the property as a “foodie’s heaven.” The project received a significant drumbeat of positive local coverage in the Birmingham media and soon others were requesting interviews, including Fast Company, Garden & Gun and Shopping Center Business.
Here’s how it drove business results. The Pizitz, which opened in February 2017, now boasts the highest multifamily apartment rental rates in downtown Birmingham. The Pizitz Food Hall is always crowded, with locals enjoying a wide variety of food. The first Warby Parker in Alabama and local shop Yellowhammer Creative have moved in. Forge, the first large co-working space in downtown Birmingham, opened in Fall 2017 and is already expanding due to high demand. Media attention has not slowed down since the grand opening, with more recent stories in Southern Living, Wine Enthusiast, Vogue and USA Today.
The Wilbert Group
1718 Peachtree Street, Suite 1048
Atlanta, GA 30309
404 748 1250