Category: Real Estate PR

Newland Scores Developer of the Year

Cherith AndesBlog, Clairemont Client News, Real Estate PR, , , ,

We shined our shoes, donned our glam-est gowns and walked the red carpet with Newland Communities (client)! Hosted by the Home Builders Association of the Triangle, the 2017 MAME Awards honored the Triangle’s most successful and stunning leaders in real estate — from creative marketing campaigns to innovative builders and developers. After an evening of toasts, we celebrated some big wins for Briar Chapel and Wendell Falls — Newland’s two Triangle communities.

Briar Chapel by Newland Communities
Best Overall Advertising Campaign for a Community

Wendell Falls by Newland Communities
Best Social Media Ad by a Community

Newland Communities (Briar Chapel and Wendell Falls)
Developer of the Year

Congratulations to the wonderfully talented staff at Newland! We’re privileged to be a part of your team!

Check out some of our fun projects in the real estate industry!

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Bourbon and Bonbons

Cherith AndesBlog, Real Estate PR, Restaurant PR + Hospitality PR, , , , , ,

At Clairemont, we don’t just spruce up a stalwart event. We love designing completely fresh approaches to target audiences, boost visibility and ultimately secure sales.

Last week, we had the pleasure of doing just that!

Clairemont and client Wendell Falls, the Triangle’s largest new-home community, hosted a VIP tasting soiree that leveraged hot culinary trends and popular local businesses to attract potential homebuyers. Hosted at the Wendell Falls Farmhouse, “Bourbon and Bonbons” rolled out the red carpet with a classy yet casual evening. We invited guests to preview some of the area’s finest bourbons paired with gourmet truffles from Videri Chocolate Factory, one of Raleigh’s beloved downtown artisans. Guests could then enjoy a spread of smoky hors d’oeuvres, live music and a glass of wine or beer.

Friends and fans from across the Triangle joined the festivities — many who were visiting the community for the first time! Cheers to some of Raleigh’s finest flavors and a wonderful event at Wendell Falls!

Cover photo courtesy of wonderful blogger and friend Raleigh Revealed.

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The Power of One Pepper

Cherith AndesBlog, Clairemont Client News, Real Estate PR, , , , ,

What started with one lowly tobago pepper has heated up to be the largest food festival of its kind in the Southeast! The Annual Pepper Festival, hosted by Abundance NC and Clairemont client Briar Chapel, now tops the charts as a spicy celebration of North Carolina cooking, music, fashion and culture — and all to support sustainable food and fuels.

But few hot events come out of the gate with 2,200 attendees, 50 competing chefs and an award-winning roster of bluegrass bands. As we approach the 10th Annual Pepper Festival this fall, we wanted to take a moment to celebrate the fun milestones along the way.

2008: One Pepper, One Dream

Enter 40 friends who gathered at the Piedmont BioFarm (part of nonprofit Abundance NC) to engage in a little spicy sampling. Farmer Doug had long been dreaming up a seed-saving program to cultivate vegetables suited specifically for the North Carolina climate. Doug began growing, breeding and testing his favorite food —  peppers, but he needed palates to taste and assess his new produce. Hence, the first Pepper Fest was born! Angelina brought food (to wash down the peppers, she says!), and the sustainably minded, spice-loving friends noshed their way through almost 50 varieties of Farmer Doug’s peppers.

2009: The Second Amazing Pittsboro Pepper Festival

The Pepper Festival coined its first official name, Habanero Beer from Triangle Brewing Company made its debut, bands hit the scene, and a dozen chefs joined the fray to craft pepper-themed dishes. Briar Chapel began partnering with Abundance NC to support the festival and promote the organizations’ common goals of sustainability.

2010: Royalty Takes the Stage

This year witnessed the coronation of the first Pepper King and Pepper Queen, a tradition that still stands today. The Pepper popularity spread like wildfire with 500 attendees at the festival!

2011: A New Location!

Briar Chapel hosted the Pepper Festival first time at Boulder Park in Briar Chapel. As the largest green community in the Triangle, the partnership between Briar Chapel and Abundance NC to further sustainable lifestyles just made sense! Attendance hit quadruple digits, and more than a dozen community organizations joined forces with Briar Chapel and Abundance to take part in the Festival.

 

2012: Spice for the Whole Family

Pepper Fest added a bevy of family activities (like a vegetable circus, face painting and hula hooping). For a little extra fun, they added red-clad, pepper-themed acrobats! A record of 35 chefs and artisans fired up the culinary contest.

2013: Now We’re Winning Awards

This year, The News & Observer named the Fest as one of the “Must-Do Food Events of 2013.” Attendance skyrocketed to 1,500 festivalgoers with a record $20,000 proceeds raised.

2014: A New Location (Again!)

The Pepper Fest outgrew Boulder Park and made its debut at the all-new Linear Park at Briar Chapel. This year featured a judging panel of food and beverage experts along with a new array of dishes — from pepper chocolate to North Carolina’s inaugural batch of pepper jelly beer. And the scales reported that the chefs used a whoppin’ 800 pounds of peppers!

 2015: One of the Largest in the State

The Pepper Fest claimed the spot as one of the largest chef competitions in the state with 45 chefs and artisans. In addition, the Pepper fest debuted Pepperpalooza, kid-friendly activities to provide hands-on education about local agriculture with creative workshops like “Food Fonts” and “The Insane Science of Fairyland.”

2016: Kid Chefs, Fashion Shows and Pepper Personality Quizzes

Briar Chapel added zest and zip with the inaugural Kid Chef Competition and “Hot Glam” Pepper Fashion Show. Festival fans could find out how spicy their personalities were with the Pepper Fest Personality Quiz. In addition to a record 2,200 attendees and 50 chefs and brewers, the Pepper Fest celebrated raising approximately $100,000 over nine years to support more than 200 farmers who wouldn’t otherwise be in business.

 

 2017: It’s the Big 10! 

What do you think we’ll cook up this year? Tune in on September 24, 2017, the spiciest day of the year (and the date of the 10th Annual Pepper Festival). Who knows — we might even break a Guinness World Record!

 

 

Images courtesy of Briar Chapel.

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Mighty Mentors & Pepper Proteges

Cherith AndesBlog, Photo of the Week, Real Estate PR, , , , ,

WHAT is that?

On October 2, Briar Chapel‘s 9th Annual Pepper Festival is spicing up the agenda with its inaugural Kid Chef Competition! Six of the Triangle’s top chefs pair up with aspiring kid chefs to compete for title of “Pint-Sized Pepper King or Queen.”

We snapped this shot at the first meet and greet between chefs and kiddos as they sliced, diced, tasted and tried the gamut of pepper flavors and plotted their recipes for the festival. Teddy Klopf (left), executive chef of Provenance in downtown Raleigh, mentors his protege (and the protege’s excited sibling!)…and those expressions said it all!

Feeling zesty? Nab your tickets to the Pepper Festival, or find out once and for all: how spicy is your personality?

 

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Marketing to 55+ Homebuyers

Cherith AndesBlog, Marketing, Real Estate PR, , , , ,

Once upon a time, “retirement” included visions of secluded mountain mansions, expansive vistas and a full-service, tuxedo-clad wait staff armed with lobster dishes and fine wine. (Or something like that.) Relaxation and larger-than-life luxury were the hallmarks of a successful retiree after a lifetime of toil.

Not anymore. New research reveals that the next generation of 55+ homebuyers have revamped the entire retirement ideal. The influx of active, connected baby boomers has necessitated a fresh approach to housing offerings and frankly, how we talk about the housing.

What Matters Now

1. Social Structure.

Rather than just seclusion and luxury, baby boomers seek connectivity. They’re ready to pursue hobbies and interests, but they’d rather do those activities along with a vibrant network of friends. The next generation of retirees will sacrifice the ideal house for one with closer proximity to family, and their eyes are peeled for retirement havens with a robust calendar of social activities, interest clubs and community events. Baby boomers — especially men — value physical activity and wellness, making on-site amenities all the more attractive to this generation.

2. Location, Location, Location…by foot.

Almost half of baby boomers seek a home just 15-30 minutes from a city core, but many also desire a range of offerings within walking distance. Master-planned communities, such as Clairemont client Briar Chapel, provide an ideal structure for those looking for their retirement haven; miles of hiking and biking trails offer opportunity for exercise, while Briar Chapel’s vibrant commercial section provides quick access to restaurants, entertainment and quality healthcare — all within a stroll of your back door.

3. …but not size.

The 55+ population ditch large, roomy houses in favor of one-story villas. Function and form far outweigh size. Key desirable factors include an open floor plan, a first-floor master bedroom, accessible and ample storage and minimal yard work.

Oh, and while you’re at it, two-thirds of baby boomers have pets (which they treat like royalty), and most of them have more pets than they do children. So make room for Fido in your floorpan.

So what does this mean for marketers?

1. Lifestyle over luxury.

Based on this research, effective messaging and marketing strategies will highlight the activities and culture of a community. Testimonials from friendly neighbors, Facebook Lifestream of neighborhood events, photo albums of gardening or exercise clubs — tactics like these proffer strong leverage when demonstrating relationships rather than the shining upgrade options of the home itself.

2. Proximity over product.

Due diligence for any home purchase includes a thorough investigation of the home specs. Hence, spend less time touting the granite features and glorious patios, and devote your messaging to featuring all of the opportunities within a short drive or walk of this home. Partner with local restaurants and hotspots to share their special events; offer a downtown tour of cultural experiences as part of your lead generation and sales cultivation.

3. Nothing speaks like experience.

Baby boomers aren’t a “tell me” generation; they prefer to experience life and make hands-on decisions for themselves. Craft opportunities for potential homebuyers not just to see or read about your offerings but also experience them prior to committing to a contract. A resident for a day program, for example, or a future neighbor meet-and-greet soiree invites potential homebuyers to experience the culture, community and warmth of your community first hand.

We love working in the real estate industry! Check out tips on how to market real estate to millennials!

Image courtesy of Briar Chapel.

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