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Real Estate
The Challenge
Forward Observer was retained by Glendale Neighbors Supporting Our New Town Center, a committee formed to support replacing a failed mall in downtown Glendale, California with a new and vibrant town center. The Chicago-based owner of an adjacent shopping mall had secured enough signatures from local residents to force an election on the future of this redevelopment project. The committee faced the daunting prospect of having to get a majority of voters to support three separate questions on the ballot.
The Solution
Forward Observer conducted a comprehensive research effort, across all forms of media, using best practices honed over many years and dozens of campaigns.
Our work took us into courthouses, news archives and government agencies in California, Illinois, and 10 other states.
Our research was used by the committee to develop paid television and radio advertising and direct mail communications that effectively rebutted claims made by the competing developer.
In addition, our research formed the backbone of an effective rapid-response effort by the committee’s public relations firm.
The Result
The committee started out with initial polling showing the redevelopment project was behind. The competing developer spent $1 million on mailings, phone calls, and meetings to defeat the project, including the cost of gathering the petitions. On Election Day, all three ballot questions passed by narrow margins: Measure A passed with 51.8 percent, Measure B with 51.4 percent, and Measure C with 50.9 percent.
Construction on Glendale Town Center began on February 5, 2005 and is scheduled to open in Spring 2008. The Center will employ 1,800 people, include 338 housing units, and generate $4.5 million a year in extra economic activity for the region.
Services Provided
• Opposition Research
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