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AERO Apartments – Alameda, CA
Cypress Equity Investments, a national multifamily leader, retained Macy + Associates to assist in the promotion and lease up of their soon to be completed AERO Apartment community in Alameda, CA. AERO Apartments was the first for-lease apartment community to be built as part of the long-stalled redevelopment of the abandoned Alameda Point Naval Air Station and needed to compete with modern apartment communities in San Francisco, Oakland, and central Alameda.

Challenges:

  • AERO was the first apartment community to be built in an unproven and largely vacant location
  • AERO’s location in an infamous and long stalled redevelopment of a former Naval Airbase
  • AERO’s location outside the core of Alameda and its abundant amenities
  • AERO’s opening during the pandemic when lease rates were dropping in competing city centers

Strategies:
With most of AERO’s challenges being a result of its location, the Agency first developed and initiated a multifaceted branding and public relations campaign that focused on changing the perception of Alameda Point. Of primary importance was to get the local market and media to look upon it with a completely new perspective. The Agency rebranded the neighborhood as the Alameda Point Waterfront District, leveraging the waterfront location on the western tip of Alameda Island, and promoting it as the newest waterfront district in the Bay Area. Agency consulted with the Client to establish a new Logo and District Website where we could control news, messaging, and concentrate residential and investment interest and feedback. Agency highlighted the unique local amenities that had taken root in a few of the abandoned hangars, including the bourgeoning ‘Spirits Alley.’ Further, the Agency worked with local transit authorities to highlight the new ferry terminal and service that provided direct access to downtown San Francisco.

As that campaign got underway, Agency began a targeted media relations campaign to highlight the quality of AERO Apartments, a community on par with the finest in San Francisco, yet with larger floor plans, lower lease terms, in a quiet ocean front location.

Results:

  1. 73 Total Media Features/Placements (2021)
  2. 56.33 Million Impressions
  3. Media Coverage Valued at $1.41 Million Dollars
  4. Key Publications:
    • San Francisco Chronicle (2x Front Page Features)
    • East Bay Times 5x
    • San Francisco Business Times
    • The Real Deal
    • The Registry 2x
    • Architect Magazine
    • GlobeSt