Developed by CS & Associates, Two North Shore's 95,000 feet of green retail space was ready for business at the end of 2007. The site, made possible through a partnership with Greenlife Grocery, was slated to become a premier shopping destination and a vital economic factor to the North Shore and downtown areas of Chattanooga.

The Two North Shore shopping center is home to many of the area's premier local businesses, for which Two North Shore strongly supports: Greenlife Grocery, Chattanooga's natural foods store; Rock Creek, the wildly popular outdoor adventure outfitter; Bill Shores Frames and Gallery, a specialized art gallery and custom frame shop; Larimar MedSpa, a provider of cosmetic and spa related medical services and accessories; New Moon Gallery, a retail gift shop selling items such as cards, books, candles and artwork; WiggleWorm, a children's clothing, gifts, bedding and furniture store; and Willa Collection, an upscale women's clothing and accessory boutique.

Two North Shore, however, needed visibility, not only of the opening but of the economic development, job creation and environmental awareness.

Waterhouse Public Relations prepared a strategic plan to not only increase the visibility of the area while incorporating environmental messages, but to also generate community-wide excitement while garnering media coverage in an effort to drive business.

Objectives

1. To develop a strategy for the most appropriate and effective announcement of the retail space
2. To communicate the message that Two North Shore would have a positive environmental and economic impact on Chattanooga
3. To generate community-wide excitement about Two North Shore

Strategy

Waterhouse Public Relations utilized a variety of outlets and sources to help create a buzz around the grand opening of Two North Shore. With the goal of seeking maximum local and regional coverage, Waterhouse PR implemented an aggressive media and marketing communications campaign.

To generate community-wide excitement, Waterhouse PR planned a Grand Opening at Two North Shore and invited the entire city.

Result Highlights

• Hundreds of Chattanooga area residents attended the Grand Opening event and enjoyed the festivities.
• Avid Chattanooga bloggers remarked they were getting very excited about the North Shore and all that Two North Shore will bring.
• Two North Shore now receives an estimated 2,000 visitors each day.