Case Study: New Building Groundbreaking

August 23, 2019

Case Study: New Building Groundbreaking

One of my favorite things about being an entrepreneur is that even 6 years after starting my own business, I’m still learning and getting to do new things. 

For example, this summer I planned my first ever groundbreaking event! It was an exciting opportunity and I loved being able to tackle something new with The Spectrum Companies. The Spectrum Companies is a local developer that happens to be the brains behind some of my favorite spots, like La Belle Helene, an incredible date night option, and Kimpton Tryon Park Hotel, a gorgeous spot I’m planning a wedding for this weekend! 

Needless to say, the opportunity to spread the word about their newest undertaking, in South End, was one I couldn’t pass up, especially since I got to plan it with Yellow Duck Marketing team. The groundbreaking on July 25 was to celebrate the 5-acre South End project that will include a rooftop bar, a 200-room hotel, 9-story office towers and plenty of dining and shopping options. 

If you want to learn more (and you should) about the project and what’s coming, you should check out this Charlotte Observer for all the details. 

Given it was my first groundbreaking, I thought it’d be a perfect opportunity to reflect on the event and do a mini-case study. Buckle up y’all, let’s take a look. 


The Goals: 

The primary goal for this event was to raise media and general awareness of the project. It was also an opportunity for all the different key players in getting the project approved to come together and celebrate all the steps up to that point.  


The Results: 

Overall, I think my first groundbreaking event went awesome. Everything worked out very well and people had a great time. 

The event was private, but we still wanted to make sure we had a great turnout, which was achieved. In total, about 100 people came, including Charlotte city council members, leaders from The Spectrum Companies, the owner of LendingTree and Charlotte’s Mayor Vi Lyles. 

We started out with speeches from some VIPs, including Mayor Lyles, CEO of Spectrum Companies Darryl Dewberry, LendingTree CEO Doug Lebda, President and CEO of Charlotte City Planners Michael Smith and COO of Spectrum Companies Steve McClure. It was so valuable to hear their perspectives and excitement for the project. 

And, of course, you can’t have an incredible event without incredible food. The groundbreaking featured some passed bites before the program and a full buffet after the program from Queen City Catering. In addition to local beers from Triple C Brewing Company and Lenny Boy Brewing Co., it was the perfect way to top off a wonderful event. 

It was a lot to get done in the 2-and-a-half hours we had for the groundbreaking, but it was such a success and everyone enjoyed it. 

Final Takeaways: 

Honestly, this was a very straightforward event that went incredibly well, so one of my key takeaways is to trust myself! Even if it’s an event I’ve never handled before, I’ve got plenty of industry experience to make something incredible happen. 

One thing that I will be sure to change in the future is creating and having a photo cheat sheet for VIPs to refer to. Again, a groundbreaking is typically a media event, so taking a ton of photos is a must. I think a cheat sheet with some of the poses needed will be a great way to make people feel more comfortable with the process. 




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