Not Your Average Mixed Use Destination

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

here we go

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

{{**Here is a Title**

[here is a link](https://google.com). This is something *that* i would love to see ***Done***. }}

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

{{As well as something like **this**.}}

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Metropolitan was one of Charlotte’s first successful urban mixed-use environments, combining retail, residential, office and recreation into one walkable location. The retail component offered an exciting blend of necessity, fashion and restaurant tenants anchored by leading national retailers. Interwoven within and above the retail were luxury condominiums and a ten-floor class “A” office building. Metropolitan helped redefine “Midtown” Charlotte, and it remains a feature property in an area that continues to grow and evolve alongside Metropolitan.

In recent years, Charlotte’s retail and restaurant scene exploded and new mixed-use developments sprang up everywhere from South End to SouthPark and even in the growing corridor north of Uptown, creating challenges for Metropolitan and results in tenant turnover. In 2019, the property owners invested in significant capital improvements, including an exterior art program, new landscaping and refacing several aspects of the building. They also improved signage and wayfinding to address visitor concerns. The ownership group engaged Saturday to create marketing assets to help elevate the image of the property and remind people of the great tenants that still existed. 

Approach

To make Metropolitan the face of Midtown, and celebrate Midtown not just as a destination but as a neighborhood, we developed an ad campaign that focused on the destination’s desired features—such as outdoor spaces, being on the Greenway, rooftop wellness classes, skyline views, an evolving art program, music and family-friendly events.

Additionally, because of the changing tenant mix it was important to show what Metropolitan offers without relying on tenant-specific photography.

Results

The campaign had the goal of increasing overall foot traffic to the development as well as to create buzz about all the new and great things happening at Metropolitan. The overall strategy resulted in: 

  • a 10% increase in retail occupancy  
  • 19% increase in office occupancy, demonstrating the power of the added value at the property
  • a 95% increase in Metropolitan’s social media fanbase and newsletter subscriber list. 
  • Metropolitan became recognized as one of the top ten “Instagrammable” places in Charlotte

Shifting Approaches Due to COVID

When Metropolitan reopened after being closed due to COVID-19 restrictions, they wanted to welcome visitors back to the shopping development, but also assure them that they were following all safety precautions. The goal was to promote some of Metropolitan’s features that made people feel safe (such as its wide open spaces, many food-to-go options, and spacious retail shops), and to show how Charlotteans could continue to support their favorite Metropolitan businesses and have some much-needed fun.

View All Posts >>