Mosaic on Hermann Park – Event Planning


Event Overview
Client: Mosaic on Hermann Park
Industry: Residential Real Estate – Upscale, Dual Tower High-Rise
Event Name: Vegas, Baby, Vegas!
Location: Hotel ZaZa (Houston)
Date: August 2007
Attendees:

  • The Health Museum board members and CEO
  • Event co-chairs
  • Targeted medical center prospects
  • Mosaic on Hermann Park executives
  • Employees of Hermann Park area organizations
  • Houston philanthropists and business leaders
  • Patrons of Hotel ZaZa
  • Local media

MMI Strategy and Implementation
As a high-rise development with one of its two towers completed, Mosaic on Hermann Park tapped MMI to assist with creating a buzz among Houston’s movers and shakers in the social community. One aspect of the marketing campaign included hosting events. MMI recommended targeting Hermann Park non-profit organizations and partnering with them on a fundraising event, such as The Health Museum’s Annual Casino Night. MMI created a kick-off event leading up to Casino Night, which was scheduled to happen three weeks later. Since the building was still under construction, MMI approached neighboring Hotel ZaZa to hold the event. The kick-off event provided visibility and direct contact with Mosaic’s target audience members. MMI coordinated and managed all aspects of the event to engage the local community, including:

  • Concepting the event theme
  • Creating and distributing an event invitation, signage and an HTML invitation
  • Researching and securing an event venue
  • Updating and managing the invitation list and RSVPs
  • Coordinating and securing entertainment (Elvis!)
  • Handling signage and décor
  • Coordinating event takeaways
  • Securing food and beverage sponsors from Hotel ZaZa
  • Obtaining post-event press coverage

Event Results
The event resulted in increased exposure of Mosaic on Hermann Park to an audience that was not familiar with the development. Guests left the event with takeaways that featured key messages about the project. This was the first large event MMI coordinated for this client, and the first time Mosaic had been involved with Museum District neighbors. Mosaic was seen as a community partner in helping raise money for area non-profits while garnering media coverage in several lifestyle publications and obtaining attendee contact information for future marketing initiatives. This was the first of many successful  events that have brought Mosaic on Hermann Park to the forefront of Houston’s real estate community.