18 Jan Vernon Shaw
A CONVERSATION WITH VERNON SHAW, DEVELOPER OF RADIO ARTS
Vernon Shaw, Developer, Radio Arts
Allow me to make the first introductions… We have a long history working together and have quite a few successful projects under our belts. The most recent of course being Radio Arts – a new build boutique condominium in downtown Hamilton. We’ve had some great articles written about the project and celebrated the ground-breaking in November (2022). We were with you from the get-go on Radio Arts and I have to say I’m so proud of this project!
It was a “long haul” to obtain all of our approvals but we did it in the end. I do believe that the City of Hamilton was impressed by the development that we were creating and our advertising, both print and social marketing together with all the editorials in the Spectator, and beyond, was a constant reminder to the City of the development. Funktional was involved, as you say, from the beginning and was the coordinator of all of our marketing efforts. A difficult job, but one well done!
Thank you. It was great team work by all involved, and we really do have a dream team on this project!
We like to say we are less like a big agency, more like your creative partner. I like to think we go above and beyond what larger creative agencies offer by the relationships we form, and that we shape our process and services around each unique client and situation. How was our driving?
As you correctly stated, we do have a long history of working together and this definitely helped. You know how I think and how I react and so you were able to “drive” well, avoiding all of the holes in the road. The result was a superb marketing effort which resulted in a virtual sell out in the most difficult condo market we have seen for almost 10 years.
We like to hear it! Speaking of potholes, we had our share of challenges on this project… from the usual waiting periods that are typical with development projects, to much of the marketing collateral being developed throughout the rolling lockdowns during a pandemic, and of course the fire on the site. I hope you felt supported during these points in the project… we poured all we had into finding solutions and creating opportunities and of course I think the project truly did rise ‘like a phoenix from the ashes.”
“Rising like a Phoenix from the ashes” is a perfect quote for the recovery we made after the disastrous fire that occurred last June. Great marketing is turning a potentially huge disadvantage into an even bigger advantage….and this is what happened. A skeptical public was reassured and eventually convinced that the development was not affected in any way by the fire. The sales momentum returned, and our success continued.
Radio Arts marketing collateral
Radio Arts brochure
That’s always the goal isn’t it? To look to turn disadvantages into advantages. Another goal we always have is to create a memorable brand that resonates and sparks action with its intended audience. What have been some of your favourite branding or collateral highlights we created for Radio Arts?
I think that your idea of focusing on the fact that the original building housed a well-known, local radio station was quite brilliant. You even came up with the name “Radio Arts”. This gave us a theme and this theme was cleverly replicated in every aspect of our development, from the signage, the interior design of the common areas and, of course, all of our marketing efforts.
We always make sure to do all our due diligence to understand the market and get aligned on the project positioning. It is a great theme for the brand identity, and after doing our research on the history of the site it was one we simply couldn’t pass by! It was beautifully executed by Baudit Interior Design and KNYMH Architects on the building and interior design. We loved working alongside them.
We have a few more suites left… what are your goals for wrapping up Radio Arts and how can we help you achieve them?
We are in the fortunate position that our sales targets have been met and we do not have the same urgency to sell the last 10-15% of the suites. Of course, they do need to be sold and I am confident that will happen over the next few months. The new hoarding about to be erected around the site, which Funktional has designed, will provide a wonderful marketing opportunity. I think the higher interest rates caused by inflation, will start to recede later this year and that will give purchasers the confidence they currently lack.
Radio Arts site signage mockup
Fantastic! We’re rolling up our sleeves and ready to help wrap up Radio Arts!
Thank you so much for your time Vernon!
Special shout out to our dream team on this project:
- Canlight (Developer)
- KNYMH Architects
- Baudit Interior Design
- Drawn in Depth (Renderings)
- Hamilton Rising (Video + Photography)
- KG&A (PR & Social)
- Miborne Group (Sales)
Thanks for joining us!