Public Relations: Navigating Controversy and Winning Support for the Grove at Shoal Creek
Background
The Grove at Shoal Creek is a visionary and vibrant million mixed-use development project in Central Austin, Texas. Developed by ARG Bull Creek and MileStone Community Builders, the Grove is a fast-growing and dynamic community with residential, retail, and office spaces, complemented by green spaces.
It’s an incredible community today: www.thegroveatx.com. But it wasn’t a sure thing at all when it was first proposed. There was strong and formidable public opposition. Lone Star PR & Marketing was tasked with executing a comprehensive Public Relations and Community Relations campaign to support the ambitious project.
Challenges
1. Public Controversy: The development faced intense public opposition, as the 75-acre tract had long been used unofficially as a trail/park and dog-walking area. Many residents opposed the plan, calling for a 25+ acre park instead of the proposed development.
2. Parkland Dispute: A significant point of contention was the size and usability of the proposed parkland. Residents wanted a large dedicated park, while the developers proposed a 12-acre park with additional green spaces throughout the site.
3. Complex Media Environment: Austin has had many public fights between neighborhoods and developers. Thus, the Grove at Shoal Creek project was the subject of extensive media scrutiny over several years, requiring careful management of press relations to ensure accurate and favorable coverage.
4. Traffic and Environmental Concerns: Residents were concerned about increased traffic, environmental impact, and the adequacy of proposed affordable housing and green spaces.
5. Affordable Housing Debate: Questions about the number and accessibility of affordable housing units needed to be addressed, with critics concerned that the project did not adequately serve low-income residents.
Solutions
Lone Star PR & Marketing implemented a comprehensive strategy to address these challenges:
1. Community Engagement and Advocacy: We organized numerous community meetings and facilitated dialogue between developers and residents, addressing concerns and fostering collaboration. We built alliances with community groups and created a database of supporters to strengthen advocacy efforts. The campaign even included an outdoor festival to engage the community.
2. Innovative Content Creation: Partnering with Arts & Labor, we produced compelling videos featuring voices from The Grove Team and the community. We enlisted Jeff Speck, a renowned urban planner, to explain "why the Grove needs to happen," providing expert endorsement that resonated with the public.
3. Custom Website for Transparency: We created a custom website for the duration of the campaign at “www.thegroveatshoalcreek.com,” which housed presentations, Q&As, FAQs, and a wealth of material made available to the public to ensure transparency during the process of securing approval from the Austin City Council.
4. Strategic Communication on Parkland: We worked to communicate the benefits of the proposed 12-acre park and additional green spaces, emphasizing their accessibility and integration with the development. We addressed concerns about usability and highlighted the long-term maintenance and enhancement plans.
5. Collaboration with Experts: We worked closely with MileStone and ARG Bull Creek's attorney Jeff Howard of McLean & Howard, and land planner Ron Thrower of Thrower Design, an expert in the intricacies of the city's Land Development Code, and its labyrinthine process and procedure.
6. Media Relations and Public Communication: We managed all media relations, using infographics and web content to shape the narrative and ensure balanced coverage. Our efforts highlighted the development's benefits, such as improved connectivity through the Shoal Creek pedestrian bridge.
7. Social Media and Digital Outreach: Our team managed social media campaigns and maintained a website that served as a hub of information, helping to dispel misinformation and communicate the project's vision.
8. Strategic Pushback: We strategically and very respectfully countered opposition, emphasizing the economic feasibility and long-term benefits of the proposed development while addressing misconceptions.
Results
Enhanced Public Support: Through targeted engagement and effective communication, we successfully built a coalition of supporters and mitigated opposition. The campaign helped win support even from neighbors directly across the street.
Parkland Compromise: By effectively communicating the benefits and usability of the proposed parkland, we helped reach a compromise that satisfied both the developers and the community.
Media Success: Our determined efforts in media relations resulted in outstanding coverage, demonstrating our grit and commitment to achieving the best for our clients.
Project Approval: The Grove at Shoal Creek was ultimately approved by the Austin City Council, marking a historic achievement for the development.
Improved Infrastructure: The development includes vital infrastructure improvements, such as new traffic management solutions and a planned pedestrian bridge, and the expansion of the Shoal Creek Greenbelt, enhancing accessibility and safety for the community.
Conclusion
The Grove at Shoal Creek project highlights the power of a positive public relations campaign to navigate controversy and win public support in the face of strong opposition. Lone Star PR & Marketing's dedication to fostering dialogue, managing media, and advocating for our clients helped turn a visionary plan into reality, demonstrating our commitment to delivering successful outcomes for complex projects.
Most of all, we had an incredible client with superhuman patience, perseverance and determination.
