Council on Tall Buildings and Urban Habitat
 

CTBUH Canada Event Considers “The Story of Marketing Tall Buildings”
June 20, 2017

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TORONTO – Building up momentum for the CTBUH 2017 Conference in Australia, the CTBUH Canada Chapter held its most recent event on June 20 at the University of Toronto Faculty Club. Sponsored by Milborne Group, the subject was “The Story of Marketing Tall Buildings,” featuring a presentation by CTBUH Advisor William Murray, Group Director of Strategy, Wordsearch, on the business of branding and placemaking for global tall building icons. Murray shared many stories and comedic adventures, from the cheese and pickle display in Richard Rogers’ office to stories of amenity spaces considered for Manhattan West, which would provide rooms that may only be used once in 10 years. The cheese refers to the Cheese Grater, or the Leadenhall Building, and the pickle refers to the Gherkin, or 30 St Mary Axe, both in London, England. The audience was engaged and entertained during the entire presentation.

CTBUH Advisor William Murray, Group Director of Strategy, Wordsearch, presents to a room filled with Toronto’s tall building community. 

CTBUH Canada Chair Richard Witt, Principal, Quadrangle Architects, introduced the event and included a reminder of the upcoming CTBUH 2017 Australia Conference, “Connecting the City: People, Density & Infrastructure,” as well as an overview of recent CTBUH Canada events.

Murray’s presentation was followed by a moderated panel discussion, led by Hunter Milborne, CEO of the Milborne Group. Milborne Group owns the Gulf Sotheby’s office, which is tasked with selling the residential space of Jeddah Tower in Jeddah, Saudi Arabia.

Alan Vihant, Senior Vice President, Great Gulf, explained the strategies of breaking down a tall building like the 80-story One Bloor East into the different development program elements, each of which fosters a specific marketing campaign. Sue Mackay, Vice President of Marketing at Empire Communities, described their best marketing campaign yet for a project in Oakville. The program was labelled “Design with Empire” whereby young designers were tasked with furnishing condominium suites for $10,000 or less. David Wex, Co-Founder, Urban Capital, described the marketing program for their project Smart House, comprising micro-sized condominiums, less than 300 square feet (28 square meters) per unit. Wex echoed many of Murray’s comments, advising that developers should have “one clear vision and one clear thought” for their projects to ensure that the development identity is targeted to the correct purchaser market.

CTBUH Canada Secretary Mark Garland, President of LCL Builds, closed the proceedings and reminded everyone of the next CTBUH Canada event, a tour of 88 Scott Street scheduled for July 19.

Group photo, from left to right: Hunter Milborne, CEO, The Milborne Group; Sue MacKay, Vice President, Marketing, Empire Communities; David Wex, Co-founder, Urban Capital; CTBUH Canada Chair Richard Witt, Principal, Quadrangle; CTBUH Advisor William Murray, Group Director of Strategy, Wordsearch; Alan Vihant, Senior Vice President, Great Gulf; and CTBUH Canada Secretary Mark Garland, President, LCL Builds.
Attendances
Name Company
Stuart Wilson Alterra
Evan Wittrup Camrost Felcorp Inc.
Danielle Eddy Canderel
Sarah Nakamura Canderel
Brian Porter CBRE
James Parakh CTBUH Canada Advisor
Nick Moshenko Designstor
Martin Sparrow Dialog
Jason Lester Dream
Sue Mackay Empire Communities
Sameer Dhargalker Entuitive
Jennifer Eyskoot Entuitive
Anthony Mirvish Entuitive
Don Manlapaz Forgestone Capital
Enzo Corazza Graziani + Corazza Architects Inc.
Berardo Graziani Graziani + Corazza Architects Inc.
Alan Vihant Great Gulf
Mariana Durcikova Harlowe Realty Corporation
Janice Fox Hazelton Real Estate
Ian Bruce IDLMR
Isabella Romano IDLMR
Krysta Greenburg In2ition Realty
Stanford Downy Independent
Robert Ziner Jayshon Investment Holdings Ltd.
Mark Garber Kingsett Capital
Christian Taylor Kingsett Capital
Marc Bohemier LCL Builds
Laura Garland LCL Builds
Mark Garland LCL Builds
Bill Currie Ledcor Construction
Bosco Chan Livesolar Capital
Daniel Byrne Main and Main
Mark Rosenberg Mark Rosenberg Design Build
Andrew Boughner Menkes Development Ltd.
Sean Menkes Menkes Development Ltd.
Amanda Ireland Milborne Group
Hunter Milborne Milborne Group
Lili Milborne Milborne Group
Quinn Tsuji Milborne Group
Bob Lymer Mulvey Banani
Arun Anand Mutual Hunt Club
Henry Strasser Phantom Developments
Ronnie Strasser Phantom Developments
Peter Kofman Projectcore Inc
Robin Ramcharan Projectcore Inc.
Sami Kazemi Quadrangle
Heather Rolleston Quadrangle
Richard Witt Quadrangle
Carsten Liesenberg RAW
Terri Andrianopolous RioCan
Melissa Bruzzese RioCan
Kalliopi Karkas RioCan REIT
Anton Davies RWDI
Bobby Quinlan RWDI
Armaan Salek Skale Developments Inc.
Brandon Donnelly Slate Asset Management L.P.
Kevin Sharples Smith + Andersen
Doug Smith Smith + Andersen
Mariano Bocchiccio Starlight Investments Inc.
Brent Brooks Toronto Fire Services
Samson Fung Tridel
Pierre Sullivan University of Toronto
David Wex Urban Capital
Naama Blonder Urban Strategies
Jack Keays Vortex Fire Consulting
William Murray Wordsearch
Scott Armstrong WSP
Paul Thorpe WSP
Hamid Vassoughi WSP
Chris Woit WSP
Vaidila Banelis Zeidler