The Point Group has begun early marketing efforts to promote one of the most ambitious mixed-use urban developments in the country: a new downtown for the city of Frisco, Texas.
Located 20 miles outside of Dallas, Frisco is the second fastest-growing city in the nation in the 10,000-50,0000 category, attracting a population of primarily middle- to upper-income commuters.
The new downtown area, called Frisco Square, is being managed by Five Star Development Co. in partnership with the city of Frisco, which will relocate its city hall, library and court buildings to the square. The $600 million development will include office and retail space, plus 900 apartment and 400 housing units.
The Point Group in Dallas won the Frisco Square business earlier this year after pitching separately for the client's residential and commercial accounts. Five Star gave the shop both.
"We were convincing that it should be marketed as a whole," said Lyda Akin, executive vice president of Point's real estate division.
One of the reasons the agency won the account was that it furthered Five Star's concept of a planned community. A town square concierge service for residents and area workers, for example, was The Point Group's idea.
"We didn't just say, 'Here's what your ads should look like and here's where they should run,' " said Akin.
Cole McDowell, president of Five Star Development, said Point Group "understood the project was about quality of life."
Having launched an under $1 million campaign to target potential retailers at trade shows this week, Point will initiate a residential teaser campaign in June.
The Frisco project is one of the most high profile to date for The Point Group, headed by president Susan Owen. The agency purchased the real estate division of The Hay Agency of Dallas late last year to add to its own realty clients. According to Owen, the real estate division has doubled its revenue in the last six months and now employs 13.