Park Lane Villa

Client Background

Throughout the “roaring 20’s” Park Lane Villa was a magnificent and luxurious hotel, catering to Cleveland’s elite. As time passed, the once prestigious landmark fell into decay and disrepair, standing as a dilapidated shell of its prior grandeur. During a routine inspection of the property, which was being used as section 8 housing, inspectors uncovered a staggering 4,000 code violations. Not willing to assess these violations, the current owners abandoned the property, turning control over to the city of Cleveland.

Original plans for the property were to build a parking garage, but the high cost of demolition, abatement and remediation were too great. After it was revealed that Park Lane Villa was Cleveland’s only historical landmark with Trench Renaissance Beaux Arts architecture, the city decided against demolition. Instead, the city of Cleveland, in alignment with University Circle Inc.’s “1,000 new homes campaign,” sent Request For Proposals (RFP’s) to developers for recommendations for the property.

The Caler&Company designed Park Lane Villa logo is an amalgamation of
characteristics, both old and new. The circular motif reinforces the "in University
Circle" location. The color palette reflected the browns, pinks and punches of red
selected by the interior design team for the north and south lobbies. The green
reflects the patina-color of the copper found on the French mansard roof.

Ten months prior to gutting
the old hotel, Caler&Company
conducted quantitative and
qualitative research to assess
market demands, preferences
and marketplace perceptions.

CEO Steve Caler facilitated
several focus groups and
brainstorming sessions which
helped focus the marketing
communications plans.

Discussions with target-markets
including urban professionals,
city dwellers and college
students helped the marketing
team understand attitudes,
preferred amenities, lifestyle
choices and buying habits.

The Finch Group, a developer from Boca Raton, FL, won the RFP process, with a plan to restore the property as a 5–star, luxury apartment complex. The Finch Group began working, hand–in–hand with the Environmental Protection Agency and the neighboring Western Reserve Historical Society, to precisely restore the estate.

As the planning process initiated, The Finch Group began their own RFP process to seek a marketing firm capable of attracting high–end residents with a predisposition for urban living. Caler&Company won out the RFP process, becoming Park Lane Villa’s Agency of Record.

The first time the Caler
Team entered the old
hotel it was filled with
detritus, neglect and
decay from years of
abandonment.

Apartment baths were
nearly beyond hope, but
the developer's eye
spotted the jewel hidden
under years of decay.

The new logo came from an original
type treatment, which was found repeated
throughout the old hotel's ironworks,
stone carvings and plaster molds.

Caler&Company produced a
series of realistic renderings
using only floor plans, and input
from the PLV interior design
team.

This bedroom was illustrated
using a Degas sculpture,
Diebenkorn paintings and
18th century etchings. The
view from the window is an
accurate portrayal of the
cityscape. Furnishings were
selected by the interior designer.

This bath illustration reflected
the actual selected fixtures,
lighting, wall colors and tile. The
illustrations were used for
marketing one year in advance
of having a model suite ready
for photography.

The Challenge

Proving out and leveraging sufficient market demand for Park Lane Villa as a luxury apartment complex, prior to its development and attracting qualified city dwellers to become residents.

A hardworking self mailer was created
by the Caler Team and became the
lead-generating workhorse for Park
Lane Villa. These were distributed
throughout businesses and
organizations in University Circle
and positioned the property as "The
5-Star Apartment Suite Complex."

High-end capabilities literature focused on "lifestyle". Park
Lane Villa's copper mansard roof was reflected in these award-
winning, copper-foil stamped brochures which were provided to
qualified prospects after their tour of model suites.

Future residents were exposed to the possibilities of art, music, theatre, 5-star concierge services and
brilliant floorplans long before a model suite was available. Pre-selling was critical to success.

Caler&Company created a sales tool that
showcased 43 unique floor plans as well as
all the news previously published by select
media outlets.

Premier business cards helped the PLV sales
team establish professional credibility and initiate
the branding process.

The Caler Team designed a
faux passport which guests
had "stamped" at wine
stations serving remarkable
wines from around the world.
A stamp for Spain, France,
Australia, Italy, Israel and the
U.S. reflected the wine
selections from that country.

Once passports were stamped
at each station, guests used
them as an entry for their
chance to win spectacular door
prizes.

Glamorous silent auction items
for the fundraiser were
merchandized and promoted by
Caler&Company.

The Outcome

After conducting extensive research and facilitating focus groups, Caler&Company worked in unison with The Finch Group to develop marketing initiatives to reach Cleveland’s affluent and well–to–do, beginning in the 18–month lease–up phase. Targeting specific audiences including healthcare and business professionals, higher education students, professors, performing artists and international residents, Caler&Company developed a strategic marketing communications plan, logo and brand identity to position Park Lane Villa beyond the typical “urban warehouse loft” trend and promote it as Northeast Ohio’s most lavish apartment suites for timeless living.

To raise awareness for Park Lane Villa, Caler&Company developed a capabilities brochure that brought every luxurious element of Park Lane Villa to life, prior to restoration. Park Lane Villa was even voted “Best New Address” in Cleveland's Magazine’s, “The Best of Cleveland.”

Managing Partner, Christina Alletto
points out detail to University Circle,
Inc. President, Chris Ronayne
during a "Fall for the Circle" event.

An array of interesting "potential
residents" learned of the new
luxury apartment complex while
the old hotel was being gutted.

Caler&Company prepared
advertising and editorial
content to promote Park
Lane Villa in the University
Circle Visitors Guide.

A circular die-cut invitation became
the standard for intimate invitations
to potential residents.

A series of portable banners
designed by Caler&Company
helped augment PLV's selling
processes during events, open
houses and co-op support
programs.

The PLV staff prepares
for another public event
with color-coordinated
balloons and exhibit
tools designed by the
Caler Team.

Caler&Company designed
custom apparel to help
distinguish the PLV leasing
team during events and
open houses.

Park Lane Villa's presence and
sponsorship of Cleveland
events helped spread the word
and create broad-base
awareness of the luxury
apartments.

Thousands of visitors passed
by the PLV exhibit during
Cleveland's Wine Festival. A
drawing to win a West Point
Market gift basket helped cause
interest.

More than 600 names of interested
parties were registered during
Cleveland's "Cruisin" festival – off
the ninth street pier. Staff wore
"Live the Suite Life" t-shirts
designed by Caler&Company.

Full color Cleveland Plain Dealer ads promoted the availability
of the first model suites, ready for tours.

Caler&Company
created the
"Friday @ 5" series
of open houses,
where area
businesses and
organizations were
invited to stop in at
Park Lane Villa for
refreshments, wine
and a tour of the
resplendent model
suites.

Many sampled a taste of "The
Suite Life" and got a sense of
what luxury apartment living
would be like.

Caler&Company's diagram helped
potential residents realize how close
they were to cultural, educational,
recreational and career opportunities.
This diagram illustrated offerings only
a 5 or 10 minute walk from
Park Lane Villa.

Caler&Company's press conference resulted
in coverage on Cleveland's Channel 8 News
as well as editorial coverage of the
spectacular rennovation.

Caler&Company designed this 50 foot site
banner announcing suite availability and
driving the interested to the new PLV Web site.

The new home page presented
lifestyles, amenities, floor plans,
area attractions and a map.

Caler&Company designed-in
an interactive elevation, level
schematics and individual
floor plans complete with
dimensions. Many residents
signed leases without ever
having seen an actual model.

Selling University Circle and all
of our neighbors was a major
marketing communications focus.

The new model suites, floor
plans and amenities were
touted in editorial content
pitched to and picked up by
regional media outlets.

Park Lane Villa was honored
with a cover mention as well
as a project profile in Builders
Exchange magazine.

"A Grande Dame Restored"
was the headline aggrandizing
the painful restoration process
undertaken by the developer.
Caler&Company helped
schedule interviews and
briefings with news editors.

Pre–construction lease–up tools featured Caler&Company–created renderings of the luxury apartment suites, which were based on floor plans and direction from the interior designer’s fabric swatches. Similar suites in Chicago, Boston and New York City were also used as reference. Additionally, Caler&Company coordinated communications among the University Circle community throughout every phase of the construction process. This included hosting open houses and supporting events and acting as a liaison between University Circle Inc. and Park Lane Villa by participating in the organization’s meetings and providing updates regarding the property.

Caler&Company developed a Web presence for Park Lane Villa, which features a backend utility where residents can take full advantage of the property’s 5–star amenities and concierge services. Additionally, Caler&Company arranged and promoted Cool Nights, Hot Jazz, an upbeat benefit for Rainbow Babies & Children’s Hospital, to unveil Park Lane Villa’s restored ballroom. Following the successful event, Caler&Company launched an addition to Park Lane Villa’s Web site, showcasing The Ballroom’s grand sophistication and elegant architecture, now available for weddings, corporate events and galas.

Park Lane Villa was honored with Cleveland Magazine's "Best New Address" in Cleveland.
The coverage led to a host of inquiries by potential residents.

Caler&Company's half-page, full-color magazine ad featured special
construction pricing and 5-Star concierge services. It ran in Northern
Ohio Live, Cleveland Magazine and other lifestyle publications.

Fractional page ads flooded
renters guides, regional
newspapers and real estate
"For Lease" sections.

Park Lane Villa was
also honored with
Cleveland's prestigious
"Smart Growth Award."
The new community
was being recognized
as a residential
pacesetter.

Managing Partner Christina Alletto
takes Cleveland's Robin Swoboda on
a Tour of the model suites. Robin had
a hard time leaving.

Robin Swoboda and camera man
Herb Thomas interview Christina in
the gutted ballroom on the same stage
that was once graced by legendary
songwriters Bob Dylan and Arlo
Guthrie.

Caler&Company's staff
engaged in Guerilla
marketing tactics and
flooded University
Circle with a host of
information tools, special
promotions and
invitations to special
PLV offerings.

Caler&Company
designed,
developed, wrote
and deployed new
e-newsletters to
PLV residents each
month. The news
kept residents
informed of what
was happening in
the busy complex.

Christina Alletto and
Bruce Sturgeon scope
out plan details in one
of Park Lane Villa's
hallways.

Just 18 months later the
finished halls were graced
with new brides who
selected Park Lane Villa's
Ballroom as their wedding
venue. Click here to see
the Caler&Company video
promoting The Ballroom.

As soon as development
plans solidified, a party
was thrown for all
University Circle
neighbors to inform them
of what the old hotel
would soon become.

Wes Finch, CEO of The Finch Group
held an informal gathering for
University Circle guests in the gutted
ballroom announcing plans for the
restoration of the old hotel.

In a little over a year he cut the ribbon
welcoming guests to the Ballroom
at Park Lane Villa. Cool Nights,
Hot Jazz raised $125,000 for
Rainbow Babies & Children's
Hospital that evening.

University Circle guests were entertained in the
gutted North lobby once plans were unveiled
to restore Park Lane Villa to its former brilliance.

The same lobby revealed its oppulence and
grandeur at the Cool Nights, Hot Jazz gala.

Architect Kevin Dreyfus-Wells takes Caler&Company
on a tour, showing us the stage of the ballroom
days before PLV was gutted out.

The same stage jammed with the Mike Petrone
Jazz Band at the Ballrooms debut with 300 guests.

Those who attended the Rainbow Babies &
Children's Hospital fundraiser were in awe of
the transformation of the old ballroom.

Sharon Klonowski, Steve Caler and event
Chair, Sally Stewart were grateful of Park
Lane Villa's hospitality and of the heartfelt
contributions of guests.

Local press
covered the
unveiling of
the
spectacular
Ballroom at
Park Lane
Villa.

Caler&Company continues to provide marketing support for Park Lane Villa by performing personal interviews with residents, updating Web site content and continuing to express timeless living through the development of event invitations, news releases, advertising and public relations initiatives.

The Park Lane Villa development became a successful, high-end apartment complex created from a historical restoration of a 1923 Beaux Arts hotel. It required $375 million in capital improvements and won 9 distinctive awards.

“Steve, you and your team listened very carefully to the goals, inspiration, vision and story we had to tell regarding the creation of Park Lane Villa’s Web site. The end result is spectacular; 60% of our leases are derived from the initial visit to the Web site; in fact comments are always made about it being one of the best sites people have seen and how much they have enjoyed viewing all of the pages. We have had numerous residents lease a unit “site unseen” because of the thoroughness of our new Web site, the wonderfully detailed unit layouts and the ease in which one can navigate (the pages.) Park Lane Villa was our second successful project with Caler&Company and we look forward to more in the future.”

Christina Alletto
Managing Partner
Park Lane Villa