Want to jump-start sales? A special event is often the way to go.

The VIP (very important phase) affair held at Prairie District Homes in July 2002, resulted in 12 deposits on the Legacy Development Group's 28 available townhomes, says Judith Simon of Chicago-based Taylor Johnson Associates, the agency representing the community.

The event launched the second phase of the townhome community in Chicago's historic South Loop. At the turn of the 20th century, the area was the place to live. Since then many of the original mansions have been torn down. The neighborhood, however, is still home to some of Chicago's oldest residences, such as the Clark House on Indiana Avenue and the national historic landmark Glessner House, both built in 1836. The Prairie District townhomes take their architectural cues from these remaining structures. And it was the elegance of the community's historic past that inspired the VIP event.

Invitations included VIP passes similar to those issued for backstage access at concerts. The event literally was a red carpet occasion, with the carpet leading to the tent where the festivities took place. Also, inside the tent were private spaces in which to complete the sales process.

Guests were treated to hors d'oeuvres (complete with a carving station), and live music provided more entertainment. To add to this festive atmosphere, sparkling wine and champagne flutes, specially labeled with the Prairie District logo, were presented to each of the 150 guests who attended the gala event.

Specially labeled sparkling wine and champagne flutes were given to the 150 guests who attended the special event phase opening of Prairie District Homes, a townhome community in Chicago's historic South Loop.
Courtesy Legacy Development Specially labeled sparkling wine and champagne flutes were given to the 150 guests who attended the special event phase opening of Prairie District Homes, a townhome community in Chicago's historic South Loop.

Campaign Details

Program: Special event phase opening at Prairie District Homes, Chicago; Builder/Developer: Legacy Development Group, Chicago; Price: $490,000-plus townhomes; Ad agency: Taylor Johnson Associates, Chicago

Learn more about markets featured in this article: Chicago, IL.