Fashion Week in New York is renowned for its pageantry—the stuff few people outside of the Big Apple get to experience. That is, unless you're on the A-list for The Landmark, Denver's exclusive mixed-use project scheduled for occupancy this coming summer. Already known for an over-the-(big)-top circus event that announced presales, The Landmark held a pair of events a year ago that each drew nearly 500 people in winter weather. “Our events are well above the quality of what buyers and the real estate community expect,” says sales manager Rike Palese. “They create a frenzy.”

Indeed, the project's first tower of 122 units sold out in three months, and the second tower of 126 units is 80 percent full following a fashion show and marketplace-like tasting event promoting the project's various restaurants and shops. The Landmark helped itself by partnering with Neiman-Marcus and a popular charitable group, raising more than $80,000 for child-abuse prevention via donations from affluent empty-nester prospects invited to the fashion show at which the developer announced the opening of the second tower for sales, plus another $50,000 from a portion of sales in both towers.

A month later, the Taste of The Landmark event gave yet another glimpse of the project's comprehensive, resort-like amenities to inspire reservations for the units in the second tower. “We always keep in mind how an event relates to the lifestyle we're creating,” says Palese. “It needs to be more than just a great party.”

PROJECT RUNWAY: By replicating New York's Fashion Week, The Landmark drew interest from prospective  buyers and the media while effectively communicating its brand of  exclusive, resort-style living.
PROJECT RUNWAY: By replicating New York's Fashion Week, The Landmark drew interest from prospective buyers and the media while effectively communicating its brand of exclusive, resort-style living.

CAMPAIGN DETAILS Program: Sales/marketing events at The Landmark, Greenwood Village, Colo.; Developer: Everest Development Co., Greenwood Village; Cost: $120,000+ per event; Advertising agency: Greene & Birnbach Advertising, Denver; Public relations agency: Diane Nagler Public Relations, Denver

Learn more about markets featured in this article: Denver, CO.