 Metro 92:
Revitalizing a Local Landmark
The Trolley Barn was a red brick building on the Yonkers waterfront. Built in 1908 as a garage for trolley cars, it had fallen into disrepair and was abandoned. The still impressive building was turned into a rental property with 40 loft-style apartments, but development was halted after only eight were rented. MetroPartners acquired the building in 2006 and set about to re-brand and promote the building for the purpose of leasing the remaining units.
Find Them
Re-Positioning Campaign: The building was renamed Metro 92 as an indication of its new start (and also as a way to pay homage to the buildings railroad history.) The apartments were re-positioned as “live-work” space to take advantage of their unique loft-style configuration.
Online Advertising: We identified Craigslist as the best online medium to reach young urban professionals looking for rental apartments. A classified ad campaign was developed and ran on Craigslist to drive potential renters to the web site.
Reach Them
Branding: A logo and branding identity was developed to reflect the Metro 92's new image. Web Site Development:The web site featured photos and virtual tours of the renovated building and apartments, information about the neighborhood, floor plans and a contact form for potential renters. Collateral: A postcard was also created as a "leave behind" for local merchants. The lobby of the building was redecorated to reflect to new logo and brand identity
Keep Them
ROI: After being empty for over a year and a half, the 32 unoccupied units were all leased within six months Neighborhood Buzz: The rebranded building has become one of the centerpieces of the “Yonkers Renaissance.” It has become home to local artists and families, as well as young professionals who work in New York City.
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