Creating an Identity: Gantry in Cincinnati

Naming a newborn child requires a lot of careful thought. Bestowing a label on a development project warrants equal consideration because it acts as a jumpstart to the entire brand identity, which will carry the project’s conceptual essence through construction, leasing and future marketing strategies. The process begins with researching the history of a property and the culture and demographics of its neighborhood. In the case of Milhuas’ new Cincinnati project, their marketing firm, Q7 Associates worked with this “background check,” taking into consideration that the site used to be the location of a lumberyard; that the residents who now live in the area are an eclectic mix of the affluent, along with deep-rooted blue collar workers; and the fact that the area already enjoys a healthy mix of business and residential properties that coexist nicely.

Drawing on that information, Q7 Associates came up with the name “Gantry.” Not a common word to most; a Gantry is a piece of equipment used in lumber companies and shipyards. It is a type of crane that can bridge two areas and carry heavy loads of lumber from one location to another. “Not only did we really like the sound of the name,” says Jake Dietrich, development associate with Milhaus, “it pays homage to the historical aspects of the site and the fact that our project will bridge the physical gap in the Northside business district – a gap that has been there for a long time.”

Research informs a lot of the decision-making process behind creating an attractive identity for a mixed use project. Knowing the area, what has and has not worked in the past, and above all, what the current residents and business owners want and need. If those important points are not factored in, the project will not have the kind of support it requires. For example, Dietrich says, “It was part of the negotiations, and important to the residents, that we lease the space to locally-owned, non-chain businesses that will fit in with the current business feel of the neighborhood. We expect that the commercial space will eventually feature restaurants, boutique retail and neighborhood services not already represented there. We want to have these tenants locked in about six to nine months into construction so they have plenty of time for their own build out and are ready for business as we begin leasing the property.” Negotiating the right vendors can add a lot of color to a project’s developing identity. Dietrich gives an example, “A locally-owned and operated restaurant can provide value from the perspective of a potential resident, so we would want to drive home that situation as a benefit feature of the living space as a whole.” Now that all of the approvals have been met, Milhaus will break ground on Gantry in the spring of 2014.