multiple vacant properties including the watershed suffered from underutilization and limited inbound tenant interest. without clear brand identity, defined personas, or operational execution plan, the creative hub vision for petaluma lacked momentum and concrete action steps. the founder needed to attract tenants quickly while building sustainable community-driven approach to leasing and activation.
conducted strategic kickoff clarifying business goals, creative intent, and founder priorities while assessing current marketing assets, property listings, and tenant pipeline. identified two high-potential personas—makers/light manufacturing and creative studios/startups—while deprioritizing retail and services due to low conversion and long sales cycles. benchmarked similar projects across other cities synthesizing patterns in tenant behavior and leasing success factors.
proposed umbrella "warehouse design district" brand with unique sub-identities for each property including the watershed. launched 5-day design sprint rapidly building foundational go-to-market and branding assets. developed 90-day plan with specific success metrics across marketing, leasing, and partnerships. implemented trello-based execution board with weekly priorities and task ownership. used apollo to create targeted outbound lists of north bay creative businesses while drafting comprehensive messaging and outreach playbook including referral mechanics and content sequencing.
delivered complete gtm and operational foundation transforming high-potential concept into actionable execution plan. new brand identity and focused messaging established market presence and strategic direction. founder gained clarity, confidence, and alignment moving from stalled execution to consistent weekly progress. early momentum generated new leasing conversations and interest from potential anchor tenants while establishing sustainable framework for ongoing community building and tenant activation.
