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Dancing On The Row
Placemaking Activation
Challenge
During the summer of 2016, Assembly Row was looking to diversify it’s programming for the upcoming year and needed a low-cost solution that would drive sales and traffic to the property. The goal was to activate a portion of the property that was under construction to generate engagement and attention for new retailers and restaurants that were coming soon.
Solution
We partnered with a community group, Metamovements, to facilitate summer salsa social dancing nights on the property by leveraging their network and partnering with them to seek out grants to fund the programming series.
As a result, we were able to execute 8 nights of salsa dancing with over 500 people at each event for a total of 4,000 through the summer. The series not only bridged the gap between Assembly Row and the Greater Boston community but also increased sales and traffic for our retail by approximately 20% on average.
