Overview
Nashville Yards is a transformational 19-acre mixed-use development in the heart of downtown Nashville, encompassing Class A+ office space, luxurious residential offerings, two high-end hotels – Grand Hyatt Nashville and The Union Station Nashville Yards (a Marriott Autograph Hotel), a state-of-the-art music venue, a diverse array of retail, dining, and other entertainment options, and more than seven acres of open plazas and green space. The multi-billion dollar project is anchored by world-class tenants, including Amazon, Creative Artists Agency, PwC, AEG Presents, Pinnacle Financial Partners, Bass, Berry & Sims, and others.
Our Approach
Since 2016, SRG has provided comprehensive public relations, community engagement and government affairs support to Southwest Value Partners (SWVP), the owner and developer of Nashville Yards. By developing a thorough understanding of this highly complex project and working very closely with project ownership along with key partners and stakeholders, SRG has helped advance a wide range of client objectives, including identifying and building strategic relationships and community partnerships, facilitating media engagement and communications strategy, monitoring and informing state and local policy, advising on charitable giving, planning and orchestrating events to celebrate project milestones, and elevating the Nashville Yards brand using organic and paid social media.
Results
Public Relations & Communications – To communicate key project updates, SRG has drafted and facilitated an ongoing series of lease agreement announcements with tenants, and sponsors. In January 2024, SRG orchestrated and facilitated the public relations strategy for the naming rights announcement of The Pinnacle, a new 4500-capacity music and live event venue at Nashville Yards. This effort included a press conference and site tour for members of the media followed by a luncheon for key stakeholders and partners, including the governor and mayor. The announcement was widely covered by national, local and trade media, generating more than 117 media mentions (41 within the Nashville market), including the front-page headline “Nashville Yards nearing its Pinnacle,” in The Tennessean, the major daily publication.
Government Relations – SRG has provided instrumental legislative and political counsel. In 2023, the SRG and SWVP teams collaborated with the Tennessee Department of Transportation on the Broadway Bridge Replacement Project, engaging in conversations about bridge design enhancements and construction timelines. Along with being the gateway to downtown, the Broadway Bridge serves as the primary artery to two Nashville Yards’ hotel properties, so length of closure and bridge design were important to the project. Also in 2023, SRG worked with the Tennessee Alcoholic Beverage Commission and members of the General Assembly to pass legislation designating Nashville Yards as a Premier Type Tourist Resort. The successful passage of this legislation allowed more efficient, campus-wide alcoholic beverage sales.
Business Development – To help SWVP become more connected in the business community, SRG has facilitated numerous introductions and helped cultivate important relationships. These relationships have advanced key partnerships and helped foster project leasing and sponsorship objectives.
Community Engagement – SRG has provided extensive community engagement support, helping to build relationships with Nashville’s major league sports franchises – Tennessee Titans, Nashville Predators, and Nashville Soccer Club. SRG has also provided counsel on charitable giving opportunities.
Digital Strategy – SRG has advised and been materially involved in Nashville Yards’ social media presence, including developing engaging organic content on Meta and X. The digital strategies have also included paid social campaigns for the Grand Hyatt Nashville and The Union Station Nashville Yards. SRG’s paid social campaigns for these hotels have reached more than 700,000 Meta accounts, attributing 87,531 link clicks, 3,297 conversions, and 917 event responses.
