Fifth + Broadway
Hall Strategies has supported Fifth + Broadway, the largest single-phase mixed-use development in Nashville’s history, since 2013 when the project was first envisioned. The site was the original Nashville Convention Center which was rendered obsolete with the opening of the Music City Center. Across from the Ryman Auditorium and Bridgestone Arena, it was one of the highest profile development sites in Nashville.
Metro Nashville understood the need to add retail and additional dining to the core of downtown, which was underrepresented amongst a sea of bars and music venues. It also sought a home for the National Museum of African American Music, as well as office and residential inventory. Developer Brookfield Properties ultimately took over the project to deliver on the City’s vision. A nearly $1 billion investment, it had to be a smash hit and become a go-to destination when visiting Nashville. Hall Strategies managed the opening of Fifth + Broadway’s retail core in March 2021, building huge excitement and delivering instant foot traffic and success. The morning of the project’s opening, all four local TV stations were broadcasting live from Fifth + Broadway. All local lifestyle, print and online publications toured Fifth + Broadway for feature stories.
After one-year, Fifth + Broadway had amassed $1 million in earned media. Hall Strategies worked with Brookfield to connect the project with local artisans and makers for murals and art installations, further tying authenticity and community connectiveness to the project. Fifth + Broadway has been a massive success and was instantly engrained into part of the downtown experience and brought locals back downtown.