One of my favourite aspects of working at Brookline is engaging with local organizations and charities that have a direct impact on the communities where we live. When Brookline partnered with Vivo for Healthier Generations (Vivo) for its grand re-opening, we were thrilled to showcase its work to improve accessibility, inclusivity and sustainability and its commitment to promoting wellness, connection and growth for Calgarians of all ages.
After the long awaited 135,000 square feet renovation of Vivo’s facility, there were several stakeholder groups that needed to be recognized for their kindness, generosity and patience throughout the process. Our team determined that the best way to do this was by hosting three events: a Confluence Event to thank community partners and invite media to attend and tour the space, an Impact Event for donors, and a week-long celebration for the official Grand Re-opening, welcoming pass holders and new members back into the new and updated spaces.
Ahead of these events, Brookline managed all event logistics, including vendors such as catering, entertainment, signage, AV and décor. We also planned a variety of activities and activations that occurred during event week, securing partnerships with local artists and cultural groups to showcase the diversity of the surrounding community.
Brookline also managed all media relations efforts, developing the press release, media advisory, pitches and a media kit, to communicate the 10-year expansion was finally complete! Additionally, our team coordinated CTV Live on Location segments to help generate further awareness.
Another important aspect of the grand re-opening was managing influencers. When building our influencer outreach list, it was important that we selected influencers who reside in the surrounding community so they could authentically speak about the impact the renovations have on their community.
On the day of the Confluence and Impact events, Brookline was on-site to ensure each event ran smoothly and on schedule as well as facilitating an official ribbon cutting ceremony and interviews and tours with local media.
Once this event concluded, it was time to reset the space for the Impact Event to celebrate Vivo’s generous donors. In addition to the formal program and a fabulous performance from the Rondel Roberts Band during this after-work cocktail event, Brookline helped to execute an Amazing Race activity for donors, allowing them to take a self-guided tour to see key features of the renovation.
Finally, it was time for the week-long grand re-opening celebration to commence. The Grand Re-opening Week highlighted the new and updated facilities, offering drop-in opportunities, surprise and delights for members as well as performances and activations from local cultural groups.
Overall, the feedback and engagement from the community was a resounding success. During the Grand Re-opening Week, total memberships nearly double Vivo’s total member count from the entire year! Additionally, Brookline’s media relations efforts secured coverage from LiveWire Calgary, CTV News, Global News Calgary, CBC News and QR Calgary. It was so exciting to experience the authenticity, dedication and passion of Vivo and its team who work tirelessly to create a meaningful impact with its community with accessible, inclusive spaces that promote healthier living.
Megan Hessel is an Account Coordinator at Brookline Public Relations. Approaching every day with her analytical mind, Megan takes every opportunity to support the team with any new challenge, project or event.