strategic public relations
Case Study for Sundance Square
business challenge
Sundance Square, a 35-block mixed-use development in the heart of downtown Fort Worth, needed a strategic public relations partner to strengthen its relationship with the media, generate excitement around its retail, dining, and entertainment offerings, and enhance public perception of the development. Despite its status as a premier urban destination, the internal team was cautious about working with journalists and often avoided media opportunities for fear of inaccurate coverage. The challenge was to build trust internally and externally, create consistent positive visibility, and sustain that momentum over time.
situation
When Aardvark Communications began working with Sundance Square in 2004, the marketing team had limited engagement with local media. Relationships were strained, and the development’s leadership—including the CEO and real estate team—needed reassurance that media interactions could be beneficial and well-managed. Over the years, Sundance Square would experience both opportunities and challenges, including major tenant transitions, high-profile national events, and a transformative public space construction project.
From Barnes & Noble’s closure to the openings of The Cheesecake Factory and H&M, from hosting ESPN’s broadcast headquarters for Super Bowl XLV to building a one-acre world-class plaza, Sundance Square needed proactive, strategic PR to secure positive coverage, manage difficult news cycles, and keep the district top-of-mind for both locals and visitors.
tactics deployed
- Relationship Building – Hosted media lunches, provided insider access, and maintained open lines of communication to foster trust with reporters, producers and editors.
- Proactive Story Development – Created compelling narratives for new store openings, special events, and community activities to keep Sundance Square consistently in the news.
- Crisis Communications – Managed messaging for sensitive situations, including the closure of Barnes & Noble, by swiftly pivoting to promote new tenants and positive developments.
- Construction Communications Plan – Designed and executed an 18-month media strategy during the construction of the Sundance Square Plaza, keeping media engaged and building anticipation for the grand opening.
- Major Event Press Management – Oversaw all PR efforts for ESPN’s headquarters at Sundance Square during Super Bowl XLV, securing extensive local and national coverage even while navigating a historic ice storm.
- High-Impact Launches – Coordinated media coverage for grand opening events such as the 2013 Plaza unveiling, ensuring wall-to-wall media coverage from early morning to late night broadcasts and beyond.
- Earned Media Results – Over 15 years, Aardvark Communications generated tens of millions of dollars in earned media value, positioning Sundance Square as a vibrant, must-visit destination.
aardvark's approach
We focused on two priorities: building trust with the Sundance Square leadership team and fostering long-term, mutually beneficial relationships with journalists. We became a consistent, reliable point of contact between Sundance Square and the media—translating complex business updates into compelling stories that resonated with local, regional, and national audiences.
We also recognized the importance of sustaining excitement over time, not just during milestone moments. This meant maintaining an ongoing PR rhythm through proactive pitching, timely press releases, and well-timed media events. When challenges arose, we provided guidance and messaging that protected the brand while ensuring transparency.
