The Fenway

Public Realm / Tenant Engagement / Cultural Programming

Client

Samuels & Associates

Location

Boston, MA

Square Ft.

3,000,000+

Services

Retail
Engagement documentation
Civic Engagement
Arts + Culture
Experiential development
Project oversight
Design support
Vendor identification and outreach
Concept creation
Partner identification

Summary

In effort to draw visitors away from Kenmore Square and introduce a new demographic to the Fenway as a neighborhood and not just a ballpark, Isenberg Projects has worked closely with Samuels & Associates since 2014 to create unique experiences that highlight the exciting changes in the neighborhood and provide clear cultural, artistic, and visual incentives to engage with The Fenway. We have collaborated with the Samuels and Associates team to gain city wide attention for unique activations, programs, and popups that showcase the property and community as an impactful and engaging district. Our work has informed the larger communication and experiential activation strategies for seasonal programs as they relate to the larger Fenway neighborhood.

The Challenge

Since 2014, our challenges have changed as the landscape of the neighborhood and our work have evolved. Our goal was to further survey the local engagement and activation landscape as well as understand the options for messaging and target user engagement and the growth potential within the Fenway district. We aimed to connect the pre existing community with resources and event marketing opportunities through ongoing program development as well as activating empty retail by identifying and connecting with potential retail partners.

The Outcome

One of a kind popups with engaging partners, established neighborhood identity through cohesive activations and programs, and ongoing data capture opportunities and insight that would inform future strategies.