Turning a stalled story into a city-backed win – from launch buzz to unanimous approval
In 2024, CAST (formerly CNR Retail) in partnership with Partners Capital, set out to introduce The Cliff, a 100,000-square-foot adaptive reuse project transforming vacant office space in Henderson, Nevada, into a community-centric hub for dining, art, and local culture.
The project needed more than just an announcement. It needed anticipation, trust, and buy-in from local stakeholders who would see The Cliff as an economic driver and cultural landmark. BCENE PR was engaged to lead the launch campaign and build credibility around CAST’s vision.
But by early 2025, momentum stalled. A political affairs agency had left behind little more than a lackluster press release and a three-minute YouTube video. The project was stuck in approval purgatory, facing skepticism at city council and from the mayor’s office. CAST returned to BCENE PR for a second engagement—with just seven days to turn public sentiment around and secure a green light for the development.
Phase One: The 2024 Launch
BCENE PR positioned The Cliff as Henderson’s first lifestyle destination—an adaptive reuse project that would breathe life back into vacant buildings while creating new spaces for the community.
We developed messaging that highlighted CAST’s expansion into the Las Vegas and San Diego markets, its synergy with Partners Capital, and The Cliff’s unique design:
Specialized dining and retail experiences
A central stage for live music and community programming
Local artist collaborations and rotating kiosks
The campaign combined media-friendly sound bites, executive media training, a redesigned press release, fact sheets, and over ten unique pitch angles tailored to national trade, local business, and community outlets.
Results
The campaign delivered 22.5M impressions, 119K estimated coverage views, and 5.4K social engagements.
Local and national outlets including the Las Vegas Review-Journal, Nevada Business Magazine, and San Diego Business Journal ran in-depth stories.
In less than two weeks, 24 of 34 positive brand stories were secured—nearly 5x the original goal.
The Cliff was on the map as a standout adaptive reuse project, proof the community was more than a shopping center, it was a placemaker.
Phase Two: The 2025 Approval Sprint
When BCENE PR was called back in, the stakes had shifted. The project couldn’t move forward without city council approval. The existing communications strategy was failing, and sentiment risked turning against the development.
We knew the answer wasn’t another press release—it was real-time, connected PR that blurred the lines between advocacy, storytelling, and community mobilization.
Our Approach
Creator-Led Advocacy: Partnered with a trusted local content creator to launch a whitelisted campaign that felt authentic and community-driven, not corporate.
Digital Infrastructure: Built a high-conversion landing page with one-click email tools that empowered residents to contact council members directly.
Narrative Reset: Rewrote the press release to center jobs, local ownership, and family-friendly value—framing The Cliff as a project built by and for Henderson.
War Room Execution: Operated at startup speed, rolling out the campaign in a week, pivoting in real-time, and coordinating directly with legal, council members, and media outlets.
Results
The shift was immediate. Thousands of residents voiced support. Media coverage surged with 60+ pickups (99% positive tone), including the Las Vegas Review-Journal and Nevada Business Magazine. The mayor’s office asked us to pause the campaign—their inboxes were flooded.
Most importantly, city council voted unanimously to approve The Cliff.
The Impact
Today, The Cliff is moving forward as Southern Nevada’s first anti-mall—a space blending food, art, music, and community. For CAST, the project is more than a development; it’s a signal of its leadership in high-density, mixed-use real estate across Nevada and California.
For BCENE PR, it’s a testament to how fast, fearless PR can flip skepticism into support. We didn’t just get coverage—we delivered proof of concept that won over the community, city hall, and investors.
Why it Matters
Adaptive reuse projects face unique hurdles—balancing preservation, politics, and public perception. The Cliff proves that when PR is treated as a deal-closing strategy (not vanity metrics), it can unlock approvals, secure investment, and build lasting credibility.
This is what happens when PR and social are actually connected.
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