Worcester Polar Park
City of Worcester; Skanska USA Building Inc
HSH worked with the City of Worcester to create and carry out a community engagement and marketing campaign for travel and parking in the Canal District during a collection of redevelopment projects anchored by the construction of Polar Park (home of the Red Sox’ Triple-A affiliate team). We developed a message-driven campaign to educate and engage the community, encouraging people to come to the district during construction and ensuring that they understood how to get there and where they could park if they chose to drive. Our engagement tools included a custom website with interactive online parking and construction maps; mass email campaigns; social media and press messaging; pop-up and field engagement at businesses and established neighborhood events; targeted meetings with area stakeholders and businesses; marketing materials; and dedicated local staff on-call to respond to questions with a personal touch.
From the groundbreaking through Opening Day, HSH kept people informed, maintained open lines of communication, and helped minimize the temporary pains of construction to deliver the next inning in Worcester’s storied history of baseball, local economies, and vital, vibrant neighborhoods.