L.A. UNION STATION EVENT GETS THE PHONE RINGING
September 2012. LOS ANGELES – Christopherson & Co. put its PR savvy to use to turn out the L.A. news media and stir a flood of phone calls and website visits in connection with the September 13, 2012 debut of The American Railway Explorer, a collection of three luxury charter railcars hearkening to the “Golden Age of Travel.”
Two TV crews and print media were on hand for the “First-Look” VIP open house at Los Angeles Union Station. KTLA’s three-minute live report set the phones ringing immediately with more than two dozen phone calls to ARE in the first hour following the live-cast. The publicity ignited more than 2,300 website visits within a day of the event.
The railcars, designed in 1987 by Orient Express architect James Park, are owned and operated by Ansco, a unit of the Denver-based Anschutz Corporation.
The cost to charter two of the cars attached to an Amtrak train from L.A. to San Diego is $8,000; $9,000 to Santa Barbara.
CHRISTOPHERSON BACK IN THE SADDLE AT CHEYENNE FRONTIER DAYS
April, 2012 - Christopherson & Co. Communications is providing strategic communications consulting support to Cheyenne Frontier Days, the world’s largest outdoor rodeo.
Founded in 1897, among rodeo fans CFD is known as “the Daddy of ‘em All” and includes evening musical performances by national country and rock headliners.
Christopherson & Co. is contracted for the CFD assignment through fellow Sage Public Relations member Pushkin Public Relations.
Sage Public Relations is a collaborative of PR firms established by Dan Christopherson and Jon Pushkin, with members in Colorado, California and Washington, D.C.
This year’s Cheyenne Frontier Days will be staged July 20 – 29.
Additional information on Cheyenne Frontier Days is available at cfdrodeo.com.
CHRISTOPHERSON HELPS LUXURY PRIVATE RAILCAR OPERATOR
START OUT ON THE RIGHT TRACK
December, 2011 - Christopherson & Co. has been retained by ANSCO, a unit of the Denver based Anschutz Corporation, to assist in developing the business and marketing plan for the launch of a new private railcar charter business.
Christopherson also will oversee development of initial advertising and marketing materials.
The as yet unnamed business will charter private passenger railcars beginning in mid-2012. The newly renovated railcars will be based in Los Angeles and available for charter via Amtrak to destinations throughout California. The three cars were designed in the fashion of the Venice Simplon-Orient-Express by that train’s renowned architect, James Park.
The luxurious private railcars formerly traveled for years as part of the Ski Train that operated between Denver and Winter Park Resort. The regular passenger cars of the Ski Train were later sold and moved to Canada, but ANSCO retained the three private cars.
HEATHER GARDENS RENEWS MARKETING CONTRACT
WITH CHRISTOPHERSON & CO.
December, 2011 - The Heather Gardens Association, the homeowners association for the 4,000 residents of the Heather Gardens active adult community in Aurora, has renewed its contract with Christopherson & Co. to serve as its marketing agency.
Heather Gardens is an active-adult community for persons age 55 and older. It encompasses 200 acres and includes a nine-hole golf course. It is located in southeast Aurora near I-225 and Parker Road.
Christopherson & Co. was initially hired in 2008 to help boost the Heather Gardens brand and create a better market for the 2,426 homes in the community, all of which are owned condominium-style.
According to Dan Christopherson, the firm's client services manager, “The goal of the marketing program in 2008 was to make it easier and faster to sell real estate within Heather Gardens, while at the same time insulating against further devaluation in what was a very poor market.” (Resale condo prices in 2007 had fallen 6.5% in ZIP code area 80014, where Heather Gardens is located.)
Ultimately, through “brand equity” development, the goal was to have property values rise again relatively rapidly when the market stabilizes and reduce the time Heather Gardens homes stay on the market.
That goal has been achieved, Christopherson said. “Prices are rising; the inventory of homes for sale has dropped to under 40 homes, which is less than two percent of all the homes in the community. Average time on the market has dropped remarkably, to less than two months.”
He notes “the Heather Gardens product” has improved with the coming addition in 2012 of a new 50,000-square-foot Heather Gardens Clubhouse activities and fitness center.
Research performed by Christopherson in 2008 indicated that the community’s aging clubhouse was viewed as the primary negative for persons in the target market. That sparked a homeowners election in which they approved building the new $9.8 million Heather Gardens Clubhouse.
Christopherson works directly with the general manager of Heather Gardens to develop and implement the annual marketing plan and budget. Christopherson develops and manages all advertising in print, radio, TV and social media, as well as public relations work.
Additional information on Heather Gardens can be found at www.HeatherGardensColorado.com.
CHRISTOPHERSON RETAINED TO OVERHAUL CONTENT
OF COMPLEX CPEP WEBSITE
October, 2011 - CPEP – the Center for Personalized Education for Physicians – has hired Christopherson & Co. to overhaul the content of its website and assist with marketing materials.
CPEP is based in Denver and provides educational programs tailored to help physicians nationwide and in Canada re-enter practice or address specific issues detailed in the ordered requirements of a medical board, hospital or other referring organization.
Christopherson will work with CPEP’s website developer and internal project team to provide counsel on restructuring the website to achieve more simplicity and ease of navigation. Christopherson will rewrite or edit most sections of the complex 10,000-word website.
Additional information on CPEP can be found at www.CPEPdoc.org.