Located in Boston’s Chinatown neighborhood, One Greenway is a 345-unit mixed-income development that provides much-needed housing while restoring the fabric of the neighborhood which existed on Chinatown’s Hudson Street more than 45 years ago. In the 1960s, homes and businesses on the east side of Hudson Street were cleared to make way for a highway ramp. The removal of the ramp as part of the Big Dig allows this block, bordered by Hudson, Kneeland and Albany streets, to be redeveloped with a new building that respects the history of the neighborhood and site while promoting smart growth principles.
The project is a joint venture between the non-profit Asian Community Development Corporation (ACDC) and New Boston Fund, Inc., a privately owned real estate investment manager and an industry leader in providing real estate investment, development and management services.
SM& has been working on One Greenway since 2006. To start, SM& conducted a thorough communications audit to develop messaging for the project and offered strategic communications counsel during the community engagement process. In addition, SM& handled all media relations and strategic communications on behalf of the project through the extensive permitting and Boston Redevelopment Authority (BRA) zoning approval processes.
A ceremonial groundbreaking was held in the spring 2014 and welcomed Boston Mayor Marty Walsh as well as other city and state elected officials including City Councilors Bill Linehan and Stephen Murphy, State Representative Aaron Michlewitz and then State Transportation Secretary and CEO, Richard Davey.
SM& ensured the event celebrated the culture and diversity of the Chinatown neighborhood, tapping local Chinese restaurant Shojo to provide traditional fare. SM& managed the creation and translation of the invitation for both English and Chinese speaking attendees as well as planned for an on-site translator and personal earphones for local Chinatown residents during the program.
Currently, SM& is working with New Boston Fund and Bozzuto on the lease-up of the property, including executing an integrated communications program of traditional media outreach, social media ads and organic content for the property’s social channels all supporting the property’s leasing strategy. They are currently at almost 80 percent leased and 60 percent occupied.