Community Pot-luck / Ground-breaking event
The Ritchie Market is a unique project that reinvigorates the idea of a “local” by creating a place that serves as a community hub. Set to house some of Edmonton’s most beloved local businesses, the multi-use building is a neighbourhood-centric project in one of Edmonton’s oldest communities. Berlin was hired to provide strategic counsel on how to introduce the Ritchie Market to the community, provide event implementation and media relations.
Like a new neighbour, we wanted to introduce Ritchie Market to the community and its residents in a way that was friendly and welcoming. We reconsidered the idea of a stuffy ceremonial ground-breaking and instead invited residents to our community pot-luck. Serving BBQ from ACME meat market, coffee from Transcend, and sweet bike rides from Velocity Cycle (all future Ritchie Market vendors) to residents and well-wishers in the area. Project leaders Greg Zeschuk and Poul Mark were also on hand to meet the neighbours and answer any questions people might have regarding the development. The event was featured on multiple news outlets and generated buzz on social media, but perhaps the biggest success was getting into the community and receiving their support for the project - making the event more than just a groundbreaking but more of a “welcome home”.