COMMUNICATION SUCCESS
SPECIAL ISSUE 2007

The groundbreaking at The Avenue drew an enthusiastic crowd that was more than ready to help out. This is one way builders like to reach out to potential buyers.

EVENTS THAT ENTICE
Builders are wooing buyers with fashion shows, brunches, food, wine and more
Mar 31, 2007 04:30 am

by GAIL SWAINSON
Real Estate Reporter

They've become some of the hottest invitations around town, giving lucky holders a ticket to spending quality time with a celebrity chef or vintner.

Those who make the A list can find themselves trading tips with Toronto's most chi-chi home decorators or landing a viewing of an important private art collection.

Some have even scooped front-row seats at a fashion show by one of the country's up-and-coming designers.

Sunday brunches and balcony garden tips – just what are these exclusive, must-have invitations that are being handed out to only the favoured few?

They're tickets to splashy events hosted by condo and home builders in the hopes of attracting attention to some of greater Toronto's top new addresses.

Whether you're a foodie looking for new, palate-pumping ideas or someone in need of hot decorating tips, these events aim to mix fun and discovery in equal measure.

"This is just another way for builders to reach out to their audience," says Rhoda Eisenstadt, president of The Communications Group, a public relations consulting firm specializing in events.

"It's not meant to be advertising – these are targeted, intimate events," adds Eisenstadt, who operates the Communications Group with husband David.

She says more and more builders are using events to publicize their developments. They're not all upscale affairs. Depending on the development, builders will also host barbecues or street fairs.

The events are also intended to create a sense of instant community and act as a meet-and-greet for new buyers.

"It is a special perk for buyers and a chance to meet your new neighbours," Eisenstadt says.

Major builders such as The Daniels Group and Heron Homes have recently hosted everything from interior designer forums to food and wine tastings.

Simona Annibale, director of marketing for Daniels, says the events help get out the message about their new offerings.

"Special events at all of our new-home communities are essential because they allow us to build awareness for each project," Annibale says.

It's important that each event be tailored to the condo's personality and target audience.

"Rhoda's team excels at coming up with "out-of-the-box" ideas for special events that truly capture the attention of the home-buying public," she says.

For instance, when Daniels launched sales at Kilgour Estate Phase 2, near Bayview and Lawrence Aves., Eisenstadt partnered with Sandra Ainsely, owner of an art gallery in the Distillery District.

"This helped us increase awareness in this new community and also gave us the opportunity to tap into a different market group," Annibale says. "Rhoda turned the Kilgour Estate model suite into a Glass Gallery and the opening event (held last April) was a phenomenal success."

Eisenstadt has even planned events in stores, such as the interior design seminar by Cecconi Simone at the store Oni One.

Seminars are targeted at a range of buyers, with the aim of entertaining and informing.

"It's stuff people really want to know," Eisenstadt says.

Some of the events draw big numbers.

A talk by Ritz-Carlton architect William Pederson about the design principles behind the exclusive address drew 130 people on a cold winter night.

"The thinking was that people buying high-end real estate like this wouldn't respond to this kind of event, but they have," Eisenstadt says.

Tips and talks by well-known interior designers have proven very popular with new condo owners.

Designer Paul Maggiacomo recently drew several buyers to Monarch's Twenty Gothic in the hopes of picking up some decorating tips.

Maggiacomo, president of Tanner-Hill Associates, fielded questions from future residents wanting to personalize their new homes.

The High Park condo development offers units ranging in size from just under 500 square feet to more than 1,700. They sell from $199,000 to $800,000.

Maggiacomo also dished out decorating advice at a buyers' event held recently at Domain, another Monarch development at Mount Pleasant Rd. and Merton St.

And Toronto designer Mike Niven shared his decorating savvy with hundreds of buyers and guests at the splashy Carlu last April.

Eisenstadt said the design seminars are among the most popular events hosted by builders. "The designers really seem to pack them in."

But so do celebrity chefs.

At an April tasting hosted by Daniels, hundreds of buyers noshed on appetizers from upscale restaurants such as North 44)° and Bymark.

The Ritz-Carlton also invited vintners from around the world to host a special wine tasting for buyers and guests.

Suites at the upscale condo development on Wellington St. will range in size from 2,000 to 3,500 square feet, with pied-à-terres starting at 1,400 square feet.

"The wine stuff is really fun," Eisenstadt says. "People love them."