The BullStreet District

Placemaking on a MAssive Scale | 2016 to Present

Integrated communications including public relations, social media, branding and marketing

Known as the largest urban redevelopment project on the East Coast, the BullStreet District is a 20-year, 181-acre project to transform the historic S.C. State Hospital site into a vibrant, mixed-use neighborhood district in downtown Columbia, S.C. Branding and communications efforts must be nimble, adapting as the district itself develops and defines its identity within the Midlands region.

Flock and Rally collaborates with the master developer, Hughes Development Corporation, to identify the stories that will help target audiences connect with BullStreet via digital marketing and media coverage.

For national and international businesses, commercial real estate (CRE) developers and site selectors, as well as local entrepreneurs and established companies, the appeal is clear: brand new infrastructure, a New Urbanist vision, and the ability to forge one’s own path in the middle of downtown Columbia, S.C. Meanwhile, the general public is discovering more ways to enjoy the district’s growing list of offerings, from Columbia Fireflies Minor League Baseball games at the award-winning Segra Park to indie music festivals at Central Energy.

Flock and Rally was honored with a 2019 SCPRSA Mercury Award of Merit in Integrated Communications for the announcement of the REI Co-Op retail store at BullStreet, as well as a 2018 SCPRSA Mercury Award of Excellence in Brand Communication Management for its positive communications campaign for the BullStreet District.