The Long Road To CommRow

It’s been months since I’ve felt I had the time, or motivation, to return to blogging.

For awhile, I used the “more important things to do” excuse.  Or the “does it really matter if I do or don’t?” excuse for not taking the time to look out into the world, and share perspectives on the ever-changing world of branding and marketing.  The fact is – I have been busier than at any other time in my career.  Looking back on the past 10 months now, I see that my lack of dedication to blogging was more about my lack of dedication to myself – to my own growth and understanding.

Plus…and I mention this with the utmost respect to those who actually make a living blogging (or helping others to) – it’s damn hard work.  Given how hard my most recent project has been, there simply weren’t enough hours in the day.

I’ve “come back to myself” now, and to this thing I love – investigating, commenting, and sharing dialogue about the things and perspectives that motivate me every day.

What happened in those 10 months was nothing short of miraculous.  An empty casino at a key location in downtown Reno was transformed into a 60,000 square foot, three level entertainment, food and climbing/training center.  From Fitzgeralds’ has risen CommRow – Reno’s First Urban Adventure Destination.

In December 2010, I joined the developer’s team to begin the process of designing (and redesigning) the facilities – from concept development through local government approvals – I was able to see every aspect of what it takes to develop an entirely new category of brand – the creative reuse of an outdated casino into a contemporary center for healthy fun.  Positioning the property from its inception, we developed a brand with nothing less than 14 sub-brands – each with their own identity and purpose.

While nobody knew exactly what would become of this idea at that time, we all worked days and nights and weekends to drive toward finding out if we believed it was financially feasibly possible.  Literally tens of “waterfall” spreadsheets later – the decision was made that it was – and the race was on to build it.

Ten months later – we opened the doors to the first three floors with fireworks, concerts and crowds.

And now I’m the development’s Marketing Director/Creative Director/Graphic Designer/Janitor.  As the processes for getting an effort this big off the ground begin to establish themselves, I’m hoping to have more time to dedicate to my first passion – SmartBrand.  And to getting back to building more brands for passionately focused companies.

For now…I have my hands plenty full and have been enjoying every excruciating second.  More importantly…I’m learning so much, so quickly, that I’ve become once again dedicated to exploring and sharing about the business of building brands.

I hope you’ll come back and share your thoughts as I do…and always, honestly, thank anyone reading this stuff I feel compelled to share.

More to come about CommRow’s intents and challenges…and about the world of branding, marketing, advertising…and all their many components.

2 Responses to “The Long Road To CommRow”

  1. Alice Heiman Says:

    Good to have you back. Looking forward to you insights.

  2. Jeffrey Dow Jones Says:

    Hey, welcome back! I don’t really consider myself a blogger and sure don’t make any money on it, but I understand the challenge of having to come up with unique content on a regular basis. It’s work, and if you have a lot of other work to do, one has to prioritize.

    I’m intrigued by this project and look forward to any insider information you’ve got to share about it. It is impressive at how quickly that project sprung to life and I’m curious at how everybody sped through all the usual red tape. I thought city councils and stuff were really slow moving!

    On a tangential note, I’ve heard some good feedback about the climbing down there. I know some hardcore local climbers, and so far they sound pretty pleased with the facilities. I haven’t seen it myself yet, but I’ll make a point to head down there in the next week or two.


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