Master Planned

Development

When a proposed change to the local master plan was facing opposition, The Garrity Group was hired to help frame key messages and narratives to inform the media and the public.

Challenge

A 13,850-acre master plan in Albuquerque was offering Bernalillo County a cohesive, well-designed and sustainable opportunity to address community growth. The company, proposing the master plan, set aside 4,031 acres for economic development which would have the potential of supporting 75,000 on-site jobs. The company’s proposal was facing a significant opposition from some community groups who felt the proposal would result in Bernalillo County diverting needed resources as a form of corporate welfare.

Solution

The Garrity Group worked with the national company and its local team to generate a narrative and an approach to help inform public opinion about the Bernalillo County approval process, water issues, as well as Tax Increment Development Districts (TIDDs) and Public Investment Districts (PIDs).

Results

The Garrity Group developed and implemented an issue management plan that framed key messages and identified messengers, media and reporters to inform.
Real-time media monitoring was implemented with an aggressive reporter outreach program to provide the client an opportunity for balanced coverage.
On-site assistance with media, messaging and community feedback provided during a contentious hearing which included an activist group storming the dais in protest prior to a pivotal vote.
The Bernalillo County Commission approved the master plan process and affirmed that the project was good for the community.