In 2017, The Vinoy Renaissance Resort and Golf Club was required to get a referendum vote by St. Petersburg voters to build a parking garage on hotel property that was once city land.
B2 developed a strategy to help the public understand the referendum question and the hotel’s plans. A grassroots outreach program included providing a Q&A section for more than 500 HOAs in the area, holding 60 small community meetings with key community groups, and going door-to-door to the hotel’s neighbors to talk through the referendum.
B2 also ran a highly targeted social media campaign to drive the community to a custom website with facts about the parking garage plans and referendum, a Q&A with frequently asked questions, and a place for people to submit questions.
Leveraging a highly focused and targeted marketing and advertising plan, B2 helped pass the referendum with 62% of St. Petersburg residents voting yes.