San Francisco Redevelopment Agency

San Francisco Redevelopment Agency

The San Francisco Redevelopment Agency approached FINE to orchestrate the Request For Qualifications (RFQ) process for a historic development effort.

A Historic Development Opportunity

When the federal government closed the Hunter’s Point Shipyard, they set free the largest plot of prime real estate in the country, positioned at San Francisco’s portal to the South Bay. A plan to revitalize and take advantage of this property was critical.

The challenge was complex, with potentially intimidating content like historical engineering data, current zoning requirements, and a multi-tiered communication program to multiple audiences.

Commanding Attention

FINE broke the program down into two key phases. First, develop interest among interested developers with a direct mail poster and info pack. This piece hinted and the availability of the full RFQ package.