Birkdale Village

Case Study

Case Study: Birkdale Village – Weaving Story Into Placemaking

Executive Summary

Birkdale Village, a 52-acre mixed-use community in Huntersville, NC, showcases the transformative impact of story-driven marketing. Under Elizabeth Lord’s leadership, Birkdale evolved from a construction-zone curiosity into a beloved and nationally recognized destination. By blending creative risk-taking, immersive experiences, and strategic communications, Elizabeth delivered more than traffic—she built enduring traditions, community identity, and inspiration for the next generation of placemaking.

Project Overview

Location

Huntersville, North Carolina (Charlotte metropolitan area)

Original Developer

Crosland, LLC (joint venture with Pappas Properties, LLC)

Size

52 acres mixed-use “main street” village

Launch

2002–2003

Management Partners

Shook Kelley (architecture)

Project Features

250,000+sqft retail/restaurant/entertainment, 320+ luxury residences, central green, event plazas, pedestrian streets

The Why: Story as a Foundation

In a rapidly growing suburb, Birkdale Village set out to offer more than retail, dining, or housing. Elizabeth’s vision was clear: create a place where connection, tradition, and belonging flourished from day one. Instead of simply marketing a center, she wove a narrative, turning “Live. Work. Play.” from a tagline into a lived reality.

“Our goal was to build a place where memories could be made, a community where someone could say, ‘I grew up here. This is my place.’ Storytelling was not just marketing; it was the heart of our strategy.”

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Challenges

• Hidden Main Street: The property’s design kept storefronts out of sight from major roads, demanding unconventional traffic-building strategies.

• Ongoing Construction: Early tenants greeted visitors with the sights and sounds of construction, risking negative perceptions.

• Community Skepticism: Locals, steeped in the relaxed pace of lake-area living, needed a compelling reason to embrace something new.

Strategic Storytelling in Action - Barriers Into Opportunities

Grand Opening Carnival:
Elizabeth’s bold decision to stage a carnival in the only visible parking lot—despite torrential rain—turned logistical obstacles into a spectacle of curiosity and joy. Families flooded the event, laying the groundwork for future traditions and community goodwill.

Immersive, All-Season Programming

• Holidays Transformed: A log cabin Santa, 30-foot Christmas tree, snow machines, music, wreaths, and horse-drawn carriages created a winter wonderland, captivating young and old.

• Ongoing Events: Signature programming—Easter egg hunts, July 4th water fights, summer concerts—ensured there was always a new reason to visit, anchoring the site in personal and local lore.

• “Live. Work. Play.” Brought to Life: By consistently linking activities to these pillars, Elizabeth gave people ways to experience, not just hear, what Birkdale stood for.

Media & Multi-channel Storytelling

Elizabeth’s proactive media relations strategy showcased memories in the making. Positive press and targeted advertising elevated Birkdale’s profile, capturing the magic on-site and amplifying it throughout the Charlotte area.

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Impact

• Immediate Public Embrace: Events drew thousands, transforming skepticism into lasting affection even before project completion.

• Traditions That Endure: Fourth of July waterfights, lawn picnics, live music, and festive holidays continue to animate Birkdale’s story years later.

• National Recognition:  Birkdale Village received notable recognition from the International Council of Shopping Centers (ICSC is the industry’s global trade association) in 2005 for its marketing and community service efforts. Specifically, Birkdale Village was a finalist for the ICSC MAXI Award in the Marketing & Community Service (Community Relations) category for shopping centers with 150,001–400,000 square feet.

This recognition served as a powerful endorsement of the project’s commitment to community engagement and innovative marketing. It established Birkdale Village as a leader among mixed-use developments nationwide, distinguishing it from typical retail projects by highlighting its success in forging strong community relationships.

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This nod by ICSC validated the original vision and management philosophy to create, not just a retail center, but a true civic gathering space and vibrant neighborhood core.

• Sustained Identity: The emotional connection Elizabeth fostered remains evident in the lifelong bonds families and stakeholders hold with the Village.

Testimonials

I worked with Elizabeth Lord when she was responsible for the daunting task of marketing Birkdale Village in its infancy. Beth was an integral part of why Birkdale Village became such a community center for the Huntersville area. She planned and executed major events as well as regular smaller events to keep Birkdale as a desirable destination. As a direct result of her work, we saw thousands of people for the annual treelightings, and Fourth of July events. I can attest to the programming and events that contributed to the soul of the place. Not everyone can pull off large-scale events, but Beth is up to the task! – Jullianne McCollum, Crosland

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“Elizabeth led all aspects of marketing and branding these communities. She has a strong work ethic and has been a valuable member of our development team both in Charlotte and for our project on the Gulf Coast.”
— Kate Caltis, Residential Coordinator, Pappas Properties LLC

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“Elizabeth Lord was my client at Pappas Properties during the development of Birkdale Village. She spearheaded the marketing efforts for the developers and continually impressed me with her ability to generate creative ideas for events, sales promotions, and public relations. Birkdale Village received numerous national, regional, and local awards as a model mixed-use development, and Beth deserves a large measure of the credit for that recognition.” — Phillip Tate, APR, Fellow PRSA, Luquire, George, Andrews Agency