AC Development

Challenge

For more than 135 years, the Coors family has owned an important and highly productive property prominently situated in downtown Golden, Colorado. Since 1910, this five-block area has been home to manufacturing and research facilities of CoorsTek, a leading global manufacturer of technical ceramics.

The Coors family determined that this property would host a new CoorsTek global headquarters as well as s new dynamic mixed-use district. AC Development called upon Novitas Communications to cultivate earned media coverage for the project and its official brand launch as “Clayworks.”

About

AC Development is a privately-owned real estate company dedicated to creating extraordinary urban places built on a foundation of commitments to a healthy planet, exceptional placemaking, and positive community impact. Based in Golden, Colorado, the company was launched in 2020 by the Coors Family to redevelop a five-block area in downtown Golden. As a fully integrated organization, AC Development serves as master developer, vertical developer, and long-term owner/operator for each of its projects. The company is backed by a family in its fifth generation of entrepreneurial innovation and fueled by deep experience in real estate investment and development. It should be no surprise, then, that our single-minded focus is on creating Exceptional. Local. Places.

Solution

Novitas drafted a strategic outreach plan to engage with prominent Colorado media outlets, including television network news and print publications with a focus on commercial real estate trade publications. The plan had two phases: announcing the AC Development’s plan to redevelop the site known as the 9th Street Redevelopment, then launching the official brand name, “Clayworks.”

We tailored pitches to highlight the Coors family’s involvement in the project and their deep commitment to the history of the site and a new vision for the future that would continue the family’s legacy in Golden and the state of Colorado for generations to come.

Results

Novitas achieved media placements in various local print publications, television broadcasts, and commercial real estate trade publications. Our strategic approach enhanced awareness of the project and helped to demonstrate the Coors family’s ongoing commitment to both the community and economy of Golden, Colorado.