Situation

Avondale has a long history as one of the state’s top economic drivers, which at one point was home to the largest employer in Louisiana. After acquisitions and corporate restructuring shifted activity out of state, the site sat idle before a major redevelopment effort began several years ago led by T. Parker Host (Host). Thanks to its location on the Mississippi River and access to a plentiful supply of skilled labor in the surrounding metropolitan area, the site is well positioned to return this prime location to its place as a major economic driver for the region and Louisiana.

Shortly after the Avondale site was acquired, work began on the master plan for redevelopment. However, several unexpected obstacles slowed the timeline for redevelopment of the site. The area experienced the longest consecutive “flood stage” on record of 270 days. Shortly thereafter, progress on implementing the master plan was once again disrupted with COVID-19 restrictions with severe economic and workforce challenges to follow. Once pandemic-related challenges began to subside, Host was ready to celebrate the re-launch of the site through a variety of efforts including a rebrand, grand opening event and media coverage to celebrate the redevelopment and look to the future of possibilities.

Situated on the Mississippi River, Avondale Global Gateway combines river, road and rail connections with ample storage and laydown space with a strategic location. Accommodating ships, barges, rail and trucks, the site offers immediate access to regional and interstate highway systems and is positioned at the interchange of six Class I railroads, creating capability to distribute cargo in all directions. Space is plentiful at Avondale, with almost 300 acres of for development directly ashore and 1.5 million square feet of convertible warehouse or manufacturing space, including indoor and outdoor Foreign Trade Zone storage.

Strategy

The success of the relaunch required a multi-faceted approach including logo redevelopment, planning and execution of an on-site event and strategic media outreach to ensure leverage of the re-opening and its impact locally, regionally and nationally. With four months to execute, Gambel built an extensive planning timeline, social media strategy and media outreach plan.

Gambel Communications organized a press event announcing the rebrand of the former shipyard to Avondale Global Gateway and future potential impact of the site on the economy. Speaking at the event were Governor John Bel Edwards, T. Parker Host CEO Adam Anderson, Jefferson Parish President Cynthia Lee Sheng, U.S. Representative Troy Carter, Port of New Orleans Board Chairman Jack Jensen and Westbank Business & Industry Association President Tom Cortazzo. The event was emceed by JEDCO President & CEO Jerry Bologna.

Governor John Bell Edwards acknowledged the economic impact of Avondale under it’s expansion as Avondale Global Gateway. He also shared his support from the state level for attracting new business and tenants to Avondale.

Parish President Cynthia Lee Sheng acknowledged the impact on Jefferson Parish and the potential of full-time professional skilled jobs for the region. She spoke on the importance of the Avondale site to the community of Jefferson Parish and acknowledged the dedication of T. Parker Host and the Avondale Global Gateway team at the redevelopment and relaunch of the site.

Additional speakers echoed the excitement for the site’s redevelopment and potential impact for the future. U.S. Representative Troy Carter also shared his dedication to support T. Parker Host as the worked to secure long-term tenants for the over 300 acres of redevelopment.

Following the event, guests were provided a reception with food and beverages, as well as guided tours of the acreage by limo bus.

In addition to personalized outreach Gambel Communication placed a wire release to elevate the announcement on the national and international level – given the attractiveness  to the global economy.

Results

As a direct result of Gambel’s media and community relations efforts as well as social media strategy, Avondale Global Gateway received the following measured results:

• Total Media Mentions: 209

  • Wire release: 176 postings

• Total Potential Earned Reach: 642M

  • Online news: 623M

  • Broadcast: 433K

  • Blogs: 53.67K

• Total Social Elevation: 286 (shares, mentions or tweets)

• Total Event Attendees: 189

Below is a list of additional key outcomes that were achieved:

• Coverage by all four regional broadcast stations; including two live broadcasts

• Avondale Global Gateway recognized as one of the top 10 business stories of the year and T. Parker Host CEO Adam Anderson identified as one of the top Executives of the Year by Biz New Orleans

• Feature article in The Times-Picayune and on NOLA.com on the day of the press event