MeringCarson Wins Sacramento Railyards Revitalization Account

In September, real estate investor Larry Kelley under his LDK Ventures finalized the purchase of the Sacramento Railyards for a little more than $18 million, with designs for a major renovation. 

The 240-acre railyard originally opened in the 19th century to serve the Transcontinental Railroad. In recent years, the property has fallen into disarray including a foreclosure. The property has reportedly been plagued with toxic waste issues.

Now, LDK Ventures has named MeringCarson as its agency of record to develop branding and advertising to help generate excitement and raise awareness about LDK’s renovation.

Agency executives liken it to the effort that was put behind New York City’s High Line project.  

The appointment came after a competitive pitch between shops located in the region. 

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The site is expected to include retail and entertainment properties, restaurants, a tech district, corporate campus, a Kaiser Permanente hospital, a Railroad Technology Museum and mixed-use residential apartments, according to LDK Ventures.

Trees will line the boulevard that will house an expected hotel and brewery. There is also discussion about a possible Major League Soccer team and stadium. 

First, MeringCarson will conduct research and develop a positioning strategy and project name, brand identity and brand standards. This is a multiyear, multimillion dollar partnership that its backers hope will redefine the city.  

LDK selected Sacramento-based MeringCarson, based on both on its knowledge of the area and the shop’s travel and tourism experience, the agency said.

 

 

 

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