Austin’s Old Airport Soars as the Nation’s Most Sustainable Mixed-used Community.
Some 700 acres of cracked runway and weeds remained when Austin’s Robert Mueller Municipal Airport was relocated in 1999. Our client, Catellus, partnered with the City of Austin to repurpose the land into a new mixed-use destination. The JStokes team was hired by Catellus in 2004 to manage the master marketing efforts for this ambitious and transformative master plan.
JStokes is keeping the brand relevant and engaging after a decade of development. The team worked closely to establish a visual and verbal brand for the residential, commercial and retail components of the community. Through consistent, on-brand messaging across many channels, the property was transformed into a vibrant showplace for sustainable development that has become a source of pride for the entire city.
The results of the long-term marketing and branding efforts are very much in evidence at Mueller today. Currently about 75% complete, the community is home to more than 850 residents, more than 70 acres of parks, dozens of businesses, the Dell Children’s Hospital of Central Texas, a children’s museum, and an emerging retail center. The community has earned numerous accolades for its innovation, including awards by the Urban Land Institute and Congress for New Urbanism.