For a business getting city funds to help transform a local landmark, winning over the hearts and minds of a community required an aggressive strategic communications plan to present the vision of a new “must-see” destination.

The iconic 32-story steel Pyramid in downtown Memphis, Tennessee, remained dormant for nearly a decade after serving as a concert and sports venue. Bass Pro Shops leased the Pyramid and developed plans for a one-of-a-kind, immersive retail destination experience, complete with hotel, bowling alley, alligator swamp and more.
However, company officials didn’t communicate these features to the public effectively, and local sentiment was overwhelmingly negative. Many Memphis residents couldn’t believe a civic icon would become a “glorified bait shop.” Then, when multiple projected opening dates were missed, the perception became that the “bait shop” was a quagmire that would never open.

PCI was tasked with communicating the project’s expanded vision, announcing a new (and final!) grand opening date, and positioning the project as a national “must-see” destination.