The Wright kind of tourism
Monday, November 30, 2015 at 11:22AM
Jim Charlier

Wright on the Lake. The Frank Lloyd Wright-designed Graycliff Estate, a house museum in Derby, NY, just 20 minutes south of Buffalo, NY was nearly sold and razed in 1998. A dedicated group of grassroots organizers was able to purchase the property and started the decades-long process of restoration to its early 1930s peak. The restoration over the years has drastically improved the historic site – and the curious tourist numbers have increased slightly each year. But their marketing materials hadn’t. Still looking like a grassroots organization, the estate now competes with other area Wright sites (a good problem!) as well as other tourist destinations all fighting for a visitor’s attention.

Result Updating design and production from one- and two-color collateral, reconsidering the mix of print advertising, increasing the use of web-based advertising and social media, as well as reconfiguring membership materials, newsletters and an annual fund has raised Graycliff’s profile. Results in terms of increased tours is not yet available until another season passes, but JCharlier has provided them with the Wright stuff for taking off.

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