2009 NW Natural Street of Dreams: It's real, it's different and it's coming August 1
34th annual show invites attendees to tour luxury condos and explore the Pearl
By Jon Bell, for the Home Builders Association
Just in case there’s any lingering confusion about the 2009 NW Natural Street of Dreams: it’s happening in August, in the luxury condominiums of the Pearl District.
The latest and greatest in design and sustainability will be on display for a lower cost than in previous years, and your ticket gains you access into the Idea Gallery, free streetcar rides and thousands in discounts from Pearl businesses.
And if all goes as hoped, this year’s NW Natural Street of Dreams — the 34th annual — will be one of the most memorable and successful yet.
“This will be, in my opinion, a phenomenal show,” says Roger LeClair, chair of the Street of Dreams committee. “It’s a rare opportunity to showcase not only luxury urban living but what downtown Portland is all about. I am excited.”
This year’s show, which runs Aug. 1-30, will feature at least eight luxury condominiums, ranging in price from $1 million to $2.5 million, in four different buildings: 937, Block 90, Waterfront Pearl, and The Encore. Tickets, called Street of Dreams Pearl Passes, will cost $15 and let attendees visit each building once over the course of the month.
The Street of Dreams Pearl Pass also will come packed with discounts and special offers from Pearl District businesses, including free merchandise, appetizers, coffee, ice cream and microbrews. According to Joshua Ryan, executive director of the Pearl District Business Association, more than 100 businesses will be part of the pass and its value will top $3,000.
“The benefits are just incredible,” he says. “Our businesses have been overwhelmingly supportive.”
The goal is to get people to not only come and tour the condos, but to have them visit the Pearl several times throughout the month and support local businesses.
“It’s the perfect marriage,” LeClair says.
Condo concept
Although the urban condo setting for this year’s NW Natural Street of Dreams is completely different than past shows, the idea is not entirely new. The original concept for this year’s show actually included two components: more traditional single family luxury homes in Lake Oswego and an urban element provided by several Pearl District condos.
“We were really excited about the dual site,” LeClair says, “because it would have brought in a new and different set of consumers.”
Market forces intervened, however, and made it difficult to bring the more traditional side of the NW Natural Street of Dreams to fruition.
But canceling the show altogether, as has been done in other markets like Seattle, was never on the table. For starters, the show is a prime revenue generator for the HBA; without it, the association wouldn’t be able to offer members so much value for such a small price.
“If we weren’t able to do our shows, membership dues would have to be higher than they are,” says Tom Skaar, president of the HBA. “Canceling was never an option.”
In addition, not staging the NW Natural Street of Dreams, after more than three decades of successful tours, might have sent the wrong message to consumers.
“I just don’t think that’s good in terms of marketing to the public,” says Rick Bernard, president of Bernard Custom Homes.
A veteran of the tour, Bernard says he remembers a past year when only three builders initially signed up for the tour. Talk then turned to possibly canceling the show. But Bernard and the others soldiered on, and eventually 10 or 11 homes joined the ranks.
“I said it would be a huge mistake not to have a show, and that turned out to be a very successful one,” he says. “So I don’t want to hex anything, but I wouldn’t be surprised if this year is one of the most successful Street of Dreams we’ve done.”
Skaar also says putting on the annual NW Natural Street of Dreams this year will be a big help to builders. Not only will it strengthen ties between different sectors of the building industry, but it will help tame some of the economic trends that have been at play as well.
“The quicker we can get inventory down . . . the sooner people can think about building again and putting people back to work,” he says.
New additions
In addition to the all-urban aspect of this year’s NW Natural Street of Dreams, other new features have been introduced as well.
For example, for at least two weekends during the show, the Idea Gallery will be open to the public in the retail space of the 937 building. A sort of mini trade show, the Idea Gallery will feature 35 different builders, remodelers and suppliers and highlight their products and services.
Nancy Haskin, the HBA’s director of membership services and events, says initial response to sign up for the Idea Gallery has been overwhelming — so much so that a third weekend may be added.
“I would say call fast if you’re interested,” she says, noting that spaces are available first come, first served.
The tour will also spotlight sustainability — most of the buildings are LEED certified — and green design. That ties in nicely with the Pearl’s walkability and its mantra of supporting locally-owned businesses.
“I think having the Street of Dreams in the Pearl is a very modern and forward-thinking choice for the HBA,” says the PBDA’s Ryan. “I still think people want a luxurious lifestyle, but there’s a lot more sustainability involved now. That’s the way the world’s going.”
Attendance at past NW Natural Street of Dreams tours has been up to 60,000 and beyond. So far, organizers of this year’s show are hoping for similar numbers. Ryan sees that being multiplied, however, because with several buildings to see, the free streetcar, the reduced parking, and all the other attractions that are coloring the 2009 NW Natural Street of Dreams, people will be making multiple extended trips to the Pearl in August.
“We really think people are going to be coming two or three times each,” he says. “So we’re talking hundreds of thousands of people in the Pearl.”
And that’s good not only for the HBA and the Street of Dreams, but also for the Pearl District and, ultimately, the entire city of Portland.
“I think this is going to exceed everyone’s expectations,” says LeClair.
What you need to know about the 2009 NW Natural Street of Dreams
When: August 1-30
Where: At least eight luxury condos in four Pearl District buildings
Tickets: $15 Pearl Passes good for the whole month; includes $3,000 worth of discounts and offerings from Pearl District businesses
Extra: The Idea Gallery, a mini trade show for builders, remodelers and suppliers, held over two weekends of the show.
More info: visit www.streetofdreamspdx.com.
