Building support for a new Montclair hotel

Challenge

The Pinnacle Companies hired Violet PR to promote its concept for Montclair’s first full-service hotel to open since 1938. Named The MC, the hotel would include 159 rooms, a rooftop bar, farm-to-table restaurant and community atrium for public gatherings. Initial news coverage about the project was not favorable, and Pinnacle and its partners needed approval from the Township’s planning board to proceed.

Solution

Through a series of press releases and statements over the course of 18 months, Violet PR communicated favorable aspects of the developer’s plans for the hotel, and public opinion began to shift. Ultimately, the plan received widespread attention, with favorable coverage in The Wall Street Journal, Newark Star-Ledger, Bisnow, GlobeSt.com, Associated Press, NorthJersey.com, NJ Biz, New Jersey Business and Habitat Real Estate, as well as influential local outlets such as Baristanet and the Montclair Times.