Strategies for Seamless Groundbreakings and Ribbon Cuttings

For many providers of affordable housing, the pandemic stalled acquisitions and development deals and delayed rehab and ground-up construction for a few years. But recently, many deals have been revived and closed, and building renovation and construction work has increased significantly.

Although, according to HUD multifamily housing starts (five-plus units in a structure), were down 26.2 percent lower than one year ago, much of the affordable housing deals we see coming to fruition now are the result of work begun one to three years ago, and this has meant a flurry of groundbreaking and ribbon cutting activity nearly unprecedented in a short period of time.

With this influx of important events designed to showcase work and thank the many partners it takes to produce affordable housing in the U.S. comes a litany of lessons learned to make the entire event process go more smoothly.

How can you and your team improve your event experience? Let us count the ways!

1. The six-week planning “sweet spot”

If possible, experience shows this is the optimal amount of time needed to put together a groundbreaking or ribbon cutting. Of course, there will be times when a team has just a couple weeks but ideally push for more to incorporate waiting times for speakers to confirm, ensuring tent and rental companies have capacity and attendees have plenty of time to plan to be part of the celebration.

2. It all starts with an event protocol

With so many developers seeking groundbreakings and ribbon cuttings, often within days of each other, our organization has implemented a very detailed Event Protocol fillable form. The form incorporates everything from the basic, who, what, when, where to the finely detailed—including names of all anticipated (and possible) speakers and preferred order, quantity of shovels/hard hats or scissors, square footage of the raw land or new space, all funding sources and even any food allergies of participants. Cover all bases well in advance.

3. Get out to your speaker list ASAP

Seems obvious, but cannot be stressed enough. As part of the event protocol, we ask for the development team to provide as much contact information as possible for elected officials, funders and other partners so we can secure the best time and date for as many as possible. But don’t make yourself crazy if the mayor can’t appear that day. Best to move along and get the best representation you can from all important offices and get the event going.

4. Logistics, logistics, logistics!

Events do not magically appear the day they are scheduled for. Success is dependent upon meticulous planning and attention to every detail. Immediately upon securing a date, check with the city to determine any permitting needs—for tenting, parking etc. Always order tents, linens, tables and chairs, portalets, and security to start the day before the event to avoid any last-minute snafus. Support businesses in the market where you’re building—use a local caterer or restaurant to supply easy-to-eat finger food, no plates or utensils.

5. Embrace tech aids

To ensure precision in event layout and design, utilize an application that assists in constructing virtual sites with exact measurements from a building’s existing floor plan. We recently used Room Planner for the Rasmus-Temenos Place ribbon cutting in Houston. We created a detailed 3D model to optimize the placement of furniture, AV, and design elements across three interconnected rooms, facilitating seamless flow and maximizing networking opportunities. We were able to flawlessly design spacing for each wall, window, and internal/external element, allowing for creative customization for our specific event needs, while ensuring we could work within the space. This carefully considered layout enhanced the overall guest experience.

6. Make the invitation as appealing as possible and send early and often

There was a time that we wouldn’t send our invitations out until we had a speaker list to help as a draw. Now, we know many invitees are just as interested in an eye-catching invitation, food provided and the program as they are in the speakers (!) and with the ability to update an email invite as often as needed, reach out to your list as soon as you have the date confirmed.

7. Assign an unshakeable emcee

Enlist an appropriate emcee who is witty, can wing it in the face of changes large and small, and can wrangle a group for the all-important photo at the end of the event. Prepare them with a tight Run-of-Show but encourage flexibility in the face of inevitable wrenches thrown into the mix.

8. Have your press materials completed in advance

Typically, we produce a day-of press release, advisory to send to local media ahead of time, a fact sheet about the property and a program of the day’s event. Even if it is just the announcement template, get that and all of these pieces started early so they can be easily finished as you finalize information. One way we get our “day-of” press release in order quickly is to create placeholders for those who will be quoted and provide to the speakers days in advance to edit. If that fails, we take careful notes at the event to record what speakers say in real time (this also saves time seeking quote approvals!)

9. Be prepared for calamaties!

The food doesn’t arrive? Engage Instacart or Doordash. Even at the last minute, these companies can really “deliver.” Speaker no-shows? Move on without them and trust it will be ok. Hecklers in the crowd? It happens. Take control of the microphone and firmly, yet politely, shut them down. The most important thing to have at hand is a strong team of staff and volunteers to deploy as needed.

10. Don’t forget the follow-up

Sure the event is all over, but don’t bask in the glory just yet. Thank each and every participant in writing. We try to include event photos with each thank you as a continual reminder of the day’s success and to keep our name on the radar. Post images and video to social media channels and update your website with event information and visuals. No one ever tires of hearing good news about housing.

A nimble team of knowledgeable professionals, armed with proven strategies and some savvy tech. These are the keys to successful affordable housing events.

Thom Vaccaro is senior vice president, External Affairs, The NHP Foundation.