Crescent uses drums, murals, funky art to sell Tryon Place tower

When it comes to generating buzz and luring potential tenants to its new uptown office tower, Charlotte-based Crescent Communities is going all-out.

The development company has gutted and re-purposed the former Goodyear store at Stonewall and Tryon streets and turned it into a paint-splattered meeting space. Wednesday night, Crescent held its first “Skyline Series” event there, inviting people to pin their ideas for building community and hosting artists to talk about what the city can do to boost its cultural scene. Artists painted murals inside and outside the building while guests mingled.

Of course, there were also pitch books and marketing materials for the 27-story Tryon Place building. Crescent is building a speculative office building and trying to get tenants to sign on before construction is set to begin later this year. The company – which is also building a Whole Foods, apartment complex and two hotels on Stonewall Street by the light rail station – is trying to align itself with the image of an urban, walkable, bike-friendly area that will help companies attract and keep workers, especially millennials.

Biran Leary, Crescent’s vice president of commercial and mixed-use development, acknowledged the Goodyear building “is not long for this world.” But until demolition, he said Crescent will use it to host similar events, as well as offering the space to other companies.

In addition to the Tryon Place office tower, Crescent also plans to build a 450-room hotel on the site, as well a an outdoor plaza and 30,000 square feet of restaurant and retail space.

Crescent isn’t the only company building a speculative office tower on the south side of uptown: A block away, Portman Holdings plans to start construction soon on a 19-story tower next to The Westin at 615 S. College St.

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Twitter: @ESPortillo