Development

Crescent Communities hires new consumer research specialist

Charlotte-based developer Crescent Communities still plans to knock down a former Goodyear store at Stonewall and Tryon streets to make way for a 27-story office tower, but until that happens, the site is being used for art projects.
Charlotte-based developer Crescent Communities still plans to knock down a former Goodyear store at Stonewall and Tryon streets to make way for a 27-story office tower, but until that happens, the site is being used for art projects. mhames@charlotteobserver.com

Crescent Communities wants to get to know you better.

To help the Charlotte-based development company understand its potential clients, Crescent said Wednesday that it has hired Kendra Speed, a consumer research specialist with experience at Proctor & Gamble and Michelin North America. She’ll be the company’s director of consumer insight, a new position, and her focus will be on working with Crescent’s development teams to bring research about customers to their planning.

“Crescent is thinking differently in an industry that can be somewhat slow-moving,” Speed said in a statement. “I’m looking forward to helping the development teams discover and understand new consumer insights that will allow us to customize and design communities to the delight of the consumer and for the benefit of Crescent’s business.”

Crescent is working on several high-profile projects in Charlotte, including a 27-story skyscraper planned at Stonewall and Tryon streets, apartments and retail in NoDa, and a Whole Foods, apartments and hotels planned at the Stonewall Street station of the Blue Line. The company has said it wants to focus on creating urban developments that take advantage of a shift away from the suburbs and back to urban centers. Speed’s position will help the company design those projects, Crescent said.

“We believe that the path to creating great places, homes and communities requires an in-depth understanding of consumer wants and needs,” said Crescent Chief Marketing Officer Tyler Niess, in a statement. “Creating a position to bring that expertise in-house is the best way to ensure that we continue to stay on the forefront of community development and the consumer’s real estate-related expectations – in all of our businesses.

Ely Portillo: 704-358-5041, @ESPortillo

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