Engaging our community and inspiring imagination.


Our preview event was designed to create engagement and inspire imagination. To do this we created both physical and digital experiences that encouraged our audience to imagine their future home and community. We built 1/12th scale model homes that our guests could take apart and explore floor-by-floor and room-by-room, giving tangibility to their imaginative experience. We also built digital experiences such as a proprietary interactive touch-enabled web application that allowed our users to explore our community, homes, and vision for The Mill, all with the swipe of their finger. This, coupled with the unique event design and flow, led to an engaging, informative and memorable event.


The Grand Opening was an amazing success. We designed the event around the idea of community and vision, not sales. The attendees were free to come and go as they pleased and were not inundated with marketing materials, pressure for tours, or any commitments. Instead we sought to inspire them to want to engage by designing an inspirational environment. We partnered with local restaurants, breweries, and a kombucha company as well as Food Literacy, a local non profit that The Mill had partnered with. All of these local vendors provided authentic Sacramento experiences to our event.


We had a speaker series that addressed the crowd and communicated the vision, goals, and ideology that inspired The Mill. Each speaker highlighted a different element of value that The Mill had to offer. Councilmen, builders, and Vision Launchers own Russell Breton all inspired the crowd to see The Mill as a movement this city needs and motivated people to want to become apart of it.


We had a live local band come out and play a full set giving people something to gather around and enjoy together as a community.


We built a few products to maximize the tour experience. One product was The Mill Magazine. This tool combined all of the collateral in one place and presented it in a beautiful, engaging, and fun-to-read format. We also had staff placed in front of each of the model homes to answer questions and provide traffic control so the homes were not overwhelmed with people. Golf cart tours of the entire community were offered so people could get a sense of the scope of the community.