1632 Aliceanna Street
Baltimore, Maryland 21231
In 1980, the Harborplace development was opened with great acclaim and fanfare. It became a national sensation,– attracting more visitors in its debut year than Walt Disney World. It brought new life to Downtown Baltimore and inspired other cities across the world to build entertaining retail districts. Over the decades, Harborplace’s growth and allure faltered due to a lack of new investment, dated infrastructure, challenging consumer trends, and faded public engagement.
In 2023, MCB Real Estate – co-founded by Baltimore’s own David Bramble – purchased the struggling Harborplace development. A bold new vision was then introduced: transforming the Baltimore’s Downtown waterfront into a walkable, mixed-use, and publicly accessible neighborhood. Billions of dollars flow into the project – utilizing a combination of private investment and public infrastructure improvement dollars.
In 1978, Harborplace zoning and development footprint restrictions were added to the Baltimore City charter by voters ahead of construction. The 2024 general election ballot gave voters the choice to approve a new but similar charter amendment: Question F. It would allow for the MCB Real Estate Harborplace redevelopment to proceed within revised land use parameters.
Fells Group was retained by the charter ballot committee, Baltimore for A New Harborplace, to manage the citywide election campaign in support of Question F’s passage. Fells Group provided general consulting services, developed a digital communications apparatus, produced creative assets, launched paid media campaigns, sent targeted mail pieces, and organized grassroots efforts.
Fells Group was tasked with managing a full-scale, citywide public education and voter engagement campaign. The overall aim was to win voter support for Question F by pushing back against the messaging of vocal opponents, and communicating how a revitalized Harborplace would benefit the entire city of Baltimore. Passage of Question F would bring increased public access, new affordable housing, and a generation of long-term economic opportunity.
Fells Group led a full-scale, multi-platform campaign to build support for Question F across Baltimore’s diverse voting population.
Fells Group worked with the Baltimore for a New Harborplace team to develop primary audience targets, messaging, and timelines. All paid media, mail, and grassroots strategies were delivered and managed through the agency. This approach enabled Fells Group to analyze the effectiveness of all campaign facets and make optimizations quickly.
Fells Group developed the foundation for the campaign’s messaging apparatus in-house: an informational website and aligned social media accounts. These assets not only emphasized the necessity of the Harborplace redevelopment, but also provided longer form reading for those who wanted to learn more about the project's details.
Fells Group produced a series of videos, static graphics, and digital banners that were delivered to voters through local news, social media, programmatic, and television advertising platforms. They were developed under three main messaging themes: 1) the exciting benefits a new Harborplace would bring to Baltimore 2) the realities of the redevelopment process of the project, and 3) the mission and story of the lead developer.
The redevelopment of Harborplace had a number of advocates across the city. Fells Group produced videos with elected officials, community leaders, and Downtown business owners. They were then delivered to Baltimore City voters through social media advertising.
Additionally, Fells Group included Question F endorsements of high profile elected officials – Maryland Governor Wes Moore and Baltimore City Mayor Brandon Scott – in both print and digital materials.
David Bramble, the co-founder of MCB Real Estate, a longtime West Baltimore resident who wants to give back to his beloved city by developing what he believes to be its crown jewel – Harborplace. He has spearheaded other development projects across Baltimore, including neighborhoods that have been neglected long term. Fells Group produced a series of videos featuring Bramble that focused not only on his story, but also his vision.
Fells Group managed the ground game operations of the Question F campaign apparatus. In October of 2024, educational materials were distributed to target neighborhoods and senior housing buildings. On Election Day, organized poll advocates were placed at high-turnout precincts or areas with strong Question F support.
Fells Group developed a mail campaign that was delivered to our target audience encouraging them to vote Yes on Question F. The main component of the piece was a letter from MCB Co-Founder and Baltimore City resident David Bramble.
In the past decade, text messaging has become an important strategic tool in political campaigns. Fells Group sent information about the Harborplace redevelopment and the upcoming election to younger voters in Baltimore City.
On November 5th, 2024, Baltimore voters overwhelmingly approved Question F. The vote gave the green light for Harborplace to be transformed into a 24/7, mixed-income, walkable community centered around improved infrastructure, affordable housing, and expanded public parks.
This victory reflects a mandate for revitalization and a renewed faith in Baltimore’s future. The success of Question F clears the way for over $500 million in private investment, $400 million in public infrastructure upgrades, and the creation of an Inner Harbor worthy of the city’s people.