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MARKETING SUSTAINABLE DEVELOPMENT 307

Figure 10.5 A typical ad for
Abercorn Common.

informing potential tenants. A typical ad we used to convey the Abercorn Common
brand can be found in Figure 10.5.

Target #2: The Public
Once Abercorn Common was completed and leased, we were tasked with helping to
inform the shopping public of what made Abercorn Common different. We created
signage and a self-guided tour that helped shoppers understand why choosing to shop
at Abercorn Common was actually benefiting the environment. The information signs
were provocatively worded. Here are some examples:

Rainwater Capture. Why use drinking water to water all these trees? Rainwater is
perfectly fine. Every year, about 5 million gallons of rain falls on the roofs and is col-
lected and used to irrigate our landscaping.
Not Your Ordinary Parking Lot. Aren’t all paved surfaces the same? Nope! Over an
acre of this parking lot is “pervious” (the white sections). What does that mean? Just
pour a glass of water on a pervious section of the parking lot and see what happens.
Regular asphalt carries pollutants like car oil into local watersheds. Pervious paving
absorbs water and filters it through the ground. Bottom line: 25 percent less storm
runoff. Cheaper and cleaner.
Not Just Any Old McDonald’s. Are you sure that’s a McDonald’s? Yep! This
McDonald’s looks different because it is the first LEED certified McDonald’s in the
world. More daylight, less energy and water usage, and better indoor air quality. To
learn more about LEED (Leadership in Energy and Environmental Design), visit
www.usgbc.org/LEED.