Naming The Spires after the distinctive features that founder Martha Berry placed atop landmark campus buildings was, in part, a way of communicating the synergy the new community will share with the college to that inner ring of loyalists. But the larger goal was to channel the power of that existing entity in a new direction—to capture a wider audience.
By tapping into the universal sense of discovery equated with the college experience, our campaign builds a bridge—equating life in retirement with the optimism of youth. Using original photography that captures the nature and culture of campus life, we have successfully positioned retirement as a time, and The Spires as the place, for looking joyfully forward.
The Spires campaign has, thus far, made quite a splash.