The Challenge
Turning the idea into a reality
During construction of The 606 – Chicago’s 2.7-mile park and elevated trail system – organizers faced a significant dilemma: how do you spark interest in a place no one can visit yet? In the final three years of this decade-long project, Marj Halperin and team were brought on board by the project’s lead private partner, The Trust for Public Land, to raise awareness of the rails-to-trails project and introduce it to the general public and local communities. Marj was charged with increasing the media profile of the park and trail system as it was being designed; to launch and manage a name change; to ensure open, transparent communication throughout the 1.5-year construction phase; and to generate excitement and attendance for the grand opening.