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Carter+Burgess Plaza Renamed 777 Main


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#1 John T Roberts

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Posted 12 April 2012 - 08:26 AM

Crescent Real Estate Holdings announced yesterday that they are renaming Carter+Burgess Plaza. The new name will be the address, 777 Main. I think this is a good move, since Carter+Burgess was taken over by Jacobs, and they are shrinking their space. However, Jacobs is still the largest tenant in the building.

Below is the link to the Fort Worth Star-Telegram article:
http://www.star-tele...e-building.html

#2 Brian Luenser

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Posted 12 April 2012 - 10:00 AM

Sure enough seems like the trend. Naming a building after its address. Makes sense, as that does not change as much as major tenants.

Speaking of the Carter Burgess Building (I mean 777 Main) the outdoor area in the Petroleum Club has been a bit of a disappointment to me. As I am coming home from work every night down Belknap from Haltom City, I look over at the building. Even though I know the deal, I always am a bit shocked when I see the cut-out. It looks like storm damage to me. "Oh my, they have lost some windows." I think they need to frame the hole, like in some bright color. Go ahead and call attention to such a nifty feature. I have not been in the Petroleum Club since they made that outdoor patio, but it must be the best view in town.
www.fortworthview.com

#3 RD Milhollin

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Posted 12 April 2012 - 03:44 PM

I always thought that naming a building after a TENANT was a pretty dumb idea. If the tenant was the OWNER that made sense. Still, you have cases like the Sears Tower where the owner/tenant sold out, and now you have to rename it just like the other buildings named after tenants who get new digs after awhile. My house is named after my dog, who is getting up in age. I suppose when I get a new dog I will have to change the name of my house.

#4 John T Roberts

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Posted 12 April 2012 - 06:43 PM

Naming a building after a tenant gives the tenant more exposure. The original name was Continental Plaza, after the Continental National Bank, who occupied the building for a while before it was bought out by another bank. It remained Continental Plaza for several years after the bank changed hands more than once. I don't know why it couldn't have stayed Continental Plaza. That name, didn't really tie to the bank and could stand alone as a building name.

#5 Roger_H

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Posted 12 April 2012 - 07:13 PM

After reading the article, I wish they would have gone with, "green-glass building".

#6 renamerusk

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Posted 12 April 2012 - 07:51 PM

And it took a Dallas marketing agency to come up with 777 Main Street..geez

I would have called it 7 East 7th St. ...... so much more Manhattan.

#7 cberen1

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Posted 13 April 2012 - 07:25 AM

And it took a Dallas marketing agency to come up with 777 Main Street..geez

I would have called it 7 East 7th St. ...... so much more Manhattan.


I've spent a lot of time trying to name things in the past for myself and for clients, usually start-up companies. Over time I've come to believe that the name is almost immaterial. I definitely wouldn't spend any marketing money on it. I know some people that paid a NY Marketing company $250K to name their fledgling auto finance company "6th Gear". For $100 I could have given them ten names just as good (Overdrive, Accelerate Finance, Clutch Financial, Headlight Financial, Skidmark Funding...).

IF you think about how many company names are just plain silly anyway (Chick-fil-a, Dairy Queen, Kodak, Accenture...) or names with no real meaning anymore (GE, AT&T, Xerox, IBM) or just peoples' names (Dell, McDonalds, DuPont, Hewlett-Packard, Johnson & Johnson, JP Morgan, Pfizer, etc.) you have to wonder if makes any difference at all. Especially on a building.

I guess I can imagine someone could look at the space and say "I love the space and the rent, but I hate that the building is named Chuck's Big Skyscraper Place."

#8 Ron Payne

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Posted 13 April 2012 - 07:34 AM

"I guess I can imagine someone could look at the space and say "I love the space and the rent, but I hate that the building is named Chuck's Big Skyscraper Place."



:roflol: I kinda like it!
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#9 ron4Life

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Posted 27 April 2012 - 09:44 AM

I might have said this before. If I have, so sorry but was there a time the owners of this particular building thought about extending out a portion of the building like the "Skydeck" in Chicago? Or something about a lounge extending out from this building.. something of that nature.

#10 dangr.dave

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Posted 15 January 2013 - 09:43 PM

The new signage is up:

 

8385874990_b839214b12.jpg
777 Main by dangr.dave, on Flickr



#11 ron4Life

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Posted 18 January 2013 - 01:30 AM

Soooo.. is that the best they can do. How about something like

 

http://www.streetdir...stech_building/

 

You know what nevermind :unsure:



#12 renamerusk

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Posted 18 January 2013 - 04:29 PM

The new signage is up:

 

8385874990_b839214b12.jpg
777 Main by dangr.dave, on Flickr

 

 

Lame and misleading.  Is it farfetched to confused the 7's for the letter M for Main?



#13 Austin55

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Posted 18 January 2013 - 04:42 PM

This town really likes things with the number 7 on them.



#14 Jeriat

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Posted 18 January 2013 - 10:57 PM

This town really likes things with the number 7 on them.

 

Why not? It's the best number to get attached to. 

 

777.jpg


7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#15 John T Roberts

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Posted 18 January 2013 - 11:00 PM

I would like to make a comment on the sign.  It appears that the craftsmanship on it is absolutely terrible.  The tops of the sevens seem incredibly rough.



#16 Austin55

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Posted 18 January 2013 - 11:06 PM

I would like to make a comment on the sign.  It appears that the craftsmanship on it is absolutely terrible.  The tops of the sevens seem incredibly rough.

 

I want to say that is snow on it.



#17 ron4Life

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Posted 19 January 2013 - 12:06 AM

I would like to make a comment on the sign.  It appears that the craftsmanship on it is absolutely terrible.  The tops of the sevens seem incredibly rough.

 

Laughing

My

Butt

Off

 

Your remark is tooooo funny John, wow.



#18 dangr.dave

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Posted 19 January 2013 - 10:14 AM

Oh yeah, sorry - I should have mentioned that I took that photo on the day that it snowed...that is indeed snow on the top of the 7's.



#19 John T Roberts

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Posted 19 January 2013 - 10:40 PM

I should have realized it was snow on top of the sevens.  I just didn't think, or maybe I need new glasses.  Ron, architects look for things like that when getting a project ready for occupancy.  If I had been next to it, I would have been able to see that it was snow. 



#20 Austin55

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Posted 20 January 2013 - 01:12 AM

It's not like anyone would really expect snow to be in Fort Worth right?

Jerriat-That's a good point you made with that picture :)



#21 ron4Life

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Posted 24 January 2013 - 09:17 AM

8385874990_b839214b12.jpg

 

John you have connections, can you convince the owners of this building to allow you to redo this signage? PLEASE!



#22 Austin55

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Posted 24 January 2013 - 10:21 PM

 
But it lights up!
 
 
8413417606_f93d05bd3c_b.jpg
DSC_0282 by Micro55, on Flickr


#23 JBB

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Posted 25 January 2013 - 11:52 AM

Anyone give thought to the idea that the owner took the low cost approach because this rename is likely temporary until a tenant moves in that wants their name on the building?



#24 ron4Life

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Posted 25 January 2013 - 01:03 PM

But it lights up!

 

That is no excuse

 

 

Anyone give thought to the idea that the owner took the low cost approach because this rename is likely temporary until a tenant moves in that wants their name on the building?

 

777 Main is sweet name for this building. Hollywood could create a show from the name alone. John T. Roberts please do us that favor, please...



#25 ron4Life

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Posted 09 February 2013 - 10:42 PM

Ok obviously I am asking for to much here...



#26 David Love

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Posted 29 July 2013 - 07:08 PM

777 Main Sold:

 

Part of 1.1 Billion Dollar Deal


Better Business Bureau:  A place to find or post valid complaints for auto delerships and maintenance facilities. (New Features) If you have a valid gripe about auto dealerships, this is the place to voice it.


#27 Jeriat

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Posted 29 July 2013 - 08:47 PM

Can we please get some new lighting on this building? 


7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#28 Austin55

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Posted 29 July 2013 - 09:42 PM

^What's wrong with the lighting? I think it's the best lit of the "big 6"

 

I noticed yesterday it looked like there was scaffolding or something the lobby. Any idea what was going on?



#29 Jeriat

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Posted 30 July 2013 - 07:00 PM

^What's wrong with the lighting? I think it's the best lit of the "big 6"

 

I noticed yesterday it looked like there was scaffolding or something the lobby. Any idea what was going on?

I have no idea, but I'm tired of the "Christmas lights". 


7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#30 ramjet

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Posted 31 July 2013 - 08:17 AM

 

^What's wrong with the lighting? I think it's the best lit of the "big 6"

 

I noticed yesterday it looked like there was scaffolding or something the lobby. Any idea what was going on?

I have no idea, but I'm tired of the "Christmas lights". 

 

Me too.  Mainly because most of the buildings that have them, don't maintain them.  Downtown Fort Worth has so much going for it.  But these ridiculously outdated, poorly maintained yellow Christmas lights make it look cheap and uninviting from a distance.  Fix 'em or nix 'em used to be my thought.  Since too many of the buildings won't fix 'em, I say tear them off like bad siding.



#31 renamerusk

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Posted 31 July 2013 - 05:19 PM

^What's wrong with the lighting? I think it's the best lit of the "big 6"

 

Look no further then our own backyard for ideas:

 

http://www.fortworth...-01-05-dusk.jpg



#32 Jeriat

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Posted 31 July 2013 - 09:36 PM

 

^What's wrong with the lighting? I think it's the best lit of the "big 6"

 

Look no further than our own backyard for ideas:

 

http://www.fortworth...-01-05-dusk.jpg

 

Really don't even have to go that far to find better lighting. You've got The Tower basically just right around the corner. 

I keep saying, the acceptable Christmas Lights on skyscrapers should be on the Bass Towers and that's ONLY because they're a major part of Sundance Square and the way they're shaped. 


7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#33 PeopleAreStrange

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Posted 31 July 2013 - 10:05 PM

Not a fan of how the bass tower lights are dotted lines rather than solid lines.


- Dylan


#34 Austin55

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Posted 31 July 2013 - 10:50 PM

So are you guys looking for something similar to say, BOA Dallas's former solid line lights (for those not aware, the argon was removed recently and is being replaced by LED's, but I'm not sure what the new stuff is gonna look like)? On 777 and Burnett?  I think that'd look best.

 

I don't know if anyone remembers but I photoshopped a light scheme I liked onto the Omni not long ago. 

 

I think that it's also important to consider that Fdub is actually one of the best lit downtowns as far as the skyscrapers. We have some form of decorative lighting on our 7 tallest buildings, especially the 5 of those that are office's. 



#35 renamerusk

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Posted 31 July 2013 - 11:16 PM

So are you guys looking for something similar to say, BOA Dallas's former solid line lights (for those not aware, the argon was removed recently and is being replaced by LED's.....

 

Perhaps the similar that I am looking for is "the attempt by BOA Dallas to do something to update an old image" being done similarly here.  My guess is that BOA and the Bass Towers are about the same age.



#36 Jeriat

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Posted 01 August 2013 - 01:16 AM

So are you guys looking for something similar to say, BOA Dallas's former solid line lights (for those not aware, the argon was removed recently and is being replaced by LED's, but I'm not sure what the new stuff is gonna look like)? On 777 and Burnett?  I think that'd look best.

 

I don't know if anyone remembers but I photoshopped a light scheme I liked onto the Omni not long ago. 

 

I think that it's also important to consider that Fdub is actually one of the best lit downtowns as far as the skyscrapers. We have some form of decorative lighting on our 7 tallest buildings, especially the 5 of those that are office's. 

 

For me, it's this:
 

  • Burnett Plaza - some kind of crown like the Chesapeake, get rid of the faulty, 1/4 lit Christmas bulbs around it.
  • 777 Main - flood lighting on top... or a solid lining on top. 
  • Bass Towers - leave as is, but be able to change colors. I know they were testing that not too long ago. 

7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#37 Austin55

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Posted 02 October 2014 - 06:36 AM

For Sale-http://fwbusinesspre...the-market.aspx

 

Maybe the new owners could bring some changes, like better lighting, retail on streets other than Main, or maybe a cool observatory on top (I can dream right?).



#38 John T Roberts

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Posted 17 December 2014 - 09:48 AM

The building is now being sold.  Here's a short story in the Business Press:

 

http://fwbusinesspre...Fort-Worth.aspx



#39 Austin55

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Posted 26 January 2015 - 09:02 AM

Here's a bit more from the FWBP talking about the building sale and some more about general office demand. 777 Main is getting new elvators as part of improvments. 



#40 Austin55

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Posted 12 February 2015 - 02:06 PM

Building is currently surrounded by police and SWAT, sounds as if the Frost was robbed.

The Sundance Square kid behind this?

#41 gdvanc

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Posted 12 February 2015 - 02:43 PM

Yeah, FWPD tweeted about a bank robbery at 777 Main. Waiting for details.



#42 John T Roberts

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Posted 15 January 2016 - 09:33 PM

Last night, I was out in my front yard and during the winter, I can see the skyline through the trees.  I noted that 777 Main looked a little brighter and Brian Luenser has confirmed through his Facebook page that the lighting has been replaced with energy efficient LED lamps.



#43 Austin55

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Posted 16 January 2016 - 02:38 AM

It looks about as bright as Burnett does now, love to see little things like this. Really make the city look better. 

 

On the downside. the Citycenter towers are almost unnoticeable from a distance now. They are just dim. The Tower, Burnett, 777 and Pier 1 dominate the night skyline for sure. 



#44 John T Roberts

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Posted 16 January 2016 - 11:55 AM

Yes, the City Center Towers appear dim, now.  I can still see them at night from my front yard.  My view of the skyline in the winter is everything from the top of the Bank of America Building (500 W. 7th) and up.  I guess this means that next winter, I should be able to see the top of the new Frost Tower.  I can see the crown of the Omni Hotel, but I do think the whole building needs some kind of a lighting change.



#45 Volare

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Posted 17 January 2016 - 03:24 PM

Yes, the City Center Towers appear dim, now.  I can still see them at night from my front yard.  My view of the skyline in the winter is everything from the top of the Bank of America Building (500 W. 7th) and up.  I guess this means that next winter, I should be able to see the top of the new Frost Tower.  I can see the crown of the Omni Hotel, but I do think the whole building needs some kind of a lighting change.

 

Which "whole building" needs some kind of a lighting change"?



#46 BlueMound

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Posted 17 January 2016 - 05:53 PM

By 'whole building', I believe that John is alluding to the fact that the Omni Hotel tower does not outline itself with strings of lights.

#47 David_H

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Posted 25 January 2016 - 05:04 PM

777 Main stands out really well with the new lighting. Not sure what happened to Burnett Plaza on this evening

 

smugshot_6205881-XL.jpg



#48 renamerusk

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Posted 25 January 2016 - 05:54 PM

Will the new lighting have the capability at times of displaying different colors?



#49 Jeriat

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Posted 29 January 2016 - 03:54 PM

I'd still prefer a different type of lighting instead of outlining the whole building... but this is significantly better than the "Christmas lights".


7fwPZnE.png

 

8643298391_d47584a085_b.jpg


#50 Mr_Brightside526

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Posted 03 February 2016 - 03:02 PM

I wish the DDRB would have required the Omni to have some sort of silhouette lighting to keep the theme going.






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