Project Description
When Lincoln Property Company was ready to start construction of the 74-story Waterline tower in 2022, the Dallas-based developer hired Buie & Co. to plan and execute a media announcement and a groundbreaking ceremony worthy of a project that would transform the downtown Austin skyline and become the tallest tower in Texas.
While Lincoln had never formally announced the project, the planned development had received media coverage based on information in public filings. We began by creating a strategic media outreach plan focusing not just on the building’s unusual size but also the many details to be revealed for the first time, including the tower’s name, timeline, full project team and significant contribution to the adjoining urban trail system known as Waterloo Greenway.
Buie & Co. developed a comprehensive press kit including a press release, fact sheet and new renderings of the project. Through words and images, the press kit made it easy for reporters who had previously covered the development to understand what was new and newsworthy while also telling a complete story for publications covering the development for the first time. We secured robust, accurate news coverage in the local media as well as regional and national trade publications. This coverage advanced Lincoln’s goals to build brand awareness and further established them as the leading office developer in the Austin market.
Buie & Co. also led event-planning efforts for the building’s groundbreaking celebration at Geraldine’s at Hotel Van Zandt. The venue overlooked Waterline’s construction site, vividly conveying the project’s size and complexity. This well-attended event brought together business leaders, elected officials and other stakeholders to celebrate with an evening of libations, live music and local artisan activations.
In the summer of 2025, Buie & Co. was asked to lead the media announcement and tour related to the building’s topping out. Working closely with Waterline’s general contractor, we created and distributed a press release, organized a carefully choreographed media tour around the active construction site and helped develop social media promotional content. These efforts resulted in positive news and social media coverage that focused not only on the construction milestone, but also on the project’s unique connection to downtown landmarks such as Waller Creek and Waterloo Greenway. Buie & Co. remains active in the project, which is scheduled to open in 2026.
Our team has become an integral part of shaping the public narrative for this complex project, which includes office space, residences, ground-level retail and the new 1 Hotel Austin. Throughout each phase, we provided timely and compelling updates to local, regional and national media to build anticipation and maintain interest in the project, positioning Waterline not just as Texas’ tallest tower, but as one of the most highly anticipated developments in the country.