National Harbor

Oxon Hill, Maryland

Client Profile

This premier lifestyle destination is built on a scale of massive proportions. In addition to restaurants, retail, high-end office space, and lavish residences, this project is home to the largest hotel in the DC metro area – The Gaylord International.

Project Scope

Streetsense assisted The Peterson Companies in master planning, developing design specifications, and hosting design workshops for this enormous waterfront project. During the planning process, Streetsense also completed merchandising and phasing strategies, conducted site and market analyses, and produced building, street, storefront, landscape, and lighting design guidelines.

Streetsense created an integrated communications campaign and national destination strategy as a result of extensive market research and online sentiment analysis, positioning National Harbor as an iconic, all-American, must-see waterfront destination for shopping, dining, events and attractions in the nation’s capital. Streetsense repositioned online marketing campaigns, shifted public relations strategy, increased seasonal event support, re-launched the website, and implemented strategic social media campaigns for both National Harbor and its newest attraction, The Capital Wheel.

National Harbor’s organic site traffic increased 436% year-over-year, direct website traffic nearly doubled, traffic from social media sites increased by 576%, and geo-targeted display campaigns reached 22,284 more users. Streetsense’s efforts resulted in four MarCom awards as well as a mention on Saturday Night Live’s Weekend Update that resulted in a total of $1.2 million in PR value and 16,000 visitors.


  • 3-D Visualization
  • Design Guidelines
  • Market Analysis
  • Marketing Strategies + Campaigns
  • Merchandising Strategies
  • Online Positioning
  • Public Relations
  • Sentiment Analysis
  • Urban Design + Master Planning
  • Web Design + Programming