Sisyphean Marketing: Museum Tower’s Letter to Dallas

by Bill Davenport September 29, 2012

Dallas’ controversial Museum Tower began its uphill marketing struggle on Friday, with an open letter to “to our future residents, neighbors, art lovers and citizens of Dallas” in the Dallas Morning News. In the letter, the Dallas Police and Fire Pension System, the Tower’s owner, acknowledges the Tower’s glare problems saying, “it’s not uncommon for bold projects like Museum Tower to encounter an unexpected issue or two,” and claims to have “engaged the most prominent optical experts in North America to study this challenge. A team of architects, engineers, and material and construction experts evaluated more than 20 ideas. Today, the most promising potential solutions are undergoing exhaustive testing,” without making specific promises of action. The letter ends with an invitation to “Learn more about this exciting addition to the Dallas skyline and luxury living in the heart of the Dallas Arts District by logging on to” The building is set to open in January 2013.

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Marshall K. Harris October 5, 2012 - 22:30

I do love a good PR spin, don’t you. Too bad the the team of “most prominent optical experts in North America” didn’t consider the unexpected issues before the building was constructed. These are things experts do. That is why they are called experts. Unfortunately “BOLD projects” are often pushed through with the attitude of it’s easier to ask forgiveness then permission and in this case the Towers owners are asking the same future residents and neighbors to simply get better sun screen and don’t come out of their buildings when the radiant energy of THE SUN is focused on their properties. Can the pomposity get any brighter?


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