Name that project: allowing residents to name a redeveloped neighborhood in downtown Portland, Ore.'s Pearl District generated community pride, connections ... and sales.(MARKET SMARTS: NEW MARKETING AND SALES TECHNIQUES WITH PROVEN RESULTS)(Brief Article)

FOR THE PAST DECADE, THE PEARL DISTRICT IN DOWNTOWN Portland, Ore., has been steadily redeveloped from an abandoned rail yard to a vibrant upscale urban community of mixed-use buildings and parks. The most ambitious among the developers is Portland-based Hoyt Street Properties (HSP), with several parcels completed, in development, and on the boards. But as its gentrification effort reached the halfway point, HSP's section remained nameless.

To engage residents and entice prospects to upcoming condos and apartment rentals, the developer devised a naming contest. Using a direct mail flyer with a perforated, postage-paid reply postcard and an online voting option, HSP …