What happens when one of Seattle’s most iconic destinations and a smart, strategy-driven indie agency team up? You get a bold, clear-headed plan to transform the Space Needle and Chihuly Garden and Glass from “must-see” to “must-do.” In this conversation, PB&’s Britt Fero and the Space Needle’s Randy Coté talk about how a thoughtful RFP turned into a true partnership. They break down the strategy behind positioning a well-known landmark for deeper engagement with tourists and locals alike, and why the best work starts when both sides really listen.
How the Partnership Started
Fero shared that the relationship began with a rare thing: a “fabulous” and truly thoughtful RFP. “They were looking for some new media thinking, and really saw media as a form of creativity,” she said. That openness was what drew PB& to the table. For Coté, it was about clarity. “We just wanted to be really transparent… we know exactly what we’re looking for,” he said. The brief was communications-planning-driven from the start, and that set the tone.
What Made the RFP So Effective?
Coté credited PB&’s Director of Marketing Joey Gamble. “He comes from an agency background… he knows how the chicken nuggets are made,” Coté joked. That experience helped shape an RFP that cut through the noise. Coté also emphasized the business realities: they deal with big seasonal swings and can’t rely on volume alone. “We’re the number one ticketed attraction in the Pacific Northwest, but our business challenges are really unique,” he said.
There’s More Story to Tell
“This is not just a place to see—it’s a place to be,” Fero said. And that’s the heart of the campaign strategy. From new experiences like yoga at Chihuly to morning views of Mount Rainier, the team is building a narrative beyond just tourism. “There’s programming, food and beverage, different ways to experience it,” she said. The goal is to encourage both locals and visitors to see the Needle and Garden as dynamic and worth revisiting.
Making It Relevant to Locals
Coté said many locals haven’t returned since before the 2018 renovation. “Our experience at the top is effectively five years old,” he said. And it’s not just the views—it’s the food, the hospitality, the vibe. “You can see orcas from up there,” he said. He also pointed out misconceptions about things like parking costs: “It’s $10 to park for 12 hours, not $40.” One big mission for the team is to remove perceived barriers and reintroduce the attraction to its own city.
Creativity and Inspiration in the Experience
“It is a place of inspiration,” Fero said. And that message extends beyond marketing to positioning. “Give yourself a respite, breathe the fresh air,” she added. For a city known for creativity, the Space Needle offers a literal and metaphorical new perspective. “There’s such opportunity both up in the Needle and in Chihuly—it can center you,” she said.
What Makes It a True Partnership
Fero put it simply: “They listen. We listen. And we want to build something better together.” That two-way communication created the foundation for trust early on. Coté echoed that sentiment. “The thing their team said was: let us in. And we wanted that,” he said. The Space Needle rarely works with outside agencies, so giving that access signaled deep trust. “We don’t outsource much—but we knew this could work,” he said.
The Ultimate Concierge
Coté shared a favorite stat: 55% of tourists visit the Space Needle first before anything else in Seattle. “We’re like a de facto concierge,” he said. That means their staff plays a huge role—recommending happy hours, giving directions, offering real-time local insight. “People don’t just want to look around, they want to know what to do next,” he said. And that moment of connection is where the brand comes to life.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
