Case Study: JBG Smith reaches silent supporters for Crystal City development with coUrbanize

How hundreds of silent supporters won JBG SMITH unanimous approval for a future HQ2 site

JBG Smith partnered with coUrbanize to support its major planned development, Central District Retail, in Crystal City, part of Washington, DC’s National Landing area. The challenge was reaching “silent supporters” — community members who were likely in favor of the project but did not attend public meetings or traditional outreach events.

Using coUrbanize’s digital engagement tools, JBG Smith expanded beyond standard abutter outreach to connect with a broader base of residents and people who spend time in Crystal City. The case study highlights that this approach helped activate silent supporters and build momentum for the project, though it does not provide specific quantitative results or measurable impact.

JBG Smith

Victoria Coates

Senior Development Analyst