4770 Ohio Ave S
Ste B
Seattle, WA 98134
info@paxsonfay.com
The new hotel updates a historic building in Seattle’s Pioneer Square, setting it up for a green future.
By Lauren Gallow
At the turn of the 20th century, Seattle’s downtown was centered on the nearby waterfront, with a cadre of workhorse structures built to support the city’s booming maritime and timber industries.
Today, walking this neighborhood, now known as Pioneer Square, one is transported in time, passing block upon block of stone and brick buildings that still look much as they did then. Here, Denver-based developer Urban Villages took on the challenge of bringing one such building into the future, transforming it into the Seattle Populus Hotel. “We focus on adaptive reuse because it’s near impossible to replicate the patina and authenticity of these existing buildings,” says Urban Villages CEO Jon Buerge of the developer’s sustainable ethos. “It’s also the most environmentally friendly thing we can do.”
Working with local architecture firm The Miller Hull Partnership and the Chicago and Mérida, Mexico, offices of interiors studio Curioso, Urban Villages set its sights on a former steam-supply warehouse in the historic district for Populus, the second of the developer’s eco-friendly hotels. Although the 1907 building had been refreshed in the ’70s, when it was transformed into offices, it still needed an overhaul to bring it up to current code.
“I pictured it like this: There were all these needles we had to thread, and if we missed one of them, we couldn’t do it,” says Miller Hull design principal Mike Jobes, who, together with project architect Tetsuo Takemoto, threaded the needle of the many regulatory frameworks overlayed on the build-ing, along with the developer’s aspirations. One such goal was to add a rooftop bar, which was needed to make the hotel’s economics pencil out.
Taking advantage of a recent change in the Seattle building code, updated in 2021 to allow taller mass-timber buildings, the team worked to convert the building’s classification from heavy to mass timber, thereby enabling a gathering space on the top floor. Urban Villages also appealed to the local city council, successfully overturning a longstanding prohibition against rooftop bars in Pioneer Square.
National Park Service historic-preservation guidelines required that the building appear essentially the same from the outside, so the team conducted extensive view studies from the street on the height and setback of the new roof assembly to ensure it “ducked out of view,” as Jobes puts it, as well as on the new room partitions to make sure they didn’t disrupt the existing window rhythm. Therefore, interior wall placements jog in and out, resulting in a range of sizes and layouts for the hotel’s 120 rooms. “It feels like each of the rooms is the same,” says Carlos Herrera, who led the interior design for Curioso. “But it’s actually a kit of parts of furnishings that were added, subtracted, and reconfigured to meet the varied layouts.”
Inside, the team capitalized on a light well added during the 1970s office conversion, expanding it into a larger atrium to bring daylight to the lobby and guest rooms. It doubles as a stabilizing element, with a new concrete core, shear walls, and steel-braced frames, helping the building meet current seismic code requirements.
Targeting LEED Gold, the Populus Hotel brings both the building and the neighborhood into the 21st century, helping adapt local ordinances to pave the way for others.

meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
amy golden
principal
amy@paxsonfay.com
Originally from Seattle, Amy left her home in the Pacific Northwest to attend Fordham University, fulfilling her dream of living in New York City. After graduating with a BS in business administration, specializing in marketing and minoring in economics, Amy began her career in advertising sales at CNN and the Hallmark Channel in New York and LA. However, Amy’s love of writing, design, and connection with people ultimately led her to PR. While finishing her MBA back home at Seattle University, in 2015, Amy cofounded Paxson Fay with her friend and business partner, Tessa, driven by a shared vision to build a PR agency that reflected their values and passions. At Paxson Fay, Amy thrives in media relations and pitch development, enjoying the process of diving deep into each client’s story to craft compelling narratives that resonate with editors and journalists. Amy has a particular passion for architecture-focused projects, and securing SHED’s feature in The New York Times was an especially rewarding moment, as they were her first client. Another major career milestone was helping build out Paxson Fay’s talented team, fostering an environment where young professionals can grow their skills and pursue their passions. Outside of work, Amy loves spending time with her family, chasing after her two little boys, exploring Seattle’s restaurant scene, traveling with friends, and reading.
colby wood
account manager
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
paige childs
senior account executive + digital lead
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
martina povolo
account executive
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
account executive
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
Jamie Paxton
Communications Assistant
jamie@paxsonfay.com
Growing up in the Bay Area, Jamie made her way to the Pacific Northwest to attend the University of Washington, where she graduated with a bachelor's degree in Communications and Psychology. Jamie first joined the Paxson Fay team as an intern during her senior year at the University of Washington and is excited to continue her journey with the team as a Communications Assistant. With a passion for writing and social media, Jamie is excited to bring her creativity and unique perspective to the role. Outside of work, you can find Jamie exploring local restaurants or picking up a good book.
We are hiring for our internship program! We are looking for an intern with a passion for design to help manage key communication channels. Click here to read more.
what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
marketing
marketing strategy
brand strategy
project management
partnerships acquisition and management
e-mail blasts
public relations
media strategy
content production
media communications and outreach
awards: strategy, content development and submissions
social
platform strategy and management
content production
targeted campaigns
results + reporting
advertising
advertising strategy
budget strategy + negotiation
calendar management
creative coordination
content
storytelling
copywriting
website and e-mail marketing
video: sourcing, storyboarding and scheduling
photography acquisition + curation
events
event management
sponsorships + partnerships
tradeshow coordination
press tours
clients
Here is a little taste of who we love to work with and what we love to do.