FORT WORTH, TX (April 11, 2012) – Crescent Real Estate Holdings LLC announced today that its Fort Worth headquarters’ building Carter Burgess Plaza is being re-branded under the more universal moniker, 777 Main. The property, located at 777 Main Street in downtown Fort Worth, has held several names during its lifetime – Continental Plaza in 1982 by developer Woodbine Development Corporation, UPR Plaza in 1998 after tenant Union Pacific Resources and Carter Burgess Plaza in 2000 after tenant Carter & Burgess.

John C. Goff, CEO of Crescent, commented, “Crescent has owned this downtown Fort Worth icon for 18 years, and it’s time for a re-positioning. The building has just achieved LEED® Silver status, the lobby is undergoing extensive renovations and our management team has recently been awarded both the BOMA 360 award and CEL A-list award for superior customer service. We want a fresh, new brand that gives the property its own stand-alone identity.”

Crescent hired Dallas firm One Fast Buffalo in 2011 to lead the re-branding effort. After performing a thorough market study and polling professionals in and around Fort Worth, One Fast Buffalo realized the property was referred to as anything but Carter Burgess Plaza. The most commonly used names were “Green Glass Building,” “Attorney Building” and “777 Main.” The firm’s recommendation to Crescent was not to select yet another name that adds confusion to the marketplace, but rather select a name that is meaningful, has historical relevance and allows for the most flexibility in years to come.

The new brand currently is being integrated throughout the property with help from local design firm, lauckgroup. Street-level entry ways and monuments will display the new logo as well as lobby directories and way signage from the parking garage into the sky bridge. In addition, substantial lobby renovations including new lighting and furniture will reflect the updated, more clean-line image. These improvements follow an extensive renovation recently competed by The Petroleum Club on the 40th floor.

777 Main is a 40-story, class A office property located in the southeast quadrant of Fort Worth CBD. The 954,895-square-foot, green glass-paneled icon was developed in 1982 and is home to a prestigious customer base including Jacobs Engineering Group, Inc., Frac Tech (FTS International Services, LLC) and many law firms and energy companies. 777 Main is also home to Crescent Real Estate’s corporate headquarters.


Crescent Real Estate Holdings LLC, headquartered in Fort Worth, Texas, is a fully-integrated real estate company owned by Barclays Capital and Goff Capital. Through its subsidiaries, Crescent owns or manages a portfolio of 26 premier office buildings totaling over 9.5 million square feet located in select markets across the United States with major concentrations in Fort Worth, Dallas, Houston, Denver and Las Vegas. Crescent also holds investments in resort residential developments in locations such as Scottsdale, Vail Valley, and Lake Tahoe; luxury hotels; and the wellness lifestyle leader, Canyon Ranch®. For more information, visit Crescent’s Web site at

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