CASE STUDY: Filoli House and Historic Garden

A comprehensive communications strategy helps to double attendance,
transforming a local attraction into an international destination.

In October 2024, Filoli's new Head of Marketing and Communications brought on The Corner Communications to build their communications department, implement their promotional efforts, and uplevel their relationships with local, national, and international media. With the success of this partnership, The Corner Communications now serves as Filoli's dedicated communications arm.

Our experts integrated seamlessly into Filoli’s in-house team to become familiar with the unique needs and goals of this historic attraction. We successfully launched Filoli's seasonal programming including their Halloween and Holiday celebrations, orchestrated the rollout of their major exhibition TROLLS: Save the Humans by renowned Danish artist Thomas Dambo, and significantly elevated their media presence both locally and nationally. These efforts have contributed to Filoli's remarkable growth, with attendance numbers doubling in the last two years.

Our work together has yielded impressive media coverage, securing over 1,500 placements annually in top outlets including C Magazine, The Associated Press, Forbes, and Better Homes & Gardens. Beyond media placements, The Corner Communications has worked strategically with Filoli to refine their messaging and provide media training for executive team members. Our success with Filoli has led to an ongoing partnership; today, The Corner Communications manages Filoli’s media relations, consults on social media content and marketing collateral development, and oversees annual press events. The tangible outcome of this partnership is a comprehensive communications infrastructure that Filoli's internal teams can rely on long after our work together has concluded.

Featured Article:
Filoli inC Magazine

A lush garden with various plants, flowers, and hedges. In the background, there's an old brick building with large arched windows, partially obscured by trees and shrubbery. The scene is bathed in warm sunlight, creating a serene and picturesque setting.
A lush garden with a rectangular pond, potted plants, and trimmed bushes, surrounded by a variety of shrubs and trees, under a clear sky with sunlight filtering through the trees.
Page from a magazine featuring an article about Filoli garden estate, with a photo of a stone Greek mythological figure Silenus in a fountain and a large tree with a lawn and sunset in the background.
A collage of four images of flowers: the top left shows pink and cream fringe tulips, the top right shows white blossoms on a tree branch, the bottom left shows a field of red and orange ranunculus flowers, and the bottom right shows white tulips with purple and pink flowers surrounding them.
A lush green backyard with a stone pathway, a white bench, tall cypress trees, a blooming pink tree, and a large tree with early spring leaves, illuminated by sunlight.
A backyard with a swimming pool surrounded by potted plants and a walkway leading to a gazebo, with lush green trees and mountains in the background.
View inside a greenhouse with various potted plants on wooden benches and a large ventilation fan on the ceiling.
Photograph of a greenhouse with a person inside, holding a clipboard, and a view of plants and garden structures.
A lush garden with blooming pink flowers in terracotta pots in the foreground, green bushes, trees, and a pond, set under a clear blue sky with sunlight filtering through the branches.
A lush garden with potted plants, bushes, and trees, with hills and trees in the background, illuminated by warm sunlight.
  • A lush, well-maintained garden with trees, shrubs, and a decorative wrought iron gate leading to a pathway lined with pink flowers, under warm sunlight.

    C Magazine

    “How Horticultural Heroes at Filoli Keep the Gardens’ Legacy Alive”
    READ

  • Forbes logo in dark blue on a light background.

    Forbes

    “6 Peaceful Places in Silicon Valley Where You Can Actually Unplug”
    READ

  • Number 4 in blue with NBC peacock logo at the bottom right

    NBC Los Angeles

    “A candlelit ‘Nightfall' will enhance the eerie autumn aura at Filoli”
    WATCH

  • A couple walking under pumpkin-decorated arches in a pumpkin patch during sunset, with hay bales around and mountains in the background.

    NBC Bay Area

    “Historic Peninsula property going creepy for Halloween”
    WATCH

  • The image features a purple background with the letters 'B H & G' in large white font.

    Better Homes and Gardens

    “5 Enchanting Garden Displays to Visit This Summer—Plus Ideas to Bring Home to Your Own Yard”
    READ

  • A peaceful garden scene at sunset with a pathway bordered by lavender bushes and colorful tulips, cherry blossom trees with pink blooms, and the sun shining through the branches.

    Forbes

    “9 Colorful Gardens in California That Wow Visitors With Their Colors and Beauty”
    READ

  • The logo of Fast Company with white text on a blue background.

    Fast Company

    “‘We are drowning in trash’: How this Danish artist’s sculptures put a global spotlight on recycling”
    READ

  • Logo of Associated Press with the initials 'AP' in bold red and the words 'Associated Press' underneath in black text.

    Associated Press

    “Giant Trolls Have a Message for Humans About Protecting the Planet”
    READ

  • Los Angeles skyline at sunset with NBC News logo and text

    NBC News Los Angeles

    “Giant, gentle-hearted ‘Trolls' have been spied among the redwoods”
    WATCH

  • Marin Living logo in black text on a white background.

    Marin Living

    “Filoli’s Annual Gala in the Garden”
    READ

  • The logo of New York Post on a red background with bold white and black text.

    New York Post

    “Giant Trolls Built From Trash Want to Save Humans From Themselves”
    READ

  • Text reading 'San Francisco Chronicle' in black gothic font on a white background.

    San Francisco Chronicle

    “Guide to Pride 2025: S.F. and Bay Area parades, festivities”
    READ

  • A decorated walkway lined with pumpkins, candles on the sides, and fog or smoke creating an eerie atmosphere, with illuminated steps leading up to a large, ornate entrance of a building in the evening or night.

    NBC Bay Area

    “A candlelit ‘Nightfall’ will enhance the eerie autumn aura at Filoli”
    WATCH

  • Text logo reads 'Modern Luxury Silicon Valley' on a white background.

    Modern Luxury Silicon Valley

    “The Concert Series You Can’t Miss”
    READ

  • NBC Bay Area logo with colorful peacock, slogan 'Moving the Bay Area Forward' on a blue background.

    NBC Bay Area

    “Giant trolls are taking over the Peninsula”
    WATCH

  • The logo of Axios, featuring black text with a blue stylized

    AXIOS San Francisco

    “Where to see fall foliage”
    READ

  • Nighttime view of a historic brick building decorated with holiday lights, surrounded by illuminated trees, and reflected in a pond.

    San Francisco Chronicle

    “The best holiday lights to see in the Bay Area”
    READ

  • CBS News Bay Area logo on a blue background.

    CBS Bay Area

    “San Jose woman’s pumpkin-carving skills keeping her busy during Halloween season”
    WATCH

  • Bold pink text spelling out "S GATE" on a black background.

    SF Gate

    “The best places to see fall colors in the Bay Area right now”

    READ

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