By Kate Raddatz

MINNEAPOLIS (WCCO) — The apartment business in Uptown is getting competitive. One new building called Lime Apartments is trying a unique ad campaign to catch the attention of renters.

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“It’s different,” Minneapolis resident Michael Davidson said. “Kinda silly, goofy, a little less PC.”

A series of billboards with messages like “Tarts Welcome,” “I don’t remember her name, but her apartment” and “Don’t get hitched until you enjoy your year at Lime” are getting attention for the new luxury apartments that run with the tagline, “refreshing.”

“I kind of would like to call them and ask what they’re going for actually,” Minneapolis resident Christine Tuhy said.

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“We really wanted to just capture the fun community aspect of what Lime is going to be,” said Brent Rogers, of Greco Properties VP of Development. “It’s meant to be fun and attract the young professional clientele that doesn’t take themselves too seriously.”

Competitors in the area don’t mind the ads. Instead they say they help redirect the kind of clients they want to attract.

“I think people are looking for certain niches and it might be a bit younger demographic whereas we’re in the 30s and 40s demographic,” Track 29 City Apartments managing partner Ross Fefercom said.

So whether you’re sweet, sour, or even tart, you’re welcome at Lime.

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“This is a way to maybe bring in a little more open-minded odd balls into the city which I always welcome,” Davidson said.

Kate Raddatz