Developers Rebrand Baltimore’s Port Covington Megaproject

Developers in Baltimore announced recently that they are rebranding a 235-acre mixed-use waterfront project now known as Baltimore Peninsula, which attracted controversy in 2019 when the project won Opportunity Zone status despite a $5.5 billion development proposal and a development team led by Kevin Plank, billionaire owner of Sagamore Development and Under Armour.

Hallie Miller reports on the ins and outs of the name changing, noting that Baltimore Peninsula is “now being pitched as a mission-driven ‘live, work and play’ area for socially conscious tenants, companies and businesses.”

The name of the wider Port Covington neighborhood is not changing, however. The old name will still be used on maps used by the city and the U.S. Census Bureau, according to the article. “But the overall area bought, controlled and managed by the developers is being rebranded, which comprises a sizable portion of the neighborhood,” writes Miller.

According to a source quoted in the article, the new name of the development “signals inclusivity, a focus on all of the city and access to the water.”