Emma Waterfall

Her business has quickly established its reputation within the London property world for delivering results for well-known clients and projects including Battersea Power Station and the historic Star & Garter in Richmond. Since 2011, Cascade has helped deliver planning approval on over 70 sites in London and the South East of England. The business was set up as a specialist communications consultancy in order to bring together the best expertise in public affairs, media, and stakeholder and community engagement, focused specifically on property.

Professional

Emma specialises in strategic property communications.  At 30, Emma set up Cascade Communications in 2011 seeing an opportunity to establish a communications consultancy focused in the property sector. Having worked for two larger, corporate agencies previously, it was evident that there is a growing market for specialist advice and services which straddles public affairs, stakeholder and community engagement, alongside traditional PR. How to advise clients on successfully navigating planning, engage meaningfully with local communities and stakeholders, and how to win support for bringing forward development proposals has evolved significantly over the past decade. Emma started in this field in 2004.

Cascade’s clients include developers, house builders, housing associations, local authorities, retailers, religious institutions, financial institutions, extra-care and specialist residential providers, hospital trusts, academic and educational institutions, sports clubs, charities and infrastructure providers.

Interests

Running

Emma has participated in over 30 marathons and ultra-marathons including the Marathon des Sables; according to the Discovery Channel, the toughest footrace on earth, as well as the Himalayan 100 in India, Transrockies in Colorado, Lakeland 50 in Cumbria, Round the Island around the Isle of Wight and various marathons including London, Berlin, Barcelona, Edinburgh and Oslo. With the exception of Parkrun, these days Emma favours trail running and multi stage events over chasing a time on the tarmac. In articles addressing this topic, you’ll read all about marathons, training tips and running events of interest to Emma.

Cycling

In 2006, before the smartphone ruled the world, Emma cycled 965 miles from Land’s End to John O’Groats with an old school friend, taking 13 days, carrying their kit and navigating using traditional maps. Over a decade later, in 2017, Emma cycled 1450 kilometres from London to Cannes over just 6 days, taking part in a property industry ride to MIPIM, an international property conference held in Cannes. Seamlessly organised by Club Peloton, the event raised £432,000 for Coram, the UK’s oldest children’s charity. This area of the blog will cover cycling events, tips and training suggestions.

Charitable Fundraising

Emma supports a number of charitable causes and through various sporting events has raised money for charities including Alzheimer’s Society, BackCare, British Heart Foundation, Coram and Teenage Cancer Trust.