Changing Community Perceptions

SITUATION

  • Public opinion of project (Two MiamiCentral & Three MiamiCentral) and location generally unfavorable when awarded the assignment in early 2014
  • Skepticism about project’s announced delivery date

STRATEGY

  • Developed and implemented a customized canvassing strategy
  • Create the vision for the neighborhood and the project offering unmatched access and connectivity coupled with proactive and targeted canvassing to attract quality tenants
  • Launched marketing initiative to change public perception through effective messaging to create the vision at project completion

RESULTS

  • Shifted community perception, driving leasing momentum and occupancy successfully with 52% pre-leased and 97% leased within 12 months of delivery. The Blackstone Group acquired in 3/2021 for $230.0M ($700/RSF).

MAJOR TENANTS

  • Carlton Fields, Venevision (Cisneros), The Blackstone Group, Viacom, and EY