In the aftermath of the pandemic, the office real estate market has faced unprecedented challenges. With the rise of remote work and hybrid models, property owners and managers are grappling with the task of keeping tenants engaged and renewing their leases. However, some office buildings across the United States are proving that creativity, community engagement, and thoughtful amenities can make all the difference. From rooftop beehives to mechanical bulls, these buildings are employing unique strategies to ensure tenants not only stay but thrive in the spaces they occupy.
RBC Gateway: Minneapolis' New Landmark
Opened in 2022, RBC Gateway is the first Class-A office building in Minneapolis since 2001. Standing tall at 37 stories and housing 1.2 million square feet of mixed-use space, it blends office, hotel, residential, and public spaces under one roof. Owned by Spear Street Capital and leased by JLL, the property boasts a collaborative approach that integrates the expertise of both companies for seamless operations.
One of the building’s key strengths lies in its ability to engage tenants through a variety of events and perks. With VIP treatment from the on-site Four Seasons hotel, tenants enjoy exclusive perks like discounted hotel rates, access to conference rooms, and restaurant service. The building management, led by JLL’s Tannen Loge, has also organized wellness events such as weekly group fitness classes, chair massages, and bike inspections. These offerings create a vibrant, health-conscious environment that makes coming to the office more appealing.
Beyond wellness, RBC Gateway leverages its green spaces for events like Picnic on the Plaza and the Minneapolis Downtown Dash 5K, allowing tenants to participate in community-building activities. Loge explains that a key retention strategy is maintaining strong relationships through open communication, and holding weekly and monthly tenant meetings to ensure feedback is heard and acted upon.
Plaza Coral Gables: Where Mediterranean Meets Modern in Miami
Plaza Coral Gables, a sprawling 2 million-square-foot development just four blocks from Coral Gables Miracle Mile, is another prime example of how thoughtful design and community integration can enhance tenant retention. Owned by Agave Holdings and managed by JLL, this mixed-use development blends Mediterranean design elements like gabled roofs and arched windows with modern amenities.
What sets Plaza Coral Gables apart is its emphasis on experiential marketing. As JLL Senior General Manager Hans Okerstrom explains, the goal is to engage tenants not only with building amenities but also with community events that boost morale and well-being. Holiday activations, wellness programs, and team-building activities foster a sense of community, while local retail and dining offerings are seamlessly integrated to make the building feel like a vibrant part of the neighborhood.
Despite the challenging South Florida office market, Plaza Coral Gables remains fully leased. Okerstrom credits this success to their engagement strategy and the building’s ability to combine classic and modern design with placemaking, creating an environment where tenants want to stay and interact.
Bank of America Plaza: A City-Within-a-City in Downtown Dallas
In Downtown Dallas, the iconic Bank of America Plaza stands as the city’s tallest building. Spanning nearly 2 million square feet over 72 stories, this property has remained a staple in the Dallas skyline since 1985. Owned by Metropolis and managed by JLL, Bank of America Plaza continues to draw tenants with its extensive array of amenities and its "city-within-a-city" concept.
Jennifer Clendening, managing director of JLL Property Management, highlights the building’s unique features, which include everything from a fully equipped gym and dining options to electric vehicle (EV) charging stations and bike storage. Recent renovations have modernized the building’s infrastructure, with updates to its security systems, elevators, and external lighting. The LEED Gold and Fitwel-certified building is also a leader in sustainability, receiving multiple green certifications.
Clendening emphasizes that tenant engagement is crucial to retention. The building management hosts regular events, such as happy hours, Earth Day celebrations, and a holiday fiesta. Tenants stay connected through the HqO app, which offers easy access to building updates and services. By promoting an active and connected environment, Bank of America Plaza ensures that tenants are not only satisfied but also excited about their workspace.
5 Houston Center: A Community Hub in the Heart of Houston
In Houston, 5 Houston Center stands out for its focus on community-driven amenities. Located near key landmarks like Discovery Green and the Toyota Center, this more than 580,000-square-foot office property offers a range of tenant experiences aimed at fostering a sense of belonging. The building, owned by Spear Street Capital and managed by JLL, is connected to neighboring towers via skybridges, enhancing its accessibility and communal atmosphere.
JLL Senior General Manager Scott Talbert explains that tenant engagement is a top priority, with events like a Pups with Pints adoption event and rodeo-themed mechanical bull rides adding a playful touch to office life. The building’s EV charging stations and partnership with local schools for visual arts projects further demonstrate its commitment to community involvement.
One particularly innovative tenant gift was a custom-commissioned Lego model of the building, complete with tenant logos, giving recipients a tangible connection to their workspace. Through these efforts, 5 Houston Center has become more than just an office—it’s a place where tenants feel at home.
1201 New York: Elevating the Work-Life Balance in Washington, D.C.
At 1201 New York Avenue in Washington, D.C., property management is all about enhancing the work-life balance for tenants. This 444,000-square-foot building, managed by JLL, features amenities like a rock-climbing wall, a rooftop conference center, and floor-to-ceiling windows that offer expansive views of the city. Pembroke, the building's owner, has invested in thoughtful design and tenant engagement strategies to create a compelling environment for its occupants.
Weekly fitness classes, tenant workshops, and ice cream socials are among the many events designed to foster a sense of community. Max Timmons, senior asset manager for Pembroke, notes that a personalized approach to tenant needs is key. Pembroke collaborates with tenants during the design phase to ensure their spaces are optimized for their specific needs. This attention to detail, combined with consistent tenant feedback, ensures that 1201 New York remains a desirable location for businesses in D.C.
Adapting to a New Era of Office Spaces
In a post-pandemic world, office property owners and managers face new and evolving challenges. But as these examples illustrate, creativity and community engagement can go a long way in retaining tenants and ensuring that office spaces remain vibrant, desirable places to work. From VIP hotel services and beekeeping workshops to fitness classes and mechanical bull rides, the future of office spaces is being shaped by a commitment to enhancing tenant experience.
Whether it’s through thoughtful design, wellness initiatives, or fostering a sense of community, the buildings that adapt to meet the changing needs of tenants will be the ones that thrive. As the office market continues to evolve, these innovative strategies offer a glimpse into the future of commercial real estate—a future where tenant engagement is at the heart of every successful building.
Comments