The Real Deal New York

At the desk of: Carl Weisbrod

By C. J. Hughes | August 01, 2010 12:00PM

Four decades ago, printing presses rumbled in the neighborhood now known as Hudson Square. But when they shut down, the Lower Manhattan neighborhood needed a new identity. So today, keyboards clack in the area’s lofts at media companies like New York magazine and Penguin books. Credit for that change belongs, at least partially, to Carl Weisbrod, the outgoing president of Trinity Real Estate, who lured tenants with asking rents of about $40 a foot, well below Midtown rates. Today, Trinity’s 16 buildings are 85 percent occupied, including 75 Varick Street, which is home to Weisbrod’s office. Weisbrod, 65, will be stepping down in January after a six-year run. He hasn’t said yet if he has another neighborhood remake in his future.

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