Luxury apartments pivot to virtual activities

Events foster community, while attracting high-paying residents

New York Weekend Edition /
Jun.June 06, 2020 02:00 PM
525 West 52nd Street (Credit: Google Maps and iStock)

525 West 52nd Street (Credit: Google Maps and iStock)

About three months into quarantine, residents trapped in small apartments are going stir-crazy. That is unless they live in a luxury apartment with an in-house lifestyle director.

Decorating doors to celebrate graduations, virtual cooking classes and zoom workouts, all organized by apartment staff, indicate that, although outdoor seating in a pandemic may seal the deal for some, a rooftop terrace and gym is no longer enough for developers to lease out high-price buildings. They must now also offer an experience.

Peter Sheehan, resident experience manager at 525 West 52nd Street recently put together 35 baggies of ingredients needed for a mixology class. Residents picked up the bags in the lobby then returned to their apartments to participate virtually.

“It helps them navigate trickier times, understanding that there are people here supporting them,” Sheehan said in an interview with the Wall Street Journal.

Such amenities aren’t new to luxury apartments. Before coronavirus caused New York City to shutdown, Taconic Partners, 525 West 52nd Street’s developer, was spending $50,000 to $100,000 a year on amenities programming, according to vice president Andrew Schwartz.

For an $85 fee, residents could use a variety of amenity spaces, including a library, fitness center and golf simulator lounge. The areas have since been closed and the fee has been suspended, but virtual entertainment continues. [WSJ]Sasha Jones


Related Articles

arrow_forward_ios
Here are the week’s top luxury sales
Here are the week’s top luxury sales
Here are the week’s top luxury sales
Clockwise from left: John D. Rockefeller, Izzy Englander, Steven Mnuchin, David Koch, Jacqueline Bouvier, and William Zeckendorf (Credit: Getty Images and StreetEasy)
For 15 years, David Koch lived at the world’s “richest building”
For 15 years, David Koch lived at the world’s “richest building”
Here are the week’s top luxury sales
Here are the week’s top luxury sales
Here are the week’s top luxury sales
The Penthouse at 60 Broadway in Williamsburg. (Compass)
Brooklyn sees 41 luxury deals inked last week
Brooklyn sees 41 luxury deals inked last week
FiDi condo supply is through the roof as workers delay office return. (Getty)
FiDi condo glut is through the roof
FiDi condo glut is through the roof
168 Plymouth Street (Alloy)
Brooklyn nets $125M in signed luxury contracts
Brooklyn nets $125M in signed luxury contracts
A rendering of One Boerum Place with Avery Hall Investments' Avi Fisher (top) and Brian Ezra (SLCE Architects, Avery Hall Investments)
Shifting gears: Brooklyn condo tower to debut as rental
Shifting gears: Brooklyn condo tower to debut as rental
Leslie J. Garfield and 313 West 4th Street (Google Maps)
Leslie J. Garfield’s former townhouse sells for $15M
Leslie J. Garfield’s former townhouse sells for $15M
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...