A development advisory firm is wagering that a formula crafted in New York combining an intimate live music concert series with philanthropy can draw interest to a high-end Nashville condo project.
Redeavor, the two-year-old firm serving as the exclusive sales and marketing team for the Pendry Residences Nashville, has tapped Douglas Elliman and one of its longtime brokers, Greg Williamson, as New York City marketing partners.
Developed by SomeraRoad, the 30-story, $364 million tower is slated to include 146 condo units on the upper floors, as well as a 180-key hotel. Redeavor’s Maranda Blanton said they anticipate construction will be completed by the end of 2027 and the hotel will open sometime at the beginning of 2028.
So far, the Pendry has closed $26 million in condo pre-sale contracts in the first quarter, including a penthouse that sold for about $7 million, according to marketing materials, though Blanton said condo prices start at about $1.3 million.
The project is part of SomeraRoad’s wider revitalization of the Nashville neighborhood known as the Gulch. The mixed-use district deemed Paseo South Gulch also includes the redevelopment of two historic buildings that combine for 84,000 square feet of retail and office space next to the Pendry development and a 16-story, 278-apartment complex that opened in 2024.
Williamson is bringing with him an invite-only concert series that Pendry is now sponsoring in Nashville, co-producing the Soho Sessions, the charity concert series he founded with Nicole Rechter in late 2021.
Williamson and Rechter in 2017 co-launched Love Rocks, an annual concert series that benefits God’s Love We Deliver, a charity that delivers meals to people with chronic illnesses.
The first Soho Sessions show in Nashville will land at the beginning of October at a to-be-determined venue. Williamson said they are still working out what artists and nonprofit beneficiaries will be lined up for the inaugural Nashville event.
Along with his music ventures, Williamson has worked as a broker with Elliman since 2008, and represented 15 new development projects in New York City, according to an online bio. Williamson is serving as the lead broker on One Montague Place, a $550 million development by Landau Properties in Downtown Brooklyn. Sales are slated to launch in 2027.
“Greg has a very unique sphere, tapping into the entertainment industry, cultural and philanthropy, and we feel that that strongly aligns with where we’re going with the Pendry Residences,” Blanton said.
Blanton said the team is looking to take advantage of the crossover between the entertainment industries of New York, Los Angeles and Nashville.
“People want memorable experiences, and they want to connect with others while they’re having them,” Williamson said. “From there, they want to be part of the community-and that’s when transactions happen.”
Read more
Residential
Los Angeles
New dev group launches with heavyweights from The Agency, Official, Elliman
Commercial
National
In Nashville, rewriting the rules of downtown
New York
At star-studded SoHo Sessions, celebrities and real estate moguls hobnob