More than your conventional office space with lifestyle marketing
High-profile suburban properties in Calgary are noticeably moving towards a new trend - lifestyle marketing.
Lifestyle marketing is a marketing technique catered towards promoting properties with a focus on enhancing the tenant’s quality of life. Three major property campaigns adopting this new marketing style include The Odeon, DREAM’s vision of repositioning the Kensington House property and OPUS’ work on Britannia Crossing.
These properties exhibit a shift away from the traditional focus on pure functionality, instead combining work and lifestyle benefits into one harmonious mix. Common themes amongst the properties include accessibility to unique, high wealth neighbourhoods and the proximity to amenities such as retail outlets, health services and restaurants. These properties serve as a detachment from the conventional corporate office space.
The Odeon, a development by Ronmor Developers Inc., embodies a new element of “trendy”, emphasizing the fashionable appeal of the surrounding community, Marda Loop. Marketing efforts for The Odeon highlight stunning architectural design, exterior patio spaces and proximity to sought-after amenities such as a yoga studios, Phil and Sebastian Coffee Roasters and Blush Lane Organic Grocery.
Located in Calgary’s Kensington District, Kensington House highlights a central location, an easy bike ride or walk to the downtown core and a vast selection of amenities in a district characterized by its emphasis on the arts and culture.
Britannia Crossing, a development by Opus Corp, emphasizes its draw for professionals: the choice to walk or bike to work, as well as offices with balconies. This marketing tactic is very different from the common practice of highlighting the number of work stations and overall square footage.
With employee retention a primary focus for companies, it is important to situate them in spaces appealing to the people who work there. Today’s professionals need and want more out of their workplace than functionality alone. The Odeon, Kensington House and Britannia Crossing recognize this fact and are using lifestyle marketing to secure tenancy.
In Calgary, a city experiencing high levels of growth and inner city urbanization, these types of niche lifestyle projects will prove to be the future of marketing.
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