Tag Archives: Deco Communities

Multifamily

Multifamily developers make name brand connection

Rob Lyles

Rob Lyles, Deco Communities

Naming apartment communities has always been an art form. Some community names connect to romantic or exotic locales, others to the landscape and still more simply to location.

“We believe that an apartment is more than just a place to have dinner and go to bed,” says Rob Lyles, partner in Deco Communities. “We see it as a place to live.”

Deco Communities recently opened its seventh Cabana apartment community. It markets to residents in transition from a college apartment on the road to a career.

The Cabana apartments — six in the Phoenix metro, one in Las Vegas — are all new from the walls out rather than from the ground up. With more than 8,000 multifamily entitlements for new units scattered throughout Phoenix, Scottsdale and the East Valley, Deco moves in a different direction.

“There are a lot of properties with good bones,” says partner Patricia A. Watts. “We find ‘C’ apartments in ‘A’ and ‘B’ locations. Our residents want to live in an urban setting and they want to be proud of their place.”

Patricia A. Watts

Patricia A. Watts, Deco Communities

Deco Communities take distressed or declining properties and completely upgrades the interiors and then applies its unique palette to the landscape, exterior and amenities. The palette is literally color. No other multifamily owner has quite captured the unique colorscape of the Cabana apartment communities.

“People see the colors on the building and they know it’s a Cabana,” she explains. “We’re just using different shades, but completely transforms a building. Then we upgrade the pool area to make it a boutique hotel setting. It’s the same flavors at each of our communities.”

Ian Swiergol, Alliance Residential’s managing director for the Southwest Division, says branding is also an assurance of quality.

“There is no question that our residents select Broadstone communities because of the quality of the property. We use the brand to sell consistency in performance, amenities and management. People use the internet and social media in place of a ‘drive by’ when apartment-hunting,” he says. “Having the Broadstone name means we are able to manage expectations from the moment they see the website.”

Alliance closely guards its Broadstone brand. Each property is capitalized differently, and when one sells, the Broadstone name does not transfer to the new owner.

Ian Swiergol

Ian Swiergol, Alliance Residential

“We want to control the property management, professionalism and quality of resident and property,” Swiergol explains. “When we’re managing the community, we know our residents will not be disappointed.”

Cabana and Broadstone communities appeal to different markets. The branding ensures prospective tenants know what to expect.

“The recession changed the market for apartments in Arizona,” says Swiergol. “People lost homes, but still want the luxury of a place to live that feels like home. That’s what the Broadstone brand means.”

Part of the driving force behind the apartment boom — particularly luxury apartments — is that many found that the home investment became a financial burden. While they’re willing to pay more for rent, the expectations are that the apartment is going to offer a ‘home’ setting.

“Life cycles are changing,” he explains. “The boomer generation is walking away from home maintenance and ownership, but not lowering housing expectations. With the Broadstone name, there is an appeal to the discerning renter. They expect absolute luxury in and out of their apartment.”

Alliance is consistent with the Broadstone brand, and when a prospective resident looks at the name, a major portion of the selling opportunity is out of the way. The potential renter comes to the property with a positive impression before walking into the leasing office. Location plays an important role in the branded communities.

“Millennials are returning to the urban cores,” adds Dan Richards, the third partner in Deco Communities. “They don’t want a long commute; they’re already spending long hours at work. We look at proximity to employment and transportation.”

Dan Richards

Dan Richards, Deco Communities

Swiergol lists those two market characteristics as important for its new Broadstone locations. “We want to be at Main and Main,” he says. “That’s why we’re building on the Scottsdale Waterfront and downtown. Same thing with our new Phoenix locations. There are 80 thousand jobs downtown.”

Lyles and Swiergol talk about the move of large prime employers seeking downtown locations. Employees don’t want to be sitting in cars. The success of Valley Metro Light Rail and increased bus ridership in employment corridors back up the investment in the core areas.
“We see our residents come home and come out,” says Watts.

Branding a series of apartment communities doesn’t cost any more than any other remodeling effort. “It just takes more thought,” Watts adds. “We looked at what market needed for places to live and what those renters wanted from their home. Our brand includes graffiti art, bike rooms and models using Ikea furniture. Being cool doesn’t have to cost a lot. You say you’re living at ‘Cabana’ and a person knows what they are going to see when they get to your place.”

The Broadstone brand has another appeal beyond the community. It’s a name recognized by major institutional investors. Alliance Residential partners with Trammell Crow with their ground-up Broadstone communities. In a market looking for capital, the Broadstone name brings a high level of investment confidence.

In the highly competitive market – both for tenants and for capital – the branding of apartment communities places the project at a higher success level than just an apartment community going up on its own. Branding means expectations, promise and high occupancy rates.

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Design firm brings ‘lifestyle experiences’ to multifamily properties

Developing apartments just isn’t what it used to be. Today’s renter is a hipper, more sophisticated and savvier-than-ever consumer seeking affordable living spaces that are designed with their lifestyle in mind. The boring beige apartment complexes that saturate our Phoenix skyline have given way to design-oriented places to live that are being styled – and repositioned – by boutique interior design firms like Phoenix-based Private Label. Celebrating the opening of Cabana on Seventh, their seventh property of the Cabana Modern Apartment Homes brand, the award-winning design team is rapidly changing the interior design industry by cultivating lifestyle experiences that bring big value to developers through strategic branding and environment design.

“Commercial interior design is not about designing a space that is functional and looks pretty,” said Private Label principal Wendi Stallings. “Savvy developers now know that multi-family housing should be a lifestyle experience for buyers and renters, and they’re buying into the brand and lifestyle it represents when they choose to live at a property,” she said.

With infill development and property revitalization projects at an all time high, the Valley’s top developers are finding they need to rely on this kind of interior design strategy to attract and retain buyers and renters at a visceral level and to remain relevant in the ever changing market.

“For the Cabana brand, which is targeted to the millennial renter, it has been crucial that the design of each property is hip and stylish yet still authentic by pulling in inspiration and materials from the local community,” said Pat Watts, Partner for Deco Communities, the developer of Cabana Modern Apartment Homes. “Affordability is key for the Cabana consumer and Private Label has created incredibly creative, visually appealing and trendsetting spaces using materials and design schemes that would attract our targeted renters and allow us to maintain our price point for the property,” she said.

Private Label takes interior design to the next level by building a strategic and comprehensive brand into the space that buyers and renters experience in a truly tangible way. From the sights, sounds, textiles, furnishings, landscaping and even the scent of a space, Private Label utilizes all six senses to build brand meaning, distinguish from the competition and convey a sense of place, a sense of value and a sense of personality.

For Cabana on Seventh, Private Label’s design approach started with canvassing North Central Phoenix’s eclectic 7th Street neighborhood to find the pulse points of style and design in the area. Private Label stylishly redesigned its 74 fully-renovated units, exteriors, landscape, leasing office, fitness center, pool area and model units offering a urban-influenced living space designed for Gen Y renters.

Located at 5615 N. 7th Street in Phoenix, , across the street from the FOX Restaurant Concepts The Yard housing Culinary Dropout and Little Cleo’s Seafood Legend, Cabana on Seventh is located in one at the heart of one of the hottest up-and-coming neighborhoods in north central Phoenix. “Each Cabana identity is slightly different, which is a core value of the Cabana brand to cultivate and integrate with the indigenous neighborhood and elevate the property to enrich the fabric of the community. Cabana has been an exciting brand to develop as each has been part of an up-and-coming neighborhood breathing life into the fabric of Phoenix and other metropolitan areas,” Stallings said. “It is our goal that through our branded interiors, exteriors and curb appeal that Cabana on Seventh evolves into an iconic destination that someday might define the neighborhood,” she said.

With five properties spread across the Valley’s most buzzed-about neighborhoods plus one in Las Vegas, Private Label has worked closely with the developer to cultivate the Cabana Modern Apartment Homes brand to be an entirely new multi-housing niche for hip, modern and affordable reincarnations of infill properties that feel more like a chic boutique hotel than an apartment complex. Other developers have followed suit, using the Cabana model and Private Label’s branding strategy to revitalize infill properties around the state and across the US.

Cabana on Seventh

Deco Communities opens sixth cabana modern apartment property

Scottsdale-based Deco Communities has opened its sixth Cabana Modern Apartment Homes complex bringing its brand of hip, modern and affordable rental units to the heart of North Central Phoenix’s eclectic 7th Street neighborhood. Cabana on Seventh offers 74 stylishly renovated units offering urban-influenced living spaces designed for Gen Y renters.

Located at 5615 N. 7th Street in Phoenix, across the street from the FOX Restaurant Concepts hip hangout “The Yard” housing Culinary Dropout, Little Cleo’s Seafood Legend and Lola Coffee, Cabana on Seventh is located at the heart of one of the hottest up and coming neighborhoods in North Central Phoenix.

“The 7th Street corridor is one of the most vibrant areas of Phoenix and we are thrilled to be part of the transformation of the area that is making it a residential destination and giving the neighborhood a unique identity that fuses its historic roots with trendy hangouts and amenities,” said Rob Lyles partner for Deco Communities.

Since inception, a number of city officials, including numerous police departments and neighborhood activism groups have lauded Deco Communities and the Cabana brand for their active role in gentrifying key neighborhoods, reducing crime and turning ‘eyesores into icons.’

With five properties spread across the Valley’s most up-and-coming neighborhoods plus one in Las Vegas, the Cabana Modern Apartment Homes brand has effectively created an entirely new multi-housing niche for hip, modern and affordable reincarnations of infill properties. Other developers have followed suit, using the Cabana model to revitalize infill properties around the state and across the US.

Mayor Hugh Hallman, a champion for the revitalization of the City of Tempe honored the Cabana brand for its role in revitalizing the area bordering Tempe’s historic Borden Neighborhood.

“That kind of redevelopment role, to take an eyesore and turn it into a very modern, hip and safe place to live increases the value of the entire community, Mayor Hallman said. “The investment that Deco is making in our communities is not only is improving our neighborhoods, the company is providing an affordable option for people who want to live in key areas of the city,” he said.

Now, the first round of hip Phoenix urbanites are ready to move into the new Cabana on Seventh and experience the Cabana lifestyle and the cool neighborhood right at their front door. After a $300,000 transformation, the  property now boasts a hotel-style leasing center, new fitness center, vintage inspired laundry facilities known as “Sudzy’s” that send a text message to the user when laundry is complete, WIFI access, and new pool areas with BBQs, social ramada, chic lounge furniture and designer amenities throughout.

The Cabana brand is known for bringing a fresh, style-conscious and ecofriendly rental alternative to the boring beige apartment complexes of yesteryear. The firm eyes structures “with good bones” that would be otherwise torn down and rehabilitates them into chic living spaces that appeals to young, urban professionals.
In addition to its careful consideration of style and value, Deco Communities aspires to make its properties as sustainable as possible. As with all its renovations, the construction of Cabana on Seventh utilized reusable building materials giving new life to the property from the inside out.

Courtesy of Deco Communities

Deco Communities announces Edison Midtown in Phoenix’s Central Corridor

Midtown Phoenix is getting a hip new neighbor. Scottsdale-based Deco Communities has closed on a key parcel of land that will be transformed into Edison Midtown, a new urban contemporary condominium in the heart of Phoenix’s urban core. Located at 2346 N. Central Ave. the address says it all, Edison is central to Midtown’s buzzing scene filled with food, arts, culture and history Demolition of the vacant office building on the site will occur in the summer 2014 and the $22M redevelopment is slated for a 2016 completion date. Developed exclusively by Deco Communities, Edison Midtown will be the first major residential development announced for the Central Corridor since 2008.

“The Edison Midtown project taps into the soul of the city, utilizing the unique identity of the neighborhood to create an authentically local living space that caters to the tech-savvy, community-oriented Gen Y consumer that lives and breathes the urban lifestyle,” said Rob Lyles, partner for Deco Communities. “Our outstanding team of architects and designers has worked diligently to curate a thoughtful living experience that is true to the virtues of Phoenix’s downtown dwellers,” he said. “ Downtown Phoenix is experiencing a surge in housing demand spurred by the recent $4.5 billion investment by the public and private structure in infrastructure, transportation, education and tourism.  Deco is excited to have the chance to provide housing that both starts to address this demand and does so with a design that is true to the modern Phoenix aesthetic.”

Fueled by imagination and innovation, the Edison Midtown will include 80 unique residential units , many with stunning Instagram-ready views of the horizon and city lights. The city’s best indie coffee shops, bars, live music venues, funky boutiques and museums are all just steps away.  The units will range from approximately 800 to 1,350- square feet. Each residence will enjoy contemporary kitchens with opening shelving and repurposed countertops, gas appliances, 10 foot ceilings, steam showers, spacious walk-in closets, wood flooring and large balconies perfect for entertaining and soaking in the extraordinary city views. Pricing will start in the high $200’s.

With a mix of modern amenities and charmingly retro design inspirations, Edison Midtown speaks to the heart of the Gen Y urbanite.  Brought to life by the award-winning Los Angeles architecture firm Harley Ellis Devereaux, lead architect Daniel Gehman drew inspiration from the past and present of the iconic Midtown neighborhood, its Willo district roots, and its urban dwellers. As a result, the building is designed to be a confluence of community, the kind of place that fosters socializing and sharing and integrates seamlessly with the vibrant community around it. With a pulse exactly where trendy meets classic meets cool, Phoenix-based interior design firm Private Label will style the interiors.

Drawing from inspiration from illustrious hangouts such as the Ace Hotel brand found Palm Springs, Portland, London and LA, the contemporary building is styled with a hat tip to Frank Lloyd Wright’s early designs and rises 5 stories above a two-level underground parking structure offering 145 private parking spaces.  With the project’s close proximity to the Light Rail and just steps from the Central/Encanto Light Rail station, Edison Midtown residents can take advantage of Phoenix’s best urban transportation system or bike the city with ease.

Designed to foster a sense communal living, Edison Midtown will be a hub of activity with an array of social amenities including a garden-inspired courtyard pool and spa, a “cross-fit” style fitness center with yoga, secure bike storage, Wi-Fi common areas, electric car charging stations and more. The ultimate urban sanctuary, the Edison Midtown will afford residents a superior work, live, play lifestyle at the center of the thriving city.

Envy Condominiums rendering, WEB

HFF arranges $14M in joint venture equity for Scottsdale condo project

HFF announced today that it has arranged $14M in joint venture equity for the development of Envy, a 90-home, mid-rise condominium project in downtown Scottsdale’s Entertainment District.

HFF worked on behalf of the borrower, Deco Communities, to secure joint venture equity from an alternative investment manager.

Envy will be situated on a one-acre site at 4422 North 75th Street near the intersection of Camelback and Scottsdale Roads.  Slated for completion in the second half of 2015, the 90 for-sale residences will feature a variety of one- and two-bedroom floorplans.  The eight-story property will include amenities such as a 4,500-square-foot, state-of-the-art fitness center with lounge and juice bar, mezzanine lounging area, underground parking, negative-edge rooftop pool and spa, bicycle storage, electric car charging stations and concierge service.

The HFF team was led by associate director Bryan Clark.

cabanaatthepointe

Deco Communities Opens Two More Cabana Properties

With the Valley rental market hotter than ever, Gen Y renters now have an array of fresh options catering to them within the rapidly expanding Cabana Modern Apartment Homes brand. Two new properties have been completed in Tempe and Phoenix, offering stylish and affordable living spaces along the major job corridors of metro-Phoenix. Now open, the hotly anticipated Cabana on Mill in Tempe and Cabana at the Pointe in North Central Phoenix bring 347 newly-renovated units to the in-demand rental market.

“In 2013 alone, the Phoenix-metropolitan area has experienced a 3.5% growth in employment bringing approximately 65,000 new positions to the Valley,” said Rob Lyles, partner for Deco Communities. “With the surge in new jobs, affordable housing is more important than ever,” he said. “Today’s apartment consumer is looking for both style and value in key urban locations,” he said.

Now totaling four complexes across the Valley and one in Las Vegas, The Cabana Modern Apartment Homes brand is known for bringing a youthful, energetic, and style conscious rental alternative to the marketplace. Each Cabana property is located in an urban environment that is pedestrian friendly and close to retail, public transportation and recreation. The firm eyes infill structures in prime locations and rehabilitates them into chic living spaces appealing to the Gen-Y crowd.

The 180-unit Cabana at the Pointe is located at the heart of one of the hippest neighborhoods in the Valley, The 16th Street Corridor in North Central Phoenix.  A hub of restaurants, shops, recreation and entertainment, Cabana at the Pointe is in close proximity to many corporate headquarters, Valley freeways and hiking, biking and amenities of the 3,000 acre mountain preserve. Rental rates start at $574 per month for a one-bedroom unit.

The 167-unit Cabana on Mill follows up on Deco’s successful turnaround at its first Tempe project, Cabana on McClintock.  Located along Tempe’s most iconic street, Cabana on Mill appeals to post-college professionals while still capturing Tempe’s unique urban flavor.  In close proximity to some of the Valley’s largest employers including Arizona State University, Maricopa Community Colleges and SRP, Tempe is a major hub for jobs in key growth sectors including education, healthcare and financial services.  Rental rates start at $699 per month for a one-bedroom unit.

Both Cabana at the Pointe and Cabana on Mill properties underwent extensive multi-million dollar, multi-phase transformations where more than 60 architects, master landscapers, construction workers and interior designers worked to transform each property into chic color-coded pods of move-in ready rental units.

Hallmarks of each Cabana property include a unique design theme with a lively exterior color scheme complimented, a chic hotel-style leasing center, vintage-inspired laundry facilities known as “Sudzy’s”, bike storage area, pet walks, fitness centers, fresh new pool areas with resort-style furniture in addition to many other signature amenities.

cabanaonthomas

Apartments on Thomas Win Top Design Award From American Society of Interior Designers

Deco Communities’ Cabana on Thomas project has won the American Society of Interior Designers (ASID) Arizona North Chapter’s prestigious Adaptive Use award, a top design industry award honoring excellence in interior design.

Cabana on Thomas is one of Deco Communities’ apartment renovation projects in which infill buildings are revamped and given a new vibrant life. The property’s interior design team is Valley-based Private Label International. Private Label is a full service, integrated interior design firm that develops strategic environments and lifestyle brands.

“The Private Label team has been instrumental in helping us define the Cabana brand as a concept that is fresh, inspired and forward-thinking in terms of style and design,” said Deco Communities Partner Rob Lyles. “We are honored that Private Label has received this prestigious award. This award is recognition that the Cabana brand is setting the standard for adaptive use projects both in the Valley, and across the country,” he said.

Deco Communities purchased the 1960’s apartment complex in a transitional urban location and wanted to breathe new life back into this once-desirable place to live. The project scope included a comprehensive property-repositioning plan inclusive of exterior paint schemes, signage, and graphic and cultural brand elements. Public spaces included a leasing office and club room, bike storage, EV charging stations, model units, branded laundries, a fitness center, as well as exterior common spaces and signature pool cabanas.

The challenges were to transform the property on a minimal budget and reuse as much of the existing architecture as possible. The overall vision for the property was strongly influenced by international fashion trends and national art and design, all with a focus on the local community.

The designers pulled in unique vintage pieces from the neighborhood shops, incorporated one-of-a-kind art and brought in a local artist to create exterior murals as public art. The combination of each of these elements resulted in the unique look that is attracting both tenants and the attention of the design community.

Representing the Society’s rich history, the annual ASID Design Awards signify the highest level of excellence in the interior design community, honoring those who have made substantial contributions toward the advancement of the profession while exemplifying a commitment to enhancing quality of life. Cabana on Thomas’ distinction from ASID is recognition of their dedication to style and innovation that is accessible to everyone.

About ASID:
The American Society of Interior Designers (ASID) is a community of people — designers, industry representatives, educators and students — committed to interior design. Through education, knowledge sharing, advocacy, community building and outreach, we strive to advance the interior design profession and, in the process, to demonstrate and celebrate the power of design to positively change people’s lives. Our 30,000 members engage in a variety of professional programs and activities through a network of 48 chapters throughout the United States and Canada.

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Cabana On Thomas Wins Top Design Award From ASID

 

Deco Communities’ Cabana on Thomas project won the American Society of Interior Designers (ASID) Arizona North Chapter’s prestigious Adaptive Use award, a top design industry award honoring excellence in interior design.

Cabana on Thomas is one of Deco Communities’ apartment renovation projects in which infill buildings are revamped and given a new vibrant life. The property’s interior design team is Valley-based Private Label International. Private Label a full service, integrated interior design firm that develops strategic environments and lifestyle brands.

“The Private Label team has been instrumental in helping us define the Cabana brand as a concept that is fresh, inspired and forward-thinking in terms of style and design,” said Deco Communities Partner Rob Lyles. “We are honored that Private Label has received this prestigious award. This award is recognition that the Cabana brand is setting the standard for adaptive use projects both in the Valley, and across the country.”

Deco Communities purchased the 1960’s apartment complex in an transitional urban location and wanted to breathe new life back into this once-desirable place to live. The project scope included a comprehensive property-repositioning plan inclusive of exterior paint schemes, signage, graphic and cultural brand elements.

Public spaces included a leasing office and club room, bike storage, EV charging stations, model units, branded laundries, a fitness center, as well as exterior common spaces and signature pool cabanas. The challenges were to transform the property on a minimal budget and reuse as much of the existing architecture as possible. The overall vision for the property was strongly influenced by international fashion trends, national art and design, with a focus on the local community.

The designers pulled in unique vintage pieces from the neighborhood shops, incorporated one-of-a-kind art, and brought in a local artist to create exterior murals as public art. The combination of each of these elements resulted in the unique look that is attracting both tenants and the attention of the design community.

Representing the Society’s rich history, the annual ASID Design Awards signify the highest level of excellence in the interior design community, honoring those who have made substantial contributions toward the advancement of the profession, while exemplifying a commitment to enhancing quality of life.

 

Deco Communities Teams With Property Management Firm To Expand Brand Of Urban Apartments

 

Deco Communities is turning to prominent property management firm Leonardo Management, Inc. to oversee its renovated apartment communities Cabana Modern Apartment Homes.

With the success Scottsdale-based Deco Communities has experienced with its Cabana renovation projects, it has decided to implement Leonardo’s management system to sustain and improve the properties and resident experience.

“After 16 years of real estate development in the Southwest, we understand the delicate dynamics that make an attached housing project successful,” said Patricia Watts, Partner for Deco Communities.

“We have a tremendous respect for our residents and strive to make their Deco experience an excellent one. By aligning with Leonardo Management we are not only able to enhance our resident experience by offering a high level of personalized service and support, but also to develop strategic management protocols that help all of our properties operate at an optimum level of efficiency.”

Leonardo Management is a highly progressive commercial property management firm servicing multi-family, office, retail, and industrial properties and portfolios throughout California, Arizona, Nevada, and New Mexico.

The company utilizes an exclusive software application, the Leonardo Intelligent Property Operations System, “Leonardo247” which drives Leonardo’s property oversight capability. This approach, coupled with the company’s leasing teams and its investor reporting packages allows Leonardo to fully understand and focus on the fundamentals of property operations.

“In today’s marketplace, forward-thinking real estate developers and property owners are looking to technology-oriented property management companies like ours to maximize their investments and take the guesswork out of daily operations,” said Leonardo Management Founder Daniel Cunningham. “Our software automates many preventative maintenance and risk management tasks, preserving time for our teams to focus on keeping existing residents happy while attracting new ones.”