333 Turf Club: Activating a Plaza to Create Value & Tenant Buy-In
Client: CBRE
Date Range: 2014
Summary: 333 S. 7th Street had an attractive 1⁄2 block lawn in front of their Class A office building. It was a rarely used space, but when it was, acted as a pathway, and very occasionally for large building and tenant events. It looked good, but was not producing much value for the building or its users. As the leasing agent and manager of the building, CBRE retained The Musicant Group to launch “The Turf Club” – an activation strategy for their onsite green space, with the goal of increasing tenants’ attachment to the building by creating outdoor amenities and experiences that differentiated them from peer buildings.
Project Goals & Strategy
Our goal was to increase tenants’ attachment to the building by increasing their utilization and enjoyment via new outdoor amenities and experiences that differentiated them from peer buildings.
Our strategy involved conducting a comprehensive engagement process and made physical improvements, and launched new programming, based on how we learned that people wanted to use the space.
What we did
Discerned the experiences users wanted to have in this space, and designed accordingly
Paired the launch of the physical amenities with a multi-channel promotional campaign to raise awareness, usage, and address hurdles from day one.
Provided users with the opportunity to participate in activities such as croquet, boccee ball, frisbee, and more
Launched regular programming which included live music, happy hours, fitness classes.
Outcomes & Benefits
333 S. 7th Street and the Turf Club were named “Best Large Open Space” in 2014 by the Downtown Improvement District with CBRE and The Musicant Group as recipients.
Through our project survey, tenants reported the following:
94% reported being a more satisfied tenant.
78% report an increase their sense of community and connection within their organization and the building as a whole.
48% reported being more interested in coming into the office.
37% reported being more likely to stay at their current company, all things being equal (0% responded “less likely”).
