While the pandemic has driven many luxury buyers from high rise towers and into single family homes, many are now back in new urban developments, and they expect all the benefits, if not some.
âIt seems people are really looking for as comprehensive a service as possible,â said Ryan Serhant, founder of New York-based brokerage firm Serhant. âThey’ve spent the last 18 months doing everything for themselves, and they’re back and they want to get back to the new normal, whatever it is, and get things done. They want the services and they pay for them.
In practice, it may look like classic concierge services, butlers, celebrity chef’s in-house restaurants, branded fitness classes, and organized events. It also aligns with the current trend for luxury lifestyle and hotel companies to open their own branded high-end residences.
Standard recently announced the launch of Standard Residences in Miami, which will be the hotel group’s first residential project and is expected to feature 34,000 square feet of amenity space. In New York City, the Mandarin Oriental Residences, Fifth Avenue, announced the perks would include personal chefs, butlers, personal buyers, sommeliers and bartenders, as well as a Daniel Boulud restaurant.
At the St. Regis Longboat Key Resort residences, also in Florida, âBuyers want St. Regis service, it’s really important to them,â Ms. Saunders said. âThe butler is of course glamorous – and the private chefs are just part of a five star resort where they can retreat to individual homes but within walking distance of restaurants and an amazing spa.â
Rather than providing event rooms that remain largely empty, buildings now take responsibility for the creative programming of internal events.
âIt’s really important to have programming for your equipment,â Barrocas said. âIt’s something we really emphasize when we look at things from a retention perspective and give people a reason why they should stay in our building rather than go to another building. “
At Brooklyn Point, a new development in downtown Brooklyn, “We’ve partnered with a group called Meet Resident, and they have relationships with chefs at Michelin-starred restaurants,” said Ari Goldstein, vice president Senior Development Officer at Extell. âThey invite them to do tastings and food and wine pairings with residents, and residents get early access tickets and discounts. This part of activation and management [amenity spaces] we think it’s really important. (Meet Resident is also a partner and hosts foodie events with Quay Tower, a new Brooklyn development marketed by Mr. Serhant.)
This new focus on community events reflects a broader shift in the way luxury buyers and tenants want to interact within their buildings.
Before the pandemic, “it was so much about being private,” said Tina Necrason, executive vice president, residential for California-based Montage International. âNow the social aspect has definitely started to become more appealing to our families and our owners. “
Photo: Mandarin Oriental 5th Avenue