promotional brochure: community @ martin building + flats

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I conceived and wrote all copy for this electronically-delivered promotional brochure. Macoe Swett provided design and layout. The piece introduced investors, media, and residents to COMMUNITY, an artist and eco-friendly "brand," which opened in fall 2008.

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Page 1: Promotional Brochure: Community @ Martin Building + Flats

Another fine

development by

Page 2: Promotional Brochure: Community @ Martin Building + Flats

COMMUNITY :: OVERVIEW: LWP Group, Inc. seeks to expand upon its 15-year record of award-winning, real estate development with the creation of “Community,” an affordable, “brand” of urban properties. As San Diego continues its metropoli-tan renaissance, an eclectic populace with ever evolv-ing tastes, demands places and spaces of character and distinction. LWP’s Community-branded properties promise to fulfill that need, providing occupants with opportunities to enjoy modern, lifestyle-driven environ-ments in which to reside or work.

The inaugural Community location is the Martin Building + Flats. This existing residential property in the historic Bankers Hill section, will introduce Community’s signature, value proposition: A “boutique” environment offering unique visual detail and design, combined with lifestyle services for maximum comfort and convenience. Also, as its name suggests, the occupants of Community won’t be anonymous to one another. Instead, they’ll enjoy the benefits of a “lifestyle hub” marked by tech-friendly common areas, seamless design, and special events that allow common interests to emerge and thrive.

COMMUNITY :: OBJECTIVES: ■ To create boutique “lifestyle” properties in exciting neighborhoods that effectively

combine modern design and architecture with superior service amenities;

■ To preserve and renovate existing structures by applying, whenever possible, globally-accepted “green” principles of adaptive reuse and sustainability;

■ To compete alongside newer structures by developing properties that reflect local, neighborhood and “community” identity;

■ To remain deeply connected to lifestyle and professional trends, so as to continuously fulfill and adapt to occupants’ evolving needs, tastes, and preferences;

■ To create active, “hub” environments that will “go beyond hello”—basically, places that encourage and stimulate occupant interaction and exemplifies the word “community.”

COMMUNITY :: BRAND EXTENSION:While Community’s initial execution at Martin Building + Flats will be a residential property, the brand has the strong potential to extend to commercial and retail envi-ronments, including short or long term office spaces, hospitality uses among others. Specifically, the “lifestyle hub” elements highlighting artistic detail, practical designs, and technology conveniences (e.g., free Wi-Fi), are takeaways from Community resi-dences applicable to business and retail settings. Additionally, for synergy and conti-nuity, programs can be implemented to allow occupants of Community’s residences to enjoy discounted or priority access to other Community portfolio properties, and vice versa. Such privileges add even more value to the Community experience for adopters seeking to embrace the total lifestyle orientation of the brand.

WiFi

Page 3: Promotional Brochure: Community @ Martin Building + Flats

COMMUNITY :: GENERAL FEATURES:The uniqueness of the Community experience begins upon arrival, at the property’s entrance. It’s visual, it‘s aural, it’s textural. Specifically, the list of lifestyle features and amenities, planned for many (but not all) Community properties include:

■ Free Wireless Internet – Property-wide Internet access delivers hip, coffeehouse culture to all common areas. Residents/occupants are allowed to be productive and mobile in a comfortable, stimulating setting—without leaving the property.

■ Art & Installations – Revolving exhibits/installations by local artists are featured

■ Soundscapes – Custom music from Groove247.com, an LWP Group Internet music site, greets residents/occupants and their guests in all entryways and common areas.

■ Rooftop Deck & Swimming Pool – This social hub of the property allows residents and guests to enjoy San Diego’s climate, impressive views and resort-type amenities--just steps from their apartments!

■ Concierge Services – All residents will have access to a remotely located concierge who arranges for reservations, purchases and discounted services with a variety of preferred vendors, retailers and restaurants.

■ Extended-Stay Units – A limited number of stylishly-appointed, extended stay units will be available for corporate visitors seeking non-traditional accommodations, as well as for residents with out-of-town guests.

■ Community Garden – The property’s Earth-wise objectives are reflected in this cooperative approach to sustainability that allows residents to create their own areas for flowers, plants and vegetables, among other delights.

■ Community Bikes & Bags – Resident/occupants will find that’s it’s easy being green and on-the-go, thanks to the availability of top-quality bicycles, and Community-branded reusable grocery bags. The benefit: Save time, save money, save the Earth!

■ Community Events – Monthly happenings cater to the needs and interests of Community’s residents. Potential events including wine tastings by neighborhood eateries or discussions with artists whose works are on displayed in the building.

■ Sustainability – All community property will use recyclable and reusable materials in building.

■ Recycling – Recycling services provided for both waste and electronics.

■ Giving Back – Percentage of property management fees donated to charity.

Page 4: Promotional Brochure: Community @ Martin Building + Flats

COMMUNITY @ MARTIN BUILDING + FLATS■ No. of Units: 24 apartments; 8 flats

■ Studio, 1BR and 2BR units

■ Size: 350 to 1,000 square feet

■ Rents: $800 to $1,500 monthly (more for furnished units)

LOCATION:Formerly, the Martin Building, the property was built in 1925 and 1961. Community @ Martin Building + Flats is located at 401-413 Olive Street in Banker’s Hill an upscale neighborhood north of Downtown San Diego and in close proximity to Balboa Park. The area is mostly residential and comprised of older homes (several, in Victorian tradition) modern, eco-friendly homes, as well as classic, courtyard apartments. Col-lectively, they sit near new, mixed-use condominiums and renovated apartments.

Professional activity exists at nearby dentists, lawyers and small businesses, and commercially, there is a wealth of acclaimed restaurants, lounges, coffeehouses, salons, and other lifestyle-driven businesses. Residents are young professionals, empty nesters and those who enjoy the pedestrian lifestyle of an urban environ-ment. Ultimately, if indeed, one’s home provides the setting for much of life, then Community @ Martin Building is the perfect stage for the next level of pleasure in apartment living.

UNIT FEATURES:■ Free Wireless Internet

■ Well appointed compact housing

■ Hardwood floors

■ 9 foot ceilings

■ “High Design” decorator selected appointments

■ Lots of natural light

BUILDING DESIGN FEATURES:■ Stylized graffiti “motifs” adorn the property’s interior and exterior

■ Mix of turn of the century and mid century-modern design and architecture

■ Street parking

■ Storage

■ Cats allowed: meow!

■ Pool and tranquil courtyard garden

Page 5: Promotional Brochure: Community @ Martin Building + Flats

NEIGHBORHOOD FEATURES:■ Easy access to mass transit

■ Walking distance to acclaimed restaurants, bars, and coffee houses

■ Walking distance to independent, local markets; five-minute drive to major supermarkets

■ Close to downtown and uptown shopping, dining and entertainment

■ Close proximity to major banks and ATMs

■ Close proximity to San Diego International Airport

■ Easy freeway access

THE RESIDENTS:The typical Community resident is an educated, 25-39 year professional, who craves an affordable, modern living or working experience. Our residents enjoy the creative energy and excitement of an ever-evolving urban property that’s noticeably different in look and feel. They appreciate an environment that features art, design and technology to engage their senses, while delivering warmth and social interac-tion into to their lives. Plus, for them, Community is a “neighborhood within a neighborhood” that’s accented with historic local charm, but also rich with stylish life-style destinations.