Real Estate Developer Keeps Artists Around To Attract Buyers

Real Estate Developer Keeps Artists Around To Attract Buyers

How can a builder increase sales of his housing units? Read on to know what a New York-based real estate developer is doing to attract tenants.

Naresh Kumar
  • 9 june 2010

New York Times tells the story of a real estate developer trying to attract buyers by having creative artists and their studios in the neighborhood of his housing units. While developers often use history attached to a place as their selling point to prospective buyers, Douglas Steiner of Steiner Studios plans to keep choreographer Elizabeth Streb’s dance studio in the Williamsburg neighborhood of Brooklyn, hoping that it will attract sales of his $1 million-plus town homes and apartments.

Steiner constructed his development project with all the apartments tucked around Streb’s studio which he sold off to her on a no-profit, no-loss transaction. Steiner’s ingenuity has started paying off with some local families already connecting with Streb’s dance studio and a few more new buyers moving in.

The Times reports:

Local families have connected with Ms. Streb’s studio. Jenny Williams, a painter who has lived in the neighborhood since 1992, has been sending her son, Whitman, 10, and daughter, Clementine, 8, to classes there since the studio opened. “When people ask me why I would want to raise kids in New York City, it’s one of those places that is sort of the reason,” she said.

That is what Mr. Steiner is counting on. In December, Nanette Guarda moved into a $1.125 million apartment at 80 Metropolitan with her husband, Michael Guarda, her 7-year-old daughter, Natasha, and her 6-month-old daughter, Gemma. Ms. Guarda said Natasha already “peeks in there every time we go by.” For her family to take classes there, she said, “it’s really a matter of time.”

NY Times: “Keeping the Artists in Williamsburg and Attracting the Bankers”


Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Work Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Conner Young explains why supplements are the next food trend coming to the workplace

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers


Get PSFK's Related Report: Innovation Debrief: Boston

See All
Technology Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Arts & Culture Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

Design & Architecture Today

Flower Pencils Create Cherry Blossom Petals When Sharpened

A Japanese stationary company developed the special implements in order to create unique shavings


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 14, 2016

Everything I Know About Leadership I Learned Teaching 7th Grade Math

Bree Groff, Managing Director at NOBL NYC, shares her secrets for knowing your employees and enabling a team

PSFK Labs october 12, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Augmented & Virtual Reality Today

The Simpsons Is Stepping Into The World Of VR

To celebrate their 600th episode, the animated family sitcom created a virtual reality version of their opening gag

Syndicated Yesterday

Museum Exhibit Celebrates Strange Architectural Contraptions

Artist William Heath Robinson's peculiar genius is on display in this recent show with wiggling ducts, jumbles of planks and coils of cable

Food Yesterday

This Sensor Will Help You Brew The Perfect Cup Of Tea Every Time

42Tea is a small device that guides you through every step of the brewing process, even identifying the type of leaves being used

Design & Architecture Yesterday

Norwegian Mountaineering Center Mimics A Snow-Capped Mountain

The structure's exterior is clad in a uniform surface of pixels to create a unique climbing experience

Gaming & Play Yesterday

Shopping Bag Turns Your Hands Into A LEGO

Designers from the School of Visual Arts thought up the Playbox Bag for a competition

Sustainability Yesterday

Giant Coffee Cups Encourage People To Recycle Their Morning Cup Of Joe

The Hubbub Foundation has created a set of themed bins meant to inspire recycling on a large scale

Home Yesterday

Small Device Creates A Personal Weather Station Inside In Your Home

Netatmo's new sensor is a standalone air quality monitor that can measure humidity, purity, noise and temperature

Travel Yesterday

Advertising Proposal Aims To Be The Most “Instagrammable Billboard In The World”

The Belltower in Los Angeles would allow video advertising and live event streaming, and include a pedestrian plaza for visitors

No search results found.