Flats at Atlas Recognized for Excellence in Resident Marketing
WASHINGTON—On Thursday, The National Association of Home Builders (NAHB) recognized Clark Realty Capital (CRC) for excellence in marketing at the 2014 Multifamily Pillars of the Industry Awards. The Flats at Atlas (the Flats), a 257-unit luxury apartment community located in the city's up-and-coming Atlas District, took home the award for Best Lifestyle Programming.
Flats at Atlas
"It's not just about the pool anymore; it's not just about having a fitness room. It's coming up with new and different ways that people can live and interact and enjoy the places that they live," said vice president of marketing and education at Princeton Properties and panel judge Claire Collins.
The Flats went beyond the typical amenities that entices residents to stay by developing an extensive campaign that featured dynamic and community-centric programming. In the fall of 2012, the Flats partnered with Yelp! to host a two-night "Fantasy Land" party that drew roughly 1,600 potential and current residents.
Following the property's official opening on March 8, 2012, the Flats partnered with the WNBA Mystics to house their basketball players in exchange for over $35,000 in promotional opportunities, many of which were geared toward current residents.
By the campaign's end, the partnership supported an increase in building occupancy to 98 percent and allowed residents to foster unique connections with athletes in their community. In addition to large-scale campaigns and events, the property team, which includes Bozzuto Management, hosts cocktail hours, movie nights, sports viewings, breakfasts-to-go, and fitness workshops three to four times a month to promote resident retention.
The team also hosted two successful Resident Appreciation Week events in 2013, one featuring a New Year's resolution each day of the designated week concluding in a final party, and another beverage-focused, week-long event culminating in a fall craft beer tasting. The November event welcomed rougly 70 percent of the Flats' 400 residents, and received recognition by Curbed DC, a blog named "the granddaddy of all real estate blogs" by Forbes.
The Flats team not only planned events for residents, but also welcomed residents of the DC community. The team hosted two art shows, FLEX and Identity Crisis, in the Flats' unoccupied retail space that attracted over 130 resident and local attendees and spotlighted DC-area artists.
The team spearheaded Fall for H Street, a local food and beverage tour that was open to the public and discounted for Flats residents. Overall resident lifestyle programming for the Flats has supported occupancy increases from 0.77 percent in 2012 to 94.4 percent in 2014, with a 62.7 percent retention rate as of 2014.
"We are thrilled to receive this recognition by NAHB and our industry peers," said Stephanie Anderson, marketing director at Clark Realty Capital. "At the Flats, we wanted to develop programming that was as vibrant as the residents of the Atlas District community itself. The desire to truly exceed resident expectations was at the core of our marketing strategy, and we are thrilled to have made the Flats a place residents are proud to call home."
The Pillars of the Industry Awards are highly regarded among top-level multifamily development companies, management firms, and experts in the field. Judged by a jury of knowledgeable peers, the competition showcases the best communities and developments across the country.
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About Clark Realty Capital
A fully integrated, national real estate firm based in Arlington, Va., Clark Realty Capital offers a broad base of services including capital markets, finance, development, construction, property management, and investment management. Clark's development expertise spans award-winning residential, office, retail, and mixed-use projects with a total development value of over $6.5 billion. Clark Realty Capital is an affiliate of the Clark Construction Group, the nation's oldest and largest privately-held general building contractor in the nation. For more information, visit www.clarkrealtycapital.com.
About Bozzuto Management Company
Voted Property Management Company of the Year in 2011 by Multi-Housing News, and in 2000 and 2009 by the National Association of Home Builders (NAHB), Bozzuto Management Company offers the finest in apartment living and management services. With more than 170 communities in exceptional locations throughout the East Coast, Bozzuto Management provides a resident experience that is truly beyond compare. The company is a subsidiary of The Bozzuto Group, a full-service real estate firm headquartered in Greenbelt, Maryland. For more information, visit www.bozzuto.com.
About The National Association of Builders
NAHB is a trade association that helps promote the policies that make housing a national priority. Since 1942, NAHB has been serving its members, the housing industry, and the public at large. The organization mission is to recognize housing and housing providers as the strength of America and create an environment where every American has the opportunity for a safe, decent and affordable home in a suitable living environment provided by an entrepreneurial and competitive industry. For more information, visit www.nahb.org.