CENTRUM
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WHAT WE KNOW
Centrum is destined to be home to global headquarters and local enterprises, we will attract cosmopolitan and local companies looking for a place where corporate culture meets quality standards for work, play and life to bring occupancy to the maximum expression: 100%
Our team will focus on leasing the building to quality tenants:
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Using Collier’s proprietary research and understanding the needs of today’s tenants
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Understanding the trends that will define the needs of tomorrow’s tenants and ensuring that Centrum Doral capitalizes on these
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Assisting Ownership navigate this post pandemic reality
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Reinforcing Centrum's sense of identity and
aligns with the sense of purpose and the values of today’s
changing workforce and employers.
THE
TEAM
The depth of the leasing team, headed by Stephen Rutchik, Jonathan Kingsley and Tom Farmer allows us to apply a hands on, broker-first approach to leasing – our senior brokers will be present on every tour. We are veteran “Story tellers” that convey the value proposition better than anyone else in the market. Our deep connections to the brokerage community, will ensure that we are seeing every deal in the marketplace. In addition, Tyler de la Pena will mine our proprietary tenant expiration database, and make direct tenant outreach, partnering with Centrum’s existing tenant base. We will leverage the opportunity presented by vacancies, the identity/track record of Banyan Street Capital and put this asset back on the map.
Jonathan
Kingsley
Leasing Team
Stephen
Rutchik
Tom
Farmer
Tyler
de la Pena
Team Organization
President, Southeast Region | US BRokerage
Executive Managing Director
Senior Director
Director
Associate
Executive Managing Director
Director
Senior Associate
Transaction Coordinator
Associate | Clients Services
Marketing Specialist
STRENGTHS
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Current asking rents are below market
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Central location within the submarket
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Ability to accommodate large, higher density users in Centrum II
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Ability to implement spec suite program for smaller users in Centrum I
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Proximity to numerous F&B options
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Close proximity to 826 & 836 Expressways
WEAKNESSES
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Currently under parked at 3:1,000: Parking is far from the building and not covered
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Current finishes are dated including bathrooms and common areas
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Lack of move-in ready suites
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Inefficient floor plates for larger tenants in Centrum I
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Lack of property amenities, i.e. conference center and fitness center
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Lack of on-site café operator
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Traffic in immediate vicinity can be challenging
OPPORTUNITIES
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Reposition and rebrand the asset within the submarket to change the narrative
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Build structured parking garage
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Bring exciting new concept to the property “ghost kitchen”
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Health provider for the outparcel:
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Short term - set up a “clinic” concept in the building for COVID-19 testing
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Long Term: Provides retail clinic services working in a relationship with CVS Health to open a MinuteClinic
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Increase amenity base at the property, i.e. fitness and conference center
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Upgrade finishes, common areas bathrooms, etc.
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Grow rents to “market” then above and increase with each lease
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Implement tried and true spec suite program in Centrum I
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Implement tried and true vacancy prep program for larger vacancies in Centrum II
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Implement our best in class marketing strategies. Tell the story the way we know how. Convey the value proposition
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Attract tenants from other submarkets based on value proposition
THREATS
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Current pandemic continues to impact market activity
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Large blocks of vacancy becoming available in competing properties
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COVID-induced economic uncertainty
SWOT Analysis
Adapt/Restore
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Adapting to a “post pandemic New Normal”
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Provide touchless offices environment
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Re-think building common areas to comply with social distancing
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Re-branding Centrum Doral to compete at a higher
level in an extremely tight submarket -
Positioning and messaging a new identity to
reintroduce the asset to the brokerage community -
Conference center
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Tenants-only Gym / wellness center
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Spec suites
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Upgrade elevator landings, common areas and
bathrooms -
Improve parking ratio
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Add covered walkway to connect buildings through garage
Create/Build
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Reallocate space within the building or garage for a ghost kitchen
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Drives revenue as leased space
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Amenity for tenants only as cafeteria
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Combine with a food hall
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Recommendations
CENTRUM
Re-Brand
Presented by
Matt Musselman
Associate Director, US Property Marketing & ColliersStudio
A leasing team that excels at both the art and science of the tour:
Senior brokers lead every tour; the tour is planned to show the property to its best advantage. There will always be two senior brokers on larger tours in order to answer questions and point out advantages to all members of the touring tenant.
Digital Universe
Our marketing team will partner with Banyan Street Capital and the leasing
team to determine the right branding, along with creating an integrated marketing plan and
virtual universe that reflects Banyan Street’s message and vision for Centrum Doral.
MIAMI-DADE
Competitive Teams
*Existing buildings only
LOW VALUE
HIGH VALUE
Thank You!
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CENTRUM
