Overview
Location
Brooklyn, New York
By the Numbers
6 million square feet
66% adoption rate
Client
Belvedere Capital, Jamestown, and Angelo Gordon & Co.
Client Type
Landlord
Summary: Industry City enlisted the help of HqO back in 2019 to help strengthen their internal community of over 8,500 employees from over 550 tenants. Over the course of the last three years, the property team has seen great success in achieving this goal — in fact, their app has a 66% adoption rate. However, this past summer they recognized they weren’t using the HqO platform to its full potential, especially when it came to event promotion and facilitation.
The Property
Industry City is a 6 million-square-foot mixed-use complex comprising 16 buildings on the waterfront in Sunset Park, Brooklyn. The property’s ownership — led by Belvedere Capital, Jamestown, and Angelo Gordon & Co. — is constantly working to cultivate a diverse tenant mix that fuses today’s burgeoning innovation economy with traditional manufacturing and artisanal craft. Often referred to as the “most interesting and authentic area of NYC” the campus is home to office space, retail, eateries, art installations, and countless green spaces.
The Challenge
The HqO platform has supported the Industry City real estate experience strategy for over four years. Not only does the app offer users the ability to order ahead for takeout with onsite vendors, and book time at the gym, but the property team has also used it in unique ways. For example — to share open jobs from their tenants and available rental space across the campus.
However, the team didn’t consider that the app may help them execute their winter tenant event. And because of that, attendance was lower than ideal. In response they began looking for a fresh, new approach to event promotion — and in came HqO.
This summer they tapped into the expanded functionality of the HqO platform and decided to use it as the primary tool for event communication leading up to their 2023 Summerfest tenant event. What’s more, employees could only attend the event if they had RSVP’d through the app.
The Results
Within only 24 hours of the invite going out there were over 250 new downloads of the app. Even more impressive — of the over 650 people who ended up RSVPing, 90% of them in fact attended the Summerfest tenant event.
With help from the HqO platform — the event was a huge success. Unlike in the winter, the team was able to easily, and frequently, promote the party and effectively manage RSVPs. This resulted in more attendees and significant cost savings being they were able to plan the event for an accurate headcount.
The HqO platform continues to contribute to the ongoing work of creating a community at Industry City.
“Our app is an integral part of tenant engagement and was an important tool for our Summerfest tenant event. We were able to conduct check-in for the party, collect key tenant information, and get them looped into our communications ecosystem. Our tenants are now able to stay up to date on the latest and greatest at Industry City!”
— Steven Zangrillo, Property Manager at Industry City
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