what would get you excited to return tothe office again?

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Learning Goal: I’m working on a management writing question and need a sample draft to help me learn.Read very short article and answer the one question at bottom:As the woman in charge of Rockefeller Center, EB Kelly has a big job. She overseesevery aspect of the famous complex, from office and retail leasing to the annualtree lighting. But now she faces a particularly tough challenge—getting the mini-city’s 20,000 office workers excited to return.“Pre-Covid, I used to say we were competing with other office buildings to leaseoffice space. Now we’re competing with your couch,” says Ms. Kelly. “We need togive you a reason to get out of your home and come to the office.”Manhattan Landlords Boost Amenities to Get Workers Back to Offices … It’s a challenge shared by many commercial landlords in Manhattan, where just15% of office workers have returned. The solution? Building owners areintroducing tenant perks and amenities ranging from on-site child care to dry-cleaning pickup and parking discounts.On a recent tour, Ms. Kelly noted new extras offered by her employer TishmanSpeyer, the global landlord that owns Rockefeller Center with its 8.2 millionsquare feet of office space, 100 stores and 40 restaurants.In one building, tenants were enjoying free use of a new co-working spaceavailable to anyone whose own office has yet to reopen, along with those on arotating schedule who want to come in on their work-from-home days.Tenants can use a Tishman Speyer app to book services ranging from an $8manicure at the communal lounge to desk-side grocery and meal delivery.Out on the plaza, tenants sipped coffee at newly installed picnic tables shelteredby canopies and warmed by heat lamps. In front of another building, a RockefellerCenter hospitality team handed out boxed Portuguese tarts.Giveaways—from bagels to chocolates—are frequent, including a recentValentine’s Day flower drop. One bank tenant was so pleased, says Ms. Kelly, shesnapped a photo of the blooms and sent it to her colleagues still working at homesaying, “You gotta come back to the office, there’s all this stuff going on!”Tishman Speyer, the global landlord that owns Rockefeller Center, is o�ering free use of anew co-working space available to anyone whose own of�ice has yet to reopen.Office-building owners didn’t invent tenant amenities just for the pandemic, ofcourse. To help their clients compete with the likes of Facebook and Alphabet’sGoogle in the war for talent, some have long been providing communal gyms,cafes, bike rooms, and events such as yoga classes and cocktail hours, says SammyCourtright, co-founder of Ten Spot, a Manhattan firm providing amenitypackages: “They were going above and beyond to create something more thanoffice space.”And that was in good times. Last year,amid the pandemic, Manhattan officeleasing volume fell to 19 million squarefeet, a 56% drop from 2019, according toreal-estate brokerage and managementcompany Colliers International, whilethe vacancy rate jumped 44% to 14.3% oftotal office space—the highest on record.Average asking rents, meanwhile, fell 6.4% to $74.39 a square foot.The result? Office landlords feel more pressure than ever to demonstrate theirvalue, and the amenity campaign is escalating.Related Companies is rolling out an outdoor workspace program for the 40,000people in its four office towers in Hudson Yards. Tenants can reserve a fresh-airspot equipped with Wi-Fi and electrical outlets for team and client meetings. Ithas partnered with Mount Sinai Health System to provide workers with weeklyon-site Covid-19 testing, and last month launched an on-site child-care program.Silverstein Properties is luring subway-shy tenants with Uber, Via and parkingdiscounts. New amenity spaces in Silverstein-owned towers, including 7 WorldTrade Center, offer yoga rooms and lounge areas. On-site “hospitalityambassadors,” meanwhile, provide concierge services, including dry-cleaningpickup and business-travel assistance.And like many large landlords, Silverstein has moved existing amenities such asfitness classes to a virtual platform in an effort to stay connected with tenantsworking at home.Will such measures pay off? Tenants these days are mainly interested in getting adeal on the rent, says Jonathan Wasserstrum, CEO of SquareFoot, a tech-enabledcommercial-real-estate broker based in Manhattan. He’s also seeing keen interestin on-site child care and healthcare. Free bagels? Not so much. “The ice creamsocials are appreciated but not a factor,” he says.But some landlords taking the long-term view believe higher spending onamenities, done right, will produce higher rents and lower vacancy rates.Before the pandemic, office landlords typically spent $1-$2 a square foot annuallyon amenities and marketing, says Kevin Smith, executive managing director forasset services with Cushman & Wakefield, a big New York commercial real-estatebroker and property-management firm. Now that the risk of an expensive vacancyhas increased, some are boosting that spending to $2-$5 a square foot.Among the landlords going big is Nuveen, which owns seven Manhattan officebuildings totaling 3 million square feet. The company is no longer content to be abehind-the-scenes space provider. It aims to be a high-reputation brand such asApple or the Ritz-Carlton, and to get office workers bragging that they work in aNuveen building.“The office building and the landlord have been commoditized. But now, when youcome to a Nuveen building, you’ll know it,” says Nadir Settles, a managingdirector overseeing office properties in the New York region.People hang out at newly installed picnic tables on a Rockefeller Center plaza.Appeared in the March 3, 2021, print edition as ‘Perks Lure Workers Off Their Couches.’Copyright © 2021 Dow Jones & Company, Inc. All Rights ReservedThis copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers visithttps://www.djreprints.com.Among its efforts to make the office experience more like a fancy hotel visit—or atleast better than working at home—Nuveen is hiring lobby attendants withhospitality backgrounds, and planning communal features such as nap rooms,simulation golf and, at its 780 Third Ave. building, an outdoor park.The upgrades don’t come cheap, Mr. Settles says. But these days, a propertyowner can’t afford not to make the investment. “The most expensive space for me,as a landlord,” he says, “is vacant space.”Assignment:SHARE YOUR THOUGHTSIf you have been working from home,what would get you excited to return tothe office again? Join the conversationbelow
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