Studios435 – San Diego

Development

Successful in generating a “buzz,” the property is now fully leased.

Situation

BCI was recruited by developer FPA Multifamily to establish a reputation for Studios435 as unique as the project itself. Located in the East Village neighborhood of downtown San Diego, Studios435 offers fully furnished studios with high-end finishes, all-inclusive utility and Smart Home packages, and ample shared amenities such as an indoor/outdoor gym, business center, lounges, library, courtyard with fire features, and laundry facilities. Studios435 was the first development of micro-apartments to open in downtown San Diego, offering a lifestyle and amenities not previously available.

Strategy

With its broad spectrum of expertise, BCI spearheaded a re-branding, and utilized a media relations campaign, social media campaign, and wrote and designed a property newsletter. The team spent time in the neighborhood, interviewed residents, and visited local hot spots to manage the property’s social media platforms, and to produce a monthly newsletter for property residents. BCI also reached out to brokers, nearby trade schools, and downtown associations, aimed at boosting leasing through partnerships, referrals, and education about the project. Additionally, BCI established a relationship with the San Diego Padres, walking distance from the development, and cemented an excellent relationship with media on behalf of FPA Multifamily.

Results

Armed with a new name, a new logo, and style guide designed by BCI, the media outreach campaign generated several articles in local news outlets about the unique project, and its award nominations helped gain further traction and publicity. Successful in generating a “buzz,” BCI’s Orchid Award nomination for Studios435 was one of the most talked-about projects in the San Diego Architectural Foundation’s Orchids & Onions program, earning it a place as a finalist for the People’s Choice Orchid Award. With successful media outreach, completed site tours for industry influencers and associations, and an ongoing social media campaign, the property is now fully leased.