Bethesda, Md.-based Donatelli Development has embraced the boutique hotel look. Like the developer’s other properties, Highland Park—developed with Gragg + Associates—is loaded with personality. It differentiates itself in a number of ways, including a bold, floor-to-ceiling LED light show with continually changing colors that create drama.
Read the whole story and see the pictures in the digital edition of MHN Magazine June 2010 Edition
“It’s a major wow factor,” says Christopher J. Donatelli, president, Donatelli Development. “Because the façade of the building is all glass, the LED wall really lights up the street at night. A lot of people are drawn to it.”
Donatelli adds that in a ground up building, there is tremendous opportunity to be creative. Differentiation is key, and with this 229-unit rental property in Washington’s newly revitalized Columbia Heights neighborhood, the developers saw a real opportunity to go modern. “It’s a bit of South Beach with a little bit of a night club feel. Given that many of the residents are very social and eager to have events in the building, it’s been a hit,” adds Donatelli.
Highland Park is a public-private partnership with the District of Columbia, which owns the land. Twelve acres were sitting vacant right around the newly opened Columbia Heights Metro station. The city put the land out for bid and held design competitions with the community before selections were made. Donatelli Development now has four new transit-oriented, mixed-use projects above Washington, D.C.’s Green Line.
Hard construction costs for Highland Park were around $60 million, with interior design costs approximately $1 million (not including the furniture). While it does cost more to build this caliber of product, Donatelli thinks it’s money well-spent. “It’s prime property right above the Metro, and you only get one opportunity to build a long-term asset,” says Donatelli. “We build to hold. I think it’s the best strategy.”
Efficiencies in other areas enable the investment in the amenity and common spaces. “This is a competitive environment. Renters have choices, and the project needs to really stand out. We are at above 95 percent leased,” adds Donatelli.
According to Julie Smith, president, Bozzuto Management, “The LED light wall is truly unique and our residents are enthusiastic about having a feature that no other community in this area has. It regularly draws in prospects walking down the street,” she adds, “especially in the evening when it illuminates the entire lobby—an excellent example of innovative curb appeal.”
Smith notes that residents also enjoy Highland Park’s lobby and common areas because they exude a “lounge” vibe that’s conducive to socializing. “All the amenity spaces are bright and modern, and most importantly, well maintained, resulting in residents who take pride in their community,” says Smith.
“While a well-designed community is certainly easier to market in today’s economy, having truly distinctive design elements that other communities don’t is a memorable differentiator that really sets you apart from the rest.”
