EASTWAY Property Positioning R1
November 17, 2017
ABOUT THIS BOOK This book was written to share the fundamental core of the Eastway brand. The purpose of this book is to create a strong brand position that will allow us to curate a community of like-minded people. By developing an intelligent and authentic position for your property in the market, it’s easier to connect with the right prospects. Generating a brand position that resonates with management and residents creates harmony. When people think and act harmoniously, important business benefits are the result. 1. Faster Lease-up - When everything feels exceptional, prospects are moved to act fast, rather than lose a perfect place to live to someone else. 2. Reduced Management Costs - When people are harmonious the property is easier to manage, streamlining efforts of property management. 3. Lower Turnover - Living in a harmonious environment makes people happy and more likely to stay, reducing costs associated with leasing and maintenance. 4. Stabilized Revenues - Less turnover and lower management costs creates a more secure revenue base. This brand positioning serves as the internal foundation for all expressions of the Eastway identity, culture, messaging and creative collateral.
2
1
5
BRAND CONCEPT
LOCATION
2
6
PROPERTY DESCRIPTION
TARGET TENANT
3
7
NAME & TAGLINE
MARKETING MESSAGE
4
8
AMENITIES
FACT SHEET
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
1. Brand Concept
“You were born with potential. You were born with greatness. You were born with wings. Learn to use them and fly.” RUMI
3
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
1. Brand Concept
CONCEPT
Ease
ABSTRACT Wake up to a new way of living. Dreams take flight when you go beyond the ordinary. Try new things. Expand your horizons. You’ll go further than you ever imagined. When you spread your wings, you clear the way to your goals and experience a higher level of ease and sophistication.
METAPHOR
Spread Your Wings
4
Eastway's modern apartments are your passport to freedom. Every detail, every experience encourages you to live life to the fullest. A space to launch your biggest dreams and a place to return at the end of your journey, Eastway is a home that inspires greatness and makes living easy.
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
2. Property Description AN EASY PLACE TO LAND Eastway brings a fresh twist to classic Westside living. Blending natural outdoor elements with clean, modern design—a relaxed vibe flows freely. Generous floorplans paired with intimate enclaves create just the right balance of space and privacy.
BUILDING FEATURES
Resort-style amenities and walkable conveniences mean never having to drive to get what you want. With lush landscaping, private balconies, and plenty of covered parking, Eastway is a place to go with the flow.
• 135 units
• 5 story • 213 parking spaces • 15,000 SF open space • Triangular, corner site • Pool, Lounge, Dog Park, Gym, Garden
INTERIOR FEATURES • Studio, one-bedroom and two-bedrooms • Balconies & patios • White vertical subway tiles in bathroom • Classic, contemporary design • 2 interior design schemes: Light – White gloss cabinets with natural wood-style flooring Dark – Charcoal gloss cabinets with dark wood-style flooring
5
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
3. Name & Tagline
Eastway MODERN WESTSIDE APARTMENTS Live Easy.
NAME
DESCRIPTOR
TAGLINE
URL
6
Eastway MODERN WESTSIDE APARTMENTS
Live Easy.
liveateastway.com
Reflecting the partial name of the property’s street, Eastway is both practical and meaningful.
This descriptor uses three descriptive words to further clarify the property’s identity. “Modern” indicates that the building is new with a contemporary focus. “Westside” highlights the property's desirable location and “Apartments” signifies that these residences are for lease. In two simple words, this tagline communicates the essence of Eastway. Encompassing the concepts of accessibility, location and fresh, clean uncluttered design, this tag inspires tenants to relax and enjoy. This URL offers the benefit of having the name of the property in the URL for optimized searchability. The URL is also a poetic phrase that flows easily, aligning with the brand concept.
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
4. Amenities EASY LIKE SUNDAY MORNING Start with an invigorating workout in the 24/7 state-of-the-art fitness room. Unwind under the stars in a perfectly heated jacuzzi. Shoot pool with friends in the indoor/outdoor clubroom, grill up fresh seafood with neighbors by the pool. Eastway’s centralized community spaces are a hub for relaxed social gatherings and neighborly connection. A convenient dog park, secluded fire pit and landscaped gardens ensure there’s always a easy spot for you to kick back and relax.
THE PUMP • 24/7 Fitness • State-of-the-art equipment
7
THE CLUB • • • •
Indoor/Outdoor Space Gourmet Kitchen Billiards Table Communal Dining Tables • Banquette & Lounge Seating • Large Screen TV
THE DIVE • Pool & Jacuzzi • Lounge Seating • Outdoor Grills
THE PIT • Firepit • Lush Landscaping • Moveable Seating
THE RUN • Dog Park • Seating Area
THE GARDEN • Lush Landscaping • Bench Seating
THE VIEW • Roof Access • Communal Seating
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
5. Location YOUR ALL-ACCESS PASS Authentically cool, Westchester is the ideal community to create a life you love. A hidden gem tucked within an urban environment, indie shops, international eateries with quick conveniences are just steps away. Bridging the Westside to the South Bay and beyond, Westchester offers easy access to your favorite destinations. Airport adjacent, last minute getaways and business trips are a convenient reality. Skip the traffic and enjoy a quick commute to the Westside. Direct access to Silicon Beach, Playa Del Rey, Playa Vista, Marina Del Rey, Venice and Santa Monica means getting to work just got a little smoother. Eastway is Westchester’s newest modern residence that give you the best
 of all worlds.
8
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
5. Location ADJACENCIES
Grocery
• • • •
• Trader Joe’s • Ralphs
LAX LMU Silicon Beach Westchester Downtown Business District • South Bay • Westside
WALKABLE AMENITIES
• • • • •
Restaurants
Retail
• • • • • •
• • • • •
Starbucks The Coffee Company Coffee Bean & Tea Leaf The Ramen Joint Ayara Thai Cuisine Kanpai Japanese Sushi Bar & Grill • Yogurtland • Plus Many More
9
Services CVS Chase Citibank Wells Fargo Bank of America
Soundsations Home Goods Petco Bed, Bath & Beyond Office Depot
Medical • Urgent Care • Acupuncture • Hypnotherapy
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
6. Target Tenant A NEW GENERATION OF MOVERS & SHAKERS Eastway tenants thirst for something more. Active and educated, cultured and sophisticated, the ideal resident is establishing a foundation from which to reach new heights professionally, personally and socially. In their early 30’s to early 40’s, the Eastway tenant seeks a lifestyle that is easy and laid back with a distinct career-shaping momentum that connects them to the people and places they want to know.
10
EARLY NESTERS
LMU LIONS
Young working couples who prefer to work and live on the Westside will be right at home at Eastway. A small town feel combined with convenient amenities and close proximity to the office provide an ideal live/work balance. Young couples with dogs will take advantage of the onsite dog park and pet-friendly neighbors.
Eastway’s location nearby Loyola Marymount University expands residential options for students. Eastway provides a secure foundation for mature students who want to live in an environment that supports their professional aspirations.
GEEKSTERS
ROAD WARRIORS
Hip tech employees who work in SIlicon Beach or the South Bay will enjoy easy access to the office. Outdoor enthusiasts can bike to the beach and enjoy Eastway’s walkable amenities. Partaking in the nightlife offered at nearby hotspots, Eastway is a relaxed home to retreat to after post-work socializing.
Busy professionals needing to commute frequently will be attracted to Eastway’s close adjacency to LAX. Relaxing amenities and quick walkable conveniences mean residents can unwind at home after returning from long trips.
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
7. Marketing Message OH THE PLACES YOU’LL GO Whether life takes you to Silicon Beach, Venice Beach (or both), Eastway gives you easy access to the best Westside destinations. Your gateway to both Santa Monica and the South Bay, Eastway’s convenient Westchester location gets you where you need to be. Choose to go beyond borders with close proximity to LAX. At Eastway, the sky’s the limit. Prefer to stay close to home? Walk out your door and experience the charm and convenience of downtown Westchester. Walkable amenities mean you can leave your car and your cares behind. Retro LA meets modern Westside in a balanced flow of relaxation and inspiration. Sophisticated stylings and outdoor elements delight in social spaces and private gardens, all in perfect balance. Eastway is a place where dreams take flight. And a place to land after your adventures are complete.
Live Easy. Live Eastway.
11
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
8. Fact Sheet ADDRESS
UNIT SIZE
PARKING
8820 Sepulveda Eastway Los Angeles, CA 90045
467 – 1197 SF
• 213 parking spaces
CROSS STREETS SE corner of Sepulveda Eastway & La Tijera Blvd
BUILDING TYPE Multifamily Residential
UNITS 135 Units 28 – Studios 60 – 1 BR 47 – 2 BR
• Secured two-level subterranean
AVAILABILITY • Leasing Q1 2018 • Building Opening / Occupancy by 5/1/18
FEATURES • Westside location • Walkable amenities • LAX adjacent • Pool & jacuzzi • Clubroom • Fitness center • Fire pit • Dog park • Landscaped gardens
12
• Separate entrances for each garage level – one is visitor and resident and one is resident only parking
OWNER/DEVELOPER CIM Group
ARCHITECTS ADC
INTERIOR DESIGN Ariel Fox Design
BRANDING Flux Branding
EASTWAY | PROPERTY POSITIONING R1 | NOVEMBER 17, 2017
Thank YOU
1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com
Karen Maxwell
CREATIVE DIRECTOR
Julie Greene
CREATIVE STRATEGIST
Nick Campbell
ACCOUNT MANAGER
William Dee Tuyor
PRODUCTION COORDINATOR
Johanna Ketterle
GRAPHIC DESIGNER