LOS ANGELES, CA - Alliance Residential’s renovated landmark, Broadstone Hollywood Tower, and contemporary next-door development, La Belle at Hollywood Tower, are garnering attention and enticing residents at their apartment homes with a variety of unique marketing and public relations campaigns. The communities have fast become a major hotspot for entertainment in Los Angeles, from hosting a series of intimate rooftop concerts to serving as a filming location for a growing list of viral videos, commercials and television shows. These nontraditional marketing initiatives allow residents to enjoy an exceptional living experience unavailable in most multifamily communities and provide an original, creative and exciting way to reach additional prospects.
Recently, major audio and video product developer JVC shot the fourth video in its viral “Turn Me On” campaign at the Hollywood Tower and La Belle sites. The video covers the past four decades in JVC’s history and showcases musical acts from each era, including Lita Ford and Puddle of Mudd. “Turn Me On 4: Decades” will be featured on a billboard in New York City’s Times Square for one year, giving these urban luxury apartment communities exposure to a global audience.
One of the most prolific events to date was the partnership with local radio station 98.7 FM to present a series of on-location rooftop concerts to apartment residents and radio contest winners. The Hollywood Tower has already hosted some of today’s most popular rock and alternative bands, including Linkin Park, Mumford & Sons, Weezer, Florence and the Machine, the Airborne Toxic Event, and Vampire Weekend.
The ideas for these events come from the collaboration of Alliance Partner and Managing Director of Development Drew Colquitt, who oversaw the renovation of Hollywood Tower and development of La Belle, and public relations executive Megan MacEachern. Following completion of the renovation and development, Colquitt wanted to attract residents to both communities, while MacEachern was working with a radio station client to broaden its marketing strategies and branding. Colquitt and MacEachern paired their ventures and have since initiated a collection of unique, nontraditional marketing opportunities.
Hollywood Tower and La Belle also serve as a popular backdrop for a variety of television shows. Earlier this year, the communities housed the guests of a new series on the Reelz Channel called “Hollywood Uncensored.” In exchange, Hollywood Tower and La Belle receive an on-air promotional credit during each episode of the show, which currently airs five times per week throughout Southern California.
The marketing initiatives have kept the communities competitive with comparable multifamily properties nearby, with leasing activity stabilized and international visibility growing. “We’ve stepped outside the box with our advertising,” says Alicia Scott, Alliance’s National Director of Business Development. “The concerts alone have drawn the resident profile/demographic we were seeking: people truly connected with the entertainment industry, who want to experience the Hollywood lifestyle with condo finishes and high-end amenities, all with apartment affordability.”
About Broadstone Hollywood Tower and La Belle at Hollywood Tower
The historic Hollywood Tower, built in 1929 with a 2009 renovation, appeals to those with a taste for romance, mystery and fine craftsmanship. The glamorous lobby, corridor, and unparalleled rooftop terraces have been beautifully restored to highlight the building’s iconic status in a way that is both stylish and classic. The residences have been meticulously upgraded to enhance the elegance and vintage character of the building. The Hollywood Tower’s stunning new neighbor, La Belle, is also full of dramatic surprises, combining the intimacy and amenities of a boutique hotel with the modern finishes of a new Hollywood Hills home. The pool, spa, fitness salon and residents’ club enrich the experience of living in Hollywood’s most contemporary apartment community. This is apartment living designed to inspire the new citizens of today’s Hollywood. For more information, visit www.thehollywoodtower.com
Company Information
Alliance Residential is a fully integrated multifamily real estate operating company focused on the development, acquisition, construction and management of residential and mixed-use communities in the United States. Headquartered in Phoenix, Alliance has 17 regional offices divided among six regions throughout the country. Over the past 11 years, Alliance has become one of the largest private apartment owners and the 15th largest management company in the nation, boasting a $6.0+ billion portfolio, 47,000 units in 24 metropolitan markets and a presence in 15 states (Arizona, California, Colorado, District of Columbia, Florida, Georgia, Maryland, Nevada, New Mexico, New York, Oregon, Texas, Utah, Virginia and Washington). For more information, visit www.allresco.com