When you're 90 percent rented, what's the best way to reach the fully leased finish line?
For The Kensington, a 27-story, 381-unit downtown luxury tower that's had a successful first year, it's generating some new ideas to attract tenants to its 26 penthouses on the top two floors.
Many buildings are offering concessions such as a month or so of free rent and reduced fees, but the Kensington is taking a different approach, as it competes with top-floor apartments at the nearby Radian, The Arlington in Park Square and the nearly completed Avalon Exeter at the Pru.
"There's lots of high-end penthouse apartments on the market, so we asked how could we differentiate ourselves other than by price," said Keri Walker, regional vice president of Bozzuto Management Co., which leases and manages the property. "We decided that adding free services was the best way to make tenants' lives easier and offers the best overall rental value."
If you sign a one- or two-year Kensington penthouse lease, you get a choice of a free Sports Club LA membership, free weekly housecleaning or free dog walking five days a week. There's a complimentary storage unit, as well as a premier space in the parking garage at the regular $425-a-month rate. Also, package and dry-cleaning delivery services are free to these floors.
Step off the access-controlled elevator on the top two floors and there are tables with bottled waters, Lindt chocolates and fresh flowers. Scented air is piped through hallways with stylish wall coverings and original art. Inside the penthouses are upgraded French door refrigerators, and California Closet built-ins are included in all bedroom closets.
And not all the penthouse units at the Kensington are super-expensive. A smaller 26th-floor one-bedroom with 553 square feet starts at $4,135 that includes all the extras. But if you want a spacious unit, be prepared to pay. A 27th-floor, 1,558-square-foot two-bedroom is renting for $8,825.
The penthouse units are nicely outfitted with stylish cabinets and quartz countertops, laminated oak floors and higher ceilings than apartments on lower floors.
"What's made the Kensington successful is that it has the best amenities package of any other luxury downtown building," said Kensington general manager Fred Colberg. "So our focus on adding more services makes sense for us."
The Kensington is one of the few downtown luxury buildings with a large outdoor pool and roof deck, and almost its entire sixth floor is a series of clubroom, conference, kitchen and billiards spaces, along with a 3,000-square-foot fitness facility.
"One reason why the building has done well is that there are no extra charges for any of the building's amenities," added Jason Gomes, The Kensington's assistant general manager.
Walker, whose company also manages The Victor and Waterside Place in Boston, says the Kensington's approach to penthouse-level service wouldn't work at all buildings. Kensington has been renting units from the bottom floors up and was able to save the choicest units, and views, for last.
The view from Penthouse 27G, a 1,073-square-foot, two-bedroom renting for $8,125, rivals the best in the city with the Boston Common and Public Garden serving as a front lawn and the entire Back Bay and Charles River beyond.
"The views from these penthouses are spectacular and beat those of our competitors," Walker said. "To be successful at this level, you need create a memorable experience for tenants from the front door to the top floor."
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