The December 21, 2008 Sunday Real Estate Section front page had an article about a "mini condo" development in Jackson Ward. The developer is a gentleman named Ron Stallings of Walker Row Partnership. Just for the record, I have never met Mr. Stallings. However, I did see him speak at the Venture Richmond Forum on Downtown Development, about which I have previously blogged.
I have to say, of the residential developments that were described at that Forum, I was most impressed with Mr. Stallings and his descriptions of his condominium projects. Not only did he describe what he was developing, he explained WHY. He had a specific target market for each of his projects. For example, the "mini condos" are for young, urban dwellers with steady but moderate income. They sell for $87,550, or $530/month. [NOTE: I don't know if that $530/month includes the $100 per month condominium fee]. He made the units small and affordable, but still hip and cool, by using IKEA cabinetry in a shiny white or red lacquer, full size stainless steel appliances, and movable wardrobes and wall configurations. He also emphasized the environmentally friendly elements of this development, since this buyer demographic - young, 20-something, urban dweller - tends to be environmentally and socially conscious.
On the other hand, he described another of his condominium projects designed for downsizing Baby Boomers, who want the traditional "hallway style" of living. According to Mr. Stallings, the Mrs. wants to go down the hall and get in bed and read while the Mr. stays up watching the game. These buyers are NOT interested in the urban loft-style condominiums where the private sleeping space is open to the living areas (see The Summit Lofts, The Mews at Carytown, the Reserve, etc.). For these units, the square footage is larger, the cabinetry and finishes are more traditional, and the price point is higher (up to $269,000).
What I really liked about Mr. Stallings presentations: He was THOUGHTFUL, and his designs and floor plans were specifically tailored for a particular project's buyer demographic. Too many other developers seem to churn out the exact same product over and over and over again, ad nauseum. ANYONE can do dark cabinets, brushed nickel fixtures, stainless steel appliances. In fact everyone seems to use the same exact granite, the same exact cabinets, the same exact tan floor tile. B-O-R-I-N-G. I think developers stick with a formula because it has sold in the past, so the assumption is it will sell in the future. If that works, great. But then you are competing against ten other developments with the exact same product. So you better have something those other projects don't, like a better location, lower price point, better amenities.
Kudos to Mr. Stallings for thinking about market needs that aren't being met, and trying to figure out if he can make a specific product to address that under-served segment of the market. Other developers seem to shy away from these niche developments. It's like they'll only do exactly what everyone else is doing, maybe that makes them and their lenders feel safer.
As a result, we end up with these cycles of project types and the developers who are late to the game end up with not enough demand for their type of supply. That seemed to be the case with the downtown high-rise new construction condominium projects. Riverside on the James did great for the first round of buyers, and people even flipped reservations for big money. But by the time Vistas on the James was completed, the market was saturated. Even now, lots of those units in both buildings are rentals, not owner-occupied.
Now it seems everyone and their brother has jumped on the band wagon of uber-urban open plan loft condominiums in Church Hill, the Bottom, Downtown, the Fan. These puppies have exposed ductwork, contemporary fixtures and finishes, and lots of open spaces. For example, bedrooms often aren't framed completely in, but have partial walls, or are in open lofts overlooking the living spaces. Personally, I don't think there are enough buyers who WANT that ultra-industrial, open space style of living in little ole traditional Richmond to absorb all the units currently in inventory or in development. I sure as heck don't want people downstairs playing "Rock Band" while I'm trying to sleep in my open loft. But maybe that's just me, and maybe I'm wrong about the amount of demand for this style of living. It sure as heck wouldn't be the first time. [;)]
Good projects will meet their markets. By that I mean they will have a specific target buyer demographic, be designed to appeal to that demographic, and will have the other required basics: decent location, good execution on the construction side, and appropriate pricing. But too often it seems the projects aren't designed with a clear picture of the likely buyer demographic's needs or wants. For example, I don't think you can develop a "luxury" condominium project ($375,000+) in the Fan without off-street parking. If you develop a high-price point project in an urban neighborhood without that amenity, you have just created a HUGE obstacle for yourself in selling those units.
But I digress. To return to my original point: I was and am impressed by Mr. Stallings for "thinking outside of the box." We'd have better projects, better urban infill, a better City, if more developers did the same thing. If you were a developer, wouldn't you rather be on the cutting edge, than one of the lemmings late to the game? Kudos to you, Mr. Stallings, and good luck with all your projects.
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