Last summer, the Hines team received word that an unidentified customer was undertaking a multi-city searchto find at least 200,000 square feet of officespace. One of the places that attracted theprospective tenant was the West Midtownsubmarket in Atlanta, where the HinesAtlantic Yards project sits.
That customer turned out to beMicrosoft. Hines and its partner InvescoReal Estate scrambled to woo the technology giant and ultimately secured the prize:Microsoft will occupy 523,000 square feet,the entirety of the two-building AtlanticYards office development, in the summerof 2021.
That two-year process was an arduousjourney, made far more complicated whenthe pandemic suddenly struck in February.Among many other tasks, the marketingprocess had to be rejiggered to accommodate health and safety needs.
“There is no question that the environment for traditional marketing has beencompletely rocked,” says Hines’ seniormanaging director John Heagy. “While wewere working with Microsoft [before thepandemic], we were able to show space,Like many firms, Hines has adoptedvirtual leasing to supplement more limitedin-person interactions. “We’ve gotten
IN THE TIME OF THE PANDEMIC
Marketers have had to toss their old playbooks in the era
of Covid- 19. In many cases this has been a good thing.
BY NATALIE DOLCE