CHICAGO—More than fifty years ago, the Prudential Building was the tallest in Chicago, but in the intervening years it was overshadowed by more modern towers on N. Michigan Ave. and in the Central Loop. But the opening of Millennium Park has once more made its East Loop neighborhood, long the most anemic office submarket in the CBD, a destination for growing companies, and the Prudential Building, now called One Prudential Plaza, has been taking advantage of the opportunity.

The Telos Group LLC, for example, has just signed Cision to a long-term lease for 49,464-square-feet in the 41-story building. Cision, a provider of public relations software and services, will leave a S. Michigan Ave. space and occupy the entire seventh floor. Jesse Van Dyke, executive vice president of JLL, represented Cision in the transaction. Matt Pistorio and Bill Truszkowski, both senior vice presidents of Telos, represented the building's owners.

“They were looking for a large floor plate where they could get all of their employees on one floor,” Pistorio tells GlobeSt.com. Furthermore, Cision officials were attracted to “the whole new lifestyle of the East Loop.” Since the park opened, the neighborhood has become noted for its lively streets, restaurants and bars, an atmosphere tailor-made for the millennial employees that Cision and other similar firms want to hire in the coming years.

“A lot of the renovations we have done at Prudential Plaza have been designed to appeal to progressive tenants, such as media and creative companies,” Pistorio adds. The building's ownership, Berkley Properties and 601W Companies, have committed nearly $85 million to improvements, including renovations of the lobby and plaza areas as well as new and upgraded amenities.

“Many of the tenants moving into this building are also using more open, collaborative office designs,” Pistorio says, and typically that also means shrinking the space assigned to individual employees. “And as their workspace gets smaller, they need somewhere else to go.” To fulfill that need, Telos has added other amenities, all set to open by December, including a 13,000-square-foot rooftop deck with a fire pit overlooking the park, a 12,000-square-foot fitness center and 7,000-square-foot clubhouse. “We're trying to create a neighborhood in the building.”

“We are poised for growth as we finalize the combining of Cision and Vocus into one company, and selecting our new global headquarters in Chicago positions us with talent and customer base access to fuel that growth,” says Peter Granat, chief executive officer of Cision and Vocus. “Selecting Prudential Plaza provides us a world-class location from which to achieve our vision of being the marque PR technology firm in the world.”

And Cision is the just the latest company to relocate or renew at Prudential Plaza since renovations began in 2013. Telos has completed nearly 230,000-square-feet of transactions and has an additional 155,000-square-feet under negotiation.

The building's appeal can be seen in the rental rates Telos has secured. The average lease, Pistorio says, is between $35 and $36 gross. “So we're getting much higher rents than other buildings in the East Loop,” and, once prospective tenants see the amenities and tour the neighborhood, “we don't need to go out and give above-market concessions. All of these tech companies in River North that are outgrowing their loft buildings are starting to see the East Loop as the best alternative. And this building is a game-changer.”

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Brian J. Rogal

Brian J. Rogal is a Chicago-based freelance writer with years of experience as an investigative reporter and editor, most notably at The Chicago Reporter, where he concentrated on housing issues. He also has written extensively on alternative energy and the payments card industry for national trade publications.