Lewis Cowan, G&E managing director, tells GlobeSt.com that he worked on these transactions for the Instanet space with Merrill Roth, vice chairman and team leader, Howard Rosen, executive managing director, John Cannon, senior managing director, and Timothy Ditchman, associate. "We were coming out of the blocks in March of 2003 when the New York market was in a depressed state."

The team mounted an aggressive marketing effort that included targeted e-mails, direct contact and mailings to attract potential tenants to the site. "We created interest and worked on a media campaign. We generated buzz and pushed the proper buttons to get the site on everybody's radar screen." He believes that effort was why the spots leased up to a variety of unique business concerns. Though the core deals differ, the space was advertised at $45 per sf. "These are not household names. They recognized that it's a quality building and we made the sublease user friendly."

Dirk Hrobsky, vice president of Trammell Crow Co. NYC represented FTI, which is expanding from 26,000 sf at 622 Third Ave. "Clearly FTI Consulting's business growth was the catalyst for this project of finding an alternative that scaled with their current business growth and anticipated future needs," says Hrobsky.