NEW YORK CITY-It can't be easy to conceive, build and market sprawling mixed-use complexes, particularly in areas that have heretofore largely been off the radar of both the real estate industry and prospective tenants—residential and commercial alike.

So the masterminds behind projects like Hudson Yards, Atlantic Yards, Brookfield Place and the new World Trade Center had to get creative with a number of phases in their projects. And to hear them tell their stories, they did just that.

L. Jay Cross, president, Related Cos.; Dennis Friedrich, CEO, Brookfield Office Properties; Maryanne Gilmartin, president and CEO, Forest City Ratner Cos.; and Marty Burger, co-CEO, Silverstein Properties—who all took part in the NYU Schack Institute of Real Estate's conference Wednesday in Midtown Manhattan—spoke about financing, new methods and materials for construction, creating unique value propositions for their properties and even unorthodox approaches to energy supply.

The wide ranging discussion even sparked a bit of a (friendly?) competitive battle when—after Friedrich described the plans for Brookfield Place's plethora of high-end food offerings—Cross, while describing the Hudson Yards plan for restaurant offerings said, “we will have a bigger food court.” Friedrich quipped, “ours will open first,” and Cross shot back, “ours will be better. We will have 12 restaurants over three to four floors.”

Financing for the portions of the World Trade Center being built by Silverstein was covered, in part, by the insurance payments Larry Silverstein made sure to receive in the wake of Sept. 11, 2001, when what was owed on the Twin Towers after the horrific incidents of that day appeared in peril. When Related began looking at funding Hudson Yards, prior to the recession, “Our game plan was, we were going to raise $2 billion and create an equity fund from around the world and that would be all we needed,” said Cross. “We expected a line out the door, and we figured we'd get our promotes and everyone would be happy.”

But he said—after some laughter from the audience—“we concluded that with a $2 billion fund, you narrow the range of investors because they have a preferred asset type, so we decided to finance every building separately. That's encouraged us to go to lead tenants and sell equity.” Several of the project's anchor tenants, such as Coach and SAP, have an equity stake in the development and, at least in Coach's case, also serve as lenders.

Gilmartin says FCRC has learned that sometimes the best approach is to share. “We used to not want to share at all. We only took partners when we had to, but now we like having them.” After securing a partner from China, Gilmartin said, “What I can say about China is the country's only problem with the US is that the projects aren't big enough.”

Atlantic Yards is unique, she noted, not only because it's anchored by an arena—that, of course, being the Barclays Center—but also because 60% of the project's housing portion is being built from modular units and steel rather than concrete. “Modular allows you to control costs because an 18 month build could be done in 9 months,” according to Gilmartin. That's because the modular units are in the works off site while other construction is being done on site simultaneously.

At Brookfield, said Friedrich, “we're going to create the largest rooftop terrace in New York, and our dining terrace will have 14 vendors, it won't be your normal food court by any means. I don't think any other office complex will have this food experience.”

In terms of work with utilities, Burger said Silverstein has “moved all mechanicals up the mezzanine level in our buildings” after being hit with many gallons of water on the Trade Center site. And Cross and Gilmartin both are eyeing co-generation.

“We're doing co-generation for sure, the only question is how much,” Cross said. “We're also considering thermal power and centralized waste management. We want to be able to say to office tenants, 'If con Edison goes down, you're not just safe, you have full, functional occupancy.'”

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Rayna Katz

Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.