SAN DIEGO—Sunrise Management's marketing plan for Pinnacle on the Park has relied heavily on Google advertising and social media to drive prospects to the new development, the firm's VP of marketing Melissa Deen tells GlobeSt.com. The first tower at the project, a high-rise residential community now under construction in Downtown San Diego's East Village neighborhood, is now nearly 60% leased. We spoke exclusively with Deen about the project, the appeal of the East Village and the challenges of leasing a multifamily property in Downtown San Diego.

GlobeSt.com: What's unique about Pinnacle on the Park?

Deen: At nearly 500 feet tall, the building is Downtown San Diego's tallest residential structure. It will feature 965 multifamily units and 17,000 square feet of commercial/retail space in dual 45-story towers when complete. Construction on the first high rise is slated for completion this month, and the second tower will begin construction in 2016. Sunrise began leasing in August for the first 45-story, 484-unit tower, located at 424 15^th St., and has since leased more 260 units.

GlobeSt.com: How do you view the East Village submarket?

Deen: The East Village area was previously a blighted warehouse district and began undergoing a renaissance in the 1990s. Currently encompassing 130 blocks, the area is now the city's largest Downtown neighborhood—and home to 700 businesses. The area really took off after the development of Petco Park in 2005, and momentum has certainly stepped up with the opening of the new San Diego Central Library last September. 

Today, the East Village is also San Diego's most rapidly growing neighborhood, emerging as a hub for urban living, with new restaurants, rooftop bars, boutiques, luxury hotels, live-music venues and more—with residential real estate here in hot demand. Hundreds of apartments, as well as hundreds of thousands of square feet in retail and commercial space, are poised for development here. Additionally, the Civic San Diego board of directors recently approved the development permit for StreetLights Makers Quarter, an expansive mixed-use development in the heart of East Village at 16^th and F streets. The project will eventually span 1 million square feet of mixed-use space and serve as a technology-based residential and entertainment hub. The demand for this project has been truly remarkable, residents are attracted to the location, views, luxury features and the service that renters paying top dollar expect.

GlobeSt.com: What leasing strategy/marketing efforts have you employed for the property?

Deen: The immense leasing success can be attributed to an exceptional team, good leadership and successful execution of the marketing plan and strategic use of contemporary resources. We set specific goals, then measured and adjusted them quickly to drive traffic and close leases.

By beginning the project with the end user in mind, we were able to implement a very targeted marketing plan. From this deep understanding of our targeted renter personas, we developed branding and messaging that was carried throughout the signage, website, collateral, advertising and interior design.

Our marketing plan relied heavily on Google advertising and social media to drive prospects to the highly functioning property website. We also utilized online advertising with top-performing Internet listing sites and grassroots community outreach. From there, the key was to capture and respond to the immense number of leads.

GlobeSt.com: Any other reasons for the project's appeal?

Deen: It's no secret that Millennials are flocking to urban areas, and the East Village is especially attractive due to its artsy flavor and proximity to the Gaslamp Quarter. Residents are specifically drawn to Pinnacle on the Park's walkable location, sweeping views and onsite amenities, as well as the huge selection of dining, sports and shopping options.

In addition, the new community features numerous amenities including a lap pool and spa, a 24-hour resident fitness center, underground-gated parking, a clubhouse with a gourmet demonstration kitchen, resident lounge, an onsite concierge and a business center. Each one-, two- or three-bedroom floor plan offers a modern kitchen with island or breakfast bar, stainless-steel appliances, designer finishes with granite countertops, ceramic tile and wood-style flooring, washer and dryer and expansive, private balconies offering sweeping Downtown views.  

An added benefit which has attracted many residents: the community's new Fault Line Park—named after the Rose Canyon Fault, which runs underneath—an urban oasis with multiple play areas, multipurpose lawns, gardens and public art. The 1.5-acre East Village facility is the first public park to open in the neighborhood since 2004.

GlobeSt.com: What are the challenges of leasing a multifamily property in Downtown San Diego?

Deen: The biggest challenge is the talent battle. There is a limited number of people with the energy, experience and drive to lease apartments at the top of the market and meet resident expectations. The ability to attract and retain the right people is essential for a successful lease-up. Fortunately, we were able to put together a dynamic team with strong customer service skills—as well as the energy and experience to tackle a high profile lease-up.

GlobeSt.com: How would you characterize the multifamily market in the Downtown area? Is there a lot of competition?

Deen: The Downtown San Diego market is hot, just like a lot of other urban locales. Southern California's urbanization is somewhat unique and remarkable in that it represents a real dedication to mitigating the region's considerable urban sprawl.

Yes, there is a good amount of competition with new product that has come on the market since 2013—with even more planned in the next two years. Renters are still very discerning, so the product and the service have to be top notch. In today's ultra-competitive environment, multifamily projects must find a way to stand out with unique amenities and services—they can't solely compete on price.