Getting a facelift and ready to socialize: 1407 Broadway attracts tenants through Twitter

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With more than 1,000 followers, an office building on Broadway may be more popular than you.

The 43-story building at 1407 Broadway — your newest Facebook friend — has considerable virtual clout: It’s a prolific tweeter of neighborhood and business news. Its Instagram, website and Facebook are full of pictures of local shops, the surrounding skyline and followers’ selfies.

The pseudo anthropomorphic accounts are all aimed at luring “creative” tenants to fill 110,000 square feet as the building undergoes a $30 million renovation, said CBRE’s Gregg Rothkin, who is leasing the building’s office space.

“We saw a fantastic opportunity for growing fantastic tenants,” Rothkin said. “To send out a glossy brochure or to put an ad in a trade publication is not the way to attract these tenants.”

The key to the hearts or, perhaps more accurately, wallets, of younger, creative tenants seems to be a strong digital presence. It’s not a new strategy — other buildings, like the Starrett-Lehigh Building, have employed similar Twitter-centric campaigns — but it’s one that 1407’s marketing team says is helping to transform the building’s identity. CBRE, NickersonPR and SRS Real Estate Partners, which is leading the retail leasing in the building, have ramped up the social media presence in the last five months, billing the neighborhood as an “epicenter” of activity, due to its proximity to Midtown south, Times Square and Bryant Park.

The marketing campaign coincides with a renovation of the “dated and very tired” 43-story building, said Mark Portner, managing director of capital transactions at Shorenstein Realty Services.

The renovation, which includes a redesign of the lobby, storefronts and facade, is expected to be completed by the end of the summer or fall 2016, Portner said. Fogarty Finger is the architect of record. The 1.1 million-square-foot building already counts Capital One, Wells Fargo, GoGoTech and Tech Stars among its tenants, and hopes to lure more tech, restaurant and fashion-focused businesses. He said 1407’s social media accounts will keep people apprised of the renovation’s progress and get people excited about the building and its location. Rothkin said up until recently, the building had fallen off of peoples’ radar.

“This has always been sort of a sleepy building,” he said. “The fact that we’re creating this kind of buzz with this building is extraordinary.”

CBRE is marketing a total of 110,000 square feet of office space at 1407 Broadway — the 11th and 16th floors, each at 42,000 square feet, and the 36th and 37th floors, both holding about 13,000 square feet.

The goal is to market a lifestyle to prospective tenants who will spend more time at the office than at home, said Lisa Nickerson, founder at NickersonPR.

“It’s really important not only to find your targets but to find the people who influence your targets,” she said. “At the end of the day, we could have all the followers in the world, but if it’s not beneficial to the brokerage team, that’s where the rubber meets the road.”


The 3 Best Broadway Area Bakeries

Argh, you’re running late again or you’re inundated with deadlines – either way you’ve forgotten your best friend’s birthday or your colleague’s promotion. Don’t sweat it – there are three distinctive bakeries steps from the office that’ll help with a recovery effort.

Baked by Melissa

526 7th Ave, New York (212) 842-0220


Just a teeny tiny breath away from the office is Baked by Melissa. Please do not excuse this is any kind of ordinary cupcake shop. In fact, I’d sooner mistake this bakery for an art gallery.

Owner Melissa was fired from her job in advertising in 2008 and decided to pursue her love of baking in making her next career move. She was inspired by the care free rock n roll culture of the 60s and 70s and the idea that people should be able to taste more flavors without feeling guilty over the sweet indulgence. Thus her mini cakes, both in size and art form, accomplish both.

Unique to this shop is an enrollment in the Mini of the Month Club where members receive a package of the newest Mini of the Month, the first week of every month!

Memberships are available in 3, 6, and 12-month increments, and you can choose to receive 25, 50, or 100 cupcakes each month. Now how about that as the perfect celebratory gift! The cupcakes that keep on giving!

Another huge hit are her celebration boxes. Here’s an example:


Packed in a Gift Box wrapped in Tie-Dye Ribbon, the box (Large) includes:

  • 75-Pack of mixed cupcakes
  • New York City T-Shirt (please choose a size)
  • Sticker & Tattoo Fun Pack (10 of each)
  • 10 Candles

Crumbs Bake Shop

1385 Broadway, New York (646) 780-0454

Open since 2033, Crumbs has offered an impressive sampling of classic baked goods, but they too have made a name for themselves with their signature-sized cupcakes. We are not talking mini cakes here, now these babies are the size of your head.

To save the business form closing its doors, Marcus Lemonis and Fischer Enterprises stepped in to take ownership of Crumbs in 2014. One of the goals of new ownership was to expand its product offerings beyond traditional cupcake goods. Crumbs now carries an extensive selection of gluten free items, biscotti and even ice cream. But have no fear, you can still find the infamous peanut butter cup cupcake – some things don’t need changing.


MacarOn Café

152 West 36th Street between Broadway & 7th Avenue, New York (212) 564-3525

Not a cupcake fan? No problem, step over to dark side with French macaroons that’ll knock your socks off and then some. This colorful cookie is the mainstay at this Café and owners Cecile and Arnaud Cannone make about 50 different kinds that rotate with the changing seasons.

All the traditional flavors can be found every day – like chocolate and raspberry or vanilla – but with the changing of tides, comes shocking and pleasing flavors like pumpkin and violet flower! These sinfully delicious macaroons are the perfect gift for any occasion.

Outside of the beautiful cookies themselves, the shop offers some specialty gifts such as the MacarOn Bakery Kit for $39. It includes a recipe book from the café, almond flour mix, confectioners sugar, 2 pastry bags, food coloring, 1 tip and a pattern sheet. Voila – make your own confectionery dreams!