2901 Alameda Property Positioning for Flux Branding

2901 ALAMEDA Property Positioning R1

JUNE 29, 201 7

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About This Book This book was written to share the fundamental core of the 2901 Alameda brand with you. This brand positioning serves as the internal foundation for all expressions of the 2901 Alameda identity, culture, messaging and creative collateral. Your brand positioning should act as a blueprint – something you can use to build from and measure against.

1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com

USE THIS BOOK AS → A strategic and tactical document that paves the way forward → A n internal resource to rally employees around a clearly articulated vision → A quick and easy reference for external creative and marketing teams → A key that informs the visual language, style and tone of all collateral → A reviewing tool to help ensure the consistency of all content and communications

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BRAND CONCEPT

LOCATION

NAMING

PROPERTY DESCRIPTION

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ARCHITECTURE

TARGET TENANT

TEAM

FACT SHEET

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01 BRAND CONCEPT

The power of synergy A dynamic system of interrelated elements that connects people, stimulates new ideas and produces results.

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BRAND CONCEPT | 01

Find synergy here

Plug into a network of the best entertainment, media and tech brands in the world.

A place like no other, being here puts you in the global epicenter of the entertainment industry.

Make the right connections and take your business to a new level.

A 30K SF, two-story penthouse with private roof deck elevates your presence and brings the industry to your doorstep.

Connect with the best of Burbank.

Develop relationships with a rich pool of postproduction resources right in your own building.

Create a buzz.

Align your brand with the biggest names in entertainment and grow your business with the company you keep.

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LOCATION | 02

Meet your neighbors The highest convergence of studios, production companies and entertainment headquarters make Burbank the new Hollywood.

Put yourself front and center in the Burbank Media District with a fresh face and the right space.

YOU ARE HERE

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BURBANK AIRPORT 12 minutes

LOCATION | 02

Know your way around

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CE EN VID AL PRO S PI T HO

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NY HN JO SON R CA RK PA

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TOLUCA LAKE

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Easy Transit Hop on and off the highway with direct access the 134 Freeway. Close to metro stations and Bob Hope Airport, your network expands even further to executive housing markets and international clientele.

Access Nature Across the street from Johnny Carson Park, nature is built into your everyday. Stunning views from a private roof deck and modern, outdoor workspaces keep creativity fresh.

Walkable Amenities Classic Burbank restaurants, coffee shops, old school delis, diners and pizza joints offer something for everyone. A brand new Whole Foods provides added convenience and creates an opportunity to meet and connect with the right people.

ENTERTAINMENT & MEDIA HEADQUARTERS 1 2 3 4 5 6 7 8 9 10 11

Warner Music Group ABC Television The Burbank Studios TNT Rhino Entertainment Elektra Records New York Film Academy Legendary Entertainment DVS InteleStream CCI Digital iHeartRadio Theater

RESTAURANTS A B C D E F G H I J K

Smoke House Morton’s Steakhouse Paty’s Restaurant Olive & Thyme Bob’s Big Boy Simmzy’s Umami Burger Priscilla’s Gourmet Coffee Gindi Thai Starbucks Whole Foods

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03 NAMING

A re-introduction Naming helps create resonance with an industry specific tenant base. A short, simple, bold name will position the property in a clear, creative and memorable way.

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NAMING | 03

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The Hive

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The outPOST

A hub of activity and synergy, working at The Hive creates a buzz.

Ideal for a post production company, outPOST is a place to plant your flag.

→ thehivebldg.com

→ outpostbldg.com

→ thehivela.com

→ theoutpostla.com

→ thehiveburbank.com

→ outpostburbank.com

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The Root

The Pixel

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Establishing a deep connection to the industry, The Root is the source of all things entertainment.

Short for pix and element, Pixel is your singular place in the big picture.

→ therootbldg.com

→ thepixella.com

→ therootla.com

→ pixelburbank.com

→ pixelbldg.com

→ therootburbank.com

The Colony

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The Loop

A group of people who settle new places, The Colony brings ambitious, like-minded people together.

Both an audio term and an insider’s network, the name inspires tenants and clients to “get in the loop.”

→ thecolonybldg.com

→ theloopbldg.com

→ thecolonyburbank.com

→ theloopla.com → theloopburbank.com

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04 PROPERTY DESCRIPTION

Plug and play Penthouse HQ

WorkCourt

Tech Suites

The Base

Picture your own creative headquarters in the center of Burbank’s Media District. Imagine a two-story creative office space fully customized to your specific needs. See yourself on the private roofdeck working out creative concepts, relaxing with co-workers and connecting with clients.

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PROPERTY DESCRIPTION | 04 Re-introduced to the market after spectacular renovations, this is a Class A creative office building in the leading entertainment industry location. Lush outdoor workspaces and retreat zones, renovated lobby and entrance spaces and superior infrastructure come together to create a custom environment for media and entertainment companies to thrive.

Penthouse HQ • • • • •

30K sf 2-Story Suite Custom build outs High ceilings Naming rights on building Private roof deck with views

WorkCourt Outdoor workspaces, recreation areas and retreat zones feature lush landscaping, moveable seating, table tennis and hammocks.

Tech Suites State-of-the-art post-production, broadcasting, screening, and editing rooms give tenants everything they need to create their best work.

The Base Data center capabilities, superior infrastructure, systems and communications network connectivity provide turn-key solutions.

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Ample power Independently metered floors Ample HVAC Units Emergency generators Fiber and satellite circuit connection On-site storage 24 hour security and 24/7 key-card accessibility

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05 ARCHITECTURE

Building connections Architects Shubin Donaldson have executed a superb vision of a modern creative office building. Relaxing outdoor workspaces and retreat lounges, updated building exterior and the ultimate private roof deck, make this a building to impress the best.

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ARCHITECTURE | 05

PRIVATE PENTHOUSE ROOF DECK Gorgeous views become a mesmerizing focal point. Built in bench and lounge seating, collaborative workspaces and quiet meeting zones create a private oasis.

RENOVATED OUTDOOR WORK COURT Wood decking and concrete platforms connect three unique zones for working, playing and resting.

EXTERIOR UPDATES Modern resurfacing materials in matte blacks and glossy greys transform the building surface into textured layers.

COURTYARD ENTRANCE & LOBBY Mosa tile floor, custom patterned ceilings, painted glass walls and stone counters create layered textures that draw in creative talent.

OUTDOOR OFFICE

• Moveable seating • Communal table REC ROOM

• Ping Pong • Built in wood benches LOUNGE

• Fountain • Sound wall • Hammocks

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TARGET TENANT | 06

A niche pitch An industry specific property, the ideal single tenant is a creative media company looking to establish themselves within the industry’s prime market. Production and post-production companies, audio, visual, music and digital media companies will reap the benefits of client proximity, easy transit and superior infrastructure.

• Post Production

• Gaming

• Digital Media

• Music

• Sound

• Virtual Reality

• Film Production

• Talent

• Television Production

• Special Effects

• Animation

• Film Distribution

• Casting

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THE TEAM | 07

OW N ER / D E V ELO PER

Ocean West Capital Partners

With over 100 years of combined experience and $50 billion of real estate transactions completed amongst its principals, Ocean West Capital Partners is a full-service real estate investment, operations and management platform dedicated to identifying and executing opportunities that create long-term value for its partners and investors.

BROKER

Madison Partners Madison Partners is a diverse family of seasoned real estate professionals, each dedicated to helping clients reach their objectives. The firm approaches each assignment with multidisciplined, transaction specific teams offering decades of experience and long-term relationships to facilitate the goals of landlords, tenants and investors.

A R C H I T EC T

Shubin Donaldson Having grown over the past 25 years to being a firm with a dedicated full-time staff of over fifty talented people, and with offices in three Southern California locations, Shubin Donaldson understands that success hinges on the highest level of professional responsibility to our clients.

BRANDING

Flux Branding Flux Branding is a savvy, identity-driven creative branding studio that crafts, develops and launches out-of-the-box brands into stardom. Located in the heart of LA’s downtown Arts District, Flux specializes in the way your brand is seen, felt and experienced.

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FACT SHEET | 08

ADDRESS

PA R K I N G

ARCHITECT

2901 West Alameda Avenue Burbank, CA 91505

307 spaces

Shubin Donaldson

2.6/1,000 ratio L A N D S CA P E

CROSS STREETS

S Q UA R E F O OTAG E

Alameda & Bob Hope Drive

Superjacent

119, 819 SF B R O K E R AG E

F E AT U R E S

AVA I L A B I L I T Y

• Prime entertainment industry location

Fall 2017

• 30K sf 2-story penthouse suite with private roof deck • Renovated courtyard, lobby, entrance and exterior • Excellent transit

Madison Partners

BRANDING D E V E LO P E R

Flux Branding

Ocean West Capital Partners

• Superior Infrastructure • 24 hour security

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Thank YOU

1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com

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