Bay Laurel Garden Apartments Brand Positioning for FLUX Branding

BAY LAUREL BRAND POSITIONING

APRIL 4, 201 6

Contents

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BRAND CONCEPT

MARKETING MESSAGE

NAME + TAGLINE DESCRIPTION

PROPERTY DESCRIPTION

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AMENITIES DESCRIPTION

LOCATION DESCRIPTION

UNIQUE SELLING PRINCIPLES

TA R GE T MARKET

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FACT SHEET

THE TEAM

BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Brand CONCEPT RELAX. RECHARGE. RE TREAT.

A gateway to nature, Bay Laurel Garden Apartments expand the horizons of outdoor adventurers who seek new territory to explore. Offering the ideal solution for nature loving professionals who crave peace and tranquility, Bay Laurel takes residents beyond the facades of everyday life and opens them up to the splendors of the natural world.

Inspired by the unique WPA stonework found in nearby parks, the Bay Laurel aesthetic blends solid, craftsman style with a contemporary mission/lodge feel, bringing the beauty and comfort of nature indoors.

Providing exceptional value compared to neighboring cities and towns, El Sobrante is as close to expansive outdoor recreation areas as it is to the employment hubs of the East Bay and San Francisco.

Featuring sophisticated amenities including an updated Clubhouse, health conscious professionals who are looking for a new home to relax, recharge and retreat.

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Marketing MESSAGE NEW TERRITORY AWAITS. WELCOME HOME TO BAY LAUREL.

Hitting the trails bright and early on a crisp sunny morning is now a distinct reality when you make Bay Laurel Garden Apartments home. Tucked away from the noise and congestion of city life, Bay Laurel opens the doorway to nature’s wonders. Wide open lands are your new backyard offering the space and serenity you seek.

For those who love to explore beyond the foothills, unique dining, shopping and entertainment adventures are just steps away, reminding you that what’s inside counts. A great value compared to neighboring communities and easy access to freeways and Bart make Bay Laurel a commuter’s dream. incredible value that Bay Laurel Garden Apartments offer.

Come home to a dip in our crystal clear pool, an invigorating yoga Go to sleep every night rested, rejuvenated and recharged for a new day ahead. Replace the sounds of street noise with the soothing sounds of nature and make your last call of the day the sound of a great horned owl.

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Name + Tagline DESCRIPTION

NAME

Bay Laurel TAG LI N E D ES C R I P TO R S

Apartment Homes Resort Style Apartments Garden Apartments

TAG LI N ES “Come Home to Nature” “Nature is Always Close to Home” “Go From Wild Life to Wildlife” “Relax. Recharge. Retreat.”

“Health. Fitness. Retreat.”

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Property DESCRIPTION Offering residents nature at their doorstep, Bay Laurel Garden Apartments is an ideal setting for active professionals seeking refuge from their busy lives. The property is surrounded by natural beauty, with open spaces that allow for personal tranquility, peace and expansion.

This garden-style apartment complex provides a friendly atmosphere from staff to residents, creating a welcoming community of like-minded individuals who value healthy living and respect for nature.

Modern amenities bring residents together and provide an elevated level of sophistication that they deserve.

INTERIOR FEATURES • • •

Full sized washer & dryers in all units

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Granite style countertops, high-gloss white cabinets and stainless steel hardware

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USB ports in kitchens

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Stainless steel appliances and ceiling fans

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Rectangular, double pane insulated glass windows

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Amenities DESCRIPTION Conveniently located in the center of the property, The Clubhouse is a welcoming reception area where Bay Laurel staff are available to tend to residents’ every need.

The sophisticated and updated Clubhouse brings tenants together to enjoy each other’s company and provides work and event space for social gatherings. WIFI enabled, there’s always a connection to the outside world amidst a quiet retreat-like setting.

OUTDOOR •

Relaxing pool and lounge with

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Outdoor cabanas

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Outdoor grill area

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Fenced in dog park

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Dog wash station

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Bike racks and hangers on patios

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Bike repair station

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Contemporary landscaping and

INDOOR • •

Yoga/Pilates studio

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Business center and workspace

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Resident lounge with kitchen, patio and BBQ for private parties and community events

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Location DESCRIPTION EL SOBRANTE… THE EAST BAY’S BEST KEPT SECRE T.

A true value amongst the high rent communities of the Bay Area, El Sobrante is more affordable than its East Bay neighbors. Providing immediate access to monumental parks including Wildcat Canyon, Kennedy Grove and San Pablo Reservoir, El Sobrante is an ideal setting for health-conscious nature lovers seeking new frontiers to explore.

Conveniently located near major freeways and Bart, Bay Laurel provides residents with accessibility to cultural and employment hubs. Residents of El Sobrante will enjoy

BIKING

HIKING & OUTDOOR RECREATION

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Wildcat Canyon Recreational Park – Encompassing 2,427 acres along the Wildcat Creek watershed and the surrounding hills and ridges, Wildcat Canyon has 25 miles of glorious hiking trails.

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San Pablo Dam Reservoir – Fishing, boating, hiking, bird watching, horseback riding, picnics and wildlife observation are a few of the outdoor activities just a few miles away.

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Kennedy Grove Recreation Area – Operated

by East Bay Regional Parks, Kennedy Grove has ample hiking trails and beautiful picnic areas set under Eucalyptus trees.

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Alvarado Canyon Park – Included in the National Register of Historic Places, Alvarado Canyon Park features extensive historic stonework built in the 1930s by the WPA Work Progress Administration.

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Three Bears Bicycle Route – Begins in El Sobrante and circuits through the country to Orinda and back.

• Point Richmond and Berkeley.

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Marin County – Only 30 minutes away, Marin offers world class mountain biking and numerous trails.

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San Pablo Dam Road – A blissful 8 mile ride around the entire San Pablo Dam.

BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Location DESCRIPTION { CONTINUED }

BOATING

SHOPPING

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Sailing in Point Richmond and Berkeley Marina – both within 7 miles of El Sobrante.

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Walking distance to pro cycle shop and bargain lover’s thrift store.

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Kayaking & Rowing at San Pablo Reservoir is only 3 miles away.

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½ mile from Hilltop Mall featuring retail and restaurants.

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Close proximity to big box stores and supermarkets including Trader Joe’ and Appian Way Shopping Center.

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13 miles from Emeryville and 2 world-class malls.

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Biking distance to large produce markets – Monterey Market and Berkeley Bowl.

DINING •

Bay Laurel is within 1 mile to popular restaurants and independent, multi-cultural dining.

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Only 8 miles from Berkeley and nationally known restaurants such as Chez Panisse and La Limes.

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Close proximity to eclectic restaurants on Solano Avenue in Albany.

TRANSIT E L C E R R I TO D E L N O R T E BA R T – 5 miles R I C H M O N D BA R T – 6.5 miles

ENTERTAINMENT

1 -8 0 – immediate access

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Live music and entertainment 3 nights a week in coffee shops and restaurants in nearby Old Town Pinole.

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Theater district in downtown Berkeley offers several venues and live music.

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Bowling at AMF Bowling Alley in nearby Pinole.

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Comedy night at Rancho Sports bar in El Sobrante.

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16 movie theaters at Hilltop, less than 1 mile away.

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1 mile from Casino San Pablo.

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W E S T CAT B U S S E R V I C E – local access A M T R A K – located at Richmond Bart OA K L A N D A I R P O R T – 43 min (25.1 mi) SA N F R A N C I S C O A I R P O R T – 1 h 16 min (31.8 mi) SA N F R A N C I S C O – 37 min (21.9 mi) SA N R A FA E L / M A R I N C O U N T Y – 27 minutes (18 mi) N A PA – 34 min (27 miles)

BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Unique Selling PRINCIPLES LIFEST YLE. VALUE. LOCATION.

Bay Laurel Garden Apartments is the ultimate setting for living a healthy, tranquil life. Offering all the amenities residents need at a fraction of the cost of Berkeley or Emeryville, Bay Laurel is ideal for commuters who want to live close to nature without leaving the orbit of the city. Bay Laurel Garden Apartments are distinguished by these unique features:

CONTEMPORARY COMFORTS

S U N N Y C L I M AT E

Bay Laurel provides a unique blend of modern amenities amidst a stunning array of natural beauty.

Being “out of the fog,� the weather in El Sobrante is sunnier than the rest of the Bay Area without being hot.

A drier, warmer climate allows for more good days and hours for hiking, biking and outdoor activities.

center, pool and cozy communal spaces make a retreat-like setting home.

O U T D O O R R E C R E AT I O N C O N V E N I E N T LO CAT I O N

A gateway to transportation, Bay Laurel provides an easy commute to San Francisco, the East Bay and beyond. Close proximity to Bart and major freeways give residents access to work, entertainment and culture.

Plenty of open spaces and easy trail access make Bay Laurel ideal for outdoor enthusiasts. Less than one mile to Alvarado Canyon Park and entry to the entire Wildcat Canyon Park trail system, hiking,

I M P E C CA B L E S E R V I C E B E T T E R VA L U E

As housing prices continue to rise, El Sobrante provides an affordable option for professionals working and living in the Bay Area. Compared to the high-rent East Bay area, Bay Laurel is a rare gem and a great value.

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Friendly and accessible staff give residents concierge style service and the peace of mind that their needs are taken care of on a daily basis.

BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Target MARKET As the traditionally urban consumer has been priced out of Berkeley, and now Emeryville, potential Bay Laurel tenants are moving further afield. Many prospective residents will be young and wanting to leave the city but have yet to start a family.

Or they will be older, ready to get away from it all and find tranquility after the kids have left home.

The majority of target tenants will be employed singles and couples without kids. They are health-conscious individuals who need to be close to major urban hubs but love getting out into nature and prefer a tranquil lifestyle that affords them plenty of space, peace and quiet.

Prospective tenants appreciate value and are ready to give themselves sophisticated amenities to live a more comfortable lifestyle. They are community focused and neighborly and will enjoy the serene yet social aspect of the property.

CURRENT DEMOGR APHICS OF EL SOBRANTE P O P U L AT I O N – 1 2 ,6 6 9 A S O F 2 01 0

50.6% White 24% Hispanic 15.7% Asian 13.2% African American 1% Native American 10.9% other 4 ,6 76 H O U S E H O L D S

32.6% with children under 18 47.6% married couple living together 14.8% female householder 32.2% non – families

the Bay Laurel tenant will take advantage of the surrounding natural beauty and peaceful setting to its fullest.

24.6% individuals 8.3% one person 65 and older MEDIAN HOUSEHOLD INCOME

$48,272 individual $59,342 for family

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

Fact SHEET ADDRESS

CROSS STREETS

3535 El Portal Drive El Sobrante, CA 94803

El Portal Drive and San Pablo Dam Road

PHONE

F E AT U R E S

(510) 222-8623

Immediate access to outdoor recreation

FAX

(510) 758-2958

Convenient location near major Bay Area cities

SPECIFICS

D E V E LO P E R

PMI Group

Upgraded indoor/outdoor amenities Affordability and value

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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

The TEAM

D E V ELO PER

PMI Group

PMI Mortgage Insurance Co. (PMI), headquartered in Walnut Creek, California, provides residential mortgage insurance coverage in the United States.

ARCHITECT

BRANDING

Gwynne Pugh Urban Studio

Flux Branding

range of skills and abilities including designing cutting edge architecture appropriate to its context, working with communities and creating a strong urban design

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 brands are seen, felt and experienced.

improving the urban experience through architecture, design and planning. We produce work with the understanding that it does not exist in isolation and with the intent that it actively contributes to enhancing its environment.

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stimulating chain reactions that transform powerful brand positioning into ultimate brand immortality.

BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6

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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BAY L AUREL | BRAND POSITIONING R1 | APRIL 4, 201 6