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Case Study

Historical building repositioning boosts ideal tenant interest and occupancy

​JLL was retained by Kaufman Jacobs to reposition, market and lease their 362,000-square-foot asset in downtown Portland. When JLL was hired, Government Services Administration (GSA) occupied the entire building and was expected to vacate 170,000 square feet in the next 15 months.

Historically a government building, the then Robert Duncan Plaza was perceived as irrelevant by both brokers and tenants. JLL’s number one goal was to reposition the building as the perfect space for high-tech and creative tenants, thereby capitalizing on these rapidly growing sectors.

JLL engaged a local branding and design firm to help reposition the asset as a premier and exclusive CBD opportunity, with messaging that would resonate with the local brokerage community. A significant full building renovation resulted in a modernized lobby, a state-of-the-art marketing center, new fitness center, high-tech conference meeting room, bike storage lockers and a general building overhaul.

The JLL listing team renamed the building and implemented a targeted and timely marketing campaign, “The New Historic Portland,” blending the rich history of the surrounding neighborhood with the building’s modernized interiors.

As a result of these efforts, three new tenants signed leases covering 94,500 square feet, and occupancy rose from 55 to almost 80 percent.

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