Re: M5V - the developer's turn
this is real great....
i get somewhat concerned reading some of the comments as the generalities can cause frustration on either side - public, city and developer. this is a complex industry and both the parameters and variables are broad that applying one set of comments across the board would not apply. sounds like the developer setting himself up to justify what he is doing.....
i am glad that someone did make the comment about the associated risk (i also appreciate the comment on disclosure, yet if you don't ask you'll never know). that is a huge part of this business. literally millions are spent upfront in hopes of sales of a product whose cost is so volatile (the construction industry) and undetermined at the time of its sale - serious risk. there is the risk of increased costs, market down turn, fluctuating financial costs, etc. these are real risk on large sums of money. the developer deserves to make money, i will not be apologetic about that, but there is so much to be desired when it comes to the integrity of developments in the city.
developer's beef>>>>
in creating M5V, we spent over 18 months in preparation (factor in the cost of carrying the land costs, consultants, marketing, etc.) the front end of this process was focused on quantifying market demand and product positioning. we engaged several focus groups and developed an extensive online survey (over 1300 respondents) as well as our blog. the feedback and comments were amazing - we heard what people liked and what frustrated them, what they wanted to see changed and how they felt we could do things differently.
M5V is a response to all these things and we are confident that the project is truly unique in every way. this difference is not a marketing effort, it is in the product offering and the experience that makes this project different. from the presentation center to the marketing materials, M5V has been considered in every aspect. our difference starts with the project naming and branding, the marketing materials set the tone of the project - a uniquely eclectic feel. the experience at M5V begins virtually online with our website (
www.m5vlife.com - the new site will be launched on Friday) and the opportunities provided on the site. our presentation center is a complete departure from the traditional sales office and so is our team who play the role of lifestyle facilitators helping home buyers identify what they need as opposed to selling price/foot and unit sizes. the presentation center is curated by Edward Day Gallery and has a breadth of art work. our cafe approach ensures that visitors to M5V have the opportunity to relax and enjoy the experience. the presentation center will be the first LEED certified sales office in Canada if not NA, we are targeting Silver.
(i am making a point here and not using this as marketing space)
the building itself is different. the King elevation is designed with a curtain glass facade, while all the other elevations have been designed to respond to their particular condition. the majority of suites have expansive 6' balconies and the cantilevered balconies on the north and east elevation further articulate the building unique design (this means it costs a lot of money as its not the same). the design also incorporates a building that has six corners, it undulates to enhance the design and the quality of the living spaces within it. the building has been designed with numerous sustainable features such as an HRV system, grey water recycling, high efficiency mechanical systems, green power consumption, etc.
so what's the point? apples to apples please and thank you.
yes, we could have built a profitable 20 storey box on one of the most prominent streets of a city whose global reputation is only being enhanced. the frustration comes from the fact that no matter how much you strive to improve the way things are done, the challenges persist and no thought is given to what makes cities beautiful and what can be done to improve Toronto to continue its way to becoming a first class city. at TAS, we have made the commitment to put our money where our mouth. so often we here complaints that this is so cumbersome and that the consumer does not appreciate the added time and efforts made, well, we beg to differ. we believe that as leaders, it is our role to take the time to show that there is a better way to doing the same old and that with time, improvements will be made. this is said with an in-depth understanding of urban morphology and city building (amongst our immediate family of four we have 5 masters degrees in architecture and a planning degree).
as for the city and the planning process, there is much to do. hopefully M5V will be an example that will be seen as a positive change and that it will provide a lesson in that there is so much to be gained when we look at a project in its entirety.
thanks for your patience...
best,
mazyar