Contents | Executive Summary

Office Strategy - Executive Summary

THE VISION

To establish Regent Street as a significant and distinct sub-sector of the West End market, by way of development, refurbishment, innovative marketing, strong branding and quality control.

To establish and maintain research led, customer focused, management and letting policies.

To provide accommodation and services focused on the occupational needs of the market, as established through a thorough research programme, catering for a wide range of office requirements of both existing and new occupiers from small/serviced office occupiers to corporate headquarters.

Establish a strong and co-ordinated marketing programme fully utilising Regent Street Direct (RSD) and letting agents.

THE STRATEGY

THE PRODUCT - Enhance perceptions of Regent Street offices by:

  • Defining the breadth and quantum of office sectors to be served through comprehensive research of the occupational markets.
  • Defining the existing product.
  • Ensuring that new developments/refurbishments meet the highest appropriate standards to their market.
  • Co-ordinating the provision of business support such as hotels, conferencing and dining and occupier amenity such as retail and entertainment.
  • Promoting inter-business activity between the community of Regent Street occupiers.

MARKETING - Promote Regent Street, which represents 5% of the prime West End office market, as a distinct office sub-sector through developing:-

  • A Regent Street marketing platform and strategy to promote the location.
  • RSD as a customer focused, service orientated, marketing and management function working closely with letting and managing agents.
  • Effective working relationships with intermediate landlords.
  • A strong brand as a distinctive sub-sector within the West End/Central London office market.

MANAGEMENT - Deliver through RSD letting and managing agents:-

  • Researched, scaleable services appropriate to the quality of accommodation, competing stock and the price range of the occupiers.
  • Flexible and commercial leases and leasing negotiations that minimise conversion times and support the customer focused behaviour programme, in support of the Lease Code of Practice.
  • Challenging benchmarks for efficient changeovers for existing and incoming occupiers to secure optimal levels of occupation.
  • A customer focused service that simplifies points of contact, delivers quality of service, improves accountability of Regent Street representatives and improves customer retention.
  • Support small and medium sized businesses and encourage their growth within Regent Street through an enlightened approach to tenant relationships.