Shvo Does It Again: The W New York Downtown Hotel & Residences
Its a TOES day!!
Out of the 50+ new development sales offices I have been to, three of the four best presentations have been at buildings marketed by Shvo: 20 Pine: The Collection, The Gramercy by Starck, and the latest, the W New York Downtown Hotel and Residences. Whether you like the guy or not, his ability to create a perfect customer experience is pure genius.
When you walk into the W sales office, you feel as if you are walking into a lounge. You are greeted by a well-dressed man or woman (I'd be hard-pressed to say "receptionist," it just doesn't seem like the right term) who offers to check your bag or coat. They ask if you would like something from the bar, which is stocked with a bevy of beverages. Dim lighting, candles, and couches with comfy pillows set the mood while you wait for the sales experience to start.
I can sign my customers in on a computer instead of by filling out paperwork (how primitive!) If I have brought them to a Shvo building before, their name & contact information appears, which makes them feel special. Why isn't everyone doing this?It saves the sales office the extra step of entering customer's contact info into a database. And in the age of trying to reduce one's carbon footprint, it saves trees.
You turn the corner through a white, curvy maze. Your sales person spins a globe that is mounted to the floor & stops it on the W over Europe. A video launches into a description of Europe's W hotels. Remote controls are sooo last year!
A few feet away, after watching a video about the W's developer, architect and designer, your salesperson points their finger towards a screen where they can select various floors of the building and demonstrate what you will find on each floor. You view renderings of the amenities and look at apartment floorplans while lounging on a sofa.
You saunter over to the model kitchen and bath. After your tour of the model, you're given a Graff inspired marketing package about the building and a separate packet of floorplans and availability.
Because Shvo is selling a lifestyle, and he does it so well, you feel as if you are really getting your money's worth, no matter how expensive the product is. The W is over $2,000/sq ft, quite possibly the most expensive price per sq ft for new construction in the Financial District at this time. But if I had oodles of money, loved being waited on hand and foot and having every convenience at my fingertips, I'd break out my checkbook in a heartbeat. And when someone asked where I lived, I'd say, "Oh, I live at the W." It has quite the nice ring to it.