There are few blocks in Manhattan more convenient than those on Broadway between Times Square and Herald Square. Yet, until recently, this section of the famous avenue was not viewed as a prime office destination.

The lack of interest was understandable. Just a few years ago, four key properties on these blocks - namely, 1333, 1350, 1359 and 1400 Broadway - were languishing.

"Basically, the properties became a 'choke point,''' says Fred C. Posniak of W&H. "The potential of these pre-war trophy towers was going to waste, and so was the potential of the neighborhood."

Today, the neighborhood is completely transformed, largely due to the complete upgrades of the W&H properties along Broadway.

The status quo began to change in 2003, when the W&H Properties portfolio was formed and 1359 Broadway became part of it. Ownership immediately hired Newmark Knight Frank as managing and leasing agents and embarked on a top-to-bottom overhaul of the building.

The rejuvenation encompassed a noteworthy ceiling restoration; a new lobby; new windows, restrooms and HVAC system; upgraded electrical systems; newer, faster elevator operating systems; new elevator cabs; and refurbished public corridors. Also included in the overhaul were a high-end pre-built program and a consolidation of office units in which large blocks were created for credit-worthy tenants.

Kudos followed. The property received the 2007 BOMA NY award for Best Renovated Building and The 2007 Fashion Center Property improvement award in the Lobby Renovation Category. Barbara Blair Randall, executive director of the Fashion Center, informed W&H of the award, noting that "Projects like yours are helping to improve the economic vitality of the Fashion District for all who live, work and do business here."

"The renovations completely transformed 1359 Broadway," notes James D. Kuhn, president of Newmark Knight Frank. "Today, it serves an important function as a reflection of W&H's vision for its properties. Brokers and prospective tenants interested in other W&H properties now undergoing renovations come here to see what the end results will look like."

Map shows the locations of the four W&H
properties on Broadway between Times Square
and Herald Square. 1. 1400 Broadway, 2. 1359
Broadway, 3. 1350 Browadway (The Herald
Square Building), 4. 1333 Broadway (3 Herald
Square).

The next significant milestone took place in 2007, when W&H added 1333, 1350 and 1400 Broadway to the portfolio. Now, these properties, under new management by Newmark Knight Frank, are undergoing the same kind of top-to-bottom renovations as those implemented at 1359.

"Brokers know by this point that W&H delivers on its promises," says Mr. Posniak. "That's why it's not surprising that the properties are now on everyone's radar screen and that many deals are closing even while the renovations are in progress."

Recent transactions reflect the new appeal of the properties. Mr. Posniak points to Aetna as an example. The firm leased 40,000 square feet in the base of 1333 Broadway, becoming the first major office tenant in the building.

Also moving forward at the properties is the repositioning of their retail blocks, including storefronts on Broadway. The results of this initiative are significantly improved visuals and aesthetics, and also added value to tenants in the form of building amenities.

Interested in moving your firm into an increasingly vibrant neighborhood with 24/7 amenities and unmatched convenience? Get in touch with our managing agents, all of whose contact information appears on page 6. Or simply stop by one or more of our properties to see the changes for yourself. No appointment is ever needed.

We look forward to seeing you!