CBRE Global Investors leveraged data-delivered insights to enhance The Plaza in Century City with key common-area amenities and services, inspiring Big Four agency company IPG to lease half of the 300K SF 1840 Century Park East building.

Data-driven approaches are informing design nationwide, exposing the extraneous features the amenities arms race has made popular while revealing those most important to tenant experience. From "dog-friendly" to "Starbucks experience" common areas, firms like Accenture isolate tenant preferences by industry and age. They poll the next generation of employees starting as early as junior high school. Determining future tenants' habits allows developers to anticipate and meet the demands of young workers. The Plaza's new image is an example of how common amenities and services should be updated and repositioned to appeal to the modern workforce.

Office visitors form their first impression of a building's interior from the lobby, which should reflect the ethos of the firms occupying the office space. The Plaza's is clean and professional, yet a splash of color and interesting, edgy furniture differentiates it from standard, sterile spaces.

On-site fitness centers are viewed as an indispensable convenience, particularly for creative office tenants whose employees lead 24/7, work-centric lives. The Plaza's fitness center is on the eighth floor adjacent to full-size basketball and tennis courts and offers exercisers views of the Santa Monica Mountains.

Complete with locker rooms, on-site fitness centers eliminate the need for pricey club memberships and time spent commuting between gym and office, simplifying employees' lives.

The proliferation of transit-oriented developments coupled with enhanced public transportation has made car ownership unnecessary in many places. Office managers, recognizing many Millennials do not own vehicles, have endeavored to accommodate the growing number of employees who enjoy biking to work.

Similarly, providing a bus or shuttle service makes travel convenient for employees.

Offerings that resonate with tenants' causes or lifestyles foster cohesion and promote retention.

The sustainable, environmentally conscious mindset is particularly prominent among California's creative employees, so occasions like The Plaza's Earth Day event transformed the LEED Silver physical space into a manifestation of employee values.

Buildings can also capitalize on location. The Plaza's decks let employees take advantage of the great climate while offering panoramic views of the famous Hollywood sign and Downtown LA skyline.

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