Editor’s Note: To protect the health and well-being of attendees in the wake of the COVID-19 pandemic, EXPERIENCE 2020 has been rescheduled to October 20. Keynote speakers, venue, and schedule have not changed. For questions, please contact us at [email protected]
Today, I am excited to announce HqO’s first-of-its-kind summit: EXPERIENCE. We’re bringing the biggest names in commercial real estate together with global leaders in experience design. Commercial real estate professionals will join experts in hospitality, media, entertainment, and the arts to discuss how they have revolutionized the customer experience in their industries and how CRE can do the same. EXPERIENCE attendees will have access to best-in-class service, technology, and amenity providers to inspire creativity they can take back to their properties.
Working with top global owners and operators, we’ve learned a ton about the landscape of commercial real estate technology and the impact a tenant experience (TeX) strategy can have on every day appreciation, and ultimately valuation, of commercial properties. We’re striving to share what we’ve learned, bring our industry together, and elevate it to new heights.
EXPERIENCE is not just about what we’re doing today: we’re bridging the gap to the smart, future state of what our properties and cities can be tomorrow, and raising expectations in the process.
As the trend of focusing on the experience in the office and at a property grows, our goal is for you to leave HqO’s summit with a better grasp of how to create excellent experiences and more valuable workplaces for your customers.
So why should you send a team from your company? Here’s a quick primer on the driving forces behind how we decided to focus our summit.
Every Business Is Now An Experience Business
People no longer simply buy products — they pay for experiences. In a culture where everything you do is graded, consciously or otherwise, by the type of experience you’re having, it matters now more than ever to provide the best experience possible in every facet of a person’s day — including in the office.
Gone are the days where people went through the same routine in their drab and boring offices working from 9 to 5. Millennials — often referred to as “the experience generation” who have spearheaded the “experience economy” — care more and more about the circumstances in which they work. Atmosphere, physical location, feeling, surrounding perks and amenities — it all matters. And as it becomes the norm for the 35% of Millennials in the workforce today, it becomes the norm for the world around them.
One 2019 estimate reported that 36% of the American workforce freelances, which means those 57.3 million don’t operate in a traditional work space. As the rise of flexible working continues (the same report estimates that at least 50% of American workers will work flexibly by 2027), any CRE space not keeping up will be left behind.
Defining ‘Experience’ in Commercial Real Estate
We believe there are several key pillars to creating and maintaining an excellent tenant experience:
- Entertainment & Education
- Food & Beverage
You can read more about each of these pillars here, but the key takeaway is this: without elements of each of those categories in place, an employee’s day-to-day experience isn’t complete, and there’s almost certainly a better CRE option available.
What Experience Does for CRE Owners, Investors, Landlords, and Property Managers
The number one job at any level of a commercial real estate operation is to protect and grow the bottom line. Negating churn, increasing tenant retention, and attracting bigger, better tenants in an efficient manner are the biggest action items, but how can you accomplish those initiatives in an increasingly competitive landscape?
Enter tenant experience.
At EXPERIENCE, you’ll hear from some of the best and brightest minds in the experience industry who focus on bringing better experiences to their professional environments, and how doing so impacts ROI and NOI, attracts new customers, and retains existing ones.
We hope to see you there.