In an effort to attract tenants in a competitive housing market, Culver City-based Goldrich Kest, one of Southern California’s largest privately owned diversified real estate companies, recently gave the green light to a unique new on-site amenity not many renters in L.A. can relate to: rentable Teslas.
Goldrich Kest is partnering with EV Mobility, an electric vehicle car-sharing platform based in Hollywood, to provide residents with the new feature. The electric cars are now available for rent at two of its properties, Museum Towers in downtown and The Highland in Hollywood.
Residents of the two properties can access a Tesla by downloading the EV Mobility app and renting the car for either $195 a day or $25 an hour, with 45 cents per minute accumulating after that.
“Many of our Museum Towers and The Highland residents don’t own cars because each building is situated in communities with high walk scores thanks to their proximity to myriad restaurants, shopping destinations, theaters and other cultural institutions,” Paul Dubord, managing director of property management and operations at Goldrich Kest, said in a statement.
“For those occasions in which they may want to venture out of the immediate area, Teslas on demand are conveniently accessible right in our building’s parking lot. Now they can enjoy the convenience, cost savings and environmental benefits of driving an electric-powered Tesla,” he added.
Having Teslas available to rent makes it so that residents don’t have to deal with L.A. parking, pay for car insurance or be reliant on rideshare apps. But it’s certainly not widespread.
“I think it was important for us to think outside the box and provide an amenity that is something different and unique to our residents,” said Leslie Suder, director of marketing at Goldrich Kest.
Suder said that between July and August, when Goldrich Kest first introduced the Teslas to its properties, tenants living in 25% of the 76 units at The Highland rented with EV Mobility, with the average rental being for two hours.
The two Goldrich Kest-managed properties each reserved a Tesla for its residents to drive; the company pays a monthly fee to the service provider. If successful, the amenity will likely expand into other Goldrich Kest properties.
“We’re trying to stay competitive.” Suder said. “And if we can come up with things that are outside the box, it could be the differential between a prospect choosing (our) buildings to other buildings that they’re looking at.”
Luring luxury
Goldrich Kest isn’t the only company to notice the benefit of providing unique services to its residents. Other luxury apartment complexes depend on high-end amenities to lure prospective tenants.
Take Respara, for example, a 54-unit multifamily complex in the heart of Brentwood where one-bedroom apartments start at $7,250 a month.
Beyond the typical pool and coworking spaces found in most luxury complexes these days, Respara takes luxury to a whole new level.
Ever heard of an apartment with a treatment room where local med spa professionals can come to provide residents with IV drips, facials, botox injections, massages and more? A glam room for residents to freshen up or get their hair and makeup done before events or special occasions?
What about complimentary HIIT and yoga classes offered once a week with celebrity personal trainers? A private movie theater? Or complimentary breakfast provided to residents three days a week in partnership with brands like Pressed Juice and French bakery Sweet Temptations?
These are some of the many unique and lavish amenities Respara provides to set itself apart amid a competitive housing market.
“It’s resort-style living if Tulum and Brentwood had a baby,” Bijon Vaughn, lifestyle ambassador at Respara, calls it. Vaughn is responsible for curating the residential experience at Respara, including hosting two events each month that cater towards the categories of wellness, art, music, and food and beverage.
In the past, these events have included classes such as paella making, wine tasting and cyanotype photography.
Vaughn says that when residents first sign their lease, they are prompted to download the Sentral Life App, an application that includes information on the amenities and guidance on how to access them.
“As we’re still coming out of Covid, everybody wants to connect again,” Vaughn said. “And I think this idea of being able to have community, but have it feel relaxed and not forced, is a really big plus for a lot of prospects when they’re coming in and touring.”
Respara opened in December of last year and is already 85% leased.
“The proof is in the pudding,” Vaughn said. “I think (our amenities are) a deciding factor nine times out of 10 for them choosing Respara over other buildings.”
