When moving off campus, most Brown students choose nearby apartments or houses. But developers for the Westin Providence want them to consider another option: luxury condominiums.
A full-page ad in the January/February edition of the Brown Alumni Magazine touts the not-yet-completed condo and hotel tower as "the greatest dorm room in town." It advertises the Westin as "the perfect alternative to on-campus housing," noting that it provides "a carefree lifestyle for students and parents alike."
But Ralph Izzi Jr., marketing communications director at the Procaccianti Group, the Cranston-based owner of the Westin, which is located downtown at 1 West Exchange St., said Brown students were not the ad's primary target. He cited the condos' sale prices - ranging from $425,000 for a standard condo to $2.6 million for a penthouse - as the primary barrier for students.
"Truly, the intention of placing those ads was to appeal to the Brown alumni," Izzi said, pointing out that alums fit the developers' buyer demographics. "If they're maintaining their connection to Providence, they should maintain it in the best, most secure and most luxurious homes," he added.
Izzi said parents of current Brown students are also a target market. He said the developers have received good responses from both alums and parents, adding that several have already entered into agreements to buy units.
James Bauman, director of communications for the Association of College and University Housing Officers International, said the Westin's marketing strategy is part of a trend of private developers working to attract alums. He said the benefits of living near a college community can be attractive to both young professionals and retiring baby-boomers.
Bauman added that while facilities like the Westin may see a moderate level of success in targeting upperclassmen or graduate students, he views touting the building as "the greatest dorm room in town" as "a marketing line, more than anything else."
Senior Associate Dean and Director of Residential Life Richard Bova said he had not heard about the Westin condo and hotel tower and knew of no students who had expressed interest.
But some Brown students already live in luxury apartments in downtown Providence at the Regency Plaza and Avalon at Center Place, leasing agents for both buildings told the Providence Business News. Some pay more than $2,000 per month for rent, the April 5 article reported.
Heather Wood GS lives at the Regency Plaza, which she called ideal because of the building's proximity to the Trinity Repertory Company downtown. Pursuing a Master of Fine Arts as part of the Brown/Trinity Rep Consortium, she spends much of her time at the company.
Wood said security is also a chief concern when looking for housing near Brown. After considering eight or nine apartments closer to campus, she said she chose the Regency Plaza because it presented a safer option. All residents need a key to enter the front door, and there is a 24-hour concierge service, she said. The availability of parking at the Regency Plaza also proved a selling point, she said.
But Wood acknowledged that such housing is not for everyone. She said it would be inconvenient for people who need to be on campus everyday and noted similar apartments or condos may also be beyond many students' financial means.
"Where I live is fairly expensive," Wood said. "If you can afford it, it's great, but it can also be a real financial difficulty to pay for these places."
Perhaps realizing students may find luxury living out of reach, Izzi said the Westin will advertise in the May/June edition of BAM, but this time with a new tagline: "Like, who would buy a place in New Haven?"
