Q&A

Redefining Luxury

Thursday, September 10, 2015
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AVENUE speaks with Samantha Sax, Executive Vice President of Marketing and Sales at Elad Group, about her career in real estate and new development


How did you get your start in the real estate business?


westend
One West End

A passion for real estate, hotel development and interior design run in my family. My grandfather owned a kitchen design and manufacturing company. As a little girl, I would play with the stone and cabinet samples and design my favorite kitchen. My mother was an interior decorator who always taught me about clean design and quality finishes. I loved playing with all of the fabric samples and accessories and designing my dream home. My father, a successful hotel and real estate developer, taught me about the industry from the kitchen table, so to speak. I would sit on his lap at meetings and participate like an experienced professional. I was able to see, firsthand, what the industry was all about, and the more I was exposed to real estate and design, the more I wanted to build and design projects of my own.


After attending the School of Hotel Administration at Cornell University, I worked for a hotel developer during the preconstruction phase of destination golf course, resort and mixed-use projects in Tangier, Morocco, and Sardinia, Italy, which included hotels, villas and other amenities.


Before joining Elad Group, I served as senior marketing director at Douglas Elliman Development Marketing, where I managed the predevelopment planning, marketing and sales of new construction and conversion developments in Manhattan, Brooklyn and Long Island City, where I was involved in all aspects of development and planning from the ground up.


kitchen_westend
One West End kitchen

After several years working at a brokerage, I wanted the opportunity to work for a developer. I have been with the team at Elad Group for almost three years. During my tenure, I have been exposed to all aspects of real estate development—from working with some of the world’s best architects and interior designers to establishing unique partnerships with brands such as Bergdorf Goodman, Fendi Casa and Lalique to supervising sales with some of the top real estate brokers in the country, in both New York and Los Angeles.


You have led sales and marketing for many trophy properties, including 22 Central Park South and 250 West Street. What’s next in the pipeline?


We recently opened One West End, a development by Elad Group and Silverstein Properties. One West End is the first of five buildings to be completed as part of the Christian de Portzamparc–designed Riverside Center Master Plan, which spans 59th to 61st Streets between West End Avenue and the Hudson River. One West End is poised to become the coveted new residential destination in the heart of a thriving new neighborhood, similar to the growth of Williamsburg over the last several years.


One West End will bring an entirely new resort lifestyle experience to this exciting West Side neighborhood with exterior design by world-renowned Pelli Clarke Pelli Architects, and interior and amenity design by hospitality visionary Jeffrey Beers. The response thus far from buyers and brokers has been tremendous. We are thrilled to introduce One West End as our newest project.


What are some of the amenities at One West End?


WestEndTerrace
One West End terrace

One West End offers some of the most incredible amenities available today. Two full floors of aboveground amenity levels offer seamlessly intergraded indoor and outdoor spaces catering to fitness, relaxation and entertainment. These conveniences are meant to provide residents with a hotel-like experience and include:  a 24-hour concierge with hotel-style services, an expansive fitness center with studio space for yoga, Pilates and personal training, a 75-foot swimming pool, spa treatment rooms, a media room, a billiards room, a children’s playroom, a game room, a living room with fireplace, a chef’s kitchen and a dining room. In addition, a 12,000-square-foot rooftop terrace will feature cabanas and areas for grilling and outdoor entertaining.


Experience has shown me that the marketplace responds positively to well-designed, usable amenity spaces that residents can enjoy and live in—amenities that are an extension of their home—and this was our main focus when designing One West End.


What distinguishes your skills from others in the field?


CPSlivingroom
22 Central Park South living room

Every project is unique, and to market a building, I really try to think of something that will attract the right buyer. Establishing a distinctive position is crucial for a project’s success. For me this means incorporating out of the box concepts. Although this

approach may receive criticism from some, if you understand your buyer and believe in what you are offering, unique ideas are really what differentiate your product from others in the market.


22CPS
22 Central Park South

I often look to establish strategic partnerships with designers and renowned, like-minded brands that can bring an apartment to life or add an interesting new layer of context. At the Carlyle in L.A., we introduced curated model residences by Fendi Casa and Minotti, top brands that are well-known to our target audience.


At 22 CPS, we created an exclusive suite of amenities and services for the building by establishing a partnership with Bergdorf Goodman, which provides buyers with direct access to the world’s most exclusive department store, enhancing the luxurious, private lifestyle of the building. The partnership with Bergdorf Goodman is one of my favorite partnerships to date, and I hope to establish several more just as fabulous in the future! Additionally, at One West End, we are working with Lalique, Christofle and Michael C. Fina—three luxury brands that accessorized our sales office. Eventually, as with the Bergdorf Goodman partnership, we expect that our buyers will accessorize their new homes with our participating brands.


Finally, I think that the team you surround yourself with is more important than one’s individual skills. I have created a strong, trustworthy team to rely on to bring our ideas to fruition—from creative, to advertising to public relations. I have worked with many of these people since my first job out of college almost 10 years ago. Φ Elad Group | 575 Madison Avenue | 22nd Floor | New York, NY 10022 | 212.213.8833  | eladgroup.com


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