Astor
Astor
Astor
2
Astor
Market
Investment
Overview
Astor Market will occupy 14,158 square feet, which can further be broken down into
two 2,500 square foot restaurants and 40 food vendors occupying 9,158 square feet.
The food hall will be located on the first floor but will utilize the second floor for extra
high ceilings. Noise insulation and mechanical equipment will be located on the third
Investment
Summary floor, leaving the remaining four floors for condos. Amenities, including a fitness center
and storage will be located on the third floor.
GM Properties is pleased to present this rare investment opportunity to become an equity
partner with GM Properties to finance, construct, lease out, and sell an investment property. The residences will comprise 59,400 square feet. Beginning on the fourth floor, there
Astor Market is a planned redevelopment of 14,158 square feet of retail space for a food hall will be two floors of studios, one and two-‐bedroom units. These units will range from
and 42 condominium units at the site of 7 East 7th Street, the Cooper Union Great Hall 800 square feet for the studios, 1,000 square feet for one bedrooms, and 1,500 square
Building. Unparalleled walkability, nearby subway access and a recent $20 million+ feet for two bedrooms. The top two floors will have eight three-‐bedroom penthouse
renovation of the public park adjacent to the site makes this a great retail destination. New units. These units will be approximately 2,800 square feet each.
York City has seen an all-‐time high in tourism spending and there has not been any signs of
an economic slow down. Food Halls, as well as quick, casual but upscale food shops have
been on the rise and Astor Market looks to capitalize on both of those trends. The East
Village and Noho submarkets will provide ample foot traffic for this project while the
renovated public park provides a seating area for visitors to enjoy their delicious fare.
While our retail project will draw in the young working professionals, our condos aim to do
the same. With mostly studios, one and two-‐bedroom units, we plan to attract the older
millennial workforce settling down with their partners. The Manhattan condo market has
shown strong, steady growth with the $1-‐$4 million apartments performing particularly well.
Investment
Highlights
• Strong
Demographics
• AAA
Location
– Access
to
4,5,6,N,Q,R,W
and
L
S ubway
Lines
• First
F ood
Hall
in
the
East
Village,
G reenwich
Village,
Noho
and
Nolita
S ubmarkets
• 42
B outique,
Luxury
Condominiums
• Amenities Include: 24/7 Doorman, Gym and Storage
3
Investment
Overview
Zoning
C6 districts permit a wide range of high-‐bulk commercial uses requiring a central location.
Property
Name Astor
Market
Additionally, C6 districts are generally mapped outside of the central business cores and are
Property
Address 7
East
7th Street,
New
York,
NY
widely mapped within special districts. C6-‐1 districts have a commercial FAR of 6 and are known
10003 for being well served by mass transit.
Cap
R ate 5.5%
7 East 7th Street is in historic district 12-‐C. Since the building is historic, the subject property
Commercial
NOI $4.8M requires going through the New York City Landmark Preservation Commission. The current façade
boasts character, therefore the property will not receive major alterations to its exterior.
Residential Net
S ellout $121.4M
Gross
F loor
Area 125,000
square
feet
The ground floor will be dedicated to the food hall but the second floor will be removed in order
to have higher ceilings. Floor three will act as an insulation between the retail component and
Lot
Area 16,770
square
feet the condominiums. Noise insulation, mechanical equipment, etc. will be on the third floor.
Floors 7 Additionally, the state-‐of-‐the-‐art gym and storage facilities for residents will be located on the
third floor. Floors four through seven will have 42 boutique, luxury condominiums, ranging from
Zoning
C6-‐1 studios to three-‐bedroom units. Eight three-‐bedroom penthouses will utilize the top two floors. A
Condominiums
42
units
premium will be charged for the penthouse units because of their breathtaking views, ceiling
heights, and upgraded finishes.
Retail Space 14,158 square feet
Financial
Assumptions
Proposed
Acquisition
Price $96.9M
Design and
Construction
Costs $39.9M
Total
Cost
to
Develop $136.8M
Total
Debt $82M
Total
Equity $54.7M
Levered
IRR 23.69%
Levered
Equity
Multiple 2.45x
4
Macroeconomic
and
Regional
Factors
The United States economy is in a great place, as consumer confidence is high and housing starts are at their highest
rate since 2007. The United States unemployment rate has decreased from 5% to 4.9%, while the inflation rate is
1.6%. The United States population has increased by 4.1%. 86.3% of the population has a High School degree or
higher, and 29.3% has a Bachelor’s degree or higher. Since 2015, private sector employment in the United States has
grown by 1.9%. 89,900 private sector jobs have been added to the New York State economy since 2015, representing a
1.5% increase. Additionally, private sector employment increased by 2.3%, or 83,800 jobs since September 2015.
In New York City, the top three sectors with the highest job growth were educational and health services, + 26,500,
leisure and hospitality, + 24,900, and professional and business services which has increased by 12,000 since
September 2015. New York City is the single largest regional urban economy in the United States. The leading
industries in New York are financial services, healthcare, and professional and technical services. Regional Household
Income is up more than 5% while population growth remains steady and tourism is projected to hit all-‐time highs.
While overall availabilities are up and prices are down, the most sought-‐after retail areas (Upper 5th Avenue and
Lower Broadway) have seen price increases. This shows a flight to quality and specialty retail assets, which fits our
goal to create a high-‐quality, specialty retail asset that will be attractive to many retail tenants and end-‐users. The
Manhattan Condo Sales Market is strong with average sales price and price/sf up more than 10% YoY. Additionally,
international visitor spending in New York was $18.52 billion in 2016, up from $18.39 billion in 2015.
5
East
Village
Demographics
East Village is defined as north of East Houston Street to south of 14th street, to the far east of Manhattan, and
west of FDR Drive and East of 4th Avenue and Bowery. The median age is 34, and 76% of the population is
single. 40% of the population has a High School degree or higher and 31% of the population has a Bachelor’s
degree or higher. With over 70% of the population being educated, there is tremendous spending power. As for
transportation, 64% of the population uses public transportation, and 23% commute by foot. The area is easily
accessible by public transportation with the 4,5,6,L,B,D,F, and M lines all on the outskirts of the East Village.
There are currently 1,205,834 households in the East Village and the average household size is 2.13 persons. The
current year average household income in the area is $108,911, compared to the entire U.S. average which is
$74,533. The median household income in the immediate area has changed by 40.65% since 2000. The median
condo sales price for the area is $1,650,000 while the median rent per month is $4,399. The population density
in the East Village is 79,733 per square mile, which is 189% higher than the State of New York. Total household
expenditure in the East Village is above the national average by 136 bps. In 2014, there were 2,353,623
employees in the East Village. The 2000 Census revealed that 72.90% of employees are employed in white-‐collar
occupations in this geography and 26.93% are employed in blue-‐collar occupations. In 2014, unemployment in
this area was 7.55%.
POPULATION 2014 HOUSEHOLD INCOME
1-‐Mile 3-‐Mile 5-‐Mile 1-‐Mile 3-‐Mile 5-‐Mile
2010 274,176 1,007,129 2,550,216 Median $74,685 $74,917 $62,475
2014 282,559 1,048,548 2,649,829 Per
Capita $65,828 $63,219 $49,906
2019 285,590 1,101,575 2,722,496
7
Location
Overview
– Cooper
Square
The Cooper Union Great Hall is located next to Astor place, in the East Village. Astor Place
recently underwent a $21 million reconstruction and redesign, including renovated plazas and
walkways. Public amenities include storm-‐ ready landscaping, traffic calming measures, and
restored public artworks such as the famous rotating cube. Across the street from the subject
property is Cooper Union, a college specializing in architecture, art, engineering and social
sciences. Known for being a vibrant, young, artistic and lively neighborhood, there are a mix of
asset classes in the immediate area. There are a variety of gyms in the area including SoulCycle,
Crunch, New York Health & Racquet Club, Barry’s Bootcamp, and Orange Theory Fitness. The
area boasts a large office, student, and retail mix.
Hotels in the immediate area include: The Standard East Village, The Bowery Hotel, St. Marks
Hotel, the Hyatt Union Square, and the East Village Hotel. Chop’t, Sweetgreen, Fresh & Co, Pret A
Manger, Semsom Eatery, Starbucks, and high end noodle restaurant, Ippudo are located nearby
Cooper Union. Retailers in the area include: Kmart, Gap, AMC Village Theater, CVS Pharmacy,
Walgreens, and Staples.
The Great Hall is conveniently located by the 6 line, at Astor Place. Two blocks west
of the property is the N and R train station on 8th Street, while Union Square is less
than one mile away, which has access to the 4,5,6,N,Q,R, and L trains. The subject
property benefits from its proximity to local businesses and schools, as well as being
a transit hub. Third avenue experiences average daily traffic counts of roughly
17,977 vehicles. Nearby, Lafayette Street has average daily traffic counts of over
22,746 vehicles. Astor Market is strategically located, benefitting from strong traffic
counts, accessibility to multiple subway trains, and being situated in a densely
populated area.
8
Subway
Station Lines
Consumer
P rofile
Our target consumer is a young educated person with a college degree working or living
in the East Village. With over 70% of the population being educated, they have the
spending power to enjoy an upscale food hall like Astor Market. Astor Market is a place
for lunch or dinner with an old friend or a business client. Students are also a target
segment for our food hall, with schools including NYU and Cooper Union just blocks away
from Astor Market.
While students and young professionals are seen as our target demographic, anyone who
uses any of the nearby subway lines or walks by on their way to their East Village or NoHo
apartment could find a type of cuisine they would enjoy at Astor Market.
9
Astor Market NYU
Dorm New
Yorkers
Food
Market
10
Food
Halls
in
New
York
on
the
Rise
In New York City, there are around 30 food halls operating or in the planning stages. Food markets bring together a
wide variety of specialty foods, such as Hawaiian poke, lobster rolls, and other trendy foods. In New York, citizens find
themselves eating out more often than cooking at home due to busy schedules. Food halls have become popular in
areas of New York with a large presence of office tenants as well as high foot traffic, and tourist areas.
In the past five years, eight food halls have opened in the City, totaling 140,000 square feet. Rents range from $200-‐
$475 per square foot. The minimum monthly starting rent vendors pay for space at a food hall is $7,000. Station sizes
range from 100 up to 1,000 square feet. Eataly, the largest Italian marketplace in the world, located in the Flatiron
District, has foot traffic of 25,000 people walking through each weekend. Once Bourdain Market is complete, it
expects around 20,000 visitors every day. Food halls in the outer boroughs include: City Point in Brooklyn,
Marketplace at Empire Outlets in Staten Island, Brooklyn Navy Yards Food Hall and Bruckner Market in the South
Bronx.
■ Essex crossing: The Market Line -‐ 150,000 square feet once complete in 2018
■ Eataly -‐ Over 50,000 square feet -‐ Six restaurants, a market, and three cafés
■ Bourdain Market -‐ Pier57 -‐ 100 retailers (projected) -‐ 155,000 square feet
■ TurnStyle Marketplace -‐ Columbus Circle -‐ 15,000 square feet -‐ 30 vendors -‐ Rent: $275-‐425
■ South Street Seaport -‐ 40,000 square feet -‐ Seafood Themed market
■ Gotham West Market -‐ 10,000 square feet -‐ 10 vendors
■ Other Notable Food Halls in New York
11
Astor
Market
Food
Hall
In March 2016, Americans spent more money dining out than they did purchasing groceries. The trend
has repeated itself every month since. When dealing with a retail real estate related project, location is
one of the most important factors. 7 East 7th Street is positioned in a central hub. The property has
ample foot traffic, population density, and the desire for a food hall. The closest food related market is
Union Fare, which is located one mile from the subject property in the Flatiron District. The Bowery
Market, located 0.2 miles from the property, currently has two tenants, therefore is not seen as
competition. 7 East 7th Street offers unparalleled accessibility and will be extremely profitable.
The real estate model for a food hall is based on a developer, GM Properties, building and leasing out
the space, then subleasing to vendors. Deals are usually short term, one to five years with subtenants.
More historic and successful food halls have month to month leases. Furthermore, deals with vendors
include common area maintenance charges for communal dining, preparation, or freezer space.
Astor Market will be 14,158 square feet, including two 2,500 square foot restaurants. The 40 vendors
will pay $7,000 per month for their station. Based on retail and food hall comps, vendors in Astor
Market will pay $367 per square foot, while the two restaurants will pay around $325 per square foot.
The blended average is $352 per square foot.
Net
R entable 14,158
square feet
Vendors 40
12
Vendors
13
Astor
Market
14
Floor
Plans
34 36 39 40 1
SUGARFISH Unit
4 G Unit
4 F Unit
4 E Unit
4 D Unit
4 DUnit
4 CUnit
4 C
Unit
4 H
33 35 2
37 38
18 Unit
4 H Unit
4 B
28 29 32 3
27
17
4 Unit
4 I Unit
4 A
30 31
16 26
Unit
4 I
15
24 25 Residential
Unit
4 J
Unit
4 J Elevator
14
Lobby
22 23
5
Unit
4 K
Elevator
13 Unit
4 K
Restaurant Unit
4 Q
Studios
21 Unit
4 L
12 19 20
6
Vendor
Stall Unit
4 Q 1
B edroom
11 Unit
4 P
8 2
B edrooms
10
Au
Cheval Unit
4 M
Unit
4 N Unit
Unit
44PO
9 7
15
Comps
Property
Comparable
M atrix Astor
M arket
Union
Fare
Gastro
Hall
Hudson
Eats
Gansevoort
M arket
Chelsea
M arket
TurnStyle
Columbus
Circle
Subway
Address 7
East
7th
Street
7
East
17th
Street
200
Vesey
Street,
2nd
Floor
52
Gansevoort
Street 75
9 th
Avenue Station
#
of
Vendors
40; Two
Restaurants 9 14 21 55 20
Area
(sq.
ft) 14,158 25,000 30,000 8,000 164,755 30,000
Price
per
square
foot
($) $352 N/A N/A $220 $400 $475
Opened
2019 2016 2014 2014 1997 2016
Can
accommodate
1 85
Can
accommodate
6 00
1,000
square
feet
of
people
seated
or
4 50
for
people
at
booths,
tables
and
Sunny
atrium
with
c hairs
and
Some
vendors
offer
seating.
No
c ommunal
seating,
j ust
seating.
receptions.
The
venue
has
counters. tables.
Some
stalls
have
There
are
also
four
sit
a
high-‐top
bar.
Some
two
spaces
to
rent
for
counter
seating;
Two
outdoor
down
restaurants. vendors
have
limited
private
use:
one
that
seats
tables
on
the
sidewalk. seating.
15
and
one
that
seats
70
Seating people.
Black
Seed
Bagels,
Blue
Shake
Shack,
The
Union
Fare
Bakery,
Poke,
Mission
Ceviche,
Tacombi,
Sarabeth’s,
Ronnybrook
Dylan's
Candy
Bar,
Ribbon
Sushi,
Chop't,
Dig
Inn,
Butcher’s
Daughter,
Case
&
Wine
Bar,
Italian,
Bagel
Story,
Feel
Food,
Ed's
Dairy,
Rana,
Takumi,
The
Starbucks,
By
Suzette,
Skinny
Pizza,
Northern
Tiger,
Luke’s
L obster,
Dig
Inn,
Salads,
Soups,
Street
Food,
Lobster
Bar,
Crepe
Sucre,
and
Lobster
Place,
Tuck
Shop,
Pressed
Juicery,
Blossom
de
Dos
Toros,
Sprinkles,
Vendors Chikarashi,
Seamore’s,
Raw
Bar,
and
Charcuterie.
more. Num
Pang,
Beyond
Sushi,
Jour,
MeltKraft,
Casa
Tartinery,
and
more.
Eggslut,
Dö,
Sprinkles
No
outside
vendors,
only
Bowery
Kitchen,
Hale
and
Toscana,
Ellary's
Greens,
Cupcakes,
The
Meatball
the
Union
Fare
brand. Hearty,
and
more. Semson
Eatery,
and
more.
Shop,
and
more.
Our product will consist of 42 units, ranging from studios to three-‐bedroom penthouses. Of the 42 units, ten
will be studios, 14 will be one bedrooms and ten will be two bedrooms. The top two floors will have eight
three-‐bedroom penthouses. Amenities will include a 24-‐hour doorman, fitness center and storage facility.
Studios start at $1,500,000, one bedrooms will start at $1,950,000, two bedrooms will start at $3,300,000
and the penthouses will start at $6,400,000.
17
18
Comps
Property
Comparable
M atrix 7
East
7th
Street 445
L afayette
Street
347
Bowery 52
East
4th
Street Carl
Fischer
Building 285
L afayette
Street
Address 7
East
7th
Street
445
L afayette
Street
347
Bowery 52
East
4th
Street
62
Cooper
Square
285
L afayette
Street
#
Units 42 39 6 14 26 30
Interest
Sold Condo Co-‐op Condo Condo Condo Condo
Stories 7 22 13 15 12 9
Year
Built 1857 2004 2016 2009 1984 1900
Landmarked
Yes No No No Yes No
Developer GM
Properties
Related
Companies Urban
Muse
HK
Organization N/A Allied
Partners
Studios,
1 -‐2
bedrooms;
Eight
1-‐3
bedrooms;
Four
Five
town-‐homes
c omposed
Studios,
1 -‐2
bedrooms 1-‐4
Bedrooms;
Three
2-‐4
Bedrooms,
Four
Range
3-‐bedroom
penthouses penthouses
of
four
duplexes
and
one
triplex
penthouses penthouses
ranging
from
4-‐5
triplex
penthouse
bedrooms
Type Pre
War
Post
War New
Development
Post
War Pre
War Pre
War
Average
Sale
Price
$3,287,500
$4,504,492
$11,750,000
$2,265,676
$4,695,789
$8,395,192
Average
price
per
square
foot
$2,130 $2,056
$3,680
$1,740
$2,025
$2,274
Amenities
24/7
Doorman ü ü ü û ü ü
Superintendent ü ü û ü ü û
Elevator ü ü ü ü ü ü
20
Sensitivity
Tables
Exit
Strategy
Once selling out the building and leasing the food hall, GM Properties will sell the property in five years. We will start preselling condominium units during construction. We
are allowing two years to sell all condominium units. As for attracting vendors, we will start marketing the food hall space during construction. We are aiming to have 100% of
the food hall leased before the grand opening. Each stall will vary in regards to square footage. We believe this is an incredibly desirable product, as it is centrally located. As
seen in the financial analysis summary, our levered net profit will be $79,232,617.
27
Project
Schedule
28
Risks
and
Mitigants
Pipeline of Condos – Over 14,500 units coming to the market between 2015-‐2017. Hudson Yards is bringing over
4,000 residences to the market
Ø Hudson Yards is on the far West side of Manhattan, and is attracting a different type of buyer. The East
Village and Noho submarket is hip and vibrant, attracting young professionals. 7 East 7th Street is
attracting young professionals looking to settle down, but still wanting to live close to night life and
close to Union Square. Additionally, there are no new developments in the immediate area.
155,000 square foot Bourdain Market with over 100 vendors opening in 2019
Ø Bourdain Market is located at Pier 57, 1.8 miles from Astor Market. We do not view this as competition
as it is in a different submarket, attracting those who live and work on the west side of Manhattan.
Astor Market is much smaller, with only 40 vendors and two restaurants. It is centrally located near
multiple subway lines, making it easily accessible from anywhere in New York. Bourdain Market is
attracting more tourists, while Astor Market is attracting students, employees in the area, and
residents living nearby.
Signing Vendors
Ø We do not believe it will be difficult to sign leases with vendors, as Astor Market is located in a very
desirable location. There are no food halls in the surrounding area, therefore there is a lack of
competition. Compared to other food halls in the city, our rental range is less, averaging around $352
per square foot.
Community Opposition
Ø Knowing this is a landmarked building, we proactively put a line item in the budget to hire a PR firm.
The PR firm will help with community outreach. GM Properties plans to donate to charity, YMCA, etc. to
get the community on our side. Our number one goal is to have the community on board with our plans
and approve of the renovations we will make.
29
Astor
Market
With ample access to transportation and the completion of a $21 million remodeling project, Astor Place is a thriving area and is
perfectly located to become a fun and iconic place to be. Although short-‐term retail numbers are uncertain, we see strong, long-‐
term economic factors such as a booming economy, tourism highs and steady population growth that will make this project a
success for many years to come. Specialty retail assets have shown to be in higher demand and perform better even in this
uncertain time for retail. The upscale positioning of Astor Market will allow it to compete with places like Chelsea Market but in a
much more subway and walker-‐friendly location.
GM Properties believes a food hall and condos in this location fits the feel of the neighborhood. While retail is currently
struggling, long-‐term retail demand drivers have shown steady high performance. Additionally, there is no hotter trend within the
retail category as food halls. There has been a rise in “food culture” within the past two decades and the East Village is lacking a
food retail concept. Food halls are currently trending, as the United States will close 2016 with 35 new food hall projects totaling
771,000 square feet of space.
Condos fit well in this project because of the urbanization trends we’ve seen all across America. Although East Village is a young
area, the rental market is very saturated and our sell-‐out will be much higher with condos. We think our building with a small
number of condos will attract buyers looking for a more classic-‐looking, boutique apartment which will not necessarily be
competing with the glass tower condo building 445 Lafayette, located across the street. We felt office would not fit well in this
building because there is not enough space. Office rent comps are lower than retail in the immediate area and there are multiple
successful office projects in the immediate area that we would have trouble competing with, such as 770 Broadway and 51 Astor.
Astor Place has become a great place to be rather than the dead zone between East Village and the NYU campus it once was.
While ultra-‐luxury condos haven’t performed well, the less expensive condo markets have been performing well. With Astor
Place’s popularity surge, this is the perfect time for affordable luxury condos with great retail below, unparalleled walkability, and
nearby subway access.
30
260 Madison Avenue
New York | NY 10016