Canderel reimagines Edmonton City Centre as a next-generation downtown hub—integrating modern amenities, curated tenant experiences, and strategic safety enhancements to revitalize a landmark property and drive renewed leasing momentum in a post-pandemic market.
Optimizing the Future of Retail Space
A Historic Milestone
The story of ECC begins in 1974 with the construction of the East Retail, a development that marked a significant milestone in Edmonton’s commercial growth. At the time, East Retail offered a modern, enclosed shopping experience that was revolutionary for the city. It quickly became a cornerstone of downtown life, attracting both local residents and visitors with its variety of shops and the convenience of integrated parking. This development not only transformed the retail landscape but also established ECC as a central hub in Edmonton’s urban evolution.
Its three levels of shops rise above ground, while the underground East Preferred Parking buzzes with activity as visitors come and go. The West Retail, complementing its eastern counterpart, took shape in two phases. The iconic HBC building, completed in 1976, once thrived as a bustling retail hub. Today, its spaces—from the main floor to the vacant offices on the third level—await new occupants, while Roger’s server farm quietly hums in its corner. The final piece of the puzzle came together in 1986 when the pedway system was completed, linking East and West Retail and unifying the center into a cohesive entity.
Adapting to a Shifting Office Landscape
Canderel’s Vision for Transformation
Recognizing ECC’s potential to reclaim its status as a premier downtown destination, Canderel spearheaded a bold revitalization strategy aimed at repositioning City Centre Towers and re-energizing the entire complex. By investing in modern amenities, enhancing tenant services, and improving the overall atmosphere, Canderel sought to better align with evolving tenant expectations and attract companies seeking a workplace that fosters collaboration, socialization, and well-being. The transformation extended beyond the office towers to ECC’s retail and public spaces, reinforcing a renewed sense of community and security.
Strategic Revitalization Plan
To reposition City Centre Towers as a competitive office destination, a strategic revitalization plan focusing on amenity upgrades, tenant experience enhancements, and environmental improvements was implemented, centered on three key initiatives:
New Amenity Floor: Designed to provide an improved tenant experience with areas for collaboration, socialization, and wellness.
Hospitality-Driven Services: Concierge support and curated tenant events to foster community and engagement.
Modern Amenities & Workplace Experience
The introduction of the new amenity floor, including fitness and wellness facilities, and hospitality-driven services resulted in increased tenant engagement and satisfaction. The facility includes:
Conference Centre: Four conference rooms ranging from eight to sixty people, new tech audio/visual, kitchen (for events), a four-person break-out room.
Gym: Modern equipment, multi-use studio for yoga, spin class, etc., changerooms, showers, and towel service.
Tenant Lounge: Soft seating area, diner seating area, kitchen (for events), games (billiards, foosball, ping pong), media wall (TV and video game compatible), quiet room for meditation or prayer.
With modern and timeless design, including art features showcasing Edmonton landmarks and thoughtfully chosen finishes, the facility was built for everyone to enjoy.
New amenities brought new perks, allowing the launch of Canderel’s OKKTO hospitality program at City Centre Towers. Services include:
- Conference Centre: Flexible rooms, video screens with state-of-the-art technology, easy and flexible booking.
- Gym: Fitness trainer available, free daily group fitness classes, personal fitness trainer access, towel, shower, and locker services, weekly fitness challenges, periodic surveys.
- Tenant Lounge: Ability to host fun events, watch sporting events, host game tournaments, relax and recharge.
- Enhanced Concierge: Personalized greetings, elevator service, access control credential services, up-to-date event information, personalized check-in visits, maintenance request oversight, sharing of major downtown events, taxi booking, directions, complimentary book wipes and umbrella covers, complimentary bike rental.
Improved Safety & Community Perception
Leasing Success & Market Competitiveness
Following the revitalization, broker and tenant outreach efforts played a crucial role in communicating the value of the upgrades at City Centre Towers. Leasing professionals engaged with prospective tenants to highlight the new offerings and provide education on the enhanced security program. This proactive approach resulted in a notable increase in leasing activity, with more inquiries and tours from tenants seeking modern, amenity-rich office spaces.
To attract new tenants, Canderel introduced flexible lease structures and implemented the Pronto Suite program, offering move-in-ready spaces tailored to tenant needs. Additionally, strategic reconditioning of vacant units ensured that spaces met modern office standards and expectations.
A comprehensive marketing and branding refresh helped reposition City Centre Towers as a modern workplace destination, with upgraded visuals and in-person showcases reinforcing its transformation. This strategic rebranding effort successfully distinguished City Centre Towers from ECC, fostering a perception of a revitalized, high-quality office environment. Through broker and tenant engagement initiatives, the towers generated renewed leasing interest and a positive market reception, re-establishing their competitive presence in Edmonton’s downtown office landscape.
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