PIONEERING WOMEN IN REAL ESTATE

CAROLYN BaROSS LAURA BUSH SUSAN CLAMAGEMARY DIETZJJ FALKAMY FRANKEL ABBIE NEWMAN ILANA SCHWARTZ ELLEN SINREICH DIANA SWEENEY ORAH WEISBERG

A Special Edition from Sokol Media, Inc. 2014

PIONEERING WOMEN INREAL ESTATE

SARA MIRSKI

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2 PUBLISHER’SPAGEThe New Frontier

6 PIONEERINGWOMANINREALESTATESara Mirski is One of a Very Few Female Real Estate Developers in New York City. Come Learn What Makes Her Successful…

15 PIONEERINGWOMENINREALESTATEAbbie NewmanDiana SweeneySusan ClamageEllen SinreichAmy FrankelLaura BushIlana SchwartzCarolyn BaRoss Orah WeisbergMary Dietz

2A PIONEERINGWOMANINREALESTATEJJ Falk’s Continued Success is the Result of Interweaving her Firm’s Unique Architectural Designs into a Multitude of Markets.

8A TRIANGLEEQUITIESThis Leading Developer, Owner and Manager of Numerous New York City Properties is Successfully Transforming the Sustainable Landscape.

14A GEACONSULTINGENGINEERSOne of the City’s Most Reputable Engineering Firms is Applying its Craft to Help Buildings Go Green.

Contents

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Copyright by Sokol Media, Inc. No part of the publication may be reproduced or transmitted in any form or by any means without prior written consent from the publisher. The publisher reserves the right to accept or reject any advertising or editorial materials. Advertisers and/or their agents assume the responsibility for all content of published advertisements and assume responsibility for any claims against the published based upon the advertisement. Editorial contributors assume any claims against the publisher based on the published work. No part of this publication may be reproduced in any form or by any electronic ormechanical means, including information storage and retrieval systems without permission in writing from the publisher. All items submitted to Sokol Media, Inc. become the sole property of Sokol Media, Inc.

Editorial content may not necessarily reflect the views of the publisher. All correspondence and inquiries should be addressed to: Sokol Media, Inc., 75 West End Avenue, #P15F, New York, NY 10023.

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The New Frontier

As we honor 12 Pioneering Women in Real Estate in every aspect of the real estate arena from Development, Architecture and Engineering, to Technology, Brokerage and Branding, we also understand that along with the many inroads these women have made, a new Frontier has also been created. While these women have proven successful in these professions, we now need more of them to increase their representation…and visibility. And this is why our publications honor women in real estate each year, not only to pay tribute to their accomplishments, but also for them to serve as mentors and examples for other women to follow, and for men to support.

But there is also another new Frontier, one that is built upon the need to increasingly support our people, planet and community. Just as some of the women being honored in this issue have devoted their work to the sustainability arena so, too, have two of the companies profiled in this issue, Triangle Equities and GEA Consulting Engineers. Through their commitment to building and designing some of the newest and notable green projects in the New York area, they are changing the sustainable landscape forever, while benefitting all who live and work in it.

So here’s to celebrating all who are moving the needle forward inside and outside the real estate industry, since their goals and accomplishments are beneficial to all. Lori Sokol, Ph.D.Founder & Publisher

Publisher’s Page Sokol Media, Inc.

FOUNDER & PUBLISHERLori M. Sokol

ART DIRECTORKerstin Vogdes Diehn

PUBLISHING CONSULTANTJames Janson

CONTRIBUTING WRITERFaith Hope Consolo

COPYWRITER/ RESEARCH ASSISTANTJason H. Greenberg

WEB DESIGNDesign Disegno

ACCOUNTINGCitrin Cooperman

PRINTINGAmericasPrinter

Sokol Media, Inc.75 West End Avenue, #P15FNew York, NY 10023Ph: 973-769-7012www.sokolmediaonline.com

Congratulations toAll the Honored Guests

of the 12th Annual Tribute to

PIONEERING WOMEN IN REAL ESTATEespecially to our friend

SUSAN CLAMAGE

Robert G. Vitolo Michael C. GannonGregory W. Gannon

49 WESt 38th StrEEt (212) 382-4210 [t]NEW York, NY 10018 (212) 382-4201 [F]

CoNStrUCtioN MANAGEMENt

GENErAL CoNtrACtiNG

Lend Lease isproud to recognizeLaura Bushand all thePioneering Womenin Real Estate 2014

Lend Lease (US) Construction LMB Inc. 200 Park AvenueNew York, NY 10166 212 592 6700www.lendlease.com

CONGRATULATIONSSara Mirski

On being a 'Pioneering Woman in Real Estate for 2014'

We are proud to support

SARA MIRSKIand all of the honorees on being

PIONEERING WOMEN TO WATCH in 2014

Sara is a woman of vision and creativity and weare proud to be part of her team

TRIMQUARTER PAGE AD3.675” X 4.875”

Job Number: a1415-0131Product: Schack Honors Size: 3.5” x 10”Bleed: NAColor/Space: B/W

Pub/Issue Date: Date 10/03/2014Artist: pwProof #: 2Note:

NYU-SPS Offi ce of Strategic Marketing and Communications

NYU School of Professional Studies

Schack Institute of Real Estate

Sara Mirski

on Her

Continued Success

in the

Real Estate Industry

Schack Institute of Real Estate

Congratulates Alumna

Integrity, Quality, Results

James E. Fitzgerald, Inc.

Proudly Supports

Susan Clamage from Gensler

Among Other Nomineeson their efforts in connecting NEW to the real

estate, construction & design industries

James E. Fitzgerald, Inc.

252 West 38th Street, 10th Floor | New York, NY 10018 Tel 212-921-8700 | Fax 212-302-8730

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A s a results-driven senior executive in New York’s real estate arena, Sara Mirski is one of a few female developers in the city. She has played a key role in all phases of real estate development acquisitions, financing, strate-

gic planning, and construction managing the entire development process from acquisition to final sale or lease up. Executing multiple projects simultaneously Sara has earned industry recognition for building and motivating cross-func-tional teams and successfully completing large-scale and complex development projects with transaction values up to $300 million. It is no surprise, therefore, that she has been named “40 Under 40” Rising Stars by Crain’s NY Business Magazine (2007), “Woman of Influence” by Real Estate New York Magazine, (2007) one of “Top Women in R/E and Construction” by Tri-State Real Estate Magazine (2008) and one of “Outstanding Women in Building Industry” by Women Builders Council, Inc. (2009). Sara also received the Clarisa Award in 2006 for her charitable work with the Capuchin Food Pantries.

But if these awards don’t speak enough about Sara’s accomplishments, per-haps the enormous and notable building projects she has managed in and around New York City will.

As the current Executive Director of Real Estate Development at Sapir Organization, Sara is managing the design and construction of such new de-velopments and capital improvement projects as:

SARA MIRSKI

360 Park Avenue South


261 Madison AvenueThis 387,000 sq. ft., 30-story commercial renovation includes demolition of

existing storefront and design and construction of a new curtain wall, lobby improvements, and complete facade renovation including installation of 2200 new energy efficient windows in a fully-occupied building. Sara is also supervising the design and construction of interior commercial office renovations as well as managing various capital improvement upgrades in the building. Simultaneously, on behalf of The Sapir Organization, Sara is overseeing construction of ZUMA, the Japanese restaurant’s flagship in New York City. “The Landlord’s exterior work and Tenant’s interior buildout are undergoing construction simultaneously, which is unique and challenging. It has been a remarkable and successful team effort.”

Sara began her 22-year real estate career in Minneapolis St. Paul managing residential, retail and commercial restate estate developments throughout the Twin Cities. “I started as a Property Manager for Wellington Management and learned the importance of building relationships and leadership. It was more than a job, it was a mentorship.” In 1997, Sara received a merit award in Better Homes and Gardens magazine for her residential restoration work. After moving to New York City in 1999, she worked as a Project Manager for Quartararo & Associates where she was responsible for commercial interior renovations and corporate buildouts. During her first year with the firm, she worked on a base building up-grade for Daimler Chrysler, the Walter Chrysler Cloud Club on floor 66 – 68 of New York’s iconic Chrysler Building. She also managed 360 Park Avenue South, a 38 million, 20-story gut renovation for Reed Elsevier. “Between working in the Chrylser Building and on Park Avenue, the Big Apple dream became a reality.”

Previously, as the Managing Director of De-velopment at Boymelgreen Developers, Sara established herself as one of a few female real estate executives in New York who managed one of the most renowned development port-folios in the country.

In Houston, TX, Sara successfully directed the design of two million sq. ft. of LEED-designed residential and retail product from NYC, without having any prior knowledge or experience working on development projects in Houston. She created and managed pro-forma budgets totaling $575 million, and man-aged projects that included site acquisition, team selection, entitlements and USAEC approvals, preparation of Condominium In-formation Statement, lease negotiations, and financing. One project she was working on in Houston sold within 6 months of closing for a 65% ROI. “We generated ideas and schemat-ics for the site that were visionary. While I would have enjoyed constructing it, another developer wanted the project even more than we did. It was the deal of a lifetime.”

360 Park Avenue South

Architects: Piero Lissoni & Ziegler Cooper Architects

Architects: Piero Lissoni & Ziegler Cooper Architects


For Gowanus Canal Village in Brooklyn, NY, Sara worked for five years on a $240 million, 675,000 sq. ft., ULURP application and mapping action for a LEED-designed, mixed-use, residential condominium and rental complex. She worked with city planning to prepare the ULURP proposal to rezone the block and surrounding area from manufacturing to residential use and applied for and received 8M in potential Brown-field Program tax credits to offset the cost of environmental clean-up. The project included a Phase 1A archeological survey, meetings with city officials and local civic groups, public presentations, environmental re-mediation, bulkhead investigation, and design direction for four 13-story towers and the conversion of an existing 77,000 sq. ft. historic building. To assist and incentivize buyers to purchase along the canal, Sara created an owner-financed affordable housing assistance program specific to the development. The project planning was sold to a development partner for a sizeable margin.

At 88 Leonard Street in Manhattan, Sara successfully managed this $130 million, 387,000 sq. ft., 21-story, ground-up, 352-unit, luxury residential rental building built on a 99-year land lease uti-lizing NYSHFA Liberty Bonds for project financing. The project included 18 affordable housing units, a 7,500 sq. ft. retail compo-nent, a 4,100 sq. ft. community facility, two levels of below-grade parking, the construction of 210 ft. tower, 421a tax credit applica-tion and acceptance, and sale-leaseback contract negotiated with the lessor. This project was fully leased in under six months at 50% more than the initial pro-forma projection.

Architects: Enrique Norten - TEN Arquitectos & CetraRuddy Architecture D.P.C.

Architects: Costas Kondylis & Partners & Studio V Architecture

Caption


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Architects: Gerner, Kronick + Valcarcel, ArchitectsAt 500 West 23rd Street in the Chel-sea neighborhood of Manhattan, Sara was responsible for management of this $65 million, 113,000 sq. ft., 13-story, ground-up, 111-unit residential rental building on 99-year land lease. Constructed along New York City’s elevated rail line - The High Line, the project included 10,000 sq. ft. of retail space, demolition of an existing gas station, environmental remediation, entitlements, project financing, and 421a tax credit application and acceptance. On behalf of Boymelgreen Developers, Sara negotiated the sale of the project to Equity Residential and the building received the Roger H. Corbetta Award (2011) for archi-tectural design.

In DUMBO Brooklyn, NY where Sara currently lives with her husband Peter and two young sons ages 3 and 6, she managed Beacon Tower Condominium, a $60 mil-lion, 115,000 sq. ft., 23-story, ground-up, 79-unit, luxury residential building with a 3,500 sq. ft. retail component and one level of below-grade parking. The project included the demolition of four existing buildings, environmental remediation, the


construction of a 314 ft. tower with a lit beacon at the top, acoustic windows, MTA and FAA approvals, project financing, preparation of condominium offering plan and acceptance, and a 421a tax credit application and acceptance. The building was highlighted in Architec-tural Record for successful sound attenuation and the most acoustic residential windows ever manufactured in the United States. “At the time it was developed, it was the tallest building in the neighborhood. People were sleeping on the street the night before the sales office opened to get the best apartment and views.”

A graduate of the University of Minnesota, Sara obtained a Mas-ter’s Degree from New York University in Real Estate Development and Investment. During her time at NYU, she was awarded both a SCPS Dean’s Fellowship and a scholarship by the Association of Real Estate Women based on academic achievement. Currently a member of AREW, Sara is also serving on NYU’s Advisory Board to the new B.S. in Real Estate – the first program of its kind in the nation. She is working to increase the number of incoming female students in both the BS and MS real estate degree programs. “The current enrollment for women at the graduate level is 26% and even lower for the undergraduate degree. Real estate development is a dynamic, exciting career and I’m committed to the University and increasing these numbers.”

Formerly a Steering Committee board member for the Brook-lyn Historical Society and NYC Chapter Chair for NY League of Conservation Voters, Sara is now serving as a Board Member for the Governors Island Alliance working alongside the The Trust for Governors Island to redevelop the island. “Governors Island Alliance is dedicated to representing the public’s interests in the process of redevelopment and to ensure appropriate reuse of the Island and its historic structures. It is an honor and a privilege to work on NYC’s greatest new park.”

Architects: CetraRuddy Architecture, D.P.C.

Member of the U.S. Green Building Council

Congratulations Sara Mirski

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WE BELIEVE IN BUILDING STRONG COMMUNITIESGensler would like to recognize our very own Susan Clamage as a “Pioneering Woman in Real Estate for 2014.”

Gensler is a leading architecture, design, planning and consulting firm, with offices in the Americas, Asia, Europe, and the Middle East.

Boymelgreen Developers Congratulates

SARA MIRSKIPioneering Woman in Real Estate 2014

BOYMELGREEN

Legacy Builders/Developers Corp congratulates

Sara Mirski on being honored as a

“Pioneering Woman in Real Estate 2014”

519 Eighth Avenue, 7th Floor New York, NY 10018212.644.4466 www.legacybd.com

··

Robert Derector Associates congratulates Susan Clamage for being recognized as

“Pioneering Women in Real Estate 2014”

is pleased to celebrate the recognition of

CAROLYN BAROSSand her fellow honorees of the

Pioneering Women in Real Estate 2014

Main Lobby The Johns Hopkins Hospital Sheikh Zayed Tower. Eduard Hueber/archphoto.

ABIGAIL MICHAELS CONCIERGE ABBIE NEWMAN

ENERGYWATCH DIANA SWEENEY

GENSLER SUSAN CLAMAGE

GREEN EDGE, LLC ELLEN SINREICH

IF STUDIO AMY FRANKEL

LEND LEASE LAURA BUSH

ONLINE MARKETING GROUP ILANA SCHWARTZ

PERKINS+WILL CAROLYN BaROSS

JJ FALK DESIGN LLC JJ FALK

(COVER STORY)

THE SAPIR ORGANIZATION SARA MIRSKI (COVER STORY)

SRW ENGINEERS ORAH WEISBERG

SILVERSTEIN PROPERTIES MARY DIETZ


Honoring

A bbie Newman, Co-founder and President of Abigail Michaels Concierge, has always been a trail

blazer in the world of luxury customer service, and today, her company has be-come the recognized industry leader in the concierge industry. Grateful, but not surprised by the success of her company, Abbie recognized the pent up need for qualified, competent service and she made it her mission to fulfill that need. More than 250 residential and commercial properties retain the services of Abigail Michaels Concierge, and by current esti-mates, more than 50,000 people have the luxury of knowing that they are a phone call away from one of her talented team of the city’s most resourceful and connected concierges.

In a field overpopulated with exagger-ated messages of opulence, Abbie instinc-tively knew that the luxury market would place a much higher value on service that was genuine, authentic and realistically deliverable. And even though her com-pany has its share of outlandish requests

worthy of reality television, she is proud-est of things like her company’s 82% suc-cess rate in fulfilling nearly 15,000 reserva-tions each year at the most sought after restaurants in New York City and around the globe. Perhaps her knack in the res-taurant world can be partially attributed to her former ownership of the restaurant Assaggio and one of NYC’s hottest night-clubs, Float in 1999.

Abbie’s service vision is about bringing style and luxury to the way service is de-livered, even if a request is anything but opulent. Maybe that’s why the Abigail Michaels Move-In Package has become one of the most valued services enjoyed by thousands of clients each year who never have to go through many of the most te-dious tasks associated with moving.

This vision has proven fruitful. Abigail Michaels Concierge was a finalist in Earnst & Younge’s Entrepreneur of the Year, and soon attracted the attention of FirstSer-vice Residential, a $2.3B public company that acquired Abigail Michaels Concierge in 2007 bringing a brain trust of executive

leadership and limitless resources making it possible for Abigail Michaels to expand service lines as well as operations to Los Angeles, Chicago and Washington D.C.

An avid participant in all things relat-ed to real estate, Abbie currently sits on AIPAC’s Executive Real Estate Council and she is a new member of AREW.

Abbie’s career began in the luxury hospi-tality industry under such stellar brands as The Lowell, The Waldorff Astoria and Ciga Hotels in Europe. She was Chief Concierge at the InterContinental Hotel/The Barclay. During her tenure, Abbie was twice the re-cipient of the coveted “Concierge of the Year” tourism industry award. She was an officer for The New York City Association of Hotel Concierges and a 25 year member of the prestigious international concierge society Les Clef d’Or.

Abbie graduated from Northeastern University with a major in Business Ad-ministration and lives in Manhattan with her son Alessandro, a recent graduate of American University’s communication school.

ABIGAIL MICHAELS CONCIERGEAbbie Newman

More than 50,000 people have the luxury of knowing that they are a phone call away from one of our talented team of the city’s most resourceful and connected concierges.


When our clients are considering implementation of new energy technologies, we help them understand the financial impact it will have on their buildings.

D iana Sweeney co- founded En-ergyWatch Inc. in 2000. She leads EnergyWatch’s team of

operational directors responsible for all procurement, contract negotiation and analytical services as well as new product development, most recently Watchwire, a dynamic online utility data management and reporting plat-form. Diana has extensive experience in negotiating unique utility incen-tives for clients. She was instrumen-tal in negotiating a landmark power agreement between the Port Author-ity of NY/NJ, the New York Power Authority, NYC Economic Devel-opment Corporation and her client, a global financial services company, setting the model for future agree-ments with those agencies. She is a champion of energy consumer advo-cacy and has recently been named the Executive Director for the New York Energy Consumers Council. The NYECC is the largest intervener in NYC utility rate cases.

Prior to co- founding EnergyWatch, Diana was the Director of Energy Ser-

vices for Insignia/ESG (now CBRE). Prior to that role, as an Account Execu-tive at the same firm, she was respon-sible for overseeing the management of numerous commercial properties. In that position, she was selected Property Management Employee of the Year. A member of the company’s Legal Division for six years, she had responsibility for negotiating leasing agencies, management agreements and brokerage agreements.

Diana is a past Enterprising Wom-en’s “Women of the Year” Finalist. She is affiliated with AREW, Vistage Inter-national and BOMA.

She holds a Master of Science degree in Real Estate Investment from New York University and a Bachelor of Arts degree from St. John’s University.

Diana is a mother of two young daughters. She has a long track record of volunteer work with organizations such as Special Olympics, NYC Public Schools One- to-One Mentoring, and AREW. She initiated and for eight years managed a reading program for children with incarcerated parents.

ENERGYWATCHDiana Sweeney



I derive a lot of personal satisfaction in connecting NEW (Non-Traditional

Employment for Women) with the real estate and

construction industry. As a professional, it’s our duty to give back to the community and play a part in opening doors

for women, giving them opportunities to live

better lives.

GENSLERSusan Clamage

S usan Clamage, AIA, LEED AP has been employed in the archi-tecture and design profession for more than 23 years. Susan has recently rejoined Gensler’s New York office as Senior Project

Manager. Prior to her current position, Susan was associated with Man-hattan Studio (now G3 Architects), where she helped to grow the firm from a 2 person company to a full-fledged multi-city company, working with all aspects of the business including project management, client re-cruitment, leading teams and business development. While at G3, Susan managed one of the company’s largest accounts, Tishman-Speyer, as well as other major client accounts. After nearly 17 years with G3, Susan ac-cepted a new challenge as Senior Project Manager and a senior associate at M Moser, an international design-build company in their New York office. Susan was tasked to lead a studio and run the largest design build project in the NY office, Canon, a 130,000SF multi-site interior renova-tion located in Itasca, IL.

Subsequently, Susan reconnected with many of her former colleagues at Gensler, where she began her career some twenty-three years ear-lier, accepting a position as a Senior Project Manager. She is currently running the Estee Lauder account with several projects in design and a 500,000 SF technology hub renovation and restack for JP Morgan Chase, in Jersey City.

From the start, when Susan received her Bachelor of Science in Design from University of Cincinnati, she has managed an unbroken record of achievement, advancing to increasingly complex and challenging projects. During this same period she has also engaged in numerous professional and community activities including NEW (Non-Traditional Employ-ment for Women), a non-profit group founded in 1978 that works with construction unions to bring women into higher paying jobs in the con-struction industry); through her efforts as a member of the Ambassador Council, Susan has worked to facilitate and connect NEW with the real estate, construction and design industries. She is also a member of the Association for Real Estate Women (AREW), a member of CoreNet and the American Institute of Architects (AIA).


GREEN EDGE, LLCEllen Sinreich

E llen Sinreich, Esq., LEED AP, is the Founder and Presi-dent of Green Edge, LLC, a sustainability consulting firm, and the Founder and Managing Principal of The Sinreich

Group, a real estate law firm. Clients of both firms reap the benefits of Ellen’s distinctive blend

of real estate, legal and sustainability expertise. In addition to rep-resenting Fortune 500 companies, REITs, governmental agencies and entrepreneurs in connection with over $15 billion of successfully completed real estate transactions throughout the United States, Ellen has helped many of these same organizations improve bot-tom line performance by greening their companies and their real estate portfolios.

Besides leading the success of Green Edge and The Sinreich Group, Ellen is on the faculty of New York University’s Schack Institute of Real Estate, a steering committee member of the Urban Land Institute’s NY Women’s Leadership Initiative and New York State Director for the International Council of Shopping Centers. Ellen is a graduate of Columbia Law School.

We created a series of products that enable organizations to reduce their carbon footprints by engaging with people.

I’d like to see Real Estate branding step

up its game! Its become too predictable, too

formulaic, too much talking to itself. We

need to take our cues from the categories that do it well – the image-

driven categories such as beauty/fashion/wine and spirits, even technology.

We need to tell brand stories that connect

to customers on a gut level. A home is an

emotional place, people!

IF STUDIOAmy Frankel


A fter receiving an MBA in Marketing, Amy took on the world of cosmetics. There, she

built her reputation as a brand marketer launching world-class “star” products and brands at L’Oreal and Revlon, where she served as Executive VP of Marketing. In the beauty industry, she developed her strategic branding skills as a classic consumer package goods marketer.

She extended her passion for image-driven branding to the world of real estate when she built a real estate “practice” at her former agency, TAG Creative. After bringing several projects to market she was hooked. Four years ago, Amy founded IF Studio with her business partner, Toshiaki Ide having been introduced by a client while working at competing agencies. The branding “chemistry” was just as the client predicted and they conspired to launch an agency that was based on bold, emotional, lifestyle-oriented, graphic design that could bring branding in real estate to a new level. Banking on their similar backgrounds in beauty, and having many strong client relationships in place, IF Studio was born!

Amy oversees all Strategy, Account Management and Business Development at IF Studio, while Toshi oversees the Creative Department. Their team consists of 10 individuals, all with creative expertise and a genuine exuberance for what they do – they are artists, architects, graphic designers, dancers, writers, musicians, photographers and more. The firm’s high standards are reflected in the exceptional level of quality and service brought to each account, resulting in long-standing client partnerships that are grounded in openness and honesty.

IF Studio has become an award-winning design firm and leading creative studio for some of the largest names in real estate development. Recent notable development projects the firm has completed include: 15 Renwick and 93 Worth (IGI-USA) Hawthorn Park, Emerald Green and Crystal Green (Glenwood), 155 East 79th and Citizen (Anbau), 182 W 82nd St. (Naftali Group), 12 East 13th Street (DHA and Continental Properties), as well as the prestigious 15 USW for Brack Capital and 250 West St. for Elad Group.


LEND LEASELaura Bush

M s. Bush has 16 years of experience in the construction management industry. She

began her career at Lend Lease as part of their undergraduate training program in the United Kingdom.

In January 2001, after working as a construction superintendent at the Chiswick Park office development in London, she transferred to New York City on a temporary basis to work on the AOL Time Warner Center at Colum-bus Circle. Laura decided to stay in the US permanently and has since worked on luxury residential projects such as Fifteen Central Park West and 150 Amsterdam (Aire) and on the pre-construction of 250 West 55th Street, a midtown office development. Most recently, Ms. Bush managed the overall construction of the 55-story, Hyatt Hotel at Times Square, which opened at the end of 2013. Over the past year, Laura has overseen the completion of the luxury residential project at One Madison Park and is cur-rently managing the pre-construction of a two-acre site in downtown Manhattan.

Ms. Bush is a member of the Lend Lease

Americas Diversity Council and actively participates in the regional women’s group in New York City. The long term goal of the group is to make Lend Lease a better place for women to work, as well as encouraging more females to enter into the construction industry.

Laura has served as Chapter President of the Great New York and Long Island Chapter of the National Association of Women in Construction (NAWIC). NAWIC’s core purpose is to enhance the success of women in the construction industry. She was a founding co-chair of the Ambassador Council for Non- Traditional Employment for Women (NEW), who provide free training for women who want to enter the construction trades. Ms. Bush continues to support NEW, and some of her projects have participated in the NEW Signature Projects program, which promotes the hiring of tradeswomen on New York City construction sites.

Ms. Bush met her husband, Andrew, while working on her first construction project in Manhattan. They reside in Westfield, NJ with their two young daughters Alexis and Liza.

I’ve been fortunate to find at Lend Lease people who support me and pointed me in the right direction from the very beginning.


I lana Schwartz is a pioneer in the world of real estate mar-keting. Ten years ago, she saw

that while people were increasingly using the internet to search for a new home, developers continued to depend on print advertising, signage and brokerage networks.

Knowing there was a better way, Ilana struck off on her own and founded Online Marketing Group, a digital real estate marketing agency. OMG is dedicated to helping owners & developers use all marketing tools available, merging traditional and digital, to generate highly qualified leads for rentals, new condos; even commercial space.

Ilana is a true visionary in the online world. She has keen insight into how consumers behave on-line. This is based on her 12 years’ experience in marketing, plus her love of data. Ilana can target the “left handed dentist” with access

to mountains of data about people. “Whether its soccer moms, or in-vestment bankers, everyone be-longs to different tribes. Knowing how to target these tribes to gen-erate leads for my clients—that’s where the magic is.”

Ilana is also the founder of a real estate listings website called Urban Edge. Urban Edge is currently ex-panding nationally offering people direct access to owners’ real estate listings. This is for the do it yourself (DIY) world of people who prefer not to use the services of a broker to find their home.

A graduate of Lehigh University, Ilana worked for 5 years at The Mar-keting Directors. There she learned from the ground up about marketing luxury real estate. Ilana is a great sup-porter of the arts, loves sports and staying active and currently lives in Chelsea with her partner Kayla and her cat Ginger.

The internet is our love and our science

at OMG. And it’s no secret that the

online world is rapidly evolving.

Our job is to help our clients navigate and profit from this

constant change, each and every day.

ONLINE MARKETING GROUPIlana Schwartz

PERKINS+WILLCarolyn BaRoss

C arolyn BaRoss, ASID, IIDA, LEED AP, Principal, Firmwide Healthcare Interior Design Director, is a committed leader at Perkins+Will for health-care environments, and their implication on the care experience. Carolyn

supports a collaborative approach that fully and meaningfully integrates function and aesthetics of interior design with client, architecture and medical planning in order to achieve harmonious environments for patients, caregivers, and the larger community. She is a steadfast advocate for holistic approaches to design, which move teams toward considerations of privacy, dignity, sophistication, delight, and environmental stewardship.

With a start in commercial interiors in New York, she found her passion in healthcare design, and in her nearly 20-year career at Perkins+Will, has served as Design Principal for the interiors of many award-winning and notable projects in-cluding leading the new 1.6 M SF Johns Hopkins Hospital, Sheikh Zayed Tower and Charlotte R. Bloomberg Children’s Center, Baltimore, MD, and the 360K SF LEED Silver Einstein Medical Center Montgomery hospital in East Norriton, PA. She was Design Principal for the 100K SF LEED Gold ColumbiaDoctors Midtown project for Columbia University Medical Center, and the recently opened NYU Langone Medical Center Preston Robert Tisch Center for Men’s Health at 555 Madison Av-enue. Legacy projects include fit-out for the 370K SF Yawkey Center for Outpatient Care at MGH, as well as a replacement hospital for the Mayo Clinic in Jacksonville, Florida. Projects on the boards include a regional cancer center for Memorial Sloan Kettering, and Neurosciences and Children’s hospitals in the Middle East.

Within Perkins+Will, she is a member of the Firmwide Design Leadership Coun-cil, HC Practice Council, and leads the Firmwide HC Interior Design Leaders. She also serves annually as a guest juror at Pratt Institute, and is a member of the IIDA NY Healthcare Forum and the Healthcare Committee for the New York Building Congress. Carolyn is a graduate of the University of Massachusetts, Amherst, and was named as the 2014 HCD 10 Interior Designer by Healthcare Design Magazine.

I love designing for health, for the complexities and challenges that are driven by pragmatic and programmatic requirements; yet the art is in making the spaces humane. The results have an immensely positive impact that people truly appreciate.


SABIR, RICHARDSON & WEISBERG ENGINEERS, PLLCOrah Weisberg, P.E.

O rah Weisberg P.E., LEED AP is a founding partner and Chief Operating Officer at Sabir,

Richardson & Weisberg Engineers (SRW), a full service MWBE MEP engi-neering consulting firm. Partners Cappy Sabir and Yvette Richardson complete the trio that founded SRW and made it into the successful firm it is today.

The SRW motto is ‘Project Solved’. This epitomizes the firm’s dedication to providing clients with creative, practi-cal, energy efficient and holistic solu-tions. They use a “think tank” model to leverage the varied experiences of everyone in the firm to benefit all as-pects of a project. SRW works on a range of interesting project types of all sizes covering commercial, multifam-ily, and government throughout NY, NJ and PA. They were part of the team of the award-winning project for the NYC Parks Department for the renovation of their beachfront properties devas-tated by Hurricane Sandy. The com-plex project encompassed 16 buildings, on 6 beaches in 3 boroughs. The SRW team rose to the challenge to meet the

mayor’s mandate to reopen the beaches within 6 months. They accomplished this through their skillful coordination with 12 other design consultants, mul-tiple city agencies and utility companies - while implementing innovative resil-iency and flood mitigation measures.

Outside of the office, Orah is an avid traveller and has visited may fascinat-ing places on all 7 continents. She is also an amateur photographer, enjoys play-ing squash and has recently taken up golf. Orah has a passion for sustainable design, and holds a degree in mechani-cal engineering from Johns Hopkins University. Orah is involved in leading organizations, including ASHRAE and the ‘Women in Business’ groups of both Johns Hopkins University & the Penn Club. Yvette and Cappy are both active members of NOMA (National Organi-zation of Minority Architects). Orah, Cappy and Yvette encourage women and minorities to pursue careers in Engineer-ing and Architecture. They mentor ju-nior designers and students by exposing them to projects, team members and the industry at large.

We feel that both women and

minorities are under-represented at the higher levels. Our

success shows that we can be successful at

all levels.


SILVERSTEIN PROPERTIESMary Dietz

M ary has spent over 35 years in the practice of Architecture, focused on large public projects. A Registered Architect with over 35 years of

experience she has over-seen, for the last 7 years, the Design of the Port Authority Retail Redevelopment program for the World Trade Center. Retail comprises almost 500,000 gross square feet and 350,000 square feet of tenant space both above street level within the three commercial towers and for two concourse levels below street level throughout the site. Using the experience of running complicated projects, she has integrated the de-sign of internationally respected architects, and executive architects and engineers to complete the documentation and construction oversight for the Retail infrastructure. The challenge of coordinating all of the systems for the five major stakeholders within the structure of the three commercial towers and the Transportation HUB has required continuous communication, collaboration and attention to detail.

We are creating a retail neighborhood that is meant to integrate with the surrounding community. Nowhere else will you be able to find 16 acres on one site that will be inter-connected to so much!



Port Authority Retail Hub at World Trade Center

Planned World Trade Center Retail Redevelopment(Ribbon-cutting planned for Fall, 2015)Co-Owners: Westfield WTC and PANYNJ

• Almost 500,000 gross sf

• 350,000 tenant sf

• 145 expected tenant demised spaces

• Currently has 70% commitment from retail tenants

• The Centerpiece is the Transportation Oculus, which measures 225,000 sf, 365 feet long

• (25% longer than Grand Central Station)

• Retail tenants will be on two levels ringing the Oculus

• Retail tenants also be on two levels off of the concourses below street level within Towers 2, 3 & 4, and the tunnel connection to Brookfiled Place

• Retail tenants will also stand on three floors of the podium of Tower 2, Tower 3, & Tower 4, with street and multi-floor retail spaces

• Sustainability Level: LEED Gold Alternative Path

• Formerly Cortlandt Street, now Cortlandt Way is being designed as a pedestrian plaza with terraced seating areas for special event productions throughout the year.

SILVERSTEIN PROPERTIESMary Dietz


Left: Tower 3, Retail Transit Hall. Right: The Oculus

Left: PATH Hall from Trains. Right: Top-Level Retail Overlooking the Oculus Floor

SECTORSCorporateCulturalHealthcareHigher EducationK-12 EducationScience & TechnologyResidentialRetail & Hospitality

Proudly Supports Pioneering Women in Real Estate

SERVICESEngineering

Analysis & TestingCentral Utilities

BMSCode Consulting

CommissioningCritical Systems

Energy & SustainabilityFire & Life Safety

IT/AV/SecurityLighting Design

Special InspectionsT: 212.354.5656www.akfgroup.com

Congratulations To JJ Falk Design On Being Honored As A Top Women-Led Firm

Furniture Solutions For The Workplace

Workwell Partners6 East 32nd St., 8th Floor

New York, NY 10016www.workwellpartners.com

F O R B E I N G H O N O R E D A S A P I O N E E R I N G W O M A N I N

R E A L E S TAT E

www.burohappold.com 100 Broadway (23rd Floor) New York NY 10005

C O N G R AT U L AT I O N SS A R A M I R S K I Congratulations

to SARA MIRSKI

SPRING SCAFFOLDING LLC

Spring Scaffolding LLC49-30 31st Place

Long Island City, NY 11101718.392.4921

SpringScaffolding.com

GEA CONSULTING ENGINEERS In The LEED

14a • www.sokolmediaonline.com

s one of New York’s top engineering firms specializing in the innovative design of mechanical, electrical, plumbing and fire protection systems for some of the city’s most well-respected companies, the scope of GEA’s work includes everything from large-scale retail, hospitality and commercial, to institutional and high-rise residential projects.

Gateway II

GEA CONSULTING ENGINEERS

www.sokolmediaonline.com • 15a

TRIANGLE PLAZA

In March of 2012, Triangle Equities was selected by the New York City Economic Development Corporation to re-develop a surface parking lot into an 85,000-square foot multi-level retail center with parking at grade. Located at the intersection of E. 149th Street and Brook Ave, the site is at the hub of a major retail corridor that is well served by subway, buses, and easily accessible by automobiles. GEA specifically selected the mechanical equipment at this LEED Silver certified site for increased efficiency, since the lease requirements stipulate that all selected units must meet EERs of at least 17.1 or higher. As the largest factor helping this project realize its goal of provid-ing an energy efficient location for shoppers and workers alike, recent estimates show a 24% energy reduction due to measures taken at this site.

345 W 14TH STREET

At 345 West 14th Street, a mid-rise residential building located in the heart of New York’s Meatpacking district, a fast-rising neighborhood for millennials and professionals alike, this build-

ing contains nearly 40 high-end luxury units, including five pent-houses. GEA paid particular attention in this LEED certified building to its water efficiency. Low-flow toilets, faucets and showerheads contributed to a nearly 40% reduction in water use. Today, kitchen faucets run at 1 gpm, and restroom faucets at 0.5 gpm; less than half of the code allowance. Additionally, the roof contains a Water Hog rainwater collection system designed to lower the irrigation needs by over 80%.

211 E 13TH STREET

This building, which incorporates a heat recovery VRF sys-tem designed to provide simultaneous heating and cooling at a highly efficient level to building residents, will generate a space cooling savings of at least 50% over the baseline electric usage, with similar reductions in space heating costs. Additionally, this building introduced one of the neighborhood’s most expansive green roofs, intended both for resident amenity and to lower the building’s heating and cooling load. The green roof incorporates lounges, cabanas and a terrace with a full kitchen, realizing the developer’s goal of combining tenant functionality with sustain-able urban development.

Top: 211 East 13th StreetBottom: Triangle PlazaRight: 345 West 14th Steet


NEW STAPLETON WATERFRONT

In the fall of 2011, Ironstate Development began to develop a new, sustainable, mixed-use waterfront community at the former Home-port, on the Staten Island waterfront. Located within walking distance of the Stapleton Staten Island Railroad station and not far from the Staten Island Ferry, the City is undertaking major road reconstruction, extension of utilities and the creation of a waterfront esplanade to better incorporate the neighborhood’s density. The open space will include walking paths, lawns, and landscaped areas, and will be LEED certified. Among the largest residential LED lighting installations in the Northeast, GEA was able to use super-efficient lighting fixtures to lower the building’s cooling load, as well as lower maintenance bills. By lowering the wattage while maintaining the lumen output of these LED fixtures, New Stapleton Waterfront will be able to demonstrate as much as a 70% reduction in electric consumption in common building areas. GATEWAY II

As the second phase of an existing shopping center in the Spring Creek section of Brooklyn, GEA completed the first phase approx-imately 10 years ago, Gateway II is set to include approximately 630,000 square feet of shopping while respecting prior developments in the area for affordable housing and ample parkland. One of the largest suburban-style retail developments in New York, it will offer a multitude of shopping experiences and free parking and, as LEED Silver certified, this building places development emphasis on blend-ing this impressively large structure with the surrounding neighbor-hoods, including an unobtrusive façade design and heightened noise reduction. GEA was able to use super efficient mechanical equipment to significantly lower the building’s carbon footprint.

• Mechanical: Heating, Air Conditioning, Ventilation

• Electrical: Power, Lighting, Distribution

• Plumbing: Hot and Cold Water Distribution, RPZ/Backflow Preventers, Drainage and Waste

• Fire Protection: Sprinklers, Hydraulic Calculations, Fire Standpipe

• Life Safety: Fire Alarm, Smoke Evacuation Systems

• Drawings and Specifications: Preparation of Drawings and Specifications Ready for Bid, Filing and Construction

• Building Condition Reports/Pre-Purchase Inspections

• Building Energy modeling

• Commissioning

• LEED Consulting Services

• Energy Audits

• Energy Efficiency Studies

• Building Information Modeling - BIM

• NYSERDA Multifamily Performance Program (MPP) - Partner

LIST OF SERVICES

New Stapleton Waterfront

Triangle Equitieson their continued commitment to

Sustainable Designand

Building a Greener Tomorrow

Congratulates

H VA C • E lect r ica l • Plumbing • Fire ProtectionF i re A larm/L i fe Safety • S u s t a i n a b l e D e s i g nLEED Services • Energy Modeling • Mission Crit icalProperty Conditioning Assessments • Master Plan Feasibility

Building Information Modeling (BIM)

Triangle Plaza, Bronx, NY

212-643-8006 • www.gea-pl lc.com

Congratulationsto Triangle Equities on this well-deserved honor.

vhb.com

EngineersScientists PlannersDesigners

Hauppauge | New York City | White Plains | Albany JFK&M is a Women’s Business EnterpriseP: 212.792.8700 • F: 212.575.1999 • www.jfkmcg.com

Mechanical • Electrical • Plumbing • Fire Protection • IT • Sustainable Design • Commissioning

COMPREHENSIVE ENGINEERING DESIGN SERVICES

Congratulations to

JJ Falk Design, LLCand all the Honorees

with best wishes for continued success!

TRIANGLE EQUITIES

Expanding the Sustainable Landscape

Built upon a 30-year commitment to excellence and integrity, Triangle Equities, the owner, developer and manager of commercial, residential and mixed-use properties, is now transforming the sustainable landscape.

By embracing this emerging market, Triangle Equities’ expertise in creating “value-added” urban developments is ensuring the future potential for its tenants and community members.

And the firm’s success in doing so is most clearly evident through such groundbreaking projects as Lighthouse Point, Triangle Plaza Hub, and Arverne East.

TRIANGLE EQUITIES

Top: Triangle Plaza Hub

Bottom: Lighthouse Point



KIPCON’S SERVICES Caption

A new construction project consisting of approximately 62,000 SF of retail , 109 residential rental units (20% affordable) , 180 hotel rooms, 125,000 SF sub-grade parking, the rehabilitation of four Historic U.S. Lighthouse Depot buildings is slated to achieve LEED Silver Certification.

Through an outstanding design team lead by Cooper Carry and Garrison Architects, as well as M. Paul Friedberg & Partners (landscape architect), Lighthouse Point will succeed in trans-forming the Staten Island skyline.

This project is a product of a public-private partnership with the City of New York. Triangle was selected by the NYC Eco-nomic Development Corporation (EDC) for development of this mixed residential and commercial project in the St. George district of Staten Island. Scheduled for completion in summer 2019, this transit-oriented, residential, retail and hospitality des-tination will establish direct connections to the Staten Island Ferry parking and pedestrian systems, and will re-establish St. George’s place in history through the restoration and stimula-tion of the currently vacant United States Lighthouse Depot Complex, a federally registered National Historic Site.

Specifically, along the waterfront esplanade the four historic buildings and hillside vaults of the US Lighthouse Depot Complex will be repurposed into over 23,000 SF of mixed-use restaurant, of-fice and hospitality space, while providing a linkage to the 140,000 SF, 180-room new construction hotel tower. Parking for 400 cars will utilize the site topography and be built into the hillside in a new construction garage, while the different buildings at Light-house Point will evoke that of an old- world style European village

while restoring a sense of historic grandeur to this notable site. “It’s a complex, challenging, and ambitious plan,” said Lester Petracca, President of Triangle Equities. “But by embracing that complex-ity, we’ll be able to unlock substantial value. That’s something we take pride in bringing to all of our projects and we look forward to doing the same in Staten Island.”

Lighthouse Point will include:• Approximately 85,000 square feet of retail, restaurant and

entertainment space; • A 12 story, 94,000-square-foot residential tower that will

house approx. 100 units;• A 160+ room boutique hotel and banquet hall;• Communal-style workspace for startup businesses and

accelerators;• Open, outdoor lounge areas;• A variety of fine and casual dining experiences;• Private dining rooms and shops within the historic, hill-

side vaults;• A waterfront esplanade , featuring specialty attractions such

as greenmarkets, outdoor performances, and artisan shops;• Terraced seating space for exhibitions and small local

concerts; • An urban beach and lounge;• The restoration of several historic buildings currently lo-

cated on the site;• A series of outdoor living area with unmatched views of

the harbor, lower Manhattan and the NY wheel, connect-ing the community to the waterfront.

LIGHTHOUSE POINT


At Triangle Plaza Hub in the Bronx, Tri-angle Equities’ new construction of an 88,000 SF mixed-use retail and office fa-cility slated for completion in December 2014 is on target for LEED Silver Certifi-cation. Designed by a project team includ-ing S9/Perkins Eastman (Architect) and M. Paul Friedberg & Partners (Landscape Architect), this project is the result of a unique public-private partnership with the City of New York. Selected by the NYC Economic Development Corporation (EDC) for development of a mixed-use retail and office facility consistent with both the Bronxchester Urban Renewal Plan and the City’s South Bronx Initia-tive, this project will provide a variety of community amenities including a campus for Metropolitan College of New York, a Fine Fare supermarket, which is being built in an underserved area as part of the City’s Food Retail Expansion to Support Health (FRESH) Program, and a public plaza located at the intersection of Bergen

and 149th Street. A joint venture between Triangle Eq-

uities and Goldman Sachs Urban Invest-ment Group, the building will utilize brick, masonry and industrial building materials reflecting the context of the surround-ing neighborhood. It will also activate the street level fronted on 149th Street by maintaining street walls and utilizing glass facades to create an inviting pedes-trian entrance, while ensuring transpar-ency on the upper levels. “We’re excited to be making great progress in developing a community-centric location that will both provide essential amenities to a deserving area and, we believe, serve as a catalyst for the continued rejuvenation of the entire neighborhood,” Mr. Petracca says.

Specifically, this development will trans-form an underutilized municipal parking lot in a generally underserved area into a vibrant mixed-use commercial and community facility located at the Hub – a transit center for the Bronx, through

which over 200,000 people pass daily. As such, the project will be developed in ac-cordance with energy efficiency and green building standards, while also creating ap-proximately 191 permanent jobs and 151 construction jobs. Further, the Fine Fare Supermarket will provide critically needed access to fresh food as part of New York City’s Food Retail Expansion to Support Health (FRESH) initiative. Also, the re-cent addition of Vistasite Eye Care to the Hub’s tenant roster will provide area residents with another community-facing service – increasing access to affordable and efficient eye care. Augmenting the benefits of developing this project in the South Bronx, Bronx Borough President Ruben Diaz, Jr. believes that “this green mixed-use commercial and community facility will positively impact the South Bronx community providing residents with much needed access to both fresh produce, new job opportunities and high-er education.”

TRIANGLE PLAZA HUB

TRIANGLE EQUITIES AWARDS

THE BROOKLYN CHAMBER OF COMMERCE 2009 BUILDING BROOKLYN AWARD in the area of Economic Development for the Triangle Junction Mall (2201 Nostrand Ave, Brook-lyn). Triangle joined forces with Brooklyn College and the Flatbush Redevelopment Corporation, as well as local com-munity boards, to revitalize the Flatbush area by revamp-ing an underutilized, defunct municipal parking lot into a 300,000-square-foot shopping center, anchored by Target, thereby reinvigorating the retail presence of the area.

1ST PRIZE in the 2004 Society of American Registered Architects (SARA) Professional Design Awards Program for The Arches at Cobble Hill (101 Warren St and 401 Hicks St, Brooklyn).

Lester Petracca (Triangle Equities’ owner and President) was individually recognized by the Flushing Town Hall – Flush-ing Council on Culture and the Arts – by receiving the 2004 COCA (COUNCIL ON CULTURE AND THE ARTS) AWARD for his commitment to the revitalization of Queens and the greater metropolitan New York area.

1ST PRIZE awarded by the Chamber of Commerce Borough of Queens for excellence in design for Triangle Centre in 2001 (140-01 20th Ave, College Point).

THE AWARD OF MERIT presented by the College Point Board of Trade, Inc. was awarded in 2000, in recognition of Triangle Equities’ excellence in developing quality retail, office build-ings and a movie theater in the College Point Corporate Park on former marsh land.

1ST PRIZE awarded by the Chamber of Commerce Borough of Queens for excellence in design for Triangle Plaza in 1999 (30-02 Whitestone Expressway, College Point).

THE QUEENS COUNTY BUILDERS AND CONTRACTORS ASSO-CIATION BUILDING AWARD was awarded in 1994 for excel-lence in design and construction for the Whitestone Office Building (30-56 Whitestone Expressway, College Point).

1ST PRIZE awarded by the Chamber of Commerce Borough of Queens for excellence in design for The Whitestone Office Building in 1994 (30-56 Whitestone Expressway, College Point).

1ST PRIZE awarded by the Chamber of Commerce Borough of Queens for excellence in design for The Petracca Building in 1993 (18-02 Petracca Pl, College Point).


Moving over to its sister borough of Queens, Triangle Equities is partnering with L+M Development Partners and The Bluestone Organization for the Master development of a groundbreaking 80+ acre resilient/sustainable com-munity called Averne East. Selected by the NYC Department of Housing Preservation and Development (HPD) for development of this site on the Rockaway Peninsula, it will include the development of approximately 1,200 residential units, approximately 150,000 SF of community retail and restau-rants, a nature preserve and a boardwalk. The construction of this resiliency preserve is in direct response to Hurricane Sandy to ensure that the Rockaway Peninsula area, vulnerable to flooding from bay and sea storm surges, ground water liquefaction and surface rain, will be well-protected against any future storms of this magnitude.

AVERNE EAST

Celebrating fifteen years of experience with Triangle Equities, changing the city, one project at a time.

LIGHTHOUSE POINT, STATEN ISLAND, NY

COOPERCARRY.COM


JJ FALK DESIGN INTERIOR ARCHITECTURE

F ormerly featured for her firm’s out-standing work in our January 2011 issue of Top Women in Real Estate, JJ Falk was, at that time, on top of

the design world with successes at Samsung, Ralph Lauren, and JP Morgan, as well as several other large NY institutions. Today, three years later, with the economy back on the rise, work levels are up, and fees are inching upwards. We therefore sat down with JJ to discuss her reflections on the last three years, changes she has made along the way, and her thoughts about the future.

Being able to enter and succeed in

different markets allowed us to develop a more varied client

base and, at least for us, they are all

interwoven.


T hree years ago, JJ had just completed a 275,000SF packaging

facility for Samsung in Dallas, TX, an 80,000SF in-bound call center in South Carolina, and a hotel in the heart of Manhattan. Along with her other projects for clients like JP Mor-gan Chase, AIG, and Ralph Lauren, JJFD had a backlog of work despite the recession that was already three years old. Having insulated her firm from the recession, however, she was able to tighten her grip on securing work from existing clients and forging ahead with a conservative strategy on

winning new assignments. “For the most part, we were able to maintain employee levels to a pre-2007 level, never rising or falling by more than a few people,” JJ says. “We were also very fortunate that our clients were active in the marketplace and con-tinued to appreciate the value they receive from our efforts to help and support them.”

Still, JJ also knew that her firm needed to learn how to master the fledgling economy which not only meant smaller and fewer projects, but also more competition for assign-ments. Her firm did so by ascertain-

ing new and viable new markets. “We focused on who was spending money, who had money, and whether it was a sector we could be competitive in,” JJ recalls. As a traditional corporate interiors firm, JJFD’s practice is more general in nature. “We know a little bit about a lot of things. So, rather than trying to appeal to a client who’s looking to build say a “clean room” for which we have no real experience,” she continues, “We set our sights on safer, ‘more’ realistic areas to expand into.” One of those areas, and a natu-ral extension to her corporate work, was the residential sector.

(Top) Newport Office Center, The LeFrak Organization – Renovation of two lobbies after damaged by Hurricane Sandy in Newport.

(Left) Salvatore Ferragamo – Worked with local and abroad store design team, project management at JJFD executed comprehensive exterior/interior project.

Leonardo DaVinci is quoted as saying ‘sim-plicity is the ultimate sophistication,’ and, if there is a word that embraces JJ’s work, it is ‘simplicity.; Her ability to create a vernacular that is free from needless clutter and orna-mentation, is honest and pure, and sleek yet elegant, is remarkable. As an artist with canvas and paint, she appears to apply brushstrokes only as needed to bring forth her vision from the bare white cloth. Labeling it ‘humanistic design,’ a style that resonates well with her resi-dential clientele, she says “I find that all of my clients are savvy, well-traveled, and very worldly. They’ve experienced sophisticated and elegant living in their own lives, and know what they want to achieve through my designs. It makes working with them very enjoyable since they know what I’m talking about, understand the reference because they’ve seen it or heard about it before, and are very decisive.” Prior to 2009 JJ says, “I don’t think we ever actually pursued a residential project. By the time we decided to pursue it in earnest, we had three. Now it seems

there is at least one or two residential projects on the boards all of the time.”

Another sector that JJFD marketed to was landlord and property manager work. In tough times, building owners are working hard to fill their buildings while competing against a growing sublease market, higher vacancies, and dwindling interest. Lobby improvements, ame-nities façade upgrades, pre-built suites, etc., are all projects that seem gain more prominence in slow economies. JJ credits organizations like AREW, WPO, PWC, CORNET/SIG and magazines like “Top Women in Real Estate” with providing her the platform to network with other successful women in the industry. “It’s a tight knit group,” she says, “And I always feel like there’s a genuine interest in advancing women in this field.” JJ has maintained many relationships through events sponsored by these organizations that ultimately put her in a seat across from many landlords, brokers, and property managers. “For the most part, I have found that landlords are receptive to working


(Top) Frej Residence – transformed a turn-of-the-century row house in Chicago into an eloquent contemporary residential.

(Right Page Top) Monshaw Residence – A complete renovation of an apartment in a landmarked building.

(Right Page Middle) Ralph Lauren, Women’s Dress Showroom – Each showroom is unique in style.

(Right Page Bottom Right): JP Morgan Chase – Creative renovation/refresh cafeteria

(Right Page Bottom Left) JJ Falk corporate office – JJ surrounded by senior staff



with boutique firms such as JJFD,” she continues. “They like the clean look of our designs, coupled with the organizational and technical skills that our team brings. And I guess the more competi-tive fees don’t hurt us either,” she adds.

Prior to 2009, JJ says that “I would definitely have categorized us as a tenant driven firm. Al-most all of our work was end-user based. Now all of that has changed. We fought hard the last five years to carve a niche working with landlords and property managers.” “Today, with ongoing work for clients like the Lefrak Organization, Vornado, SL Green, Hines, Boston Properties, and other similarly-sized firms,” JJ adds, “I think it’s fair to say we do almost as much landlord work as we do tenant work.”

As a result, JJFD is a much stronger architec-tural design firm than it was before. “Being able to enter and succeed in different markets allowed us to develop a more varied client base and, at least for us, they are all interwoven. For example, the tenant has a house which needs work, the general contractor who builds his house has his brother-in-law works for a real estate firm which is a property manager or leasing agent for a land-lord…and so the whole circle of adding clients and building our business starts again.”

While this may sound easy, JJ admits that there’s a lot more to it than that. “We are a dif-ferent firm now from where we started. With the

varied practice that we now have, we also needed to build a staff that was better prepared to meet the demands of our clients.” JJ has therefore care-fully molded her team to provide JJFD with the skills to take on these more challenging projects to now include more seasoned individuals with strong leadership skills to help her lead the firm. Along with Principal Walter Dwyer, JJ has added Keith Walker, Larry Lane, and Vince Picone as SPM’s to fill those roles. “They all have stronger construction experience, solid interior portfolios and, at one point in time, each has been a captain of his own ship, JJ says. In addition to their pri-mary responsibilities as architects, they also men-tor the younger employees. “On-the-job training is tough in this field because of the pace, but I can’t think of being young and impressionable and not wanting to learn the ropes from these guys,” JJ Says.

Still, the design team takes its direction from JJ, since she says she ‘always will be the guiding force behind the JJFD brand.’ This is a passion that still burns brightly for her…a passion that started halfway around the world in Seoul, moved on through Colorado to New York, and which took her from Rockefeller Center down to Ko-reatown. As the master of her own ship, and with the skies clearing after thirty five long years, it is clear that she has set sail for calmer waters and a brighter future.

(Top) Financial start-up Two Creeks Capital and Philanthropic Foundation – Contemporary design with classic lines makes space elegant and reflects high-level clientele.

We congratulate

JJ FALK DESIGN

all the honorees of the

TOP WOMEN-LED FIRMS 2014

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w w w. s a n d e r ny c . c o m

The Durst Organization

is pleased to join

Sokol Media in honoring

JJ Falk

INTERNATIONAL LIGHTS

36 West 20th Street

New York, NY 10011

Tel: 212 414-2803

Fax: 212 414-2813

www.internationallights.com

Congratulations to

JJ FALKPioneering Woman in Real Estate 2014

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150 PRICE PARKWAY, FARMINGDALE, NY • 800-368-6869email: [email protected] • FAX: 800-479-0336

4 DISTRIBUTION CENTERS IN THE NORTHEASTFARMINGDALE, NY • CARTERET, NJ • BRIDGEPORT, CT • GLEN BURNIE, MD

Beautiful from the inside out. . .

The ultimate in designflexibility and installation versatility

Miele’s Independence™ refrigeration series is beautyto behold, with its modular design, seamless integrationand ClearView lighting™ system. Featuring self-adjusting temperature and humidity controls, Miele refrigerators and cooling systems preserve full flavor and nutritional value of your foods, while complementing your design style perfectly.Miele believes that quality without ease of use is no qualityat all. Designed for precise performance, easy operationand superior functionality, Miele delivers the ultimate incustomer satisfaction.

Designed for life. . .

CAROLYN BaROSS LAURA BUSH SUSAN CLAMAGEMARY DIETZAMY FRANKEL SARA MIRSKI ABBIE NEWMAN ILANA SCHWARTZ ELLEN SINREICH DIANA SWEENEY ORAH WEISBERG

A Special Edition from Sokol Media, Inc. 2014

PIONEERING WOMEN INREAL ESTATE

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PIONEERING WOMEN IN REAL ESTATE