25 Kent

The Challenge

The ownership team of the long-vacant site at 25 Kent Avenue in Williamsburg, Brooklyn sought to build the first ground-up, speculative office and manufacturing building in the outer-boroughs in decades.

Problem being, the site was zoned, in part, for community facilities, and after decades of development in the area from an industrial center to a hotel and night club corridor, the neighborhood began to suffer from development fatigue.

Joint venture partners and co-developers Heritage Equity Partners, led by Toby Moskovits, and Rubenstein Partners secured Marino to direct and manage communications through the complicated and often contentious Uniform Land Use Review Procedure (ULURP).

The Solution

Marino developed a comprehensive project advocacy campaign that included strategic media relations, stakeholder engagement, community mailers and advertisements, and a campaign website where all of these elements came together. Marino handled all aspects of the campaign from conception to implementation in the nimble and sensitive manner required of ULURP projects.

The project was approved at every level of ULURP: Community Board, Borough President, Department of City Planning, City Council, and ultimately, by the Mayor, who signed off on the rezoning in July 2016.

Further, no major alterations to the project were mandated by any of the approving agents throughout the process, allowing the ownership team to begin building and marketing the property in Fall 2016.