September 1, 2010
Today on Buzz Talk we’re very excited to bring you an interview with GP Di Rocco, the son in the father-son team that run Edilcan Development Corp.
Edilcan are the developers behind the exciting One Valhalla[map]project, which has been turning heads in Etobicoke.
GP is one of the younger guys on the Toronto development scene, but as he tells us in the interview, he still brings a wealth of experience to the table.
How long have you been in the development industry?
The real answer is since I was born [laughs]. I’ve literally been working in the industry, part time and full time, for over 26 years, since I was a little kid.
What’s the biggest fundamental change you’ve seen in Toronto land development in recent years?
I think the biggest change is how well informed consumers have become. It’s digital media that’s revolutionized that part of it. It works better for us that they’re so well-informed.
What’s your view on using social media as a promotional tool?
Well I love it. Let’s face it, it’s the only way to get up-to-date information out to your audience. That’s why I love it, it’s instantaneous.
What does Toronto have that other cities in the world don’t have?
Toronto has greatness, but it still has so much potential. That’s the thing that really stands out the most. I love the city more than any other city, but there’s still so much more to be done.
What part of the city do you live in?
I live in Etobicoke. I’ve been there for the last seven years.
One Valhalla is in Etobicoke, so for those who don’t know the area well, what do you like about the area? Are there any hidden gems people should know about?
It’s a very safe and quiet neighbourhood and it’s so easy to get anywhere in the city. My office is up at Steeles and the 400 and I can get up there in no time. I can get downtown in no time too.
And a hidden gem… Etobicoke has the best steakhouse in the GTA, The Black Angus. It’s not well-known and it’s a pretty old place but what’s great about it is they cook the meat on a coal barbeque. It’s the only place in the city that I know of that does that. You can really taste the difference.
What’s the most interesting thing about One Valhalla?
To sum it all up, it’s got to be the value. It’s a downtown quality project in a suburb location. There’s fantastic amenities and our prices are fantastic when you compare them to our competitors nearby. Our location is the best in the area, we’re on the east side of the 427. So I think value just sums it all up, we’re definitely the best value in the area.
How far away are we from seeing the finished product?
We only launched the project in June so we’re about a year and a half away from the completion of the towns and then we’re about two years away from the completion of the first tower [the development has a total of three condo towers].
What’s next for Edilcan?
We’re working on a few things that are still pretty far out, so I can’t really talk about that. But honestly, our focus is entirely on One Valhalla at the moment. One thing that makes us a bit different is my father and I are very hands on and we’re very detail-oriented. You could call us micro-managers. We think that has definitely contributed to our success.
We like to believe we’re known in the industry as being boutique builders, rather than having five or six projects on the go at once we usually only have a couple.
If you could be an animal for a day, what would you be and why?
I’m not sure how many developers wouldn’t want to be a bird. I could fly throughout the city and spot what others are doing and spot what’s available and what the opportunities are.
What’s your favourite ice cream flavour?
Chocolate, hands down. Are you psychoanalyzing me?