As the country emerges from COVID-19 lockdowns, developers are faced with the challenge of adapting their marketing and sales strategies to align with the new normal of physical distancing. With traditional new home and condo events in crowded sales centres and long lineups a thing of the past, developers like CentreCourt and Parallax Developments are getting more creative in how they launch new residential projects.
To kick off their latest project, 199 Church Condos, the developers are hosting an industry first, in-person condo launch at the City View Drive-in, located at 20 Polson Street in Toronto. Scheduled for July 15th at 6pm, the invitation-only event features a premiere showing of the project to over 300 Toronto-area realtors gathered in their vehicles in front of the big screen.
“While we are always excited to launch a new condominium development, tonight’s event is just a bit more special,” said Shamez Virani, President of CentreCourt. “Premiering 199 Church at a drive-in gives us the ability to bring the real estate community together in person for the first time in months, while doing so safely.”
Located at Church Street and Dundas Street East, 199 Church Condos offers a central location close to shops, parks and entertainment. The Eaton Centre, Yonge-Dundas Square and Line 1 of the TTC are less than 10 minutes away on foot, while the Ryerson University campus is just 100 metres north.
“The location, suite mix and affordable pricing structure convinced us that, upon its release, there would be tremendous excitement for the project — just on its merits,” said Virani. “But add to that the ability to bring the city’s most successful condo agents out of isolation and together at the same time; to premiere the project in a highly produced, captivating and dynamic theatrical presentation; to do it in such a unique environment, and the level of anticipation for the launch has reached unprecedented levels.”
Designed by IBI Group, the 39-storey residence boasts a sleek and minimalist design that incorporates a row of Georgian-style heritage homes at its base. Inside, the condominium consists of 484 suites, ranging from studios to three-bedroom layouts with open-concept designs and contemporary finishes.
Residents and guests enter through a grand double-height lobby furnished by Fendi and will have access to approximately 20,000 square feet of indoor and outdoor amenities. These include a sprawling outdoor terrace with an entertainment and dining lounge, games and fitness space and a pet walking area. Meanwhile, indoor amenities include a 24-hour fitness facility, shared co-working space and private study pods, dining room and entertainment lounge.
Demand for the project and its unique launch has exceeded expectations — and the 200 vehicle limit at the City View Drive-in — forcing the developer to satisfy industry demand by bringing the premiere online.
“Since we announced the launch and details of this project to the brokerage community, we’ve received over 2,500 expressions of interest,” said Virani. “To try and meet demand, Wednesday night’s big screen presentation will also be live-streamed to registrants who can’t participate in person, giving us the unique ability to bridge the physical and digital divide.”
Prices at 199 Church Condos start in the low-$500,000s and according to the developer, over 50 percent of the suites will be priced under $649,990.