About
The new epicenter of Manhattan’s West Side has emerged. Over the last decade, New York City’s most renowned landlord has spearheaded more than $5 billion into redeveloping the Penn District. Its huge transportation hub has the highest footfall in the country (650,000 people per day); there are more than 500,000 office workers at places like Apple, Amazon, and Samsung; and in the most dramatic transformation, it has emerged as a neighborhood for everyone.
A Go-To Consultant
With a reputation as the go-to consultant for ground-up retail leasing, Soozan Baxter Consulting was hired twice by Vornado. In her first engagement, Soozan Baxter worked closely with the retail team on the pre-leasing initiative for the 100-year-old building, creating a merchandised lease plan and conducting a listening tour of key retailers, in which she received strong feedback that influenced the project.
When Soozan was brought back onto the team in 2024, the Penn District had evolved into a powerhouse area to see and be seen in. With all of the right elements in place including the aforementioned transportation, strong office district, and the most productive restaurants ranging in price, Soozan suggested a rebrand. She launched a new way of presenting the project and coined the retail Runway 32 as a tribute to it being where 32nd Street is. She started creating weekly e-blasts with the marketing team that were sent to business-to-business colleagues; conducted more than 120 tours in 18 months; and procured the first-of-its-kind Miramar Rag & Bone pop up store.