Piedmont partners with JLL leasing and property marketing to reposition Galleria on the Park as a modern amenity-rich workplace destination resulting in 2 million SF of new leases.
Client story
From Vision to Reality: How Piedmont Realty Trust and JLL Repositioned Galleria on the Park
100 leases within 14 months
2 million SF leased in five years
35% increase in rental rates
Repositioning five disconnected buildings into one cohesive, amenity-rich workplace experience
A collection of five assets, Galleria on the Park had multiple investors until Piedmont began acquiring the individual properties over a four-year period. Market perception had turned negative prior to the acquisition in 2019, with potential tenants viewing the property as disjointed and in need of substantial capital investment. This perception was hampering leasing efforts at the 2.2 million square foot complex, which was only 65% leased when Piedmont completed the acquisition of all five buildings. Despite these challenges, the Piedmont team saw potential in the location, architectural “bones” and Galleria’s outdoor space which was ripe for activation.
Unlocking hidden potential: JLL’s leasing and marketing strategy elevates market perception
JLL's leasing and marketing team stepped in to drive a comprehensive rebrand of Galleria on the Park. The team took ownership of crafting the messaging strategy while collaborating with a third-party creative agency for creative execution.
The strategic approach focused on several key areas:
Highlighting newly developed amenities that aligned with modern tenant expectations
Emphasizing health and wellness features that addressed post-pandemic priorities
Creating compelling return-to-office narratives that resonated with companies
Showcasing move-in ready spec suites that offered flexibility and reduced upfront costs
JLL developed sophisticated marketing materials including digital presentations, flythrough videos, 3D visualizations, email campaigns, and curated tour experiences. The team established a dedicated marketing center where potential tenants could experience the vision for Galleria before touring specific spaces. This allowed prospects to preview and understand the full amenity package from fitness facilities to outdoor spaces and dining options.
The marketing campaign deliberately pivoted the conversation from the property's perceived dated status to the updated amenities and enhanced tenant experience, positioning Galleria on the Park as a sophisticated, elevated mixed-use environment where employees could spend their entire day.
Collaborative partnership delivering 100 leases in 14 months and 35% rental rate growth
The rebrand and targeted marketing strategy delivered exceptional results for Galleria on the Park:
Leased approximately 2 million square feet (nearly the entire complex) in five years
Secured 100 leases within just 14 months
Increased occupancy from 65% to over 94%
Raised rental rates by 35% over five years
Achieved market rates at a 15% premium over competing properties
This success story demonstrates how strategic marketing and positioning transformed an asset's market standing, even when facing significant perception challenges. For Piedmont, the partnership with JLL's leasing and marketing team provided the specialized expertise needed to reposition Galleria on the Park as a desirable, modern workplace destination in the competitive Atlanta office market.