Party palaces, stuffy settings, artsy environments–an apartment building may not have a mind of its own, but it does have a distinct personality. And that’s what consumers are looking for.
We have an almost insatiable thirst to express themselves, say sociologists. We want our clothing, our cars–and our shelter–to set us apart from the crowd.
“In America, we’re almost wedded to the notion of individuality, that we’re not a number,” says Bernard Beck, professor of sociology at Northwestern University. “We’ll make use of anything we can to individualize our circumstances.”
This conscious selection of personal hallmarks is a fallout both from the mobility of our society and the high density of the population, Beck explains. When people put down roots or lived in smaller communities, everyone knew you–probably more than you cared for–making habitat less defining.
Self-affirmation aside, matching ego and environment is only commonsensical. Otherwise you won’t feel at home in your home, points out Miriam Halberstam of Syracuse, N.Y. When she scouts out a building, Halberstam pays particular attention to what the people who live there are wearing. “My husband and I are basically sweatsuit people–we like to kick back when we get home,” she explains. Halberstam recalls taking a pass on one complex because residents were dressed to the nines: “I don’t want to worry about being in full makeup when I go down to get my mail.”
Certainly, tenant population is a major force in shaping a building’s personality. But what draws people in the first place?
Economics plays a major role. Buildings and neighborhoods become segregated, in a sense, by virtue of who can afford to live there. Yet a snazzy address does not count for as much now as it did a decade ago. “People may want a building to say something about themselves,” says Beck, “but they’re not willing to pay outrageous prices anymore like (they did in) the ’80s.”
Location is another factor. “If a building is near an airport, there may be a lot of pilots and flight attendants living in it,” points out Jonathan Kempner, president of the National Multi Housing Council in Washington, D.C.
The proximity of public transportation, shopping and museums often draws older people to central-city buildings.
Housing stock also influences who settles where. New buildings tend to attract younger and more affluent renters, say experts. Buildings with lots of studios and one-bedroom apartments tend to attract singles, whereas married couples and families gravitate to buildings with larger units.
Affected by legal mandates and market conditions, apartment supply can change, reshaping a building’s residency.
In the ’80s, new construction was dominated by one- and two-bedroom apartments, which meant renters requiring larger units were forced to go to older buildings, reports Rick Cavenaugh, president of Prime Residential Inc., a Chicago real estate investment trust. However, as today’s owners and developers cater to greater diversity of households and lifestyles, there are more three-bedrooms available in new buildings.
Since 1988, federal fair housing laws have forbidden discrimination against families, resulting in the demise of “swinging singles” buildings. But young singles still tend to congregate–settling in apartment buildings near major employers where rents are not at the top of the market.
Religious and racial groups often clan together–not by necessity but by choice. The appeal of a particular neighborhood or building spreads by word-of-mouth, making friends and relatives a significant force in apartment migration.
An apartment building’s personality can piggyback off a neighborhood’s reputation, shaping who moves in and out. Other contributing factors:
– Aesthetics and architecture. Some renters have an affinity for sleek, modern design while others find the Victorian style appealing. Maggie Kelly, acting curator of architecture at the Chicago Historical Society, believes courtyard buildings have a lot to offer, although they tend to be overshadowed–literally and figuratively–by high-rises. Kelly, who lives in a courtyard building in Chicago’s Lake View neighborhood, says there is “a real sense of community,” which she chalks up to the fact most units face the courtyard.
Designer as well as design can be a drawing card for tenants. A standing joke in Chicago architectural circles is that architects are only allowed to live in the Mies Van der Rohe condo buildings at 860 and 880 N. Lake Shore Drive or in Oak Park, home of Frank Lloyd Wright.
– Celebrity status. Previous occupants lend cachet. Beck recalls living in an Old Town building where actress Helen Hayes once resided, a fact that gave the building a special aura.
And, the building itself may be a movie star. The Dakota in New York City not only was the home of John Lennon, but also where “Rosemary’s Baby” was filmed. In Chicago, The Brewster (now a condo building) at Pine Grove Avenue and Diversey Parkway has been the location of several films, including “Child’s Play” and “Crime Story.” “Curly Sue” was filmed at 345 W. Fullerton Pkwy., which also has gone condo.
– Management. Just as in a company, corporate culture filters down from the managerial ranks to staff. “People hire people like them,” says Anne Sadovsky, a Dallas-based apartment consultant. She advises renters to pay attention to how superiors treat staff.
Cavenaugh believes the rise of apartment REITs (real estate investment trusts) is influencing current building culture. REITs typically manage the buildings they own, contributing to greater consistency in how things are run, he explains.
– Gatekeepers. From friendly to forbidding, doormen set a definite tone for a building before you cross the threshhold.
– Furry friends. A large number of pets in the building can perpetuate a zoo-like atmosphere. Besides their presence, the rules regulating pets affect building culture. Are animals allowed free rein of elevators or are their transportation needs confined to the service elevator?
Whatever makes a building unique, personality is in the eye of the individual renter. What one person may identify with could be a turnoff to another tenant.
But, like people, apartment buildings are not immune to personality shifts. When Robert Sharoff moved into a double six-flat on the North Side, his neighbors were “a very diverse crowd with Bohemian underpinnings.” That was several years ago. More recently, a young banker moved in and “the place started to become yupped up,” says Sharoff. “Living here now is like a scene from `Friends.’ “
The turnabout in tenancy has affected not only building atmosphere, but Sharoff’s self-perception. “They look at me as the elder,” he says. “I feel like the last of the Mohicans.”
