How to Market a Research Park

Case: “We’re also focused on highlighting the reinvestment that is underway, which includes the addition of Irvine Co.’s signature amenity, the Commons, large outdoor Wi-Fi-enabled living rooms, sun decks, alfresco dining, built-in barbecues and more that encourage collaboration and give employees a place to innovate or simply relax.”

IRVINE, CA—Focusing on the benefits to customers of the collaboration and innovation possibilities that exist when you’re next to the talent and resources of a world-renowned university is one way Irvine Co. Office Properties markets its University Research Park here, the firm’s EVP Steve Case tells GlobeSt.com. Digital Map Products Inc. recently signed a 22,000-square-foot lease to move its headquarters to University Research Park, which is next to UC Irvine, in late fall.

This area of Orange County is one of the region’s tightest and most tech-focused submarkets. We spoke with Case about the challenges of marketing a research park to potential tenants and how it differs from marketing other types of office properties.