Hill Management Knows Office Buildings Need Amenities That Employees Will Actually Use

Building landlords and owners have realized that providing on-site amenities is a crucial and nonnegotiable commodity to attract and retain companies in the present real estate environment. 

But it isn't nearly enough to offer a pickleball court, which might be only used by a few, or a fitness center that lacks the proper equipment and programming. Instead, the leasing and employee enthusiasm needle is only moved when a building offers the right amenities, as well as ones tailored to specific audiences.

"More specifically, it is not sufficient to have an on-site deli," Hill Management Vice President and Chief Operating Officer Danielle Beyrodt said. "Instead, it is important to have a deli that serves quality and reasonably priced food, as well as an operator that listens to customer input and is willing to make menu changes based on tenant feedback."

That sums up the playbook of Hill Management Services Inc. Even before companies were dealing with remote and hybrid work situations, Hill Management operated under the premise that offering high-quality amenities is the key to landing leasing deals and to tenants retaining employees. 

Because of this approach, the Timonium, Maryland-based company stands out among the competition, Beyrodt said. The company combines the use of ongoing tenant input with the power of amenities to attract and retain companies in its portfolio.

Beyrodt said Hill Management has set the standard in its projects, including its four-building, 550K SF Executive Plaza complex in Hunt Valley, its 9515 Deereco Road property in Timonium and Galleria Towers in Lutherville, all in Maryland. 

Offering creative amenities isn't a new idea at Hill Management, as the company has been offering state-of-the art fitness centers, on-site delis and restaurants, outdoor spaces and more for decades, Beyrodt said. The underground “city” beneath the Executive Plaza complex is generally regarded as the first of its kind in the Baltimore area, and the concept hasn't been successfully replicated by others because it is constantly evolving, she added. 

The secret to Hill Management’s long-term success seems simple on the surface, but the devil is in the details. 

“We spend considerable time talking to our tenants to determine the next evolution of their real estate needs and offering timely and effective solutions to keep them in our portfolio,” Beyrodt said. “Additionally, we take an extremely proactive approach to our building maintenance and capital improvement strategy.” 

Beyrodt said the corporate culture of the modern workplace has taken on a higher degree of importance for businesses.

“Companies expect the office space to be an amenity and something that provides a recruiting tool to attract and retain top talent,” she said. “In a competitive job market, offering a desirable work environment can make all the difference in securing the best employees.” 

A common refrain among tenants, Beyrodt said, is that companies are now expected to “earn the commute of their employees” and offer meaningful and compelling reasons why people should travel to the traditional workplace rather than work from home. 

“If an employee comes to the office, sits down and works all day, has little interaction with other workers or the space itself and then promptly leaves, they may think, ‘Wow, I could have just as easily stayed at home and accomplished the same thing,’” Beyrodt said. “So, it becomes crucial for landlords to demonstrate the importance and value of visiting the office every day.”    

This is especially true at the Executive Plaza complex, which features an amenity-driven environment focused on providing collaborative workplaces, as well as comfortable settings where employees will thrive and companies will prosper. Additional amenities include newly appointed conference facilities of varying sizes and a full-service EP Fitness Center, offering live and virtual classes and state-of-the-art equipment with a tenant rate starting at $10 per month.

A childcare center, convenience store, dry cleaner, laundry service, underground parking garage with a car detail shop and a branch of the U.S. Post Office are additional amenities that are especially appreciated during inclement or cold weather. 

These amenities are supplemented by a variety of monthly on-site tenant events, including picnics with live music, ice cream socials, tenant appreciation barbecues and an annual health fair. Hill Management was among the first local real estate firms to organize buildingwide special events since the pandemic, and when companies take tours of the complex now, they are pleasantly surprised to see the volume of foot traffic throughout the buildings, Beyrodt said. Getting employees back to the workplace is priority No. 1 among Hill Management and most of its tenants.   

“We’re not finished,” Beyrodt said. “To remain competitive in the marketplace and one step ahead, you can never be satisfied with the status quo and instead must always strive to do more.” 

Along with plans to further improve the retail corridor at Executive Plaza, Hill Management intends to renovate the existing courtyard to provide outdoor meeting and event space as well as outdoor fitness opportunities. 

She said the Executive Plaza complex, with its prime visibility off Interstate 83 in the Hunt Valley business community, has earned its iconic and landmark status in the Baltimore County marketplace. 

“Nearly every local company is familiar with these four buildings, so if a prospective tenant happens to visit for the first time in search of office space, we are motivated to make sure the latest impression is impactful and leads to a successful conclusion,” Beyrodt said. “That is occurring more often as companies are looking to relocate from the downtown area in search of the shorter commutes and free parking offered in the suburbs.”  

Today, securing office deals requires more than just a prime location, reasonable leasing terms and standard amenities. Beyrodt said companies are increasingly attracted to the presence of practical and well-curated amenities that are among the motivating factors in helping to drive employees back to traditional workplaces — and keeping them there.

This article was produced in collaboration between Hill Management Services Inc. and Studio B. Bisnow news staff was not involved in the production of this content.

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