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BUSINESS NEWS THE LINE LOFTS UNVEILS TURNKEY RESIDENCES WITHIN ARCHITECTURALLY INSPIRED COMMUNITY IN HOLLYWOOD Wilshire Skyline announced the grand opening of The Line Lofts, a six-story residential building in Los Angeles’ iconic Hollywood neighborhood. Comprised of 82 residential lofts and flats, The Line Lofts is Hollywood’s newest architectural gem. The building provides a quintessential California modern lifestyle with rates ranging from $2,500 to $7,000 per month and are available either unfurnished or with fully furnished packages. “Given the 45-year family history behind this site, it was critical to us that we build something special that future generations and our local community would be proud of for years to come,” said Alan Nissel, principal of Wilshire Skyline. Wilshire Skyline partnered with Elan Mordoch of Integrated Development to develop the project. “The Line Lofts blends exceptional architecture and innovative design with carefully crafted residences and a network of common areas to create a truly unique residential offering in the heart of Hollywood,” added Mordoch, president of Integrated Development.

Designed by award-winning architectural firm SPF:architects , the building is comprised of studios and one- and two-bedroom pet- friendly residences ranging from 415 to 1,477 square feet. The second and sixth floors provide lofted residences with 16- to 20-foot ceiling heights; the third through fifth floors are flat residences with 10-foot ceiling heights. All residences have cubed patios that seamlessly blend the transition between indoor and outdoor living. Zoltan Pali, founder and principal at SPF:architects, conceived each residence to optimize natural light and showcase the surrounding views spanning the Downtown and Westside skylines as well as the nearby Hollywood Hills. The lobby and common areas of the building were designed by both Integrated Development and Los Angeles-based interior designer Gulla Jónsdóttir. These are natural extensions of each residence, providing flexible and functional creative spaces for residents to use and enjoy. Jónsdóttir sourced many of the furniture pieces from small production designers outside of Milan featuring elegant, neutral colors and soft textures that create sophisticated light and earthy retreats.

Community amenities include a penthouse- level lounge with double height ceilings and windows framing unobstructed views of the city, an indoor/outdoor recreation center opening to the pool and spa deck, a lobby- level gym, and ground floor retail. Prospective residents are offered a wide range of furnishing packages and each home can be furnished to meet the most discerning design standards, including contemporary furniture packages hand-selected by Gulla Jónsdóttir or modern packages curated by Integrated Development. Residents will enjoy hotel- inspired living at residential rates with turn- down service and housekeeping packages for ultimate convenience and comfort. “What is novel about this comprehensive furnishing package is not only its design, but that its cost is largely borne by The Line Lofts rather than the resident, who is only expected to bring a toothbrush and some clothes,” added Nissel. Located at 1737 N. Las Palmas Avenue and nestled on a quiet street off iconic Hollywood Boulevard, The Line Lofts is within walking distance to several of Hollywood’s famed attractions.

CONFERENCE CALL, from page 7

meeting where people pose a challenge and a solution. It’s cultural, too. Everyone gets to offer their ideas. TZL: While M&A is always an option, there’s something to be said about organic growth. What are your thoughts on why and how to grow a firm? CH: We’ve grown from four to 300, all organically. We’ve en- joyed the process. As we continue to grow out of state, we’re starting to look for like-minded firms to partner with and we’ve hired a company to help us find those partners. “We’ve grown from four to 300, all organically. We’ve enjoyed the process. As we continue to grow out of state, we’re starting to look for like-minded firms to partner with and we’ve hired a company to help us find those partners.” TZL: Do you use historical performance data or metrics to establish project billable hours and how does the type of contract play into determining the project budget? CH: We work with lump sum contracts or zero percent fees.

watch our resources – we even have a resource manager who monitors that. TZL: What is the role of entrepreneurship in your firm? CH: When we were smaller, it played a larger role. I focus more on “taking opportunity” and look for people to reach out to us. TZL: In the next couple of years, what A/E segments will heat up, and which ones will cool down? CH: The market, in general, seems strong in all sectors for at least the next two years. Texas is incredibly robust right now due to factors like favorable tax policies. If anything, multi-family housing may be cooling. TZL: Measuring the effectiveness of marketing is diffi- cult to do using hard metrics for ROI. How do you evalu- ate the success/failure of your firm’s marketing efforts when results could take months, or even years, to mate- rialize? Do you track any metrics to guide your market- ing plan? CH: We track and review hit rates. We have an annual tar- get. We also know our clients very well and understand the opportunities at hand. TZL: They say failure is a great teacher. What’s the big- gest lesson you’ve had to learn the hard way? CH: Run towards your problems. Problems are not like a fine wine. They don’t get better with age. It’s also important to not hide a problem. One way to achieve this is through what we call “Collective Wisdom.” Every Friday, we hold this

We track internal performance on projects. TZL: What’s your prediction for 2018?

CH: We’ll have substantial growth in staff. Our revenue is up, too. Last year, we did $65 million. This year we’ll do $85 million. It’s our best year yet. Right now we have 290 schools under construction. We’re busy.

THE ZWEIG LETTER October 1, 2018, ISSUE 1266

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