Development and positioning of an iconic building by property management.
‘Prinsenhof’ was completed in 2004 and since then the building has acquired a prominent place in the most important business centre in The Hague: the Beatrix Quarter. The building has 8 towers of varying height, with between 13 and 25 storeys. In 2009, the management of the World Trade Center The Hague was assumed by CBRE.
The WTC The Hague is aimed at tenants with an international outlook and organisations that play a role in strengthening the economy of the Haaglanden region. The Dutch Tax and Customs Administration (20,000 m²), PWC and Hotel NH The Hague (9,000 m²) are the main tenants. The remaining 42,000 m² are devoted to multi-tenant offices and 250 apartments.
The challenge CBRE saw many possibilities for implementing the CBRE Premier Property Programme in the former Prinsenhof. There were, parallel to the transformation of the building into a World Trade Center, a number of major challenges to be faced. The service level for the tenants, for example, had to be improved rapidly to the Premier Property level. A substantial increase in tenant satisfaction and a better balance in the service costs were the focal points in this new management strategy.
CBRE’s integrated and strategic approach resulted in a new positioning of the WTC The Hague on the local market. A strong marketing and high-profile identity of the building was essential, emphasising the distinctive assortment and the superior quality of the tenant facilities and all services. The following solutions were devised:
Appointment of a General Manager as central contact for tenants and suppliers
Training of direct employees of the WTC in order to turn them into ambassadors
Improving the range of services in the building in order to meet the level of excellence expected by the tenants
More communication moments with the tenants
Operational approach for a more dynamic Business Center
The result WTC The Hague is now a lively building, where the tenants appreciate the added value of the service for both their business and their employees. The tenant satisfaction is at a consistently high level. The international platform envisaged for the WTC is increasingly taking shape with important tenants from the Haaglanden region. The ambition to become the undisputed business meeting place for The Hague by 2020 will, at this rate of change, be achieved much sooner!