(Durham, NC) – American Tobacco Campus, the nationally acclaimed and catalytic redevelopment project based in Downtown Durham, has hired global real estate leader CBRE to lead a revisioning strategy designed to bring new restaurant and experiential concepts to the more than 4,000 daily workers and residents and more than 1.3 million visitors to the historic campus.
Working with campus leadership, CBRE has immediately begun its analysis of current offerings both on campus as well as popular trends and gaps in the market that could work well for the campus’ massive audience.
“American Tobacco Campus is a rare, truly authentic mixed-use project that launched the transformation of Downtown Durham,” says Charlie Coyne, senior vice president and director, CBRE. “We’re very fortunate to join this team at a pivotal point in its future.”
Made up of the historic campus (which has been completely revitalized to include more than 1 million square feet of Class-A office space, expansive outdoor interaction areas, an amphitheater, event spaces, residential apartments, movie theater, and even a river), the Durham Bulls Athletic Park, Diamond View office buildings and the Durham Performing Center, American Tobacco is a city district unto itself.
“American Tobacco has and always will be a welcoming setting for all from our community and beyond,” says Michael Goodmon, senior vice president, Capitol Broadcasting Company (the property’s owner). “As we look to the next decade and beyond, we’ve brought in the heavy hitters to not only help us plan out the types of businesses our community wants and needs at American Tobacco but also help us recruit those entrepreneurs who will successfully launch and grow on campus.”
The CBRE partnership comes at a key moment for the campus as it plans its largest-ever expansion to the adjacent 11-acre site previously occupied by University Ford and Kia.
“Durham is such a unique and attractive market filled with a rich, diverse history, thoughtful and passionate consumers and a growing, educated workforce who will demand a certain echelon of amenities,” says Tiffany Barrier, senior vice president, CBRE. “Our goal is to find and identify the right trends that have worked well in similar markets and projects, and make them excel for Durham and American Tobacco Campus. We will accomplish this by tapping the smart entrepreneurs and restaurateurs who share our positive vision for the future of this great city.”
As a global leader in real estate strategy, retail consulting and restaurant advisory, CBRE brings a wealth of unique firsthand knowledge and experience to bear. They will leverage local and national tenant relationships along with case studies and experience with some of top adaptive re-use and mixed-use projects in the United States.
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