Now Leasing Phase 2
Assembly Row was one of the best real estate decisions we have made as a company, debuting the Tony C s experience. They have built a neighborhood, not just a shopping destination, which allows us to benefit from the daytime worker population (growing daily) and the residents that live here on top of the property s pull from the trade area. - Tony C s Welcome to the Neighborhood PAUL Rising from the land that literally gave birth to the Industrial Revolution, Assembly Row embodies the newest form of American ingenuity, a cohesive and complete urban environment where Greater Boston comes to shop, dine, work, live and play. With world-renowned brand names, vast dining experiences, unique entertainment offerings and space for work, living and relaxing, this ever evolving neighborhood along the Mystic River is worth exploring anytime, any day, all year round. Riverfest The Assembly [Row] site offers a very unique attribute in the access to mass transit. The MBTA Orange line and the stop with the 140,000 passengers/ per day on average offers a source for foot traffic that you just don t have in conventional outlet malls anywhere else in the country. - Saks OFF 5TH River Bar
Quicker & Easier Access: Assembly Row provides unparalleled access from Route Assembly Row is closer to downtown Boston than most of Boston only 7 minutes 204,000 weekday ridership on the Orange Line 142,000 cars a day on Interstate I-93 59,000 cars a day on Route 28 Abundant and dedicated parking 4 New, Dedicated T Station: Your door is 300 spaces from the new Assembly T Station on the Orange Line, and only 7 minutes from downtown Boston.
Assembly Row s Trade Area Market Depiction Assembly Row s trade area serves more than 2x the households of Merrimack and more than 1/3 more households than Wrentham 60% Female 40% Male $ POPULATION: 2.1M Projected to increase 3.8% by 2019 60% College Educated Average Age is 34.8 Years Old 2015 AHHI $101,193 15 Miles LEGEND Primary Trade Area 15 Miles SOURCE: Alexander Babbage TRU Trade Area and Intercept Study 2015 6 7
Profile of the Assembly Row Shopper 70% of guests live within 5 miles of Assembly Row Segmentation Profiles The Assembly Row trade area is a Millennial Market. The segmentation shows Assembly Row s guests are aspirational and striving to enjoy the best life on a budget. 56% of guests are Millennials Well educated Brand and value conscious Customer Profiles City Lights 15% Other 13.9% Laptops & Lattes 2015 Game Changer -Boston Globe Magazine City Strivers 7.3% 13.7% Trendsetters 10.9% Metro Renters 8 9
Transportation Hubs 27.8 million domestic passengers through Logan Airport (2015) up 4.8% 5.5 million international passengers through Logan Airport (2015) up 10.9% 320,000 cruise ship passengers/100+ ships (domestic and international) through Boston s Cruiseport (8 months - Apr-Dec) 203,000+ daily passengers on the MBTA Orange Line with the Assembly Row stop at our front door International Appeal Boston consistently ranks in the Top 10 most visited cities/metropolitan areas in the country. In 2014, the Boston metro area hosted 16.2 million domestic and overseas visitors (excluding day-trippers). This had an economic impact from visitor spend of over $12.2 billion (an increase from $9.1 billion in 2013). Overseas visitors to the Boston metro area have increased 75% since 2005. Trade Association Memberships 1.4 million international visitors to Boston/Cambridge in 2014 18.2% business travel 60.8% leisure travel Tourists from China, United Kingdom, and Germany make up 32% of all international visitors Other Asian, South America, Canada, England, Scotland/Ireland SOURCE: Alexander Babbage Intercept Survey and TRU Trade Area research conducted in June 2014 - July 2015 10 11
2015 & 2016 Hub Neighborhood of the Year -Curbed Boston SmartBear The Neighborhood Long considered one of the country s artist capitals, Somerville is becoming a breeding ground for tech, biotech, and overall innovation. At Assembly ups to established companies moving headquarters here, such as: Partners HealthCare HQ SmartBear Software MedTouch Aviglion Avecto The location is attractive to today s businesses as well as today s workforce, and the amenities demanded by both, including: Proximity to Boston Easy commuting access Top-notch higher-ed institutions Access to shopping, dining and entertainment Unique Sommerville vibe Assembly Row is the ideal location for attracting top employees from the city and surrounding areas. Besides the location convenient to both major commuter routes and its own T-stop, Assembly Row has the amenities and features workers look for when selecting a company. -Doug McNary, CEO, SmartBear 12 12 13
Marketing Opportunies & Exposure At Assembly Row, we believe that great environments lead to a better life. The marketing team is fully committed to the success of retailers on The Row, and are in contact weekly with corporate marketing contacts and store managers to keep everyone abreast of upcoming events, promotional opportunities, tour groups, and general news. Continual support includes: Website containing tenant information on shopping, dining, entertainment and services, as well as calendar of events Public Relations Traditional and digital media Social media Signature events: Bar Stars Summer yoga & live music Phase 1: Program Stats Riverfest Chowdah Pot 325,000 SF Retail Holiday Celebration Live summer music series 27,000+ Fans 450 Apartment Units 1,441 Parking Spaces 3,600+ Followers Assembly Row T Station 4,000+ Followers Six Acre Waterfront Baxter Park 14 14 15
Phase 2: Program Stats 160,000 SF Retail What s To Come Assembly Row is creating a unique, collaborative fitness concept for its community. This one-stop health-focused FitRow, located in the Partners HealthCare Campus will bring together a variety of fitness boutiques to appeal to every work out enthusiast. In addition, Assembly Line Park will offer an outdoor living room to relax, connect and enjoy. I don t think anyone would deny that Somerville s Assembly Row is on fire at the moment. With a list of restaurants and retail shops growing by the day, this area of town isn t slowing down one bit. -BostInno 160,000 SF Office 447 Apartment Units 122 Condos 160 room, Four-star Autograph Collection hotel 16 12 17
Full Build with Marketplace: 972,000 SF Retail 1,700 Apartments 122 Condos 160-Key Independent Hotel It was not whether we were going to help with this project, it was how. This is the poster child for what we should be doing across the Commonwealth. - Jay Gonzalez, secretary of administration and finance for Governor Deval Patrick About Federal Realty For twenty years, the Trust has been a leader in creating urban style projects with retail as the focal point of the neighborhood. High-density, mixed use projects are complex. To be successful it takes a hands-on manager who understands and prioritizes the needs of retail tenants. Federal Realty focuses on the details including access, signage, parking, merchandising mix, loading, visibility, storefront design standards, column spacing, ceiling heights, marketing and architecture. The Trust has all of this expertise in-house and can execute better than anyone in the industry. More importantly, it allows tenants to spend their valuable time focused on their business. A trusted partner, a good investment. 11,900 Parking Spaces Assembly Row T Station 6 Acre Waterfront Baxter Park 18 12 14 19
3 40 C A NA L S T R E E T, S O M E RV ILLE M A 3 40 C A NA L S T R E E T, S O M E RV ILLE M A Leasing Contact Information: Liz Ryan +1 617 684 1508 LRyan@federalrealty.com 450 Artisan Way Suite 320 Somerville, MA 02145