When Brittny Drye, the founder of Love Inc., a wedding magazine dedicated to the LGBTQ+ community, was searching for a venue to celebrate the launch of the magazine’s print edition, she needed a space that would match her unique style. Her event planner, Brian Green, introduced her to Chelsea Industrial, a 22,000-square-foot space located in the ground floor of luxury rental buildings AVA High Line and Avalon West Chelsea. Available for rent through Blace, an online marketplace for events, Chelsea Industrial provided the perfect setting to showcase the newly launched print product. The cocktail party featured rainbow-colored florals and a wall adorned with messages of love and equality. Drye expressed her satisfaction with the venue, stating that it was a versatile space that allowed them to make it their own.
Blace, launched just before the pandemic in early 2020, aims to provide unique and underutilized event spaces in upscale residential and commercial properties. Their collection includes venues such as Herald Square Jewel in Herald Towers, which offers Empire State Building views and unique amenities like a terrace, card and pool tables, and seats from the old Yankee Stadium. In Brooklyn’s Bushwick neighborhood, Blace rents out three distinct areas within The Denizen, a residential complex. These areas include a biophilic-themed lobby with a bar and treehouse, a lounge with fireplaces and city views, and a test kitchen with industrial décor.
Melissa Robinson, COO of Blace, explains that the company’s goal is to take advantage of these stunning and often underused spaces in residential developments, providing clients with new and exciting event locations. Blace has seen significant success, generating more than $5 million in revenue in 2022 and projected revenue to double in the current year. Rental fees start at $5,000 for a half day, and Blace has attracted a range of clients, from wealthy individuals hosting private parties to global corporations like Coca-Cola, BMW, JPMorgan, and Grand Marnier hosting corporate events. Even The Knot, a popular wedding planning site, entrusted Blace with finding a location for its annual gala, which was held at Chelsea Industrial and received positive feedback from attendees.
Douglas Elliman agent Deepti Mittal believes Blace’s concept is smart, benefiting both the company’s bottom line and the buildings on their platform. In recent years, residential developments have invested in extravagant amenities that often go underutilized, as many residents use their apartments as secondary homes. Renting out these event spaces allows buildings to generate additional revenue and market themselves to the public. Mittal also highlights the cost-saving benefits for developers, as amenities are expensive to maintain. The additional income from outside sources helps offset these costs and potentially avoids future maintenance cost increases for residents.
Blace’s partnership with real estate investment firm AvalonBay has had a positive impact on their buildings as well. Lindsay Romano, VP of asset management at AvalonBay, states that working with Blace has brought in additional revenue and increased awareness of the buildings. Visitors attending events at these venues have expressed interest in touring apartments due to their positive experiences.
In addition to larger events, Blace also caters to intimate occasions. Ramscale Studio in the West Village, situated on top of the Westbeth building, provides a lovely rooftop setting with stunning views of Lower Manhattan, the Hudson River, and New York Harbor. Geoffrey Ponting, who proposed to his fiancée at Ramscale Studio, discovered the venue through an online search and appreciated its uniqueness compared to more cliché locations like the Brooklyn Bridge.
Blace’s mission to provide unique event spaces in unconventional locations has been a success, both in terms of revenue and client satisfaction. By leveraging the untapped potential of residential and commercial properties, Blace offers a fresh and exciting alternative for those seeking memorable event experiences in New York City.
Denial of responsibility! Vigour Times is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
