Michael J. DeMarco
Management
It’s kind of a combination of both and obviously, it’s advertising. So the first ad for everyone’s benefit was our way of thanking the tenants and the recent people that we work with in the industry for having us achieve 95%, which is given where we started was a great accomplishment in the 18 months we’ve been together as a team. The second ad was to say, listen, when you’re this full and you look at the tenants that roll out in New York City, they rollout this past year, there’s six of them that are over a quarter million square feet kind of circling for space. We don’t have the space available and we’re the largest landowner on the Waterfront. We own a quarter of the market and we own obviously much more of that if you just look at downtown Jersey City where we had probably 65% market share. So our view was if you look at what’s winning in New York City, the genius of Steve Ross at the Hudson Yards, the genius of Larry Silverstein at World Financial Center, because new is better than old. People will pay for new. They want the amenities, they want the quality, they want the – to be able to go benching, the destination elevators, the enlarged bathrooms, the better HVAC, I could go on and on. We happen to have a site now. We didn’t buy the land not the same way as our colleagues, the SL Green, who are going long something. We have a parking lot. It makes a great deal of money as a parking lot. But if a tenant comes to us and says, listen, I want to do a 500,000 square foot use and there’s another guy who will do 200, we’ll build it around 100,000 square foot building and go long a couple 100,000 square feet of spec space, absolutely. I pointed out on the Investor Day, if we did the trade at what we think of today’s rents and we’re assuming $50 and the market for existing space is $45, so that spread is not a lot, Manny, for what we think new building is worth. We earn about $0.20 a share on our piece of the deal, assuming the land is zero. If you don’t assume the land is zero, you earn obviously about $0.10. But assuming that the market has to give us credit for the land, it’s an impactful thing for us. So I’m just staying confident. I think we’re confident that this is a great place to do business. We’re investing a substantial amount of activity. I will tell you we’re doing this call today for the first time at our new office space in Jersey City. We’re looking out lovely midtown and downtown Manhattan from our conference room window. It’s a beautiful day in New Jersey, a lovely day in Jersey City, 100% confident.