What’s in a name? Re-branding a mixed use commercial building

[Benjamin Goodman]

I bought a class C mixed use commercial building last year called “The Executive Park”. The building is a cash goat (smaller than a cow but still good cheese) that had its heyday in the 1980s.

It is 30,000 sq feet with 27 Tenants in spaces ranging from 300 sq ft to 5,000 sq feet. I have a WIDE range of Tenants: hair salons, attorney, tae kwon do studio, kitchen designer, dry cleaner, therapist, real estate offices, even a professional hypnotist (!) “Executive Park” is a really poor description of the businesses and I think it is in need of rebranding. Many of the businesses could be classified as Health and Wellness but not all. I just rented offices to the local Teacher’s Union on a five year lease.

1) Am I better off trying focus on just health and wellness at the risk of turning away good Tenants?

2) how do I go about coming up with a good new name?