The Asset Factor

Helical Bar launches Asset Space mission

(January 2008)

Helical Bar has launched an asset management division and hired a Jones Lang LaSalle management specialist to run it.

Asset Space, part of Helical’s Asset Factor outsourcing joint venture, will focus on management and improving the performance of properties through non-lease income such as advertising, concessions and brand promotions.

It has hired Bryony Parkin as a director from Jones Lang LaSalle where she led the marketing and commercialisation department in its shopping centre management team.

Asset Space will advise both existing and new Asset Factor clients on strategies to increase the license revenue, as well as adding to the ‘attractiveness of properties’ to potential tenants.

Mike Slade, managing director of Helical Bar and chairman of Asset Factor, said: ‘The ability to generate extra revenue and thereby increase value is a key consideration for property owners, especially in current markets when you cannot rely on yield compression to drive capital values.

Asset Space will operate from the pre-development stage, post-completion stage and will also work on the management of older assets.

The service will be launched across all sectors, from shopping centers and retail parks, to offices and business and logistics parks, and even public sector assets.

Asset Space has already formed alliances with specialist suppliers, such as street advertising agencies, which will carry out day-to-day elements of Asset Space’s contracts.

Parkin, who was an associate director at JLL, joins Keith Perry and Matthew Punshon, two of the Asset Factor’s founder directors.

Parkin said: ‘The convergence between the advertising and property worlds is increasingly seen by brand managers as a new distribution Channel for both business-to-consumer and business-to-business promotion.

‘Asset Space will be able to move quickly and will be very flexible in terms of the kinds of arrangements we will be involved in from joint venture partnerships to management contracts.

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