As Developers Unleash Thousands Of Apartments, Amenities Become Key Battleground

Press Release

By Jarred Schenke, Bisnow

The muskets of yesteryear — computer lounges, tennis courts, game rooms and cable TV packages — have evolved into the rocket launchers of coworking facilities, soccer fields, e-commerce storage and Peloton cycles. Welcome to the front lines of the multifamily amenity wars.

Tennis courts also have disappeared at many properties, especially at suburban apartment complexes. Some developers have even converted dusty clay courts to playgrounds and soccer fields as couples begin to raise families in apartments.

Pollack Shores expects to do just that with tennis courts at Discovery at River Bend, a 256-unit complex the firm just recently purchased in the northern suburban Atlanta city of Duluth. “Our big tenant here is families because of the quality of the schools,” Pollack Shores Vice President

Brendan Whalen said. Some of that land will also be turned into a soccer field, a growing craze in Metro Atlanta, Whalen said. “With the rise of [Atlanta] United, soccer fever is kind of in the air in Atlanta."

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