Premiumization Primes Growth

InteriorsAIA BOMI

Course approved for AIA and BOMI ceu credits.

Join Georgia Pacific Professional for a 360° discussion around how premiumization will drive growth over the course of the next decade. Market dynamics such as job growth, labor shortages and consolidation among Property Managers and building service contractors continue to impact commercial real estate. Additional factors include the emergence of the Gen Z workforce and increasing boomer retirements. These influences, and others, contribute to the amenities arm race as employers strive to make their workplace appealing to their workforce. The office of the future promises intelligent workspaces which improve employee engagement while simultaneously delivering operational efficiencies.

Tune in to learn how investments today can impact a facility’s success tomorrow.

Course Tuition: Free

Learning Objectives:

  • Discover why the premiumization bar continues to be raised and why it’s here to stay.
  • Understand the most important market dynamics and trends within premiumization that will keep buildings differentiated within an increasingly competitive environment.
  • How can Property managers, REITs and Building Owners drive higher Occupancy, Rental rates and Lease up rates from investing in the premiumization trend?
  • How do Smart Buildings connect with premiumization?


From Our Partner

Darin Squires

General Sales Manager, Commercial Real Estate

Darin Squires, General Sales Manager – Commercial Real Estate at GP PRO. Responsibilities involve overseeing the Real Estate/Office Building Vertical (REITS, Property Management and Building Service Contractors). Darin leads the National Account Sales team as well as the overall vertical for the US. He was recently the sales lead for the KOLO IoT connected dispensing platform, and on the Architectural & Construction Services division of GP PRO. Darin joined GP PRO in 1994, He began his career as local sales professional before moving to the National Account team in 2006 and the IoT and ACS teams in 2016. He moved in to the General Sales Manager position in 2018. Darin holds a Bachelor’s Degree in Economic Development and Real Estate from the University of Arizona. He resides in Denver, CO

Abhi Jadhav

Marketing Strategist
Georgia Pacific Professional

Abhi leads the Marketing Strategy capability at GP PRO and is responsible for Market Intelligence, Market trending and Thought leadership work. Abhi joined Georgia-Pacific in 2014, and since then has been instrumental in driving strategic insights and market knowledge internally and with key GP PRO customers. Before coming to GP PRO, Abhi lead Consumer strategy and insights for iconic consumer brands like Axe, Dove, Vaseline, and Hellmann’s at Unilever. Before Unilever, Abhi lead brand strategy, communication and packaging work in the beer industry working at Heineken. Abhi started his career in market forecasting with BASES and then worked at global marketing research agencies like Research International (now TNS Global). Abhi frequently publishes and speaks on the topics such as Mega trends, Office Buildings trends and Digital trends. He has been a featured speaker at prestigious industry events like the National Restaurant Association’s annual show, Sysco FARE, BOMA (Building Owners and Managers Association), Association of National Advertisers (ANA) conferences. He holds an MBA in Finance and Marketing from Boston College and a Bachelor of Engineering degree from University of Pune, India.