Premiumization Primes Growth


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