The "news release" is a peculiar genre of writing that attempts to please a very limited audience: its subject(s). Because of that limitation, news releases are rarely published in their entirety, but are typically rewritten to conform to journalists' views of what the public will actually read.
We thought you might like to savor an unedited instance of the real estate news release genre and then compare it to the journalists' renditions of it as they appear in your local media:
CHICAGO (Tuesday, July 17, 2012) – Signaling that the strength of the rental market in the Chicago area, particularly that of the high-end sector, extends to the suburbs, Chicago, Ill.-based Morningside has announced the groundbreaking of its newest luxury apartment community, Wheaton 121. Located at 121 N. Cross St. in Wheaton, the six-story midrise will bring 306 luxury rental homes complete with upscale amenities to the heart of the city’s downtown.
“We are thrilled to share the news of our latest residential development, which will be one of our most impressive to date,” said David Strosberg, president of Morningside. “Our design philosophy is to create attractive buildings in city and downtown settings that enhance the community and provide an upscale housing option. Wheaton 121 will do exactly that, bringing a well-designed building to a formerly vacant site to complement Wheaton’s vibrant downtown.”
Wheaton mayor Michael J. Gresk was on hand for Monday afternoon’s groundbreaking ceremony, and shared his and the city council’s support for the development.
“I want to thank David Strosberg and Morningside for bringing this marquee development to our downtown,” he said. “I know that there will be many people who will enjoy this type of development, and we are excited by the addition of this park-like community.”
Designed by Fitzgerald Associates Architects, Wheaton 121 will consist of five levels of apartment homes and a two-level indoor parking garage with over 400 spaces. Floor plans will include five studios, 212 one-bed/one-bath homes, 66 two-bed/one-bath homes, 19 two-bed/two-bath homes, and four three-bed/two-bath homes.
All apartment homes will feature 9-foot ceilings, granite countertops in kitchens and baths, stainless steel appliances, wood floors, ceramic tile in the baths, high-end plumbing and light fixtures, balconies, individually controlled gas forced-air furnaces and central air-conditioning, and in-unit washers and dryers.
Residents of Wheaton 121 will enjoy a host of luxury amenities including a second-level courtyard with in-ground swimming pool, BBQ stations, outdoor kitchen, fire pit, lounge areas, a dog run, bocce court and sculptural fountain. The building will also offer an upscale community room with a catering kitchen, separate business center and conference room; a state-of-the-art theatre room with theatre seating; and a large health club-style fitness center and yoga area. Additional features include security monitoring cameras, controlled entry access, resident package receiving, on-site maintenance staff, car wash and tire fill station, dog washing station, heated indoor bike storage, and individual storage lockers for each unit.
“The high-end residential market is thriving throughout the city and suburbs in Chicago, and so we know demand for this community – especially in such a desirable setting – will be high,” noted Strosberg. “And because the building will be not only owned but also managed by Morningside, we know the quality that has gone into the design and construction will also be evident in the day-to-day lifestyle at Wheaton 121.”
The convenient location of Wheaton 121 puts the Metra station, library, Adams Park, local shops and restaurants, and other businesses in the downtown Wheaton business district right outside the front door for residents.
The development is expected to be complete in late summer 2013.
Founded in 1993, Morningside Group creates premier multi-family, retail and mixed-use developments in cities throughout the Midwest. The diversity of Morningside’s mixed-use development portfolio has given the company broad experience in a wide variety of applications. The firm has developed residential condominiums, retail centers, office space, museums, public transportation facilities, parking structures and public plazas. As a vertically integrated organization, in-house expertise ranges from planning and architectural design through leasing, property management, and construction management. For more information, visit www.morningsideusa.com.