How CF tenant relations teams act as the 'voice for retailers'
Bernice’s passion for the role goes beyond the traditional job description duties. She’s proud of being part of a team that not only manages great assets, but supports each other’s growth and development and makes going to work everyday fun.
Before joining Cadillac Fairview (CF), Bernice Wong had long understood the significance of the company in Vancouver. She grew up in the city, raised by a real estate family, always keenly aware of the company’s reputation in city building and delivering best-in-class retail experiences. So when she had the opportunity to join the CF Pacific Centre team in 2016 as a Property Coordinator, she knew she had to take it.
Now, as a Tenant Relations Manager, Bernice is responsible for 720,000 GLA (gross leasable area). Bernice’s passion for the role goes beyond the traditional job description duties. She’s proud of being part of a team that not only manages great assets, but supports each other’s growth and development and makes going to work everyday fun. With CF being such a large organization, employees are exposed to many different aspects of commercial real estate that they can explore and learn from. From finance to development to project and property management, CF offers the unique ability to learn from people who are the best in the business.
In 2020, shovels struck ground for a new Apple flagship store that would anchor the corner of CF Pacific Centre at West Georgia and Howe streets. In the world of retail, few experiences are quite as buzzworthy as an Apple Store redevelopment, even for a property with a history of iconic moments as CF Pacific Centre, which stands as a testament to the power of CF in transforming communities for a vibrant tomorrow.
As significant as the popular technology icon is to the property, the 100 other shops and services are just as vital as the glitz of an Apple Store expansion to Bernice and the CF Pacific Centre team.
“In tenant relations, you act as the voice for retailers, and no voice is more important than another voice,” said Bernice. “When a project as significant as an Apple flagship store is underway, it’s important for our team to be in constant communication with all other retailers, making sure their needs are met and that they’re happy.”
Though the project began in 2020, discussions around its redevelopment were underway long before, with retailers informed of plans and progress since its inception. As the project progressed in the midst of the COVID-19 pandemic, Bernice and the CF Pacific Centre team demonstrated key CF Values to ensure the satisfaction of all clients.
“I think everyone touched this project at one time and all our values were exercised in order to bring this project to life. From Leasing to Legal to Development to Client Design to Operations, this was truly about collaborating effectively with each team owning their expertise. We engaged with empathy with our neighbouring stakeholders including office buildings, hotels, residents and retailers during the demolition and construction, we aimed higher to ensure all directional signage and tenant branding was installed where sightlines were impacted. At the heart of it, this project was about embracing change for success.”
Part of that success required communicating how the Apple Store’s transformation would be a benefit to everyone.
Before the renovation, the Apple store front entrance was inside CF Pacific Centre, featuring a floorplan of just 5,700 square feet. Now, the new two-level store—the only Apple flagship location in Canada—has transformed the landscape of CF Pacific Centre and downtown Vancouver with a floorplan that spans over 18,000 square feet. Built on the site of the former rotunda with a new entrance on West Georgia Street, the store features 32-foot floor-to-ceiling glass panels, bringing natural light into the iconic space. The store’s stunning attributes reflect the continued growth of retail excellence at CF Pacific Centre as a whole.
“Everybody wants to be where Apple is,” said Bernice. “This scale of development is really beneficial for everyone, and retailers understand that. They want to be where other best-in-class retailers are. A flagship store attracts a lot of new retailers and brings plenty of visiting and local shoppers to the property.”
For Bernice and her CF colleagues, the completion of the Apple Store transformation is just the latest in what they find gratifying about their work.
“It’s really satisfying to see all of these pieces come together, all the work we put in come to fruition,” she said. “All the partnerships we’ve made internally are represented in this new, iconic landmark, and being able to form great relationships with retailers, contractors and also across the organization, nationally, has been truly fulfilling!”
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