44 replies to this topic

[Austin55]

Seems the Magnolia Property company is planning a 3rd FW project at 2100 W Rosedale. Crimson Builders seem like they will be the builders (they post here from time to time btw) Curious location as that seems to currently be a park?

 

[jefffwd]

Any comments Mr. Crimson?  Hehehe...

[Thurman52]

Betting its across street between mid town and the tracks

[JBB]

I would have thought so as well, but even a TAD search and a look at their maps seems to indicate that it's the Newby Park property at Jerome and Rosedale. Magnolia is listed as the owner.

[Austin55]

They've begun clearing, it looks like the lot only goes back a short ways. You can see the property line marked by a rope fence here. 

[rriojas71]

They've begun clearing, it looks like the lot only goes back a short ways. You can see the property line marked by a rope fence here.

I like the idea of projects next to pocket parks... I think it helps create a natural square were people can gather and lounge during nice weather days. Also, doing something like a movie night at the park or some type of neighborhood festival. Those types of spaces are what I miss about living in San Francisco.

[BobZupcic]

Looks like 30ish apartment/townhomes.  Being done by the same guy who did Magnolia Townhomes on Vickery.

[CrimsonBuilders]

Any comments Mr. Crimson?  Hehehe...

Yeah, it's going to be 38 units....high end finishes, our usual deal. Great location.

[Russ Graham]

 

I like the idea of projects next to pocket parks... I think it helps create a natural square were people can gather and lounge during nice weather days.

 

I agree - Newby Park could use some separation from Rosedale, this apartment is going to help with that.

[CrimsonBuilders]

I posted a link to an old rendering of this project because it's what I had on my iPad. 

 

I will not be posting here anymore.

 

Thanks,

[John T Roberts]

I'm sorry that you have decided not to post here in the future.

[jefffwd]

Me too E

L...  Won't you reconsider?  I find your posts very informative.

[rriojas71]

I knew they had started excavating a few weeks back, but I drive by last night and things are moving along now. From their website they say it's going to be 38 units.

[Austin55]

Had a quick stop in Midtown today and shot this from the garage. 

 

[renamerusk]

 

Any comments Mr. Crimson?  Hehehe...

Yeah, it's going to be 38 units....high end finishes, our usual deal. Great location.

 

 

As a reference point, this is more accurately a  Rosedale @ Forest Park location than it is Magnolia/Fairmount

[JBB]

Magnolia is the name of the development company.  Doesn't have anything to do with the location.

[renamerusk]

After further reading, I do remember.  However, Magnolia has a rather specific meaning in Fort Worth and can possibly lead to some confusion.  The owners might have given more consideration to that possibility.

[JBB]

Given the use of their name across all of their properties, I would say they see a pretty strong importance in their brand.

[Austin55]

When most 30-70 year old women think Magnolia I'd bet they probably think of Waco's Magnolia Market. It's a very overused word.

[Volare]

When most 30-70 year old women think Magnolia I'd bet they probably think of Waco's Magnolia Market. It's a very overused word.

 

Don't forget the Magnolia Motor Lounge, which also is nowhere near Magnolia.

 

I nominate Magnolia for second most overused, behind only Forest Park.

[Jeriat]

Honestly, "Magnolia" seems overused for the southern U.S., period.

[renamerusk]

Honestly, "Magnolia" seems overused for the southern U.S., period.

 

 I get your point.  Using Magnolia, Cherry, etc. as a brand is an acceptable, less confusing usage where the address is actually "Magnolia, Cherry, etc".

 

 Yes, Magnolia is the name of the company, yet I do not believe that it should not take much effort to associate the project to the site's neighborhood.  

 

How about Newby Park or Mistletoe?

 

By the way, as I blogged in the Left Bank thread, the LB project is actually sited on the neighborhood of Westwood.  IMO, Westwood rings better than Left Bank.  Imagine, the Westwood Hotel, the Westwood Towers...

[JBB]

I agree, but they obviously place a high value on their brand since each of their properties is "Magnolia @ (location)".  (And, see there, it's really not fair to say their properties are location ambiguous.)  And to be honest, sit back and wait a few years.  Apartment properties change owners and names frequently.  If for some reason, the presumed name confusion hurts occupancy, they'll fix it.  But I think we all know this place will likely fill up quickly.  Apartments are going up on the Southside in droves for a reason.

[gdvanc]

It's an interesting marketing problem when you're trying to establish a brand identity and the key word in your brand already has a different identity in the market. They're based in Bedford so may well have been aware of the existing local association with "Magnolia". Or not; who know's? Either way it probably won't impact the success of the individual properties, even if it has the potential to cause some confusion.

[jefffwd]

Try going to Atlanta and see if you can find anything without the word "Peach" in it. 

[JBB]

I remember "Peachtree" being particularly common in Atlanta.  Peachtree City, Peachtree Center, 2 different directional Peachtree Streets in downtown, Peachtree Road is the main thoroughfare between downtown and Buckhead, and any number of businesses along the way with "Peachtree" in the name.

[Austin55]

Why does an apartment chain need an identity anyway?

[gdvanc]

Well, as an example - a high-end chain may include their brand in all their complexes so potential lessees who are familiar with the brand will recognize it as being part of that chain. If you are looking for an apartment and associate the brand with quality and high-end amenities, you're more likely to include them on your short list as you wade through the sea of available properties.

 

I don't know how much this is done these days, but when I was much, much younger and was a renter there were at least a couple higher-end chains in the area that branded their properties that way. Can't for the life of me remember what they were, but I remember one was among the earlier chains in the Fossil Creek area.

[JBB]

Back in the early 2000s when I was living in apartments, Gables, AMLI, and Arbors were all brands that were (or at least I thought) associated with higher end properties. 

[Doohickie]

Back in the early 2000s when I was living in apartments, Gables, AMLI, and Arbors were all brands that were (or at least I thought) associated with higher end properties. 

 

Yep.  All about branding.  My son lives in the Arbors currently.  I wouldn't call them "high end" but I would call them quiet and stable, which is what he was looking for.  I've known others who lived there in the past and that was the reputation back then.

 

In the case of Magnolia, I think they *are* trying to communicate a higher end lifestyle.  So when the question is asked why the name is important, the answer might be framed in terms of why is the Hilton brand important?  People are very mobile these days and if my son had to move to, say, Amarillo and the Arbors had apartments there, that's probably where he would start his apartment search.

 

That's why it matters.

[gdvanc]

I'd forgotten about AMLI, JBB - they developed one of the properties at 7th and Henderson, right? They use the AMLI brand in all their properties, I'm pretty sure, and they're national so if you took a job in Chicago (where they're based) or Seattle or Austin or Atlanta and you had a positive association with the brand, like son-of-Doohickie you'd likely start your search with them. Finding a good place to live can be a bit of a crap shoot when you're not familiar with the area, so finding a place you trust means a lot.

 

I looked through Magnolia's site (the apartment developer, not the neighborhood) and I like what I see. Similar to AMLI, they are targeting young professionals with high standards for quality materials, nice amenities and low environmental impact. If they build to the standards they say they set, I look forward to seeing how this and their other Fort Worth properties pan out. This particular location will hopefully be attractive to what I imagine are the high number of young professionals working in the near south side. Austin, I look forward to watching the progress through your camera's lens.

[Volare]

Try going to Atlanta and see if you can find anything without the word "Peach" in it. 

 

See also Houston and "astro"

[CrimsonBuilders]

I thought this was a forum about development, construction and architecture.......

 

I've lived in Fort Worth since 1986, the word Magnolia was never associated with Fort Worth in my mind. That said, the "Magnolia" part of our development company's name is a deeply personal one to my partner. Much like "Crimson" has nothing to do with Alabama or OU, Magnolia has nothing to do with Fort Worth.

 

Now back to the important stuff.....

 

What do you guys think about the building? I think it's turning out pretty awesome.

[Doohickie]

Welcome back!

[John T Roberts]

You will have to excuse us.  Sometimes the threads are innocently directed way off topic.  We are all guilty of it, including myself.  However, I do try to direct the topics back to the subject matter when I can.  I agree with Crimson, we have hashed over the name enough, let's get back to the architecture and design of the project.

[CrimsonBuilders]

Just so you guys know.... I stopped posting here because someone on this board took a post I made and tried to use it to stop the construction of Rosedale. Really crappy thing to do.

[Jeriat]

Just so you guys know.... I stopped posting here because someone on this board took a post I made and tried to use it to stop the construction of Rosedale. Really crappy thing to do.

 

Seriously? 

In what way?

[Dylan]

Welcome back!

 

Are there any recent pictures of the building?

[JBB]

 

What do you guys think about the building? I think it's turning out pretty awesome.

 

I think it's turning out really nice.  It's a very creative use of a difficult property that would not have been developed without said creativity.  The location is excellent and it will be even better when (if?) the southwest extension of Tex Rail comes online.

 

There's some recent pics on Crimson's Facebook page, but I'm terrible at linking to Facebook posts.

[Mr_Brightside526]

I have driven by it several times recently. It is turning out very nice!

 

Will there be trees between the parking lot and Rosedale? The maples planted around the property in Linwood are gorgeous in the fall.

[CrimsonBuilders]

 

Just so you guys know.... I stopped posting here because someone on this board took a post I made and tried to use it to stop the construction of Rosedale. Really crappy thing to do.

 

Seriously? 

In what way?

 

I posted an old rendering I had on my iPad and they took it to one of the neighborhood meetings and tried to accuse of of lying about how the finished building would look. Made me be way more careful in what I post.

[CrimsonBuilders]

I have driven by it several times recently. It is turning out very nice!

 

Will there be trees between the parking lot and Rosedale? The maples planted around the property in Linwood are gorgeous in the fall.

Yes, there will be some Red Oaks and other various bushes planted.

[CrimsonBuilders]

 

 

What do you guys think about the building? I think it's turning out pretty awesome.

 

I think it's turning out really nice.  It's a very creative use of a difficult property that would not have been developed without said creativity.  The location is excellent and it will be even better when (if?) the southwest extension of Tex Rail comes online.

 

There's some recent pics on Crimson's Facebook page, but I'm terrible at linking to Facebook posts.

 

Me too. Here's a link to all our posted pics. Rosedale is in there:

 

https://www.facebook...f=page_internal

[renamerusk]

Just so you guys know.... I stopped posting here because someone on this board took a post I made and tried to use it to stop the construction of Rosedale. Really crappy thing to do.

 

I regret that happened to you on this forum.  Speaking solely for myself, I am appreciative of you and other developers putting your  and their capital at work in this City.  Please continue to give us interesting projects that add to the variety of the City's street scape.

[Doohickie]

What do you guys think about the building? I think it's turning out pretty awesome.

 

Now that it's in the space, I think it's great.  I had trouble picturing it before I saw it in the flesh.