Arrival as Activation: Reimagining the Tenant Experience for a National Commercial Landlord
Author: John Ortner, CEO, First Contact
Published: 15 July 2025
Category: Space & Experience | Workplace Services | Commercial Property
Strategic Overview
In a market shaped by hybrid working and elevated tenant expectations, the role of the commercial lobby has fundamentally shifted. For one of Australia’s leading landlords, the lobby was no longer just a point of entry, it had to become a platform for engagement, brand presence, and service continuity.
In 2024, First Contact was engaged to transform the arrival and activation experience across a growing national portfolio. The objective: deliver a front-of-house model that was consistent, high-impact, and flexible, supporting both operational performance and tenant satisfaction.
Today, that model is active across multiple assets, and delivering measurable value:
Significant uplift in tenant experience and satisfaction
Zero downtime across concierge coverage
Repurposed lobby zones now programmed and activated for occupier use
Consistent brand and service experience across sites and cities
The Challenge
Despite strong design credentials and high-profile locations, the client identified gaps in how their properties delivered experience at the ground level.
Specifically:
Inconsistent welcome experience between buildings
Underutilised public and shared lobby space
Service fragmentation between security, FM, and guest handling
Lack of a scalable solution that could flex by asset while staying brand-consistent
The stakes were high, tenants were expecting more, and experience was becoming a deciding factor in renewal, retention, and overall asset value.
The Approach: National Concierge & Space Activation Framework
First Contact designed and implemented a comprehensive solution across three strategic pillars:
1. People: Proactive, Portfolio-Aligned Concierge Teams
We introduced dedicated concierge teams, selected and trained to reflect the client’s service culture and portfolio standards. These professionals became the first point of contact for occupiers, guests, and building partners delivering consistency, service presence, and brand integrity.
Each team was supported by embedded continuity coverage, service standards, and training protocols.
2. Place: Lobby Activation and Experience Programming
Select building lobbies were reimagined as third spaces, activated zones that support collaboration, quiet time, and curated engagement.
First Contact provided:
Light programming and event facilitation
Space curation aligned to occupancy rhythms
Service support for lobby use, overflow meetings, and visitor readiness
These spaces were transformed from passive walk-throughs into value-generating zones.
3. Platform: Experience Management Framework
All concierge and experience services were brought under a shared operational model. This included:
Standardised service protocols across assets
Performance monitoring and regular reporting
Digital enablement for key workflows (visitor handling, tenant support, service feedback)
This ensured visibility for the client, accountability across teams, and scalability as the portfolio evolved.
Outcomes
Performance Indicators
High satisfaction scores across concierge, lobby use, and visitor experience
Seamless service continuity with no unplanned disruptions
Increased tenant engagement with building-led programs
Enhanced perception of building experience during tenant tours and re-signing processes
Strategic Wins
National consistency in front-of-house experience
Improved handoff between concierge, FM, and security teams
Higher asset appeal among experience-conscious occupiers
FM teams freed from reactive support to focus on operational strategy
Client Feedback
“We knew we needed to elevate the welcome experience, but we didn’t realise how much could be unlocked by getting it right. First Contact helped us create a consistent, welcoming, and brand-aligned experience that tenants now genuinely notice and value.”
— Head of National Operations, Commercial Property Group
First Contact Perspective
“As commercial landlords respond to changing tenant needs, they’re realising experience is no longer a soft metric, it’s a core part of building performance. The lobby is no longer just a threshold; it’s where tenant loyalty begins. This project proved that arrival can, and should, be designed as a strategic moment.”
— John Ortner, CEO, First Contact
Next Steps
If you're a property group looking to:
Standardise front-of-house across your portfolio
Activate shared spaces and drive tenant engagement
Reposition your lobby as a service platform
First Contact’s advisory and concierge teams can help.
Connect with us to assess your current experience model and explore scalable improvements.
Visit firstcontact.co/insights
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