Goldtex Apartments' Next Uphill Battle

Now that Goldtex has defied convention and won the war against the region's unions, let's talk about the new apartment building that stands to define the city's latest hip address.

It's certainly grand. Post Brothers brought ambitious design, high end appliances, and the kind of amenities usually reserved for condos to the rental market. But their next challenge could be finding those renters.

Starting at almost $1400 for a little more than 500 square feet, Goldtex must compete with luxury rentals in Rittenhouse and Society Hill. In fact, the main thing more appealing about Goldtex than similar Center City rentals is easy parking and freeway access, and one can find those conveniences in University City or the suburbs for far less. 

Come on, who shaves like that?

But that could all change. Goldtex may be the catalyst Callowhill needs bring the same success found in hip islands like Passyunk Square closer to Center City. Although it's not comparable to the Piazza, more foot traffic at 12th and Wood can encourage other developers to explore the vicinity's vacant warehouses and surface lots, even those across Vine Street.

The nearby State Office Building has already been transformed into Tower Place. With 50% of Post Brothers' Goldtex units rented before their building is even complete, they've given Bart Blatstein the fire he needs to begin converting his nearby Inquirer Building.

Still, Goldtex is unique. Philadelphia is not a transient town. Most renters ultimately want to buy, and are often willing to settle for standard amenities with modest rent in the mean time. Over time the Post Brothers may find themselves regretting the decision to use stainless steel appliances and lavish amenities, amenities that need to be maintained and replaced throughout the years.

Luxury rentals aren't easy to sustain, and where they survive, they're paired with a premier address. Still, while we leap to 18th and Walnut when we think of that premier address, luxury rentals have helped transform Northern Liberties and University City into mighty fine addresses.

Callowhill's grit has always been baffling considering its proximity to Center City. It's dynamic and urban unlike emerging areas of South Philadelphia much farther from City Hall and public transportation. It may take just one, wildly publicized and successful building to remind people how close the neighborhood is to everything.

Post Brothers warn renters: Don't Rent at Goldtex

What? That's right. Post Brothers are warning renters not to rent at their Goldtex Apartments. Why? Because you won't want to leave.

In a fun twist in marketing, Post Brothers have turned the union protest signs along Vine Street into their own advertisements, holding their own "Do Not Rent Here" rooftop party.

L&I had been holding Post Brothers' event permit for a month, prompting Matt Pestronk, co-owner of Post Brothers Apartments to state, “If they don’t give it to us, it’s because they’re corrupt.”

The permit came through and the event went on as planned, along with the standard protesters with their mold mannequins and "Do Not Rent Here" signs. Post Brothers couldn't have hired better actors to work their party on the street. Many party attendees likely believed the protestors were just part of the show.

L&I made an appearance at the event just to make sure everything was on the up and up. You know, because L&I has been so dutiful in their response to complaints about shoddy construction sites.

When the party was over the party was over. The few union protesters left with their tails between their legs in defeat, off to drag their tired inflatable rat and worn rhetoric to the next site where developers now know they're not needed.