Tom Fulcher, Executive Vice President at Savills Studley, the leading commercial real estate services firm specializing in tenant representation, led a panel at the ASAE 2014 Annual Meeting on the importance of aligning real estate and brand. Fulcher was joined by Lisa Amster and Matt Rowan of Gensler and the winners of the 2013 Association Real Estate Awards: International Interior Design Association (IIDA), Automotive Aftermarket Industry Association (AAIA) and American Society of Mechanical Engineers (ASME).

The panel went through the various real estate decisions that contribute to an organization’s brand, including site selection, lobby design, and overall space utilization, and expanded on how these decisions promote effective collaborations among staff, board members, volunteers, and other stakeholders.

“Everything, from location to entryway design and workplace strategy, is a representation of what an organization stands for,” said Tom Fulcher, Executive Vice President and Co-branch manager, Savills Studley. “Real estate can be a key differentiator for an organization, so being strategic when making decisions about your space can have a real impact on message penetration and member engagement.”

As the ASAE-endorsed real estate provider, Savills Studley has a unique perspective on the real estate needs of associations. ASAE’s Annual Meeting was held August 9-12, 2014 in Nashville, Tennessee.