Prefers Real Estate to Advertising : Haynes Quits Irvine Co. to Join Bramalea California
Sam Haynes, who masterminded the Irvine Co.’s new $6-million real estate marketing operation, said Wednesday that he is resigning his position as the development company’s vice president of marketing to take charge of commercial operations for Costa Mesa-based Bramalea California Inc.
Bramalea California President Peter Perrin said Haynes will fill a new position of executive vice president being created to add momentum to the Canadian-owned development company’s expansion plans in Southern California. Haynes will oversee planning, construction and marketing of Bramalea commercial and industrial projects in the Southland.
Bramalea California is a wholly owned subsidiary of Bramalea Ltd. of Toronto, a major Canadian real estate developer that over the last six years has launched large residential and commercial projects in Southern California, Dallas, Oakland and Denver.
Among his new duties, Haynes will work on the 1.5-million-square-foot Corporate Pointe office complex Bramalea California is developing in Culver City, the 300,000-square-foot Bayview office building the company plans to develop in Newport Beach, and a large regional mall that it is building in Chino.
Haynes, who had been senior director of marketing and leasing for the Irvine Co.’s office division, was named vice president of marketing for the company in April.
He said Wednesday that he did not like that job’s emphasis on advertising and public relations and preferred putting together real estate deals. “The new job took me out of the transactional environment. . . . I’m a real estate person, not an advertising person,” he said.
Created Irvine Exhibit
Haynes’ last major task during his three years at the Irvine Co. was creating the Irvine Exhibit, a multimedia presentation housed on two floors of the company’s Jamboree Center office complex.
The exhibit, consisting of large-scale architectural models and audio-visual aids, is designed to promote the Irvine Co.’s extensive residential, industrial and commercial developments in and around Irvine.
“In his time with us Sam has made major contributions to our marketing program, among them the Irvine Exhibit, which we’re all very proud of,” Irvine Co. Executive Vice President William McFarland said in a prepared statement. “He put it together, from concept to a truly magnificent reality.”
It was while touring various marketing exhibits two years ago, Haynes said, that he first met Perrin. He said he has been talking to Perrin “for a couple of months” about joining his firm. “What I wanted to do fit perfectly with what Bramalea had to offer,” He said.
Haynes, who turns 42 this week, said he will start his new job on Nov. 17.
