Small lofts in Glendale target Generation Y

A new apartment complex in downtown Glendale is betting that young city dwellers will pay a premium for units as small as 375 square feet in order to have access to a variety of amenities and live in the heart of the city.

The 208-unit, seven-story Elevé Lofts and Skydeck at 200 E. Broadway is renting the small apartments -- which are about the size of a typical two-car garage -- for $1,500 a month.

Huntington Beach-based AMF Development, owners of the Elevé, is targeting the “Gen Y” demographic, members of which are in their mid-20s.

The largest amenity at Elevé is a 26,000-square-foot “Skydeck” — an outdoor space featuring a dog park, televisions, fire pits, cabanas, hot tubs and barbecue grills.

Elevé spokeswoman Leeza Hoyt said the complex will have its official opening in June, but has already started pre-leasing units.

Hoyt said she couldn’t say how many units have been rented, but some residents had already started moving in.

Elevé isn’t the only new development focusing on a hip demographic in Glendale – the ICIS Apartments on Colorado Street also offer modern design and many amenities.

Although rents start at $1,935 a month at ICIS, the smallest apartment is 615 square feet. A comparably sized apartment in Elevé is $1,875 a month.

Elevé has been criticized by City Councilman Ara Najarian, who said during a candidate forum hosted by the Glendale Homeowners Coordinating Council in February that he was worried the Elevé would attract “fun, hip partyers” to downtown Glendale.

But not everyone in the Gen-Y demographic is on board with paying $1,500 a month for a very small apartment, according to a sampling of shoppers at the Americana on Brand on Wednesday.

“If I was in the middle of downtown (L.A.), then I would understand being totally ripped off,” said Edward Trager, 25, of Sierra Madre. “For 375 square feet, that seems super expensive.”

Trager said he would rather live in Pasadena.

Alice Dan, 26, said that her current one-bedroom apartment in Silver Lake rents for $1,400 a month — but it’s 700 square feet with an outdoor space.

Dan said that although she’s seen similar rents offered in West Hollywood, she didn’t think they made sense for Glendale.

“It’s like living in the suburbs,” she said.


Follow Daniel Siegal on Google+ and on Twitter: @Daniel_Siegal.

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