PDC Names Leasing Director for Red Building

The Pacific Design Center has named Jeff Lasky as senior vice president and director of leasing.

GlobeSt.com reports that Lasky’s focus will be the new Red Building at the PDC campus on San Vicente Boulevard between Melrose and Santa Monica.

PDC previously used third-party brokers “with limited success,” Lasky told GlobeSt.com. He said PDC owner Charles Cohen believes a “dedicated person at the senior level would enable the leasing process to start in a better manner for the Red Building.”

The Red Building, designed by Cesar Pelli, adds 400,000 square feet to the 1.2 million-square-foot PDC property. The PDC houses designer showrooms, offices and a film theater and a conference center. The site’s 14 acres are organized around an outdoor plaza.

Lasky, who previously was senior vice president at CB Richard Ellis, acknowledged in his interview with GlobeSt.com that the economic downturn had an impact on designers and showrooms. The Red Building has suffered from a lack of tenants. Lasky said one problem is that Los Angeles businesses are less likely to commit in advance to a lease in a building under construction. That is a more common practice in New York City or Chicago, home to more corporate headquarters.

Lasky said he will rely on his extensive contacts in Los Angeles to attract tenants. “It’s almost like the launch of a new building as this point, even though it’s been available for some time,” he says. “There’s a big commitment here and we’ll have an opportunity to make every deal and the right deals.”