About
The new epicenter of Manhattan’s West Side has emerged. Over the last decade, Vornado has transformed the Penn District into one of the most dynamic mixed-use corridors in the country, combining the nation’s busiest transportation hub, a thriving office market, and a rapidly evolving retail and dining scene.
A Go-To Consultant
With a reputation as the go-to consultant for retail strategy, from ground-up leasing to repositioning existing assets, Soozan Baxter Consulting was hired twice by Vornado. In her first engagement, Soozan worked closely with the retail team on the pre-leasing initiative for the 100-year-old building, developing a merchandised lease plan and conducting a listening tour of key retailers that generated strong feedback and directly influenced the project’s direction.
When she was brought back onto the team in 2024, the Penn District had evolved into a powerhouse area to see and be seen in. With all of the right elements in place, world-class transportation, a major office district, and some of the most productive restaurants in the city, Soozan focused on elevating the district’s retail positioning. She developed a refreshed approach to presenting the project to the market, partnered with the marketing team on weekly e-blasts targeting business-to-business colleagues, conducted more than 120 tours in 18 months, and procured the first-of-its-kind Miramar Rag & Bone pop-up store.
Today, Vornado continues to tap Soozan as a strategic advisor across its broader retail portfolio, bolstering relationships, generating leads, and providing focused attention on key assets as opportunities arise.