SREC 2026 Fall Conference: The Trophy Asset

People are increasingly willing to pay more for quality, and in real estate the gap keeps widening. The best building in a market now earns a bigger premium over the rest, and a trophy asset is where that shows most clearly. It is a property that is hard to copy, because of its location, its brand or the standard of service behind it. In today’s economy, wealthy buyers and guests keep spending while others pull back, so luxury projects, from branded residences and five-star hotels to flagship stores, pop-ups and top offices, keep drawing money and demand. This conference brings leaders from the industry together to share how these projects actually get done: how they found the site, who financed it, how they chose the right brand and operator, and how they saw it through years of building. We also want to hear how they read the market right now, and where they think it is going next.

Agenda:

1:00-1:15 Registration & Opening Remarks
1:15-1:45 Panel 1 -Keynote Panel: Underwriting the Irreplaceable
1:45-2:45 Panel 2 - Hospitality: Building for the Luxury Guest
2:45-3:00 Coffee Break
3:00-3:45 Panel 3 - Branded Residences: Underwriting the Brand Premium
3:45-4:45 Panel 4 - The Trophy Office: Flight to Quality at the Top of the Market
4:45-5:00 Break
5:00-5:45 Panel 5 - Retail & Pop-Ups: Flagships, Corridors, & Temporary Space
5:45-6:00 Closing Remarks
6:00-7:00 Happy Hour

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Tereza Gordeladze