Fascinatingly, buildings are always a product of their time.

Detroit's Book Tower, for example, started construction in 1916. This is right around the time that Detroit became the 4th largest city in the US (after New York, Chicago, and Philadelphia). From 1910 to 1920, the city's population grew by about 113% to nearly a million people (more people than the city has today).

Because this was the time, the tower was obviously grand. It totalled almost half a million square feet of office space (483,973 sf to be exact, according to Wikipedia). It had a large 3-story atrium with an ornate glass dome. And up until the 1970s, it seems that it remained a desirable office address on Washington Boulevard.

But as we all know, things changed for Detroit. Grand and ornate no longe made economic sense. And so the owners at the time, whoever they were, covered up the ornate dome, filled in the floors of the atrium, and presumably did whatever they could to eek out as much leasable square footage as possible. Necessity trumped grandeur.

Then in 2007, the then-landlord filed for Chapter 11 protection. And in 2009, the last tenant left the building, leaving it 100% vacant -- or "unencumbered by tenants" as we like to say in the business.

Thankfully in 2015, Dan Gilbert of Bedrock came along to do what he does, and acquired the building for a reported $30 million. This works out to about $61 psf for what was once the tallest building in Detroit and one of its most prestigious office addresses. Things change.

But what Bedrock has done since is work to return the building to what architect Louis Kamper had originally created nearly a century ago. The atrium is back. The ornate glass dome is back. And there are now 229 apartments, 117 extended-stay hotel rooms, 3 food and beverage concepts, and about 40,000 sf of office space. Official website, here.

What an awesome way to say, "Detroit is back!"

Photos: Rebekah Witt via Fast Company

Dan Gilbert – billionaire Detroit promoter and owner of the Cleveland Cavaliers – penned this statement in response to the city’s failed Amazon HQ2 bid. He chalked up the loss to reputational hangover:

We are still dealing with the unique radioactive-like reputational fallout of 50-60 years of economic decline, disinvestment, municipal bankruptcy, and all of the other associated negative consequences of that extraordinarily long period of time.

This was the “elephant in the room”, though his statement is primarily centered around both talent and transportation – the two critical and lacking ingredients that allegedly disqualified Detroit.

He ends by stressing the importance of physically visiting Detroit 2018. That is the only way, he says, people will fully appreciate the change and momentum that has taken hold in the city. (I experienced Detroit 2016 so I guess I’m overdue.)

In response to this, Aaron Renn wrote this follow-up post suggesting that Dan take a page out of Tony Hsieh’s playbook. Tony is the founder of Zappos and the Downtown Project in Las Vegas. 

To bring people to downtown Las Vegas, Tony – somewhat famously – rented 50 apartments in one of the only high-rises, called them “crash pads”, and offered them out for free to people who wanted to come and check out what was happening in downtown Vegas and with the Downtown Project.

That’s certainly one way to lower the friction. 

Equally interesting to me about this strategy, though, is that it was presumably necessary (he did it, right?) just to bring people to another part of Vegas, let alone another city altogether. 

Full disclosure, I’ve never been to Vegas. But I understand that many people visit the place. So for me it speaks to the kinds of inducements that may be necessary just to revive or kickstart a place.

Photo by Matthew Brzozowski on Unsplash

Between 2001 and 2010, Detroit lost more than 200,000 jobs. It went from over 900,000 jobs to a low of about 690,000 jobs. All of this was happening while the United States was experiencing – up until 2008 at least – an economic growth cycle.

But we all know that Detroit is now a city on the move. According to City Observatory, Detroit has exhibited 5 consecutive years of job growth. And 2016 looks to be no different. Since bottoming out, Detroit has added more than 50,000 jobs.

The above chart is based on federal data for Wayne County, Michigan. It includes Detroit, Dearborn, and Livonia, but does not include any other counties within the Detroit metro area. (The above chart and stats are all via City Observatory.)

Of course, the big question is: Has Detroit made the requisite structural changes to its economy to keep this trend line continuing or is this simply a case of a rising tide lifting all boats?

I have visited Detroit basically every two years since 2009 and you can certainly feel the change, even in that short period of time.

And if you look at total non-farm employment growth over the last year (June 2015 to June 2016) for the entire Detroit metro area, you see that some of the fastest growing industries include: professional and business services (+14,200 jobs); leisure and hospitality (+10,500 jobs); education and health services (+9,300 jobs); and financial activities (+5,500 jobs). In fact, many of these industries are growing faster than national averages.

In case you were wondering, manufacturing added 1,200 jobs and government lost 1,800 jobs.

I’ve heard some people complain that the city, at least downtown, is now too controlled by one entity (Dan Gilbert). But that’s probably what had to happen to really kickstart the city’s renaissance. Somebody had to seed it before you could get the cool coffee shops, bars, restaurants, and coworking spaces.

There’s still heavy lifting to do, but the data suggests that the city is now headed in the right direction.

What are your thoughts? Also, if any of you are working on interesting projects in Detroit, I would love to hear from you.