Apartment living, hotel amenities come together at Herald Towers.

With its expanding residential base, the blossoming of the 34th Street retail corridor, central location atop almost every subway line in the city and its convenient proximity to the burgeoning Times Square office and entertainment district, the Herald Square area is emerging as the true epicenter

Less than 11 months since creating apartment-style living opportunities for short-stay corporate travelers, 60 furnished apartments at JEMB Realty Corp.'s landmark Herald Towers property on 34th Street in Manhattan's Herald Square are operating at full occupancy.

JEMB acquired the million square-foot former McAlpin House on the southeast corner of Sixth Avenue and 34th Street in August of 1999, and immediately instituted a $10 million renovation plan that when completed will include a new lobby and marquee, rebuilt bathrooms and kitchens, a business center and extensive telecommunications upgrades, including high-speed Internet access in all apartments.

Currently 100% occupied, Herald Towers, built in the 1920's, is comprised of 700 rental apartments, including the 60 furnished rental units. Feathered Nest is the exclusive marketing agent for the apartments, which feature 30% more space than standard NYC units.

Feathered Nest's Jacqueline Sim, who runs the furnished rental division at Herald Towers, is well known throughout the industry for her expertise in this unique property type. Ms. Sim attributes the swift success of the furnished apartment program to JEMB's hands-on management style and the creation of a unique concierge and tenant amenities service that rivals the finest Manhattan hotels at a fraction of the cost. Ruth McCoy of Feathered Nest handles long-term rentals at Herald Towers, which are also currently 100 percent leased.

Each tenant at Herald Towers has access to the New York Sports Club, which is located on the penthouse level. Concierge services, under the direction of Tenant Relations Manager Jamie Byrnes, include restaurant reservations, theatre and sporting event tickets, museum information, tour information and reservations, special event planning, arrangements for flowers, gift basket and balloon deliveries, detailed shopping information and much more.

In addition, residents of Herald Towers have access to housekeeping, laundry and valet services, and local supermarket and gourmet food deliveries.