Case | HBS Case Collection | March 2010 (Revised May 2010)

Design Creates Fortune: 2000 Tower Oaks Boulevard

by John D. Macomber and Griffin James


A real estate developer assesses its ability to capture the benefits of investing in LEED Platinum, Vedic Design, and EnergyStar components in new buildings. The building at 2000 Tower Oaks Boulevard in Rockville, Maryland is said to be the healthiest building in the National Capital Region. Does this matter? Can the developer realize higher rents because of this? The developer performs a detailed cost-benefit analysis of energy-saving measures that overlap and reduce their cumulative benefit. They consider the impact of these measures in combination with Vedic design features (aka Vastu) on the overall health, productivity, and business success of building occupants. “Green leases” are discussed as the developer tries to establish a leasing strategy that reflects these benefits and associated cost savings. The case takes a deep look at many of the critical on-the-ground issues involved with innovative real estate development.

Keywords: Buildings and Facilities; Cost vs Benefits; Energy Conservation; Construction; Investment; Knowledge Use and Leverage; Leasing; Renting or Rental; Value Creation; Real Estate Industry; Maryland;


Macomber, John D., and Griffin James. "Design Creates Fortune: 2000 Tower Oaks Boulevard." Harvard Business School Case 210-070, March 2010. (Revised May 2010.)