Due to heightened security measures, Shennum Green created a Virtual Observation Deck (V.O.D.) for the Pyramid, as the building and lobby were closed to the general public. The V.O.D. was placed in a window where tourists could view multiple live camera feeds from the top of the building, as well as a full-length flash presentation on the history and vital statistics of the Pyramid. Shennum Green communicated these measures and the management’s commitment to maintaining the highest level of safety via newsletters to the tenants, an emailed infomercial to brokers, and press releases to the media. In addition, a baseline survey of tenants, brokers, the general public, police, fire and city officials was conducted by Shennum Green to determine the perceived level of safety.

Results: Ninety-five percent of tenants polled said they were aware of the security enhancements and felt safe at the Pyramid. Both city fire and police officials said the Pyramid was one of the best-prepared buildings in the city and had done a remarkable job with informing tenants and emergency management about the crisis plan. The San Francisco Chronicle ran a front page article on the Pyramid as a stalwart on safety, with additional articles running in the San Francisco Examiner, San Francisco Business Times. In addition, the increased security generated coverage on KCBS and KGO radio and several local network affiliate television news stations.

Situation: Shennum Green was called upon shortly after the September 11 terrorist attacks to help counter significant negative press regarding safety and security at the Transamerica Pyramid, marked as one of the top terrorist targets in California.

The Pyramid is home to thousands of square feet of high-rent lease space. The management could not afford the negative publicity that would make leasing difficult, nor could they give the existing tenants reason to fear being in the prominent building.

Program: The management immediately went to work implementing a  comprehensive security plan. Bollards were erected; visitor entrances were established with guards; a key-card entrance was created for tenants; a courier and messenger center was developed to inspect packages; and all public access to the Pyramid, parking garage and surrounding Redwood Park ceased.