Q: What makes The Stories such a standout addition to the Vancouver skyline?

Krystal: First of all, the 40-foot Coast Salish public art installation right at the corner of Broadway and Granville is striking. The piece represents a double-headed serpent, Sínulhḵay, a supernatural being from a Squamish Nation story, using a mix of metal cladding and charred cedar.  At night it glows, illuminating the prominent intersection of Broadway and Granville. It’s going to be a real landmark for the area, and we thank James Harry and Lauren Brevner for their incredible work. 

Beyond that, The Stories sits directly above the new South Granville SkyTrain station, which will make accessibility amazing once the line opens. The tower itself includes 226 residential suites, with 44 below-market homes, plus a retail and office podium that will soon feature Loblaws City Market.  Everyone who has come through has mentioned that they’ve either watched this be built over the years, or that they see it every day from any point in Vancouver.  

Inside, residents enjoy expansive skyline, ocean and mountain views and exceptional amenities — the level 9 gym is expansive, professionally programmed, and offers personal training and free classes. The rooftop lounges, terraces, theatre room, coworking and dining areas are all extended features for residents to enjoy.  

Q: Who’s behind the scenes keeping things running day to day?

Krystal: On site we have a building manager, community manager, and assistant community manager providing six-day coverage, supported by concierge and security patrols. 

Our leasing office on level 31 is led by Ed (Edmond Wong) and Ashley Low, with additional associates flexing in during busy periods. 

It’s very collaborative. PCI’s marketing team handles early-stage branding and the website, while our team manages listings, staging, photography, and online marketing across rentals.ca, apartments.com, Meta, and other platforms. Strong collaboration and communication between PCI and WPM exists throughout the entire lease-up.

Q: How has the lease-up gone so far?

Krystal: We’re nearing 60 percent leased now. The first 40 percent went in the first three months, which was great momentum, especially in this market.

Residential starts on the 10 th floor, so views are everywhere. Lower-tower and penthouse floors have been most popular, and now we’re working through the mid-tower homes, which is always the usual “last third” challenge.

Q: Who’s renting at The Stories, and what are renters valuing most right now?

Krystal: We’re seeing a mix of single and dual-income professionals, downsizers, tech workers, and quite a few people relocating from the U.S. and Asia.

What’s interesting is how renter awareness is changing, people are recognizing the difference between a purpose-built rental and an investor-owned condo. There’s a sense of security in knowing your home won’t be sold, and having an on-site team available for support adds real peace of mind. A genuine community is taking shape. Plus, the concrete construction, quality appliances, and professional management really do make a noticeable difference. 

Rates are at the top of the market, blending close to $6 per square foot, but it really comes down to the value proposition — location, amenities, service offering, suite quality and efficiency, community feel, support, and security.

Q: What’s been most effective in generating leads?

Krystal: Being present across multiple channels has been key, especially with a building as iconic as this one. Reaching into different markets and demographics has helped us attract a broad tenant mix, as mentioned earlier. Direct traffic from the property website has been our strongest performer since many prospects were already aware of the building and had been watching its progress. Large signage, word-of-mouth, and targeted social ads have all helped funnel interest to the property website.

Traditional listing platforms continue to support lead generation and conversions. We’re seeing a high lead-to-conversion rate, which really comes down to user experience and communication. Every prospect receives a fast, human response, along with a streamlined booking system and application process, which is making a difference in today’s market.

Q: Any creative partnerships helping the lease-up?

Krystal: We’ve built furniture partnerships that offer added value and savings for residents, including exclusive discounts and curated setups that make furnishing easier and more affordable. Many tenants walk into our show suites, fall in love with the furnishings, and choose to replicate it in their own homes. It’s a smart solution, especially for smaller suites where seeing the space fully styled helps everything click.

We’re also working on additional promotional partnerships with local businesses and service providers to enhance the value offering for tenants and add lifestyle benefits.

Q: From an operations standpoint, what’s worked best during the lease-up?

Krystal: A blend of automation and personal touch. Prospects can self-book tours online and get instant confirmations, but when they show up, they’re meeting someone who’s really listening. That combination of tech and human connection keeps the process smooth. We also keep morale high, celebrate wins and milestones, have clear targets, and open communication with PCI about performance and what we need to do to stay ahead of the market.

Q: What kind of feedback are you hearing from residents so far?

Krystal: Overall, residents are really enjoying living here. Like any new building, there have been a few early-stage challenges – some finishing touches still underway and limited amenity access when we first opened. Understandably, that led to some initial frustration, but once the amenities opened, they’ve been incredibly well received.

Also, our first resident events were a hit! It’s been great to see people connect and build a sense of community. As the building continues to fill up, we’re excited to keep enhancing our events and offerings to support that growth.

Q: What lessons are you taking forward to future projects?

Krystal: Looking ahead to future projects, we’re focusing on direct partnerships that deliver real savings to the project and added value to tenants.

Streamlined processes and clear, consistent messaging, both internally across teams and externally to prospects, are also critical. Ensuring everyone is aligned on timelines, offerings, and expectations helps create a smooth experience for tenants and builds trust from the outset.

Q: Finally, what are you most proud of from this lease-up?

Krystal: That we’ve leased one of Vancouver’s most visible rental towers in a soft market without cutting corners or cutting rents. It’s a true testament to PCI’s commitment to quality and WPM’s dedication to service.

Together, we’ve built a community from the ground up and set a new standard for what purpose-built rental can look like in this city. We’re proud of what’s been accomplished and excited to keep pushing the bar even higher.