I
t's 2025, and luxury apartment buildings like Brooklyn Crossing in Prospect Heights, Brooklyn, are trying to create third spaces where residents can build community. To incentivize this, the building is offering tenants an allowance to host get-togethers. This comes on top of existing amenities like a rooftop pool and gym, which start at $4,025 per month for a one-bedroom apartment.

    The trend of prioritizing social connection over physical amenities is gaining traction in the rental market. Developers are recognizing that renters want more than just a place to sleep; they crave permanence and belonging in spaces they don't own. Social amenities promise a shortcut to this feeling of home, providing infrastructure like event budgets and shared spaces.

    Studies have shown that socialization with local friends and neighbors is a key driver of people staying put in their chosen neighborhood. Property managers have also found that tenant-hosted events can improve retention and reduce churn. For developers, the math is simple: connection isn't just nice to have – it's profitable.

    Brooklyn Crossing's "Neighborly Events" program offers tenants Visa gift cards to reimburse the cost of social gatherings, as long as they provide receipts and post about it on the building's internal message board. This reflects a larger truth about modern renting: people crave connection but often don't have the time or energy to create it on their own.

    To find apartments with social amenities, look for buildings that promote resident events or list "community programming" among their features. Ask the leasing office directly if they host regular events and if there's a tenant budget for gatherings. Terms like "resident experience manager" or "co-living inspired" can hint at efforts to build community beyond the standard amenity list.

    While no amount of free rosé or reimbursed pizza parties can guarantee real friendship, buildings like Brooklyn Crossing are offering a pitch that goes beyond square footage: stay here, and you might find your people.