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In September of 2006, Swig Equities LLC had to ready 15,000 SF at 90 Broad Street for two disparate tenants. The Dome-Tech Group,
a technical/engineering firm, and Gordon & Rees, a law firm, were to be sharing equal parts of the floor, which contained no existing
infrastructure. The plans called for new millwork throughout, glass-walled conference rooms and major renovations to the floor’s
lobby and bathrooms. A project of this magnitude typically requires a minimum of 14 weeks to get the infrastructure in and the other
items manufactured and delivered, but Swig’s clients had a hard move in date and time was of the essence. Swig would have to do
the impossible: find a construction firm that could deliver the job in just six weeks.
The world’s largest specialized financial recruiting firm, Robert Half, had a different set of challenges with their headquarters at 245 Park
Avenue. In March of 2007, the growing agency needed to expand and remodel their offices on the 25th floor while still occupying the space. It was
crucial that employees and clients not be disrupted and that the noise, dust and dirt be kept to a minimum. They needed a construction firm with
significant experience in multi-phased expansions in an occupied space—that would deliver the project on time and within budget. Unhappy
with the construction firms they had used previously, they deferred to their architects to find them a company that could deliver the job.
"There is no room for delays and errors when you are creating the environment where people spend most of their waking hours and earn their livelihoods."
Alex L. Getelman, Founder and President
After considering multiple bids, the choice for both was clear. Just as hundreds of prominent financial institutions, City agencies and Fortune 500 companies have done, Swig Equities and Robert Half went with Aragon Construction, the fastest growing interior construction firm in New York. Aragon’s expertise in completing challenging, multi-layered construction projects on schedule, within budget and with superior workmanship is unparalleled, and for Swig and Robert Half, that would mean the difference between an efficient and seamless construction project and missed move-in dates, frustrated clients and employees, and millions of dollars of lost revenue.
“What we do has a very real impact,” states Alex L. Getelman, Founder and President of Aragon Construction, “Our clients trust us to build out their new space, uproot their operations, and relocate their business while making that process appear seamless. We make a concentrated effort and we deliver…every time.”
Aragon Construction has risen to the top of the class – with clients that include such notables as Bank of America, Shell Oil, NYC & Co., New York Life and Rudin Management --by offering what everyone in the business promises, but not everyone delivers: true principal involvement and a commitment to getting the job done, no matter what it takes.
Getelman is a ‘hands-on’ executive. He maintains close contact with his clients throughout the life of their projects and beyond, personally visits job sites to gauge the progress of the work, and, to ensure the quality of the team as the firm continues to grow, he interviews every potential new hire himself.
This philosophy extends throughout senior management. It is the reason Aragon’s executive vice president, Richard B. Hartz, a real estate veteran who joined the firm in 2005, regularly visits each job site---providing oversight to ensure that the project is meeting the schedule and budget and achieves the firm’s high standard of workmanship. “Construction is a relationship-driven business,” says Hartz. “Relationships flourish when principals are there to meet the clients’ needs.”
As a result, the firm has grown from just two employees seven years ago to over 50 today, and from the large project that helped launch the firm to the successful completion of more than 500 projects for the elite of the Fortune 1000.
A Budding Entrepreneur
Getelman began his career in 1994, working for a firm that built high-end retail establishments. He started in the estimating department, eventually becoming a superintendent. “In the field I learned how to create a high-quality project and the importance of maintaining the client’s schedule, no matter how aggressive, because when you are working with retailers, store openings are well-publicized and construction must be completed on time,” Getelman says. “My experience estimating enabled me to see if a job was profitable or not, which is an essential skill to have when you are an entrepreneur.”
Finding himself to be well-suited for the business, he thought that he should branch out on his own. Starting with one laborer and one superintendent, the firm has enjoyed, in Getelman’s words, “steady and substantial growth” in the intervening years, and had over $70 million in sales in 2006, serving its niche of high-end corporate interiors and retail fitouts. All of his first employees are still with Aragon today. “We are committed to our employees, and that commitment isn’t just a one way street, ” he says. “People are very happy working here; they are extremely loyal.”
A Sizable Start
Aragon started with a large project right out of the gate. “Taking the landmarked production and distribution site for the New York Post and turning it into a storage facility for Manhattan Mini Storage was a huge project for a new firm,” says Getelman. “We were thrown a lot of curveballs along the way, but we were able to meet the challenge.”
In order to maximize floor space, each floor needed to be structurally in-filled and a new slab poured where old presses ran through the double height openings. To meet an aggressive schedule, Aragon was installing steel and metal decking in these 15,000 SF openings each week and pouring 250 yards of concrete each Saturday in order to complete the project on time.
New elevator shafts were built to travel six stories and a machine room was added on the roof to house the motors. Aragon installed and distributed new mechanical systems throughout in order to maintain the storage units’ controlled environment. Eight roof top chillers, new gas boilers and an entire electrical service were installed and commissioned. An intricate part to this project was that the north building systems needed to be completely separated in the event that a new development site was approved.
“We literally had to turn that building into a ‘vanilla box’ before we could make it into the new facility,” says Getelman, who notes that he recently toured the facility and that they still use the project as a reference.
“Our employees are committed to our growth and to making sure that this firm retains its excellent reputation.”
Richard B. Hartz, Executive Vice President
This large project turned out to be a harbinger of the success to come. Choosing to pursue firms in Manhattan and focusing on providing services for those companies throughout the tri-state area, Hartz says, allows them to perform with the level of quality that their clients have come to expect. “We provide ‘concierge service’—we give our clients service that is tailored to their needs, whatever they are,” Hartz says.
The Best of the Best
Any general contracting or construction management company is ultimately only as good as the companies actually executing the construction project. “We hire only the best of the best,” says Getelman, “and our subcontractors are loyal to us because they know that we manage our jobs well so that they can perform with few, if any problems.”
When the clock starts ticking on a project, contractors need to get different pieces of the puzzle done while still working in a collaborative manner. “It’s important to schedule contractors so that they stay out of each other’s way,” Hartz says. “We know that our people need to be clear about three things when they are in the field: the scope, the schedule, and the drawings, and we make sure that they have those things.”
As to the individuals that work directly for Aragon, Getelman notes that he has been “very lucky” in finding people to match his strong work ethic and perfectionist streak. “Occasionally people don’t make the cut after the probationary period,” says Hartz, “but generally our employees are committed to our growth and to making sure that this firm retains its excellent reputation.”
Setting New Standards
One of the reasons for Aragon’s growth and success has been to challenge the accepted ‘norms’ in the industry and chart a different, better course.
In what may be considered rare for the industry, each project manager at Aragon has a dedicated assistant project manager working exclusively for them. “Our assistant project managers come to us from firms were they were supporting four or five project managers,” says Hartz. “Here our assistants are in the office, taking care of crucial documentation such as submittals, while the project manager can be out in the field, observing and helping to supervise the work along with the field superintendent.” Clients can also rest assured that the team that they meet when Aragon is bidding on their job is the team that will show up for the first day of work. “We don’t bait-and-switch,” says Getelman. “The project team you met is the project team you’ll get.”
Another way in which the firm is unusual is that it does not make a profit on “general conditions.” “We make our profit on the ‘overhead and profit’ line and that’s it,” says Getelman. “We want to make a fair profit, but we aren’t looking to turn the normal cost of business into an opportunity to make more money.”
The firm’s 13 superintendents are all former carpenters, because, as Getelman says, “Carpenters are the first people on the job and the last to leave the job. They are builders.” Aragon also does not hire punch list superintendents because “Our supers are expected to start the job and complete the job with the same level of thoroughness,” says Hartz. “We don’t need a new set of eyes to show us areas of concern that should have seen the first time around.”
“Aragon was selected as an SL Green approved contractor in 2005 and has since successfully completed several projects in the portfolio. Alex Getelman has created a team that consistently brings in projects on schedule and within budget.”
Edward Piccinich, Executive Vice President, SL Green Realty Corp.
Delivering With Excellence
In setting new standards, Aragon realizes that the last impression is vitally important, and a solid foundation for future work and a long term relationship.
When Aragon completes a project, it delivers a closeout binder to the client before the final invoice. “We take great effort in constructing the best closeout binder in the business,” says Getelman. “We got our start preparing these when we worked for New York City agencies, which require as-builds, sign offs and warranties to accept substantial completion, and the binders have now become our routine way of doing business.”
The closeout binder provides extensive documentation of everything that went into the project including specifications and finishes, shop drawings and samples. “This way, the client, the architect, the owners’ representative and the engineer all have a bible of the job,” says Getelman. “The book, which is also burned onto a computer disk, is constructed as the project is running so the team doesn’t need several months after occupancy to compile it.”
“They delivered our space prior to the budgeted time and we were able to move in earlier than anticipated. The project manager was like a member of our firm. He had a vested interest in getting the job done, and getting it done right.”
Matthew Kasindorf, Partner, Meister Seelig & Fein LLP
“We would never submit our final invoice before we have presented this binder,” says Hartz. “This lets the client know that they have all of the information necessary to understand how their project was constructed.” In addition, Getelman says, the firm always gives attic stock of materials on a project, including carpeting, vinyl base and paint, among other items.
“The pride we take in our construction is evident even in the simplest detail. For instance, the brown paper used to protect surfaces is labeled with our logo so everyone can see who is responsible for the project,” Getelman says. “Also, all of our employees wear the company uniform so they can be easily identified on the job site because we want people to know who we are and the quality of the work that we do.” The relationship that Aragon builds with its clients is clearly represented by the fact that they welcome the firm back long after the projects are complete. “It’s not unusual for me to be invited back to project locations that we finished years earlier, whether to strategize about an upcoming new project or to allow us to tour prospective clients through the site to help them gauge how our workmanship stands the test of time,” Getelman says.
Building Relationships
Aragon has worked on several projects for the financial firm Sanders Morris Harris. When the firm took 60,000 SF of additional space
on several floors at 527 Madison Avenue, Aragon was called in to build it out on an aggressive 14 week schedule. “The new space
was an aesthetic beauty,” says Getelman. “The local area network room involved complex machinery and technology that serves
as the backbone of their trading capabilities.” The project was completed in May 2006.
“Aragon’s staff was great; when they were done I was sorry to see them go. They are perfectionists—especially Alex. He would walk the space every week, and even if it was something as simple as a nail coming out of the sheetrock, it would get redone.”
Joanne Manno, Administrative/Facilities Manager, Sanders Morris Harris
Building upon its long-term relationship with DHL Express, Aragon was selected in 2006 to manage the construction of a new 12,000 SF ground floor facility that will serve as a distribution center for bike messenger deliveries within the bustling Times Square district.
The project called for the construction of a large open space for conveyors, carts, package sorting and routing and distribution of small packages as well as several customer service areas, office spaces and executive suites.
Financial Services Expertise
When you are a financial service giant taking on the New York marketplace, your branches have to be build out quickly and to your exact standards. For the Bank of America, Aragon is the general contractor for four branches and three ATM vestibules located in Manhattan, Brooklyn and Queens. “These projects require management of the banks’ existing subcontractors as well strict coordination and constant communication with the bank,” says Hartz. The branches, located in Brooklyn and Manhattan, include ATM machines, teller stations, offices and service desks, large deposit safe, and safety deposit boxes. The ATM vestibules, located in Manhattan and Queens, each have multiple ATMs, drop boxes and high-tech security systems.
“We converted two former nightclubs into a 12,000 SF combined office and warehouse space. Aragon did an outstanding job organizing the various trades to operate in a very tight area of construction. Their extensive knowledge and experience in the New York City market ensured that DHL has a product that will bring us years of service.”
Ken Engle, Director of Construction, DHL Global Business Services
When the NYSE specialist firm LaBranche & Co. shifted some of its operation in late 2006 to 33 Whitehall Street, Aragon Construction managed the build-out of 48,000 square feet spread over three floors. “We transformed this space into trading floors with extensive voice and data, new mechanical and electric infrastructure throughout, raised flooring, and a considerable large IT room,” says Getelman. Aragon completed the new trading facilities in early November 2006, having begun construction in July.
Aragon was asked to transform 50,000 SF of space at One Madison Avenue into executive offices for the Credit Suisse, complete with full height glass office fronts, a stone & glass elevator lobby and reception area, and an executive elevator refurbishment. “This project’s crown jewel was 1,250 square foot executive office with high-end millwork with 14 stepping to 18-foot vaulted ceilings,” says Getelman.
Other work for financial firms includes:
- The build out of 15,000 SF on the 23rd and 24th of 717 Fifth Avenue for Corsair Capital. The project included the company’s executive levels, complete with teleconferencing capabilities in the boardroom and a cutting edge AV system. The project was completed in May 2006.
- At 65 East 55th Street, Aragon built out a 15,000 square foot floor for Avista Capital. “Our knowledge of the building allowed us to develop the best approach to completing this fast-paced project,” says Getelman. Extensive millwork and lighting packages as well as a stone and glass entryway created a sophisticated high-end look for the space.
“During our renovation, the space was occupied and Aragon had to work within the parameters of the business group there both during business and off hours. They navigated this with sensitivity and delivered on time.”
Gerald R. Lifrieri, Manager, Real Estate, Interpublic Group
Attention to Aesthetics
The global drink manufacturer Red Bull called upon Aragon to create its first New York headquarters and showroom, to be located on the 2nd, 3rd and 4th floors of 40 Thompson Street in SoHo. The 12,600 SF space was completed this July.
Working with Constantin Wickenburg Architects of New York, Aragon will create a cutting-edge and thoroughly modern showroom/office space. “This project will include innovative touches such as hung metal wire mesh ceilings, Pirelli Rubber floor tiles, curved walls, stainless steel accent tiles, metal and glass pantry cabinets, Color Kinetic lighting, retractable light fixtures, and steel-angled-in-glass partitions,” says Hartz. “We are excited about creating a showroom and work environment that complements this style-conscious and kinetic brand,” says Hartz. “Red Bull---the product and the marketing---is about virility, energy and innovation, and the space will reflect that.”
For the Asian Cultural Council, a foundation supporting cultural exchange between the United States and Asia, aesthetics and cost were both very important. The not-for-profit company is moving from 437 Madison Avenue and will be leasing the 12th floor and penthouse with roof access at 6 West 48th Street. “The Council loved this location because of its breathtaking views of Rockefeller Center and the 900 SF terrace space,” says Getelman. “We did a custom build out including millwork, installation of three new conference rooms with paneling, and an all new electrical and mechanical infrastructure. Also, the electrical system was prepared using solar paneling for future energy options.” Using a neutral palette that will compliment the Council’s significant art collection, the 7,050 SF space was completed in only eight weeks and the Council moved into the building in June.
Aragon Construction is managing the expansion of the headquarters space for Cambridge University Press, at 32 Avenue of the Americas, located in TriBeCa. “When we built this space for them, they left a small portion unfinished in anticipation of a sister company moving into the space,” says Getelman. “This didn’t happen, and as the client expanded, they needed to occupy the additional square footage, so it was a challenge to get the original build out and the new expansion to integrate perfectly.” Aragon’s role in the first build out of the 64,000 SF space was to oversee the entire preconstruction process, including performing value engineering and managing the project from budget through construction completion. Over 200 Cambridge employees moved into the space, which boasted an open, collaborative environment with offices ringing the perimeter of the floor, floating ceilings, DryTek colored concrete flooring and a more efficient air conditioning system.
“From start to finish everything was under control. The foreman handled everything so smoothly that I immediately told the building that Aragon should be on the preferred contractor list. I never had to worry about a thing.”
Lisa Laws, Office Manager, CT Partners
When Time is of the Essence
Every client wants their project finished on time and under budget, but not every firm can deliver. Time and again, Aragon has dealt with even the most compressed schedule, and moved its clients in on time.
When Lightolier moved onto the 9th floor of 250 Park Avenue South, it hired Aragon as the general contractor. “The schedule was downsized from a 12 week completion to a seven week completion, and our team worked attentively to meet the demands for this detailed showroom project, which included all new perimeter offices, a new data room, and mechanical, electrical and plumbing infrastructure improvements,” says Getelman. “We were coordinating with the architect everyday—on site—to make this happen.”
Five weeks, including holidays, doesn’t seem like much time to take an office space full of cubicles and storage spaces and transform it into a modern, collaborative environment. Yet this was Aragon’s brief from Right Media to renovate its 38,000 SF space at 90 Park Avenue. “Preconstruction and constant communication meant everything to this project,” says Getelman. “We identified long lead items early and it enabled us to get the job done on time.” The new environment included glass walls, open meeting spaces and lounges and was completed in February.
Leading international executive search firm CT Partners, formerly known as Christian & Timbers had outgrown their current space at 1177 Sixth Avenue and took a long term lease of 7,418 SF of space on the third floor of a building at 1166 Sixth Avenue. In addition to building out more offices, meeting and conference rooms, three specifically designed soundproof rooms were installed with video conferencing. “The challenge of this project was its tight time line and firm move in date,” says Getelman. “There was very little time but that’s where our expertise becomes an advantage.”
Lisa Laws, the firm’s office manager, says that she felt confident that her project would be done in time because of the communication she received from Aragon. “I have worked with many contractors—most of them larger—but never any like Aragon,” she says. “Anything that I didn’t understand they walked me through. From start to finish everything was under control. The foreman handled everything so smoothly that I immediately told the building that Aragon should be on the preferred contractor list. I never had to worry about a thing.”
Multi-Phased Renovation
Working over the course of 20 weeks, Aragon completed a three-phased complete demolition at 215 Park Avenue for LinkShare, a technology company. Serving as general contractor, Aragon did a full floor gut renovation on one floor and major alterations on a second floor in the 38,000 SF project. LinkShare’s new space now features an internal staircase and extensive telecommunications and audio/video conferencing facilities. Aragon also made infrastructure upgrades to accommodate power needs, such as brand new HVAC systems.
A Midtown Showcase
Aragon’s growth has required it to move to larger office space; the relocation to 142 West 57th Street was completed on July 2nd. “This is not typically where construction firms are located, but it is where our clients are,” says Hartz. “This office will be a real showplace where clients can see for themselves the kind of work that we do.”
Aragon’s move to Midtown was dictated by its success and gave its staff a greater understanding about what their clients go through when changing office space. “We had clearly outgrown our current space, and we looked in the same building, but there was nothing available,” says Getelman. Working with Cushman & Wakefield, Aragon looked at several options. Getelman was reminded about a space on West 57th Street that they had demolished for a client and had been vacant for some time. Given its location close to many of the firm’s clients’ offices, and convenience to many major transportation routes, it proved to be an ideal location.
Working with the architect TPG, Aragon has transformed the entire ninth floor at Metropolitan Tower, 142 West 57th Street, into its new office. “This is our showcase for potential clients to come and see the quality of work that is the firm’s hallmark,” says Getelman. “The office incorporates different options in a range of pricing, allowing a client to see how that could work in their own space.” Flooring types vary, including exposed and sealed concrete, wood carpet tile and broadloom, rubber, and stone. Many other finishes were installed such as Anigre wood walls, and several types of glass including etched, clear and back painted, are used throughout the space. Aragon’s new office is sleek and contemporary, with a neutral architectural setting that highlights its red logo.
“This move to a Class A property in the heart of Midtown creates a great new home for our employees, while, at the same time, give clients and prospective clients a good view of how our company builds a project,” says Getelman.
“At the end of the day, it’s not about the money…there is nothing more important than the stellar reputation of this firm.”
Alex L. Getelman, Founder and President
Developing the Future
Given that construction is a relationship-driven business, Getelman says, Aragon will continue to grow because of its relationship with its subcontractors as well as the strength of its bonds with architects and its clients. “Architects reach out to us because of our reliability. You don’t have to babysit us---you know we are going to manage your project appropriately.”
In addition to working in construction and construction management, Getelman says, he would like to get into the development side of the business. “We already know the construction piece inside and out,” he says. “Of course, development will require more hard work and a little luck.”
No matter what the future holds for Aragon, its founder remains dedicated to providing professionalism and transparency to his clients -- the leads to their glowing testimonials. “In my business, it is not about the dollars, it’s about doing better work,” Getelman says. “At the end of the day there is nothing more important than the stellar reputation of this firm.”
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