This year, Sage turns 100, a milestone that makes me both proud and reflective. Over a century, our values — quality, integrity and creating spaces that matter — have remained constant. What’s evolved is how we bring those values to life, especially as the office itself is being redefined.
For me, the biggest shift has been recognizing the importance of hospitality in the workplace. The office today isn’t just about desks or square footage — it’s about creating experiences that make people want to come in, connect and thrive. That’s why we’ve introduced “flagging,” our hospitality-inspired approach to office. Each Sage property is designed as a destination, with consistent service, thoughtful amenities and a sense of community. We even call our tenants “Members” because joining a Sage building is about belonging, not just leasing space.
As we celebrate 100 years, I see hospitality not as a trend, but as a guiding philosophy — one that has always been at the heart of Sage and will continue to shape our vision for the next century. Grounded in the principles of hospitality, we’re helping redefine what the office can mean — today and for the next century.
The Logic of Flagging and Hospitality
In hotels, a “flag” signals both consistency and character. And while this isn’t a Marriott or Four Seasons, every building under the Sage flag carries the same DNA: hospitality-forward design, activated amenities and programming that curates an experience- focused environment where tenants aren’t just tenants — they’re Members. Yet each property retains its own personality, tailored to its neighborhood, Member base and scale.
And much like guests at a high-end hotel, Members enjoy curated experiences such as white-glove garment care with on-site alterations, immersive events (from meditation sessions to wine tastings) and even a signature Sage scent. Every interaction is guided by hospitality-trained staff who specialize in those “surprise and delight” moments that make the everyday memorable.
Hospitality provides the framework to meet this demand. The concierge who greets you by name, the lounge designed for both quiet work and lively connection, the seamless technology that ties services together — all of it adds up to a workplace that feels intentional. Just as hotels create loyalty through service and atmosphere so, too, can office buildings become destinations people actively want to return to.
The goal is to elevate and innovate the traditional landlord-tenant relationship from transactional to relational, anchored not only by a lease, but by a brand promise.
Amenities with a Pulse
“Amenities” has become a buzzword in office culture. Yet a rooftop or fitness center, without thoughtful activation, quickly becomes underused. Sage focuses instead on amenities with a pulse — spaces animated by programming that evolves with Members’ needs.
Wellness studios host yoga and meditation classes. Coffee bars transform into tasting rooms for local roasters. Lounges double as venues for networking events, cultural programming and speaker series. Even everyday services — bike tune-ups, laundry drop-offs, tech support — add to the sense of being cared for.
Exclusivity is also a key factor in the hospitality world as it creates a sense of privilege and personal attention. When access is limited or experiences are curated, guests feel recognized and valued, heightening their connection to the space. This careful curation fosters loyalty, encourages engagement and transforms ordinary visits into memorable, sought-after experiences. This is central to the Sage approach.
This intentional scarcity not only elevates the quality of interactions but also fosters a community where Members feel recognized, valued and immersed in a setting designed to enrich both professional and personal life. Sage offers its signature “Oasis” amenity space providing inviting, hospitality-style shared areas to Members. Serving as an extension of the workplace, Oasis provides thoughtfully designed locations for dining, meeting, conferencing and socializing that are available to Members. Oasis includes a range of meeting environments, from Salon Meeting Rooms with soft seating to traditional Boardrooms and smaller Breakout Studios, and even the Winter Garden — a special event room for private dining with banquette seating — accommodating both company and employee needs.
Tenants of Sage properties automatically become Sage Members, with access to Oasis amenities as well as Sage Services and Sage Social, all managed through the Sage Connected app. Currently, Oasis is available at 437 Madison Ave. where Members have access to offerings such as a 5,630-square-foot wraparound Terrace Garden, Café Bar, Lounge, Winter Garden, Library, a flexible event space called The Forum, Breakout Studios, a Meditation Studio and Catering Kitchen.
Most recently, our former 77 Water St. location was home to the Sage Candy Store that opened more than 40 years ago. Today, that same candy store has been revived at 747 Third Ave., carrying forward its charm with a mix of nostalgic sweets, everyday treats and some thoughtful little essentials for our on- the-go Members.
The point is not simply to offer amenities, but to create experiences that resonate.
Programming as the Anchor
If amenities are the stage, programming is the performance. A holiday market featuring neighborhood artisans. A fireside chat with a thought leader. A week devoted to wellness, complete with nutrition workshops and guided meditation. These activations help build a community that makes the office more than just a place of work.
In many ways, programming has become the new anchor for tenants — an attraction that shapes the life of the building no matter who occupies the floors within.
Rethinking the Landlord’s Role
Underlying all of this is a redefinition of what it means to be a landlord. For much of the last century, landlords were providers of square footage. Today, they are curators of experience.
This shift in mindset makes the landlord-tenant relationship more collaborative. By aligning operations with tenants’ priorities — supporting culture, wellness and productivity — Sage strengthens both tenant engagement and adaptability. In a competitive market, a building known for its hospitality is more than a commodity; it’s a partner in business success.
A Century Marked, A Future Defined
As Sage enters its second century, the flagging model is both a celebration of heritage and a blueprint for the future. Technology will play a critical role, offering data-driven insights into Member preferences and enabling more personalized service. Despite a tech-forward approach, the essence will remain human — empathy, hospitality and community cannot be automated.
It’s this blend of tradition and innovation that defi nes Sage’s next chapter. One hundred years of experience, reimagined for the next generation of companies and employees. For Sage, it is both an achievement and a responsibility: proof of resilience, but also a challenge to keep evolving.
Flagging is the company’s answer to that challenge. By weaving hospitality, service and programming into every property, Sage is redefining what the office can be: not just a workplace, but a destination.
As the company looks to its next 100 years, the vision remains clear: properties that don’t simply house people, but welcome them, inspire them and connect them.
All in the Family
Sage, formally the William Kaufman Organization and Sage Realty Corporation, was founded by Jonathan Kaufman Iger’s great-grandfather William Kaufman, a Russian immigrant, in 1924.
The William Kaufman Organization initially focused on developing single-lot family homes and investing in main street retail, eventually developing ground-up office buildings across New York City. Shortly after World War II, William Kaufman’s two sons, Robert Kaufman, (Iger’s maternal grandfather), and Melvyn Kaufman joined and eventually co-ran the firm alongside him. Iger’s father, Mark Iger, spent a portion of his career at Sage, serving as general counsel and then as director of leasing and real estate acquisitions.
Sage Realty Corporation was established as the property management arm of The William Kaufman Organization in the late 1960s, eventually expanding into leasing, asset management and construction management for the firm. In 2010, Robert Kaufman asked his grandson Jonathan, who had been working in real estate for a decade, to join the company as a vice president.
Jonathan Kaufman Iger became Sage CEO in 2014 and president in 2016 following Robert’s death.
