December 2nd 2024.
Katie Fay was ecstatic when she finally found a place to call home in Denver, a bustling city known for its high altitude and vibrant lifestyle. The best part? It would also serve as her workplace, gym, and social hub. It was the perfect fit for the 31-year-old, who was looking for convenience and affordability. The place in question was X Denver, a modern apartment complex located at 3100 Inca St. in Union Station North, where Fay moved in February.
According to Fay, the decision to choose X Denver was an easy one. The amenities it offered, such as coworking spaces, fitness facilities, and a rooftop bar and restaurant, were exactly what she and her roommate were looking for. They were also drawn to the economical rent, which made it feasible for them to start their own business. X Denver was not just an apartment building, it was a lifestyle. It was marketed as a social club, and that's exactly what it felt like to residents like Mark Smith, who moved in last October.
The 12-story, 455-unit complex opened its doors in 2021 and quickly gained popularity. Its amenities were so desirable that even non-residents were willing to pay for a membership to access the building. However, things have changed since then. When a reporter from BusinessDen visited X Denver two weeks ago, they were met with a different scene. The heated pool and hot tub, which were advertised as year-round facilities, were closed. The rooftop dog park, which residents were informed would be closed indefinitely, was locked. The rooftop bar and restaurant, once bustling with activity, were now vacant.
The situation was not limited to the amenities. Residents like Traevena Ward, who moved in July, noticed a decline in the overall experience. The promised restaurant and year-round pool were nowhere to be seen, and the events and parties that used to take place were no longer happening. The disappointment and frustration were palpable among residents, who felt like they were not getting what they were promised.
But the issues at X Denver went beyond just unfulfilled promises. Some residents, like Jeiden Baker who moved in early 2024, were lured in with the offer of a month and a half of free rent. However, that promise was not fulfilled, leaving residents feeling misled. The development of X Denver was led by The X Co., a Chicago-based firm known for its "co-living" model, which allowed residents to pay by the bed instead of the unit. This made it a more affordable option, with 40% of X Denver's units arranged in this manner.
However, The X Co. and its projects began to face issues in the past year. Construction on other X-branded buildings in Houston, Tampa, and Phoenix was halted, and the X Club membership program in Denver was suspended. The rooftop bar and restaurant at X Denver also closed down. Residents noticed a decline in the quality of services, such as unclean bathrooms and empty soap dispensers. In January, firms involved in the development of X Denver 2 filed liens against the property, amounting to over $20 million. This led to a series of events, including the sale of a planned development for a loss, and ownership of X Denver 2 being transferred to a different company.
The X Co. CEO, Noah Gottlieb, told BusinessDen in an email that the company is no longer affiliated with X Denver. The property is now being managed by a company called Hub & Balance, run by a former X Co. executive, Ben Wood. They offer access to X Denver's amenities for a monthly fee, similar to the original X Club model.
For Fay and other residents, the disappointment with X Denver started from the day they moved in, with dirty and malfunctioning appliances. As the situation at X Denver continues to unfold, residents are left wondering what the future holds for their once-promising community. The vibrant and social atmosphere that attracted them in the first place is now a distant memory.
Katie Fay was overjoyed when she finally found the perfect place to live in the bustling Mile High City. Not only would it serve as her residence, but also her workplace, gym, and social hub. After months of searching, the 31-year-old moved into X Denver, a luxurious apartment building located at 3100 Inca St. in Union Station North, in February.
Fay was immediately drawn to the building due to its affordability for her and her roommate, as well as its plethora of amenities that would be ideal for starting their own business. With co-working spaces, a gym, and a variety of social spaces, it seemed like the perfect fit for their lifestyle.
The 12-story, 455-unit complex had just opened its doors in 2021, promising its residents access to desirable extras that even non-residents could pay for through their exclusive "X Club" memberships. The building was essentially a social club, according to Mark Smith, a resident who moved in that October.
The rooftop bar and restaurant, located right next to the pool and hot tub, was a popular spot for residents to relax and socialize. There were also two co-working spaces, a fully-equipped gym, and a separate studio for barre and yoga classes. The building also offered complimentary coffee in the mornings and hosted various events, such as trivia nights and fitness classes, for its residents.
However, this era of luxury and convenience came to an unexpected end. When a reporter from BusinessDen visited X Denver two weeks ago, they found that many of these amenities were no longer available. The pool and hot tub, which were advertised as being open year-round, were closed. The rooftop dog park had been shut down indefinitely and the rooftop bar and restaurant were both vacant.
Residents were also concerned about the lack of maintenance and services in the building. The smaller co-working space on the 12th floor was locked, and the larger space on the 11th floor had been closed for months due to flood damage. The door to the parking garage, which residents paid extra for, was stuck open, allowing anyone to access it.
Traevena Ward, who moved into X Denver in July, shared her disappointment with the current state of the building. "I was promised a restaurant, a year-round pool, and amazing parties, but now we can't even access the rooftop after 8 p.m.," she said.
Another resident, Jeiden Baker, who had moved in earlier that year, expressed his frustration with the unfulfilled promises made during his leasing process. "I was enticed by the offer of a month and a half of free rent, but that hasn't been fulfilled," he said in an interview in September.
X Denver was developed by a Chicago-based company called The X Co., which also developed similar buildings in other major cities. The company's CEO, Noah Gottlieb, had emphasized their unique "co-living" model, allowing residents to pay for a bed rather than the entire unit, making it a more affordable option. However, problems with the company and its projects began to surface publicly when construction was halted on similar X-branded buildings in other cities.
In light of these issues, Gottlieb announced that X Club memberships were suspended and the rooftop bar and restaurant at X Denver were closed. The quality of services and maintenance in the building also took a nosedive, according to Smith. "You used to hear music bumping and see people socializing, but that's not the case anymore," he said.
The situation only seemed to worsen as time went on. By January, construction firms involved in the development of X Denver 2 had filed liens totaling over $20 million against the property. In April, the parking lot where X Denver 3 was supposed to be built was sold at a considerable loss. The company's headquarters in Chicago were also abandoned in May.
As a result, ownership of X Denver 2 was transferred to a Los Angeles-based firm, and X Co. is no longer affiliated with the building, according to Gottlieb. The property is now managed by a company called Hub & Balance, which offers access to both X Denver and Phoenix locations for a monthly fee.
For Fay, her disappointment with X Denver began on the day she moved in, when she found her unit to be in a poor state. "Our apartment was filthy and the appliances weren't working properly," she recalled. Despite the initial excitement and promise of a luxurious lifestyle, the reality of living in X Denver has been a letdown for many residents.
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