On a Wednesday afternoon, in a luxury apartment building called "The Standard," which would fit right into any major metropolitan downtown, sunbathers line the edges of the rooftop's infinity pool. Sweat flies in the bright fitness center as loud pops emanate from the racquetball court, and a young woman at the concierge desk phones upstairs to a resident about a package. Only this is not any residential building. It's student housing at the University of Georgia in Athens.
"What you've seen over the last several years has been more of an urbanization of student housing, where more institutional players are coming in and developing these higher-end, more urban-style properties to cater to the needs of today's college students," said Wesley Rogers, CEO of Landmark Properties, the Georgia-based developer behind The Standard—a brand of student housing residences that raise the standards on student living.