Molzer bucks the norm by "building in public"
Add Axios as your preferred source to
see more of our stories on Google.
The Aladdin Hotel building towers above Barney Allis Plaza. Photo: Travis Meier/Axios
Molzer Development is finding success doing what most builders don't: sharing the nitty-gritty details with the world.
Why it matters: The buzzy company is snapping up buildings around town, converting lofty goals and social media savvy into construction projects and financial backing.
State of play: The company in 2024 started redeveloping the Aladdin Hotel, a 16-story skyline staple built in 1925, into studio and one-bedroom apartments. The roughly $38 million project is set to finish in June.
- Molzer is also building out the Holtman Building at 18th and Holmes in the Crossroads into a rooftop bar and restaurant, a private speakeasy, a bathhouse, offices, and lofts.
- The team in March finished a "bus bus stop" outside the Holtman building.
- And an April purchase of the Advance Thresher Co. building at 1280 Liberty St. in the West Bottoms will house industrial space and a vintage clothing store.
Zoom in: Founder Zach Molzer says they practice "building in public," a process of sharing detailed information about a company and its work that's seldom seen in the world of large-scale development.
- TikTok videos showcasing the messy process of the Aladdin's reconstruction have reached more than a million views.
What they're saying: "Development is a very old hush-hush game," Molzer tells Axios. "We're able to take a different approach that obviously has worked out really well for us," adding that their social media reach has led to investors.
- "Construction is so heinous, and you think, 'Oh my god … what the hell are they doing back there?'" Molzer marketing and social media director Anna McQueeny says. "I want it to be educational."
Between the lines: Molzer says he does not disclose his investors or lenders, a common practice in development.
- However, he said on YouTube that his father, who is a managing partner at investment company Flyover Capital, is one of the Aladdin's 32 investors.
Travis' thought bubble: Molzer is the same guy you meet online — an open book with lots of gumption.
- He even showed me a new loft apartment he was building for himself, which connects to his team's future office space.
- They're currently working at plastic folding tables to the sounds of power drills.