To strengthen Birmingham's position as a destination for relocating businesses, the Midlands' development community must unite in its bid to promote the city.
So says John Griffiths, director at GBR, joint agents with Jones Lang LaSalle and GVA Grimley for the £350 million mixed-use Masshouse scheme at Eastside.
Mr Griffiths believes the changing dynamic of the Midlands office market has prompted a different approach among the region's developers.
"Over the last ten years, Birmingham's office market has moved forward considerably as a result of growth in the service sector, and subsequently levels of competition have rocketed with developers keen to secure a pre-let deal for their scheme," he says.
"Ultimately the strength of the city's offering lies in this competitive urge as developers vie for tenants by driving up the quality of their schemes.
"But the city's future also lies in the ability of developers to unite in their efforts to promote the region collectively.
"A single scheme - however iconic - cannot change perceptions of the city or build significantly on its proposition.
"What Birmingham requires is a portfolio of commercial opportunities geared up to attract relocating business from within the city and beyond, and Masshouse Developments is working hard to ensure its contribution measures up to the specific requirements of larger relocations.
"In recently revisiting the masterplan, larger floorplates and increased public realm provision have been proposed - and these factors will help to define Masshouse as a major pre-let opportunity, securing the scheme's role in pulling further investment into Birmingham.
"A joined-up approach has been behind some of the region's recent success stories and the commercial climate in Birmingham
is already moving in the right direction with the support of Locate in Birmingham.
"We can celebrate the Gaming Commission's move to the city and I firmly believe that by taking advantage of the current culture of change, Birmingham will come onto the agenda for future financial services and corporate relocations."
The revised masterplan put forward by joint venture partners David McLean, Royal Bank of Scotland and Nikal will deliver
generous floorplates of up to 20,000 sq ft in the first office building - a total of 200,000 sq ft of grade A office space rather than 110,000 sq ft.
The three commercial buildings will now be standalone and set around a public square with bars, restaurants and retail nestling together at ground level.
A planning application will be submitted this summer and following approval, work will begin early 2007 with completion anticipated by the end of 2008.