The Renaissance Center, commonly called the RenCen, is a 5.5 million square foot complex of seven interconnected skyscrapers on the Detroit Riverfront. Since its completion in 1977, the RenCen’s central tower has stood as the tallest building in Michigan, serving as an iconic part of Detroit’s skyline. For decades, it has housed General Motors’ (GM) global headquarters. But, things are changing.
With GM’s recent announcement to relocate to the new Hudson Building downtown, the future of this architectural landmark is uncertain. Will it be purchased and renovated for other usage? Will all – or part – of it be demolished? How will these decisions impact the riverwalk? There is currently much scrutiny, and questioning, surrounding it.
Given this, DII thought it interesting to take a past, present, and future look at the quintessential building and get some perspectives of what the future might bring from Detroit City historian, Jamon Jordan, and Jeanette Pierce, founder and president of City Institute.
The History
The idea for the Renaissance Center was born out of a desire to rejuvenate Detroit during a period of decline. In 1970, Henry Ford II, with other influential business leaders, established a nonprofit organization called Detroit Renaissance, which was aimed at revitalizing the city’s economy. Originally their vision consisted of a transformative development stretching from the Ambassador Bridge to Belle Isle’s MacArthur Bridge, with the Renaissance Center being the anchor.
JAMON JORDAN
According to Jordan, the project was overwhelmingly embraced, largely because it was privately funded. “This move was seen as a positive development at a time of decline,” he said. “Henry Ford II’s leadership and investment was a bold response to the mass exodus of businesses and population from Detroit in the late 1960s and early 1970s.”
Atlanta-based architect John Portman was chosen to lead the development. Known for his innovative “city within a city” concept, Portman had also designed other projects throughout the country, such as the Westin Peachtree Plaza Hotel in Atlanta and – similar in design to the RenCen – the Bonaventure Hotel in Los Angeles.
Given Detroit’s large emphasis on art deco design in the 20s and 30s, such as the Penobscot Building, Guardian Building, and Book Cadillac Hotel, the RenCen’s modern design would be a unique contrast in the city.
With a price tag of $350 million – the largest privately financed development at the time – the Renaissance Center began opening on July 1, 1976, as a combination of hotel, office, and retail spaces. When it was completed in 1977, it was the tallest hotel skyscraper in the world.
Despite the initial excitement, the Renaissance Center faced criticism almost immediately due to its confusing circular design and fortress-like appearance. “It was hard to even get to or into the building with heating and cooling units and berms on Jefferson Avenue, and it looked and felt like a fort,” said Jordan.
This architectural style also led to navigation difficulties for visitors that still exist today.
BONAVENTURE HOTEL
“When I lead tours in the city I ask who in the group has been to the RenCen, and most hands raise,” said Jeanette Pierce, Founder and President of City Institute. “Then I ask who has gotten lost in the RenCen, and without fail the same hands raise.”
Retailers inside did not benefit as expected, said James. The vision of the building being a gathering place was instantly lost because it was insular. The design is confusing, making it difficult for people to shop or have a good time. For the most part, the only people who regularly shopped there were those working in the building.
In short, the complex failed to attract the public and create the commercial hub it was intended to be.
GM Moves In
General Motors purchased the Renaissance Center in 1996 for $75 million and moved there from its original headquarters in Cadillac Place in New Center, Detroit, the original GM headquarters. The company went on to invest $500 million to modernize the complex, improve riverfront accessibility, remove the concrete berms, and enhance its use as a corporate headquarters.
However, even with these improvements, the RenCen continued to face challenges, and today, most shops and restaurants are simply gone.
“While it dominates Detroit’s skyline, it hasn’t been successful as a business center or shopping destination,” said Jordan.
According to HistoricDetroit.org, as of December 2022, the occupancy of some of the RenCen’s office space was sparse:
- Tower 100: 85% leased
- Tower 200: 36.4% leased
- Tower 300: 100% leased
- Tower 400: 98.9% leased
- Tower 500: 100% leased
- Tower 600: 59% leased
Then, in April of last year, GM announced plans to relocate its headquarters to the new Hudson’s Detroit development, raising questions about the RenCen’s future.
Now What?
GM’s move comes as a bit of a sting since the Hudson’s building received subsidies that were attached to 800 new jobs. With GM moving into the Hudson’s building, these positions will be counted within the 800. “This is a bit of a double-cross,” said Jordan. “The 800 jobs were supposed to be 800 new jobs coming into the city.”
Detroiters have imagined various potential usages. Some see it as becoming an art center, sports destination, or even residential. Some think it will be demolished and see hope for a fresh start.
“GM’s exit represents both a challenge and an opportunity for the building,” Pierce says.
She points to one key advantage.
We have this gorgeous riverwalk and then there are expansive surface parking lots running along a good portion of it for GM employees who don’t even use them,” she says. This whole area could be transformed into more valuable, functional spaces that better serve the community and enhance the riverfront area.
She goes on to say, “The cost to tear the RenCen down would be immense. It seems more cost-effective to renovate and repurpose the existing space. The main tower is a 1,300-room Marriot Hotel and the Highlands is a fabulous bar and restaurant. I could see the outside towers being eliminated, but I don’t think the main tower will be torn down.”
JEANETTE PIE
“If demolished, it will certainly be the end of an era,” says Jordan. “Based on its history though it’s difficult to see anything else that can be done with the building. I’m hoping others have powerful solutions.”
Both experts agree that any future use of the RenCen or the space should consider integrating it more seamlessly into the fabric of Detroit’s evolving riverfront.
“The RenCen could still be the anchor for another generation if it is made a part of the community it wants to impact, rather than standing apart from it,” says Pierce.
The Future
Dan Gilbert is now involved in the building’s future. Through his company Resurgence Realty LLC, he has an option to buy the majority of the building, including its main five-building complex and other properties from Riverfront Holdings Inc., an affiliate of General Motors.
“Bedrock, is known for its careful historic renovations,” said Pierce. “Gilbert has a great track record for taking time to evaluate best usages and not just take the easy way.”
The Renaissance Center’s history reflects Detroit’s journey of growth, challenges, and potential renewal. As Detroit moves forward, the RenCen continues to be a key part of the city’s architecture and culture. Its future, whether as a residential area, a business hub, or a community space, presents a chance to redefine its place in Detroit’s ongoing revival.
“It’s exciting to think about the future of the RenCen and how it can remain an iconic part of Detroit’s skyline while evolving into something new,” says Pierce. “With adaptive reuse and better integration with the riverfront, we have a unique opportunity to transform the RenCen from its 1970s fortress style into a more connected and vibrant community space. The next 20 years could redefine this area, turning it into a hub that truly reflects the spirit of the people and becomes a seamless part of Detroit’s ongoing revitalization.”
As always, be sure to subscribe to our newsletter for regular updates on all things Detroit and more.
These numbers represent false data…. As somebody who used to rent space at the recen, there is 0% chance that the %’s you quoted in space leased in towers is even close to correct… in fact, the reason my company moved was because they would not negotiate price … we were shocked at this decision mainly because of how many other business had already left and how empty it was becoming, yet they would not compromise to keep our business. Now I realize this kind of seems like I may be saying this out of spite… but on my life I promise you that this reporting is of poor quality… I mean it literally makes 0 sense that if the complex was 80% leased (as it states in article…) that its fate would even be of issue…