Modernizing a Landmark: Star Elevator’s Project at the Oakland Tribune Tower

Client: Harvest Properties, Inc.
Building: Oakland Tribune Tower (base 1906, tower 1923)
Scope: Full elevator modernization of a historic, multi-tenant office landmark

Why the Project Mattered

When Harvest Properties acquired the Tribune Tower, they launched a capital-improvement program—seismic retrofit, waterproofing, and a full elevator modernization. An elevator consultant’s survey confirmed what everyone suspected: the last major modernization was in the 1970s. It was time.

“We look for value-add opportunities in iconic buildings. Tribune Tower deserved to be brought back as a modern, creative office,” said Jenny Naab, Asset Director at Harvest.

The Plan

John Sellen of JE Sellen Consulting led a detailed survey: what could be retained, what must be replaced, and how to deliver reliable, code-compliant performance for a very old system. He chose Star Elevator for our track record on complex historic modernizations and our ability to execute end-to-end.

“Star consistently grasps the full scope and executes comprehensive modernizations—start to finish,” said Sellen.

Star Elevator’s Approach

Scope & Strategy

• Two-tiered plan:
  • Service car: New traction machine, upstand, and new cab shell (labor-intensive heavy lift).
  • Passenger cars: Retain and refinish original 100-year-old machines to preserve historic character—while upgrading controls and safety to modern standards.

• Sequenced delivery: Start with the freight elevator to support construction logistics and tenant needs.

Field Execution

• Tight-tolerance crane pick: Hoisting a ~3,500-lb machine ~90 feet to the roof through an opening with only ~½-inch clearance.

• Precision staging: Just-in-time material coordination to avoid idle crew/crane time while maintaining strict safety.

• Historic sensitivity: Restore where appropriate; replace where required; document everything.

“My job is to give the crew every chance to win—materials, coordination, communication,” said Dan Shaw of Star Elevator. “I love historic buildings—restoring and making them new again.”

Results That Respect History—and Elevate Performance

• Reliability & safety: Old systems replaced or renewed to today’s standards.

• Historic integrity: Original passenger machines retained/refinished where feasible.

• On-time delivery mindset: Careful sequencing around an occupied, evolving property.

• Communication first: Constant coordination with ownership, consultants, and trades to minimize disruption.

“From our front office to senior leadership and mechanics, we care about outcomes and customer happiness,” said Rick Nieva, President, Star Elevator. “This project makes us proud.”

Project Highlights (At a Glance)

• Full survey, retain/replace strategy

• Heavy crane logistics & precision rigging

• New service-car machine + cab shell

• Refurbished historic passenger machines

• Modern controls, safety, and code compliance

• Seamless owner/consultant/contractor coordination

Why Owners Choose Star for Historic Modernizations

• Proven expertise with landmark buildings

• Tailored solutions balancing preservation and performance

• Field precision under tight constraints

• Clear, proactive communication from kickoff to closeout

Ready to Modernize—Without Losing the Story of Your Building?

Let’s talk about a plan that respects your property’s character and delivers modern safety and reliability.

Contact Star Elevator → Service, modernization, state compliance, and repairs across the Bay Area and Sacramento.