In April 2011, Mitsui Fudosan America, Inc. retained Hines as property manager for 1251 Avenue of the Americas with a primary goal of optimizing operations without increasing expenses. A secondary goal was achieving LEED® certification. Within the year, Hines implemented improvements that resulted in dramatically reduced consumption and significantly lower utilities costs, and in March 2013, the building achieved LEED Silver certification. The firm also influenced Mitsui Fudosan to reinvest the savings into further energy-conservation upgrades and improvements. That trend continues to this day.