There’s valet parking, a concierge desk that greets you with a branded water bottle, and a row of couches, which wind around coffee tables. But instead of just booking room nights, concierges are signing year-round leases. The 43-story Parkside Residences is open for business.

Dallas-based real estate developer High Street Residential is hoping its hospitality-inspired approach, as well as the tower’s location near popular Discovery Green Park, will help fill the 43-story, 309-unit apartment tower it recently opened in downtown Houston. Andres Construction is completing the last 111 units of the tower. The remaining units, as well as the pool, observation lounge and deck, and pet grooming area are expected to be completed in the first quarter.

Designed by Ziegler Cooper Architects with interiors by Waldrop + Nichols, the tower aims to attract people who rent urban high-rises for convenience and lifestyle rather than necessity. Rents start at $2,100 and peak at $13,500 a month for two-level penthouse units.