Across from the Watergate Hotel on Virginia Avenue sits a Foggy Bottom apartment building formerly known as Boathouse Apartments. But late last month, the building received a facelift and a new name — The George.

Up Campus Student Living, a company that develops and manages student housing, purchased the Virginia Avenue property from real estate and property investment group Urban Investment Partners in July for $67.5 million, and building officials said the company renamed the building on April 28. Along with the name change, lease up specialist and employee at The George Nicole Sanchez said the company updated lounge spaces, the pool and individual units.

“We want The George to be the first building people think of when choosing housing in Foggy Bottom or Georgetown,” Sanchez said in an email.

But the rebranding for The George extends beyond the new name. Sanchez said property officials aimed to make the space more comfortable for its “primarily student residents.” She said officials updated furniture and decor in the gym, penthouse lounge, pool deck, study lounge, pet spa, bike storage and package rooms.

She added that officials upgraded security using Bluetooth enabled smart locks on units and a video intercom system. In individual units, each apartment now offers “move-in” ready amenities, like a full XL mattress, bed frame, stackable dressers, couch, coffee table, TV stand, flat-screen television, desk, desk chair and a decorative fern.

“With the D.C. leasing season entering the busy period, we wanted everyone in the GW and Georgetown area to be aware of our fully furnished, walkable and modern offerings,” Sanchez said.

Before The George became an apartment building, GW owned and used the space for graduate housing. The residence hall closed in 2014 for renovations.

Officials scrapped renovation plans in 2015 amid University-wide budget cuts, instead selling the building to Urban Investment Partners in 2016 for $36 million.

Urban Investment Partners then announced plans to transform the former residence hall — which FBI agents used as a lookout spot back in 1972 when the apartment building was the Howard Johnson hotel during the Watergate scandal — into Boathouse, a 250-room apartment structure with a rooftop swimming pool and 2,000-square-foot fitness center.

The building currently offers studio, one bedroom and two bedroom apartments, with pricing starting at a range between $2,375 and $4,650 per month.

Up Campus Student Living’s portfolio includes at least 17 apartments on campuses across the country, including Purdue, Arizona and Florida State universities, according to the company’s website.

In the DMV, Up Campus owns buildings at the University of Virginia, which are projected to open in 2027, and University of Maryland, College Park. Apartments owned by the company are slated to open at University of Arizona, University of Nevada, Reno, Ohio State University, Texas A&M University, Florida State University and University of Virginia — all with projected opening dates ranging from 2025 to 2027.

The Chicago-based owner of student-focused housing aimed to better align the community with the preferences of today’s student renters, Sanchez said. She said the new name is meant to appeal to GW and Georgetown students who are looking for an apartment near their respective campuses.

“The George name was chosen to highlight our property’s central, walkable location to Georgetown and Foggy Bottom, and many of D.C.’s best landmarks,” Sanchez said.

Sanchez said leasing is now also offered by the bed through The George’s roommate matching services. She said the matching service and fully furnished units are meant to make moving easier for residents, especially students.

“These enhancements are designed to streamline the resident experience,” Sanchez said

Sanchez said The George plans to advertise its recent upgrades to students by hiring GW students for their sales and marketing teams. The student employees will be able to answer questions of prospective student renters who may share academic and social environments, Sanchez said.

“These peer-led tours and interactions foster a sense of trust and relatability,” Sanchez said.

Sanchez said The George also utilizes social media to promote student “lifestyle content,” campus-related events and weekly giveaways — all tactics meant to build community before students move into the complex.

“These strategies will continue under the new brand, with a focus on welcoming all students to a one-of-a-kind living experience at The George,” Sanchez said.