City People - Urban Renewal

The City People is a real estate development firm that specializes in planning, managing, and building residential projects within urban renewal frameworks with a professional focus on projects in the cities of Tel Aviv-Jaffa, Herzliya, Givatayim, and Bat Yam.

The company is among the leading firms in the field of real estate development and construction, Tama 38, and urban renewal according to Globes and Madlan rankings. The City People was founded by three Air Force pilots, including the CEO, Ron Chen. For over 15 years, The City People has consistently excelled in leading and managing complex projects under demanding timelines. The company completed one of the first TAMA 38 projects in Tel Aviv-Jaffa and delivered the city’s first demolition and reconstruction project under the zoning plan. The City People is currently leading approx. 60 unique urban renewal projects, including large-scale demolition and construction projects, and new residential buildings, focusing on Tel Aviv-Yafo. The company collaborates with Israel’s leading architectural firms, which are responsible for planning the projects, under the supervision of the company’s internal architecture and planning department. 

Solid Financial Foundations

The City People is a company that is co-owned by Rotshtein Real Estate, a public company that has been operating for more than 70 years, which initiates and executes large-scale residential and commercial projects, nationwide. The strategic partnership between the companies, combined with experience and financial capabilities, enables The City People to construct significant large scale projects with full banking support for each project. This forte facilitates the acceleration of the company’s strategy implementation and continuous growth within its scope of activities. In 2023, the company completed a successful issuance of its first bond series and received high demand, indicating firm trust from institutional organizations and leading investors in Israel. In 2025 the company launched its first share offering, during which it raised over NIS 50 million with very high demands. 

Transparency and Excellent Customer Service as Leading Values

The City People was awarded the Madlan’s Transparency Award, as the company with the highest ratings from apartment owners in Tel Aviv-Yafo. The company places the well-being of its residents at the forefront and ensures a compassionate approach in all its activities, recognizing that an urban renewal project is a complex process for the apartment owners living in the building. For this reason The City People invest considerable resources in maintaining close and personal relationships with the apartment owners, in order to provide them with an experience that is as positive and friendly as possible throughout the entire lifecycle of the project.

Property Owners as Partners

Today, many buyers seek a sense of community in their future residence. The City People is a vital part of property owners community, and believes property owners are partners with shared interests. The City People is committed to enhance the quality of life for property owners and serves as a full partner not only up to the moment the keys are handed over, but also as a partner for life, even after the project is completed.

Selected Projects

35-45 La Guardia Complex, Tel Aviv: A demolition and construction project. Six terraced houses, totaling 114 residential units, will be demolished for the construction of a new residential complex with 420 housing units, commercial frontage on La Guardia, and a public building.

HaAyin Complex, Givatayim: A demolition and construction project between Rambam, HaNegba, and Tayber streets, during which 250 existing apartments will be demolished and 660 new apartments will be built.

HaMahrozet Complex, Bat Yam: A demolition and construction project, during which a complex with 475 apartments in 5 buildings will be built.

60-64 Ma’apilei Egoz St., Tel Aviv: A demolition, construction, and densification project. As part of the project, a terraced house will be demolished and replaced by a 22-story tower including public spaces on the ground floor. The new project will include about 157 new residential units.

8-16 Almagor St., Tel Aviv: A demolition and construction project that includes 5 old buildings. A new complex with 3 high-rise buildings and a 30-story tower will be constructed. A total of 260 residential units will be constructed, some of which will be for long-term rental.

Reines Workers’ Dormitories, Tel Aviv: A unique demolition-construction-densification-preservation project. The historical building currently has about 78 residential units and a commercial unit, which will be transformed into a new complex including a complete renewal of existing buildings and partial demolition. The complex will include the renewal and upgrading of the inner courtyard and include shared spaces for the residents.

Horkanos Complex, Tel Aviv: A demolition and reconstruction project. A complex building with 95 residential units and commercial spaces will become a 6-story building with a setback roof, with 145 residential units and shops.

10-12 Amos St.: A demolition and reconstruction project. Demolition of a 10 residential unit building and construction of a 5-story building with one setback floor, including 17 residential units.

15 Zeitlin St.: A demolition and reconstruction project. Demolition of a 16 residential unit building and construction of a 6-story building with two setback floors, including 28 residential units.

29 King David St.: A demolition and reconstruction project. Demolition of a 12 residential unit building and construction of a 6-story building with two setback floors, including 21 residential units.

1 Bezalel St.: A demolition and reconstruction project. Demolition of an 8 residential unit building and construction of a 6-story building with two setback floors, including 15 residential units.

3 Hevra Hadasha St.: A demolition and reconstruction project. Demolition of a 12 residential unit building and construction of a 6-story building with two setback floors, including 21 residential units.

27 Zaltofolsky St.: A demolition and reconstruction project. Demolition of an 11-unit building and construction of an 5-story building with one setback floor, including 19 residential units.