“Many people who came to work at Starbucks discovered that the coworking environment was a much better solution”-Ashley Proctor
Ashley Proctor runs both Creative Blueprint and Foundery in the vibrant city of Toronto, Canada. The newly renovated 15,000 sq ft community hub is an accessible venue run by Ashley and her business partner, Jake Koseleci, who also owns the property and leases space to Creative Blueprint and Foundery, in addition to a Starbucks.
Established in 2006, Creative Blueprint is a pioneer and leader in Toronto’s arts and coworking communities. Creative Blueprint provides studios, services and support for artists and entrepreneurs. The CB Studios in downtown Toronto are home to practicing visual artists, designers, makers and creative entrepreneurs.
We caught up with Ashley to talk about what it was like to partner with Starbucks and how coffee culture can help coworking spaces grow.
Hi, Ashley. Can you please tell us a bit about the current state of Foundery and Creative Blueprint?
Established in 2010, Foundery currently operates two Coworking and Event Spaces within The Foundery Buildings. Foundery is one of Toronto’s first coworking spaces and we are home to a diverse and vibrant community of passionate, independent freelancers and artists. Foundery provides 2 unique shared coworking environments in addition to private offices and meeting rooms.
In the new year, we are planning to launch an exchange program with our newest Creative Blueprint location in Seattle, Washington (in partnership with Office Nomads).
Why did you decide to partner with Starbucks rather than opening your own coffee shop?
My original plans for a coworking space included art studios, as well as an art gallery and cafe. The businesses are all complimentary and they support each other. The Foundery Buildings were the first venue where we could open all of these elements under one roof. Yet, we had an entire building to renovate and a mortgage to cover, so we decided that it would be a good idea to partner with an established anchor tenant that we didn’t feel bad about charging market rental rates.
At the time when we bought the building, there was construction on the street and we needed to increase foot traffic. Also, coworking was not as popular as it is today and many people were still unfamiliar with the concept. Thus, the cafe gave people a reason to come by and check out the newly renovated building.
Do you feel that this partnership brought Foundery more opportunity?
Yes. Overall, it’s really events, coffee and casual opportunities that make connections and what helped to introduce the community to our space and to the coworking movement.
It has been a great way to find and to introduce people who need a community to the coworking concept. The partnership also offers a secure stream of patrons for the cafe and a secure revenue stream for the building. It also works out well when we need breakfast or coffee for our in-house workshops and events!
What are some of the specific benefits of having a partnership with Starbucks and what does it bring to the tenants and to the space owners?
Our members love coffee. We drink coffee all day and we also like snacks. Since we have our own desks next door, we don’t take up precious real-estate in Starbucks.
As a coworking space operator, I also visit the cafe to tell those people who are working on laptops that there is a better option that’s right next door. I’ve actually invited many cafe customers in for a trial day at Foundery and that worked out well both for Starbucks and for us.
Does having a partnership outside of the space provide the ability to impact the greater community on the whole as you have a wider reach?
Our reach was initially wider with Starbucks as a tenant, but now we have since established our location and our own community. Today, our events and members attract new visitors, like the CB Gallery, which is open to the public during exhibitions and we also participate in many city-wide initiatives that open our doors to the community.
Have you found that there could be a potential risk that your members would want to work in Starbucks, rather than your space?
Quite the opposite. Many people who came to work at the cafe discovered Foundery and decided that the coworking environment was a much better solution. Don’t get me wrong, I really enjoy going out for coffee, but I’d rather work from the Foundery rooftop patio or in my studio with friends. I’m so much more efficient and productive in a coworking space than I could be in any cafe.
What would convince you to have your own cafe?
Now that we have established the model at this location, we’d like to see another service provider operating in the space. We are actually in the process of replacing the Starbucks with an independent operator that is more in line with our vision and mission for the space and community.
As we are a building full of independent artists and entrepreneurs, so it would be nice to see our peers using the space. Yet, we are taking our time in looking for the right cafe partner or collaborator who can provide amazing coffee, healthy food options and catering options for our members and many events.