Whether it’s the Auto Care Association, which repurposed a 1955 Nash Metropolitan convertible to serve as its reception desk, or the American Society of Interior Designers, which features a sleek, open office plan that earned WELL and LEED certifications, associations are increasingly using their headquarters to reflect their missions.
“For associations, aligning the space with the mission of the organization is really important,” said Thomas Fulcher, vice chairman and co-regional manager at commercial real estate firm Savills Studley, who added that members and volunteers are expecting this as well.
For associations considering moving in this direction, Fulcher offers a few considerations:
Find the right location. The appropriate address is integral to the success of a mission-driven association. “If one of the things I want my association to do is to communicate effectively with lawmakers on a national level, and they’re in St. Louis, then who’s actually talking to the congressmen when there are events and receptions?” he said. “I want my people [in the DC area] because one of the reasons I’m paying them is to make sure that my interests are protected on a national level.”
Attracting and retaining talent is another reason why location matters, whether that city is Chicago or Albuquerque. At ASAE’s inaugural Associations @ Work conference in October 2017, Fulcher remembers asking Steve Barker, CFO of the World Resources Institute, why location matters.
Barker replied along these lines: “To fulfill your mission, you need the right people, and it really is about finding a space that the right people will find is the right place to work.” To that end, associations should think about accessibility to public transportation and amenities, such as restaurants, when choosing a location.