Step Two: DESIGN Your Space
Our Experience Reflects Your Values
Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.
Antoine de Saint-Exupéry
I opened the front door and immediately knew I was in for a surprise. At that moment, I just had no idea how big that surprise would be.
“Excuse me, could you please tell me where sparkspace is?” I felt a little odd even saying the name.
My friend had called me last week, quite ecstatic. According to him, I just HAD to check out this amazing place in downtown Columbus, Ohio.
As a rule, I enjoy visiting the city anyway. But this felt different. My friend’s enthusiasm piqued my curiosity. Typically monotone, his abnormal frequency caught my attention. “Just be ready for something like a cross between Microsoft and Charlie and the Chocolate Factory,” he said.
OK, now he had me. Talk about a paradox. I immediately called them and booked a tour with a guy named Mark.
“Sparkspace?” the helpful stranger said. “Sure . . . head down that hallway, then take a left. Hop into the elevator and go to the second floor. Trust me. You won’t miss it.” She explained with a twinge of energy.
Was that just a wink? I wondered. She must know something I don’t.
With her instructions I continued on my way.
Just finding the correct building that morning took some navigational skills. I typed in 300 Macaroni at first. Who knows why? Maybe because my youngest daughter, Addison, loves macaroni and cheese. Luckily, my smartphone is smarter than me. It autocorrected the search to Marconi.
Before that day I had only heard about the Arena District. With a day job nestled safely in the suburbs, I didn’t need to venture down to this cool part of town often. But even while parking, I noticed the unique characteristics of this new environment. I suppose the quick transition from asphalt to brick paved the way.
The Arena District offers a cool experience made possible by amazing restaurants (Brazilian steakhouse included), unique residential and commercial spaces, movie theaters, indoor and outdoor concerts, and Nationwide Arena.[1]
According to the address, sparkspace appeared to be smack-dab in the middle of the district. While walking down the hallway on my way to the elevator, I noticed the beautiful contrast of original stone walls butting up to aged wood floors. Evidently, this renovated paint factory was built in the 1890s. Whoever decorated this particular walkway decided to leave some of the relics behind as accent pieces.
After locating the elevator, I entered and pressed the appropriate button for the second floor. In the fifteen-second ride up, a variety of thoughts entered my brain. Especially ones surrounding Charlie and the Chocolate Factory. Didn’t he ride some glass elevator that transported him to another world?
Suddenly the door opened, followed by my mouth. “WOW!” I gasped.
“Hi, you must be Kary.” A voice cut through my daze. It belonged to a vibrant brunette who stood behind a lime green counter.
“Umm . . . yeah . . . hi,” I said.
“We get that a lot,” she stated, referencing my impulsive WOW. “The whole atmosphere just kind of reaches out and grabs you, doesn’t it?”
“I’ll say,” I responded.
“My name is Leah and I’m director of guest happiness here at sparkspace,” she informed me. “Welcome to the most inspirational business retreat center on the planet.”
My brain attempted to categorize what I saw, but I quickly realized the futility of my efforts. Sparkspace dominated a category all its own.
Meet Mr. Potato Head
An impressive wall of Mr. and Mrs. Potato Heads towered in front of me. The track lighting displayed these toy vegetables in all their glory. Someone had placed a sign next to them. It read:
Have fun and
be creative
with our famous
Potato Heads!
What are you going to be today?
Great question, I thought to myself. Do they want guests to play with these toys during their meetings? Interesting . . .
The bright colors on the walls interrupted my thoughts. (I had been sure these fluorescent hues disappeared along with the Punky Brewster sitcom back in the mid-1980s. Guess I was wrong.)
As I turned to my left, a wall of candy boldly confronted me.
“What’s that?” I gestured.
“Oh, that’s our wall of candy,” she explained.
“Of course,” I said, chuckling. “Pretty self-explanatory.”
Then something even stranger popped into my awareness.
Personal growth books
Leadership books
Business books
“Wow,” I said. Not intending to speak aloud again. (I imagined this “director of guest happiness” must have thought I was weird. Then again, she was the one with the weird job title.)
“What’s with the book choices?” I questioned. “Most of those are my favorites.”
“Oh those ones . . . those are a few of Mark’s favorites too. He values learning and leadership. Wait just one moment and I’ll let him know you’re here.”
Too immersed in my surroundings, I didn’t notice her departure. Rotating 360 degrees, I observed vibrantly colored hubcaps covering an entire wall. And in another corner, I located a “wire tree” with business cards attached to the end of each “branch.”
An unassuming voice cut in. “Welcome, Kary. I’m Mark . . . the chief imagination officer here at sparkspace.”
I thought you were Willy Wonka.
If first impressions weren’t so important I might have blurted it out loud. But thankfully I muzzled my mouth and kept my comment in my head.
“Quite a place you have here, Mark. I’m a huge fan already,” I said.
“You haven’t seen anything yet. Let me show you around.”
And so began our tour and our subsequent friendship. Before the tour ended I wrote him a check. Motivated to secure one of his remaining sponsorship slots for an upcoming leadership event, I wanted to be identified with his space. Even after just a brief introduction, I already knew we shared many of the same values:
Creativity
Leadership
Experimentation
Growth
Expression
Risk
Freedom
Entrepreneurship
You might wonder how a sixty-minute tour of sparkspace could communicate values clearly enough for me to not only observe personally but also invest in financially.
All the credit goes to Mark and his team.
DJs Showcase Their Space
Here’s what I know about space—intentionally designed space creates an experience that reflects your values.
Space is that powerful. But similar to the quality of your stories in the last chapter, not all spaces are created equal. For most businesses this includes virtual spaces via websites and social media. For other businesses this may also include physical spaces via buildings or stores.
Notice, space eclipses both websites and buildings. It includes but is not limited to:
| Vocabulary | Inflection | Entertainment | ||
| Clothing | Process | Recreation | ||
| Titles | Frequency | Humor | ||
| Symbols | Pricing | Religion | ||
| Music | Paperwork | Sexuality | ||
| Smell | Technology | Presentation | ||
| Fashion | Policies | Topic | ||
| Style | Benefits | Art | ||
| Lighting | Aesthetics | Health | ||
| Tone | Ideology | Boundaries | ||
| Texture | Finances | What’s included | ||
| Imagery | Education | What’s left out | ||
The Space Circle—A Proven Success Story
In this second step of The Dream Jobber Plan, designing your space, I could provide all kinds of theory, suggestions, and tips. This might be helpful.
Or I could show you how Mark designed sparkspace, a proven success story. Then I could extract practical steps and put them into a powerful model I call the Space Circle.
Since the latter is better, let’s go with it. I’ll retell the sparkspace story from Mark’s perspective, drawing from our interviews. Through the process you’ll realize how these six steps can help you intentionally design your space too. Doing so will allow you to create a unique experience that reflects your values.
The Space Circle
| 1. Ideation—create new ideas | ||
| 2. Investigation—explore existing models | ||
| 3. Imagination—form mental images | ||
| 4. Experimentation—practice new applications | ||
| 5. Implementation—execute the plan | ||
| 6. Transformation—expand your awareness |
1. Ideation—Create New Ideas
From Mark Henson’s own perspective . . .
I started out at as a disc jockey and although I loved the job, I hated the industry. Because of this, I eventually switched to a design firm called Fitch and served as a glorified copywriter.
When clients came to our location in Worthington something peculiar took place. They left their normal offices to meet with us in this cool little space surrounded by forests and nature.
When they entered this unique space space, something changed. Or better said, something in them changed. At first they commented on the unique environment that fostered imagination and creativity. But those comments quickly transitioned into behavioral changes. Through our meetings their energy level and productivity increased. Over the course of the project, I saw something inside them unlock. It seemed like they experienced a new sense of freedom and innovation.
I thought about this idea for quite some time. What was it about this space that sparked this transformation?
From a young age, I always enjoyed designing spaces. I think I got it from my mom. She could easily have been an interior decorator. And she always supported my desire to design. Although I had a little 7 x 10 room, I swear I changed that design every two weeks.
As an adult, I knew most of my friends worked corporate jobs and commented on how boring their meetings felt. I knew their plain office space contributed to the problem. Columbus didn’t offer any type of creative meeting spaces to help businesses step outside the status quo.
Although a potent idea pregnant with potential, my day job took precedence and I put this one on the back burner.
Takeaways:
Pay attention to what you pay attention to.
Identify your interests, talents, and unique characteristics that defined you from an early age.
Designing the right space is more about recovering where you’ve been than discovering where you need to go.[2]
2. Investigation—Explore Existing Models
To a fault, I’m a guy with a thousand ideas. But for some reason this one kept coming back to me. I remember attending a conference where I heard a woman from Austin, Texas, talk about the pros and cons of corporate creative spaces. Yet after a few years of running her own creative space business, she grew tired of playing “party hostess.”
I sat there stunned. Here it was again, the same idea, but now from another source. And unlike the Texan’s negativity, I LOVED playing party host. I was hardwired for hospitality and I enjoyed taking care of people, whether waiting tables or serving as a tour guide in Oklahoma City at the museum for free enterprise.
After a little more investigation I learned about some other cities that designed similar corporate creative spaces. Places like Eureka! Ranch, often referred to as “a safe haven for original thinking.”[3]
I left the experience excited about other models that existed. In one moment, it suddenly became more possible. I committed to talk with my employer about this one idea I couldn’t shake.
Takeaways:
Pinpoint a few ideas that keep coming back to you.
Explore similar models of people already doing it.
List how your idea is similar to and different from the existing models.
3. Imagination—Form Mental Images
Surprisingly, Fitch communicated tremendous support for my idea. They said they had a vision for designing a similar space. Other projects weighed heavy at the moment so they didn’t have bandwidth to invest in the idea. They told me to check back with them in a few months.
I felt rejuvenated by the conversation. Since I’m a go-getter I started looking for potential spaces immediately. At the same time, I kept investing in my day job both on and off the clock. I organized both the staff picnic and the sand volleyball tournament. I wanted Fitch to recognize my value for increasing productivity and building company culture.
I also started a secret wish list for everything I’d need in the future. Fluorescent lights didn’t make the list. As a kid I had a kidney problem and spent a bunch of time in hospitals. They always had fluorescent lights and I despised them.
Although I lacked a physical space for my idea, I still created an incredibly clear mental one. I knew my time would eventually come.
Takeaways:
Don’t let anyone talk you out of your idea.
Make yourself valuable in your current day job.
Design your space before you have the chance to build it.
4. Experimentation—Practice New Applications
My opportunity came much sooner than expected. A nine-hundred-square-foot space in the Short North opened up almost overnight. Although the size and location weren’t ideal, the vacancy motivated me to revisit the conversation with Fitch. I felt I owed them first dibs since they supported the initial idea.
They declined a partnership because the timing conflicted with their deadlines. Nonetheless, sensing my unwavering passion, they blessed my efforts.
On January 1, 2000, I opened up the new location. I called it sparkspace from day one knowing I wanted an incredibly clear purpose. Besides, the idea came to me in the shower and who can argue with that type of epiphany?
This single room also had a small kitchenette and a single bathroom. I loved some elements about the space:
High ceilings
Loft space
Brick walls
I hated other elements about the space:
Hookers in the alley
Bums on the sidewalk
An occasional robbery down the street
Even then, I knew sparkspace would start there, but not end there. I felt some misalignment with the space, but I’d eventually design a space that reflected all my values.
Financially, I needed to keep my day job. This meant setting up the meeting space before work. With Fitch’s permission I then ran back during lunch to reset the space for the next meeting. And finally at the end of my day job, I cleaned up.
I invested the most time cleaning the restroom. (Every meeting space needs a clean restroom.) Although not ideal for business meetings, this restroom had a bathtub. Committed to improvising, I mixed things up by adding a shower curtain. And knowing people would peek behind the curtain, I placed a life-size cardboard cutout of Austin Powers in the shower.
While setting up the space, I occasionally heard a scream come from the bathroom. I couldn’t help but laugh.
Someone had just met Austin.
From the beginning I injected my values into the experience. Rather than creative chaos, I chose intentional energy. Word of sparkspace grew slowly, but steadily. I marketed strictly to the business community and avoided birthday parties, baby showers, and social groups. I knew my target audience and always kept it front and center.
With a new baby at home, something had to give. Knowing our benefits came from my wife’s job, I went back to Fitch and asked them if I could cut back my hours and compensation. They agreed and let me go to thirty hours a week.
Sparkspace continued to grow and a few months later I asked to go down to twenty hours. Again they agreed.
I believe our arrangement functioned as a win-win for both of us. A win for me because I lacked the income stream to leave suddenly. Fitch gave me a gift by allowing me to scale back my hours. A win for them because I sincerely hustled at my day job. They benefited from another year of me investing in the company.
But then the day came.
Fitch obtained a new project and needed me to increase my hours. If I couldn’t go back to full-time then I needed to make a clean break.
You guessed it. We parted on good terms. They even threw me a going away party. Because of my increased clarity, I had no other choice. Truth be told, I didn’t want another choice.
I left my day job and entered my dream job, forever.
Takeaways:
Ideal space comes over time. Get started now. Tweak as you go.
Hustle at all times, especially in the beginning.
Don’t wait to inject your values into the experience.
If possible, engage your employer in the process. They might surprise you because they don’t want to lose you.
Prepare now for the final break later.
5. Implementation—Execute the Plan
Shortly after, I relocated to the Arena District on Marconi Boulevard. Jumping into my dream job full-time afforded me the time to design the space with even more intentionality. The building contractor and I worked together to come up with ideas for the floor plan and materials.
Over the last dozen plus years we expanded to 7,500 square feet. This included a kitchen, a gallery, and five different meeting spaces. Each room has a unique name and feel:
the loft (65 feet of windows + original art)
the retro room (blast to the past + cushy furniture)
the zenergy room (imagine peaceful energy)
the think tank (colorful + ancient relics)
the board room (outfitted with surfboards and skateboards)
But even more than the physical space, we executed a plan to design an intentional experience. We integrated our values even within our programming, marketing, and pricing.
Programming—From the beginning, our programming always developed people. Yet over the years our topics shifted. We’ve evolved from brainstorming, to team development, to leadership development, to customer service, to self-leadership.
Looking back, I’ve noticed the topics changed in relationship with my own transformation. I focused on content I needed to master in my own life. Preparing for the programs helped prepare me personally.[4]
Marketing—Any time business slows down we increase our free content. Sparkspace is about much more than renting space. We value personal development for business professionals. By demonstrating generosity to others and giving first, we always receive more in the end.
Pricing—We designed our rates to reflect our values. As you may have noticed, most conference centers, hotel meeting rooms, and retreat center facilities charge a much smaller fee for a meeting room than we do. Unfortunately, they also charge big money for every extra item you request. The final bill is often a shocker.
We have a better way. We include everything.
Sparkspace is the only business meeting space with all-inclusive pricing. Need an LCD projector? It’s included. Need flip charts? Included. How about the little stuff like pens, notepads, markers, etc.? All included. We happily include nearly fifty items that most places charge for. And we don’t charge a dime (or even a nickel) more. And you’ll know exactly how much your meeting will cost up front.
How do we compare?
Here’s an example of a meeting for fifteen participants based on actual pricing our clients have paid at hotels and typical conference centers.
| Item | Sparkspace | Other Spaces | ||
| Meeting room | $85 per person | $350 | ||
| Digital projector | FREE | $500 | ||
| Projector screen | FREE | $100 | ||
| Bose computer speakers | FREE | $25 | ||
| Remote “clicker” | FREE | $50 | ||
| DVD/VCR player | FREE | $50 | ||
| WIFI/internet | FREE | $150 | ||
| Flip charts | FREE | $80 | ||
| Notepads | FREE | $40 | ||
| Conference phone | FREE | $50 | ||
| Copies | FREE | $1 per page | ||
| Faxes | FREE | $1 per fax | ||
| Beverages | FREE | $100 | ||
| Light snacks | FREE | $150 | ||
| Stereo | FREE | $75 | ||
| Computer | FREE | $350 | ||
| Pens & markers | FREE | $20 | ||
| Sticky notes | FREE | $20 | ||
| Room setup | FREE | $75 | ||
| Extra hours | FREE | $100/hr | ||
| TOTAL | $1275 | $2185 + | ||
And here’s the stuff you can only get at sparkspace:
| Item | Sparkspace | Other Spaces | ||
| Digital camera | FREE | n/a | ||
| XM Radio | FREE | n/a | ||
| Ninetendo Wii | FREE | n/a | ||
| Bowls of candy | FREE | n/a | ||
| Adjustable lights | FREE | n/a | ||
| Apple adapters | FREE | n/a | ||
| Phone chargers | FREE | n/a | ||
| Games, fiddle toys | FREE | n/a | ||
| Crazy hats | FREE | n/a | ||
| Inspirational library | FREE | n/a | ||
| Concierge service | FREE | n/a | ||
| Controllable A/C | FREE | n/a | ||
| Portable whiteboard | FREE | n/a | ||
| Creative environment | FREE | really, really n/a | ||
Who says we can’t differentiate ourselves? Remember, it’s our space and we get to design the experience. We intentionally integrate our personal values throughout everything we do.
Our space certainly doesn’t resonate with everyone. Some naysayers tell us we’re just a playground. Fine. I’ll accept the playground part, but I’d add that we’re a playground with a purpose.
At the same time, other people love us.
I’m OK either way. And I don’t change who we are because some people are upset. We need to execute the plan because frankly, it’s our plan.
Takeaways:
Switching to your dream job opens up opportunities and creates the time to design with more intentionality.
Focus on content that you need to master in your own life.
Incorporate generosity first into your personal character and second into your business model.
Design your pricing and compensation around your values and the unique experience you offer.
Research your competitors’ pricing and space.
Differentiate yourself from your competitors and commit to delivering more value.
Don’t apologize for your values.
Execute your plan realizing you’ll upset some clients.
6. Transformation—Expand Your Awareness
We’ve come a long way from Austin Powers standing in the shower.
And we’ve experienced our own transformation along the way.
We started sparkspace offering 10 percent healthy snacks and 90 percent junk food as part of our “all-inclusive light snacks.” We loaded people up with candy, chips, and pop (or soda as they call it in some parts of the country).
Since then we’ve redesigned that part of our space. The experience didn’t reflect our values. Here we were conducting personal growth programs on how to be high performers and then leading attendees into carb crashes and sugar rushes.
If we want to help people develop as leaders, we need to help them fight fatigue. We now offer 10 percent junk food (the candy wall still stands tall) and 90 percent healthy snacks. We offer vitamin water, gluten-free snacks, Zone Perfect bars, and other products developed by Abbot Nutrition.
Our clientele transformed too. A partial list includes:
Abercrombie & Fitch
Nationwide Insurance
Nationwide Children’s Hospital
The Limited
Bath & Body Works
DSW Designer Shoe Warehouse
Grange Insurance
State Farm
JP Morgan Chase
Ohio University
The Ohio State University
We host around seven hundred meetings annually. And we’ve been featured in a number of publications including Inc. Magazine, The Metropreneur, and Columbus CEO Magazine.
Despite some of the recent accolades, our original purpose never changed. We’re still committed to be the most inspirational business retreat center on the planet.
Since we’re a retreat center we often don’t see the long-term transformation. We don’t mind. Clients email us all the time with incredible testimonials. They tell us how their meeting at sparkspace ignited the initial fire for a company-wide transformation.
That’s always been our hope—create space for the initial spark.
Takeaways:
When your space is out of alignment with your values, make a shift.
Model your own transformation to your clients.
Don’t compromise your purpose when success comes.
Celebrate testimonials of transformation.
Key Points
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