Two Rivers Marketing has settled into its new headquarters at 430 E. Grand Ave., a few blocks from its previous location at 106 E. Locust St. The move represents a significant reduction in office footprint,but also an increase in collaborative spaces and conference rooms,reflecting a shift in workplace strategy.

This transition can be seen as an exercise in “right-sizing,” a challenge many companies face as they adapt to the evolving needs of employees in the post-COVID-19 hybrid work landscape.

Two Rivers Marketing officially moved into its new two-story office on July 7.Located in Des Moines’ East Village, the new space encompasses approximately 22,000 square feet, a considerable decrease from the 50,000 square feet it occupied in its former warehouse location since 2006.

“We made the strategic decision two years ago to really look at our office,” said Brad Olson, Two Rivers Marketing president.

This decision culminated in the sale of their previous building to Opportunity Education and a lease agreement for the 125-year-old building that has housed various businesses over the years, including a textile company, a glass studio, an auto parts distributor, and an office for Iowa Workforce Advancement.

“It was empty for a while when we came in and made it ours,” Olson said.

Like many organizations, Two Rivers transitioned to fully remote work during the initial stages of the COVID-19 pandemic. However, in 2021, the leadership team recognized that they would no longer require the extensive space of their existing office.

Olson cited several factors that influenced this decision.

The shift from paper-based processes to digital solutions reduced the need for physical storage space. Additionally, the company embraced remote and hybrid work models, he explained.

Olson noted that 20% of the company’s 115 employees are fully remote, while the remainder operate on a hybrid schedule.

“So all those things combined just made us really move down this road, that we could have a much smaller, more efficient space,” he said. “And it hasn’t felt like we’ve given up any space. It’s kind of remarkable, really.”

Olson admitted to initial challenges during the design phase of the renovation, particularly in determining how to reduce the space by half without creating a sense of constriction.

However, the completed Two Rivers office now boasts 17 conference rooms, an increase of five from its previous location. Each room is equipped with technology to facilitate virtual meetings, along with improved soundproofing and lighting. A modern kitchen and dedicated team meeting areas are also available.

According to Substance Architecture,visualizing the space early in the design process was key to engaging the client. The design team and Two Rivers Marketing collaborated extensively on furniture selection, layouts, and conference room designs.

The firm noted that customary design approaches based on square footage per person and standardized workstation sizes are no longer effective.

“There’s no one-size-fits-all anymore,” Garner said. “It’s really about the culture of the office or a company or business trying to achieve a culture and what’s going to help them do that? Luckily, for these guys, they had that culture. They could clearly state, this is kind of what we’re after. Then we walked into the space and originally it was like, ‘Oh, boy. How do we make this into something?'”

The goal was to “embrace the history and the original architecture all while bringing modern, convenient, innovative elements that will take us into the future,” Olson said.

The renovation preserved many of the building’s original features, including timber columns, exposed brick walls, and windows that provide ample natural light. A new staircase was constructed to match the original wood.

Maintaining the historical integrity of the building was a top priority, Olson said.

“It was a number one priority,” he said. “We think it matched our culture. We didn’t just want to move into a new, clean, generic space. We wanted it to be uniquely ours.”

The open layout and new amenities have been well-received by employees, Olson said.

“I hear all the time, ‘This is really spacious,'” he said.

Two Rivers held its final holiday potluck in its former location in December before transitioning to fully remote work for six months during the renovation.

Olson noted that the return to a new space generated a different kind of energy compared to the uncertainty of returning during the pandemic.

“I was pleasantly surprised how eager everybody was to get back,” he said. “We all recognize the value of being in-person and having a different space other than their home. Everybody still values that adaptability, but I think it was the third day we were in here and I think 90% of the conference rooms were occupied and we were conducting business. There’s a vibe and energy you simply don’t get when you’re not together, and you can’t replicate that when you’re virtual.”

What lessons were learned in the right-sizing process?

“You have to have a really good design and construction team because they do it every day,” Olson said. “I think having clear expectations on the vision early on was vital and really just being open minded,” Olson said.

Two Rivers also collaborated with Hansen Co. and Pigott on the construction and furnishing of the new office.

Braxton Lewis,project manager for Hansen,emphasized the importance of setting clear expectations for a triumphant office right-sizing project.

“when Substance was brought on they set expectations, and so when we were brought on we set expectations, as well. And so did Two Rivers for both of us. They set their own expectations,” he said. “When you have a team that’s all on the same page very early on about how fast it needs to be, what the budget is and what the path is to get there, it makes it an easy process from there on out.”

lewis also highlighted the collaborative approach, with all parties working simultaneously towards shared objectives.

He explained that while Hansen managed the budget, Substance Architecture focused on architectural design, and Pigott handled spatial design. The entire process, from demolition to construction, took approximately seven months, Lewis said.

“There were a lot of moving balls,” Lewis said. “That’s more of a linear process, so that’s how we overcame those challenges of downsizing a little bit.”

The move also transitioned Two Rivers from a building owner to a tenant with a long-term lease. Olson stressed the importance of finding a landlord who is receptive and adaptable.

“There’s a bunch of trade-offs there, but I would encourage those open, collaborative conversations early with the landlord to get what you need,” he said. “There’s a win-win there because the building owners want to occupy space.”

According to the Polk County Assessor’s website, the building is owned by Nelson Development 10 LLC, which purchased it from George Granseth in 2003.

Olson also emphasized the value of working with a creative and proactive realtor who can present diverse ideas and options for consideration.

the effort,planning,and temporary remote work were worthwhile,especially since Two Rivers secured its new location in the East Village,were it was committed to remaining,Olson said.

“we’ve been in the East Village the entirety of our company,” he said. “We love the east Village. We wanted to be in a vibrant, pedestrian-kind area. We love being downtown. We have associates who live downtown. We host clients, many of whom are from out of town, and we want them to have a good experience, and have the vibe of downtown, good restaurants, good hotel options, and we have that in the East Village.”

“I hear all the time,’This is really spacious.'”

Understanding Office Right-Sizing

Many businesses are re-evaluating their office space needs considering the rise of remote and hybrid work models. Right-sizing involves optimizing office space to match the current needs of a company, which may involve reducing or reconfiguring existing space. This can lead to cost savings, improved employee experience, and a more efficient use of resources.