GCS in NYC - Location, location, location...

Originally Posted on LinkedIn - June 2015

One of the most important considerations for any new business is location, and this was no different for GCS opening a New York office. We spent a lot of time researching and discussing ideal locations and it made me realise that the four most important factors were image, functionality, cost and character.

Image

For better or for worse, companies that open an office in a major city such as New York, London or Paris, instantly acquire something of a cosmopolitan air. An extreme case of "image through location" can be found in businesses setting up in Manhattan – one of the most expensive business addresses in the world. Yet, whilst a Manhattan address definitely satisfies the image part of the criteria, there are many cases in which this is not enough – and ours is such a case.

Functionality

We will essentially be a ‘Start-Up’ focusing on the technology market. The current hot-bed for any business looking to start-up in and around New York, is the “Tech Triangle” in Brooklyn which consists of DUMBO, Downtown Brooklyn, and the Brooklyn Navy Yard. It has become a magnet for the world’s pioneering, energetic, and creative entrepreneurs and has emerged as the City’s largest cluster of tech activity outside of Manhattan, with nearly 10% of the sector calling this area home.

Brooklyn is bursting with digital companies and is the east coast’s place to be for anyone driven by technology. In addition, Downtown Brooklyn has c.57,000 college students and a supportive business community ready to join the mix. Being here allows us unrivalled access to the relevant candidates and clients at the epicentre of our operation.

Cost

Cost is obviously a consideration – especially in the case of new locations or businesses, the lower price, closer community and higher functionality of Brooklyn made it an easy decision over Manhattan.

Character

Finally, you have to look at character – whether the area and the office itself suits the personality of the business and will actively contribute to promoting the company culture. As part of an industry which does not often host clients and candidates in-office, it is less important for a recruitment firm to have an impressive view or prestigious address. What is vital is that it is a motivating, accessible and engaging place for the people who will spend the majority of their waking life there – us, the employees.

The decision

I viewed 11 different spaces in New York, which I quickly whittled down to 4. The offices ranged from incredibly laid-back shared buildings where anywhere up to 25 different businesses operated (and communal bars, cafes and ping-pong tables!) to somewhat more traditional offerings which still had plenty of personality and a great vibe.

After a great deal of thought and discussion, we have settled on a decision and are delighted that GCS’ first New York office will be 300 Cadman Plaza West, Brooklyn, New York - an ideal base for a growing professional services business and perfect starting point for us in America.

I’m expecting to spend every waking hour working and in the office however I will need a place to store my belongings so it’s probably time I start looking for an apartment...