Regus has carved out a niche in the business center industry for forming strategic alliances that drive more customers to its executive office suites. But that doesn’t mean smaller competitors can’t find their sweet spot with alliances that cater to their strengths. Indeed, smaller business center brands should.
And that’s just what Carr Workplaces is doing. The executive office suites and flexible workplace solutions provider just formed what it is calling an “affinity partnership” with the American League of Lobbyists DC. It’s a natural fit for Carr Workplaces, which has 17 locations in the Washington, D.C. metro area.
Carr Workplaces is offering a Preferred Access Plan membership to American League of Lobbyist members at no cost. The American League of Lobbyists is a 30-year-old organization representing professional lobbyists. And there is significant membership in Washington D.C., as well as members from outside the region that need to come to the capitol for a season – and need a business center.
“We are excited to announce our partnership with ALL. Their membership is a perfect fit for our services and we know that they will benefit greatly from the ease and convenience of our Preferred Access Plan,” says Claire Luik, Carr Workplaces Area President for the Mid-Atlantic. “With Carr Workplaces as a partner, their members will have access to professional, fully-equipped and cost-effective serviced offices throughout the metro DC area.”
American League of Lobbyists members who sign up will have access to Carr Workplaces’ community cafes in Washington, D.C., Virginia and Maryland. Carr Workplaces promises a “convenient, comfortable and professional location for coffee or to check emails between meetings.”
American League of Lobbyists members also get special rates at Carr Workplaces’ co-working spaces, private offices and meeting rooms. What’s more, members who sign up for a Carr Workplaces’ virtual office plan will get initial month free, and set-up fees will be waived. Members who sign up for a full-time office plan will also receive discounted rates.
What can you learn from Carr Workplaces? Think about your geography. What’s hot in your neck of the woods? In Carr’s case, many of its business centers are located in the nation’s capitol. Carr merely tapped in to a homegrown demand.
Of course, what’s hot in your region may be different. It could be healthcare or sports or some other industry. Once you’ve identified that niche, you can reach out to associations and groups that cater to that target audience and strike some attractive deals of your own that could drive new revenue to your business center’s bottom line.