You’d think the easiest way to find out about the effectiveness of “coworking”—the phenomenon whereby work-at-homers, freelancers and other indie business strangers elect to set up shop in a building and find out what happens—is to ask the coworkers (not to be confused with the tradition-bound drones known as “co-workers”) themselves. Trouble is, they’re all too busy working. Ryan Coonerty, Santa Cruz Councilmember and one of the founders of NextSpace in downtown Santa Cruz, taps on a member’s shoulder in the café. As she turns she reveals a smartphone pressed to her ear. “Oops,” he says, and looks around for another source of testimony, but the NextSpacers are all glued to laptops or hustling on cell phones.
He eventually manages to drag Jacob Knobel, one of the founders of 12seconds, away from his monitor. “The sucky thing about a start-up is, there’s two of you. You can go crazy,” Knobel says. “But I love it here. I even sleep here once in a while.”
The sleek-yet-cozy interior décor of the year-old business at the corner of Pacific and Cooper streets, site of the old Cisco offices, is meant to encourage that. The electrifyingly strong pots of free coffee are not. “We think, to date, two pots of decaf have been brewed,” says cofounder and CEO Jeremy Neuner. “And we’re not sure how the decaf got in here.”
As technology continues to evolve at breakneck speed, a new breed of physical space has emerged to accommodate the workers who can sometimes find themselves paralyzed by their own freedom. “Working at home, I knew how isolated I felt and how hard it was to make myself work sometimes,” says Barbara Sprenger, CEO of The Satellite Telework Center in Felton. “We wanted to create a place that allowed people to use remote tools productively, [while] separating out work life and home life.”
Coworking hubs have sprung up all over the country to meet that need, from Silicon Valley to D.C. to Denver. At their most basic levels of membership, both NextSpace and The Satellite offer access to cafelike space, coffee and high-speed Internet. Dedicated NextSpacers can claim office space or their own carrel workstation, and The Satellite offers cubicles and offices with telephones and printing capabilities all hooked up “hotel”-style to an account. All you need to bring is a laptop. Cruzio also hosts less formal, free monthly coworking events called “jellies”in their downtown office, where laptop-toting locals can spend the day working side-by-side, mercifully free from sipping the same cold latte at Starbucks for four hours or slipping into the time-wasting WoW vortex.
After opening in May, Satellite has 30 members, and after over a year in business, NextSpace has seen a total of 180 members who’ve elected to ditch their pajamas and show up somewhere. “We need to get up, get dressed and go to work. It’s a human instinct,” says Coonerty.
The trend has emerged for many reasons, not least among them the swelling ranks of newly laid-off workers who’ve decided it’s high time they got their own. “For the last 150 years or so, talent resided in firms. You were loyal to a company,” says Neuner. “Now the trend is you’re going to have eight to 10 different jobs, or you’re never going to work for an employer, period. The means of production are no longer so expensive, so we no longer need to organize labor around big companies.”
Neuner and Coonerty discovered Santa Cruz in particular is full of tiny companies, but only has big retail spaces. “Freelancing is really popular in Santa Cruz, and tons of people do it,” adds Cruzio marketing manager Mike Brogan. “At the same time people are realizing you can’t do everything yourself.”
Afterall, no man is an island. The other C-word that comes up a lot in this conversation is “community,” a very quaint notion for such a supposedly technophilic crowd.
“We need to create a 21st-century version of village life,” says Sprenger. She says more coworking spaces means an end to the over-the-hill commute, with more time for family and less at the pump. It can also facilitate reaching out to fellow freelancers sitting at the seat just adjacent. “Call it co-petition,” says Brogan.
And therein lies the importance of community. NextSpace hosts brown bag lunches and “Blog and Breakfasts,” while Satellite has its own movie night and insists coworking must happen steps from “coffee, drinks and lunch.”
“People need the infrastructure, but more than ever they need the community,” says Neuner. “I don’t just want friends on Facebook, I want real friends,” says Coonerty.
Jessica Johnson, a cafe member at NextSpace and the head of her own nonprofit empowermentToday, says that after only a short time, she’s not only found the perfect financial curriculum she was searching for, she also got an apartment from other NextSpacers’ tips. “You just walk in and you feel like you’re part of a community,” she says. “It’s good energy.”
That energy has not gone unnoticed outside of Santa Cruz. “We’ve gotten emails [asking about NextSpace] from Cleveland, Charlottesville, Madison, Wisconsin, and—wait for it—Katmandu,” says Neuner. “I think there will be places like this everywhere.”
Sprenger says The Satellite will likely know where its second location is going in the next few months. Under consideration are sites in Live Oak and Santa Cruz’s Westside.
“I bet the next big thing is going to come out of coworking,” says Brogan. “There’s just something about it that you don’t get from regular working.”
Simply put, people need people. “As long as human beings don’t change, they will need places like this,” says Coonerty.
