Editor's Note: This article is the first of a two-part feature on 'coworking,' a new model of collaborative working based upon the idea that people of different disciplines can benefit from sharing a common work space. For Part II, click here.
Collingswood is a community that likes to share.
The borough is home to a bike share, car share, and drop-off locations for food co-ops. Its government last year set up a framework for shared-service agreements with nearby municipalities for everything from capital equipment to code officials.
Its school district shares a superintendent, business administrator, and custodial services with that of Oaklyn. Even its Fire and EMS services pull extra duty on mutual aid calls to nearby towns as needed.
Yes, in an age of cooperation, collaboration, and consolidation, Collingswood leaders and residents are finding ways to do more—and more, and more—with less.
But with dozens of burgeoning cottage industries in a town of some 14,000 people, is Collingswood ready to crest on the next wave of sharing?
It’s called coworking—and for freelancers, entrepreneurs, skilled professionals or those who are just plain done with the cubicle life, it represents a new way to make ends meet that might also save your soul.
What is coworking?
When Rae-Ann Ruszkowski’s daughter was accepted to USC, she decided to tag along to California to see what it was like. And there, steeped in the glitz of Orange County, she discovered an idea worth bringing back home.
Whether it was the perennial sunshine or the fluidity of start-up culture, the local networks of freelancers, developers and other mobile professionals in the O.C. were all doing their things separately—yet together—in a collaborative work environment.
“It’s like this whole other world,” she said.
Instead of whiling away the hours glaring at strangers and leeching WiFi in the cushy corners of some anonymous Starbucks, the folks Ruszkowski met had organized themselves in a variety of shared physical spaces.
They plied their various trades along parallel tracks—a writer here, a programmer there—but more than that, they were sharing ideas, expertise, knowledge and encouragement while they did.
This close proximity engendered “a mini-ecosystem” of different skill sets that saw professionals doing everything from bartering their services to launching small start-ups, Ruszkowski said. It allowed people to bounce ideas off one another before they took them public, while also fostering a supportive environment for criticism.
“Everybody’s starting to live this project-based life,” Ruszkowski said. “We’re all headed in that same direction. They send the execs off-campus to create, why can’t they do that for everybody else?”
The structure of a traditional corporate environment is rife with interpersonal conflict, Ruszkowski said, in which people who are ostensibly on the same team climb over one another to give themselves "importance and meaning and learning.”
It's a place where even if you have a good idea, “the boss is going to try to get it to be their opinion or their idea or coax you into their thing.
“As soon as you walk into a space like that, you feel the pressure," she said. Between the drama, nobody’s really on the same page.”
Conversely, Ruszkowski said, a coworking environment can be liberating even when the ideas it produces fail, because “there’s an opportunity for you to fail…and in failing make it better.
“Now you’ve got this whole other way to make it work,” she said. “Now you’ve got this sense of confidence and empowerment that you didn’t have before.”
‘Renaissance-après’
“I keep calling it ‘renaissance-après,’ but that’s what’s going on,” she said.
In the early days of American entrepreneurism, Ruszkowski argues, “we were this cottage industry thing that did things to feed the family and feed our soul."
Even if the American worker no longer spends his days at the farm or the forge, she said, as a nation, we are at least one generation far, far removed from a career path that ends at 30 years with a gold watch and a buffet dinner.
That impermanence can be disheartening, she said, but it can also provide enough motivation to design a better system.
“When kids that have been growing up through these generations see their parents getting fired and laid off again and again, what does that do?” Ruszkowski said.
Although coworking has caught on enough in California to become somewhat commonplace, it’s taking a bit to lay the groundwork back east, Ruszkowski said. She runs a Thursday coworking meet-up (10 a.m. to 9 p.m.) at the Wegmans food court that she’s tying in with “Worldwide Jellyweek”—the name given to an international coworking promotion—and is inviting interested parties to come check it out.
So far, it’s been slow going.
“I thought this would be a really interesting thing to see if people would loosen up enough to understand the value of what it does,” Ruszkowski said. “I would come in and see people every day with their laptops and invite them over, and they still like to sit by themselves and do their work.”
And then there are the cultural differences between SoCal and South Jersey, she said.
“Here, the experts want to be the experts and dog everybody else,” Ruszkowski said. “Just because you’re sitting there and working, it doesn’t mean someone is going to steal your idea.
“Or people are [coworking], but they don’t want people to know,” she said. She hears a lot of “When I tell my sister or my husband or my brother or my family, they don’t get it.”
“We get so stuck in our community that we don’t want to branch out,” she said. “There’s such good talent and companies and other things that are over here, why do we always have to go to Philly?”
But Ruszkowski is also finding out that she’s not the only one in the area to get behind this idea in force.
Click here for Part II of our coworking story, in which we visit some local businesses that are creating new, non-traditional work environments.
Aaron Kuhn
11:16 am on Thursday, January 17, 2013
Glad these ideas are percolating over the bridge from Philly. Collingswood direly needs some like-minded people to get an actual space available to make this concept really take off. I know the Wegman's food court thing is a stop-gap, but I can understand why that's not really appealing to people.
SoHa seems to be doing this concept for the artist community (http://www.newsworks.org/index.php/local//new-jersey/46107-soha-in-haddon-township-is-magnet-for-emerging-artists-), and I know I spotted an article a few weeks back about a guy putting shop equipment/renting space out in the old Collingswood Theatre (dude, if you're out there you NEED a website!)
I'm a cubicle drone but all about ideas like this, would love to see a physical co-working/hackerspace spring up in Collingswood, and would even throw some money behind it. Anyone interested get in touch - I need to find like-minded locals.
Matt Skoufalos
11:26 am on Thursday, January 17, 2013
Geez, SPOILER ALERT, Aaron! Part Two's tomorrow!
Aaron Kuhn
11:52 am on Thursday, January 17, 2013
Sorry to scoop you man hah.
Robb C. Sewell
2:52 pm on Thursday, January 17, 2013
Aaron, The Factory (in the old Colls Theatre) does have a Web site:
http://www.thefactoryworkers.com
RARoss
11:46 am on Friday, January 18, 2013
Coworking is an idea - a connection - a community. While space is important, it's the like minded people who see the bigger benefit that make it work. So in that respect, 'home is a state of mind'. I do agree though, that there are limitations with Wegmans, but those connected to the higher vision, know it's only a stop gap measure. SoHa and The Factory are great places for those whom they serve, but they cannot serve everyone. Just like Wegman's cannot serve everyone at the moment. We are like minded individuals Aaron, more than you know, and I will be bringing this thing alive - just takes a little bit of time, money, team and support. Hope to see you around the coworking spaces no matter where they lie. The world of work is changing, and I intend to drive that here in South Jersey and bring it alive.
Mike Tribulas
11:43 am on Thursday, January 17, 2013
Seems as 'The Factory' (Collingswood Movie Theater) is the perfect place for such a concept, and I've met Tom Marchetty and he seems VERY OPEN to new ideas.
I'm interested....count me in!!! (Milestone Media, LLC)
Aaron Kuhn
11:51 am on Thursday, January 17, 2013
I had emailed Tom (probably in an overexcited manner rambling with ideas...) but never heard back. Couldn't make the open house, and would love to touch base with him in person - Tom are you out there?! :)
Tricia Burrough
3:13 pm on Thursday, January 17, 2013
Collingswood is the perfect community for such an idea. I have been following the movement in Philly for a while now. I run my business from home while watching my toddler. I need to get out of the house once in a while but driving to Wegmans is not an appealing option (as much as I am thrilled to hear about idea working in nearby places). Hope this takes off in a walkable location! :)
RARoss
11:50 am on Friday, January 18, 2013
Tricia - I understand the working from home with a toddler limitation, but curious why Wegmans is not appealing to you for a little break to hang with like minded people. I am really just curious to understand your point of view. Yesterday we had a medium sized group of women actually, all working of different things. The cohesion and creative interaction astounded even me, and I've done this awhile. (Side question: would a place with the ability of being near a daycare or some other option be suitable at all, or do you have arrangements for that?). Please stay in touch, I'd love to connect with you. There are all kinds of options!!
Tricia Burrough
12:13 pm on Friday, January 18, 2013
Thanks Rae - a few reasons. One is having to drive there, I prefer walking. Second is that even as a foodie I am sorta anti Wegmans for the insanity that goes along with it. But those are silly picky reasons and I admit I have never been up to that location where you all sit. The biggest question would be one of entertaining my daughter enough for me to actually work. Right now I only work when she sleeps. So yeah, long term I would love to see a location that also had a childcare situation in the same /adjacent space :)
RARoss
12:32 pm on Friday, January 18, 2013
Thanks for that Tricia - I can truly understand. I was a single mother way back when, going to school for my MBA while working full time, and working on a side business. We learn to work how and when we can, and where we can. I know Wegmans is not ideal, but for now, it allows me to meet and work with some excellent people and build something bigger until I can launch something. We all need to start somewhere - and I think that is the most important thing. We all need to start, and we all need to honor our intentions and goals, and do what we need to bring the dreams alive. I support anyone trying to that. And until I have my place opened, I will do that wherever I can!
Mike Tribulas
3:46 pm on Thursday, January 17, 2013
I think it's only a matter of time before this idea takes off....especially in Collingswood. My wife and I both work from home, and have found work by collaborating with other creatives that offer additional ideas that add to the creative process. Together, the ideas take on a different life. I think The Factory could be the perfect meeting place and outlet for such a concept. I will discuss this idea with Tom Marchetty.
RARoss
7:08 pm on Thursday, January 17, 2013
All - I am in talks for a place in Collingswood / Haddon Height / Haddon Township for a permanent place! It will be live soon. Please join the updates & the group for all the updates! jerseyjellyweek.com or meetup.com/Coworking-Jersey-Jelly-Style. I know you're against the Wegman's idea, but we are arranging times with Extraordinary ED to do some partnering sessions there to keep people conveniently in Collingswood - would you be interested in that?
Tricia Burrough
8:25 pm on Thursday, January 17, 2013
Hi Rae - I was down on Wegmans but now that I checked out your website I wish I had known sooner and would have tried to make it out to a few events this week! Looks pretty amazing and would be definitely be interested in helping you. I think Ext Ed would be a fantastic location. I just joined your meetup :)
RARoss
11:53 am on Friday, January 18, 2013
Thanks Tricia! I hope to see you around. I was on a global google hangout with people around the world collaborating. And if we can do that on such a grand scale, then I think we can do that here, in South Jersey on a smaller scale. There's so much talent and side / small businesses here, and we are such a rich area, I think we can change the perception of South Jersey simply by working together, pooling ideas, and making things happen - together!
Rob Lewandowski
6:56 am on Friday, January 18, 2013
There is a great resource for co-working here in Collingswood and that is resident Geoff DiMasi, the co-founder of Philadelphia's Indy Hall which I think was the first and likely most successful co-working space in the city. He is really a great guy and a genuine innovator. If folks are interested, I'd reach out to him (he's not hard to find online).
Mike Tribulas
8:45 am on Friday, January 18, 2013
WOW! Just checked out Indy Hall online. (http://indyhall.org/)
What an amazing concept. I think this idea could definitely work in Collingswood. Let's move forward people!
RARoss
11:58 am on Friday, January 18, 2013
Indy Hall is an excellent place! But it's Philly. It is an excellent concept there. But as I mentioned above, there are such great resources here - why do we need to grow and support Philly? Why can't we create the same here? Save in parking, expenses, time, taxes, etc. You should check Indy Hall out Aaron, but there is also VentureForth, and another in the Rittenhouse Square area. I've studied them all. Each has it's own culture and feel, and it's important to find one that matches your style of work, and provides the support you need. We all gravitate to what we are comfortable with - but sometimes, growth comes from stepping outside those boundaries! Good luck! I can answer any coworking question for you!
RARoss
12:02 pm on Friday, January 18, 2013
I am working on it everyone and would really appreciate your input, and meeting with you to id what would work for you here. I have the plan and some amazing concepts and amenities, some funding, and just need some connections. Feel free to stop by any Thursday, email me, connect with me, I would love to 'crowd source' to make sure I have what you are looking for, and at a price and convenience you need. I will be posting the progress on jerseyjellyweek.com .... thanks for all your contributions so far!
Rob Lewandowski
12:41 pm on Friday, January 18, 2013
RARoss, to be clear, I wasn't suggesting people go to Philly. I was suggesting that those who are interested in co-working might want to talk with a local resident who happens to have founded a successful co-working space. People from throughout the region--and maybe even the country--visit Indy Hall to learn about their model with the hopes of benefiting from their experience and borrowing that which might be applicable.
Best of luck to you!
RARoss
4:02 pm on Friday, January 18, 2013
Rob - thanks for the info - I got that!....and appreciate it the referral, and for you sharing it with everyone here. Many people do go to Indy Hall for info, Alex is an amazing leader there. Even on my global call this morning, one person from Spain, and one from France recommended talking to him - so that says something. This coworking community is an amazingly cooperative, and collaborative group which is why I recommend people get involved in one way or another! It's not competitive - it's a movement.
Larry O'Doyle
3:37 pm on Friday, January 18, 2013
I am a privileged member of the hottest community in South Jersey aka SOHA. The sweet aroma of freshly ground Egyptian coffee beans struts through this vibrant neighborhood, inspiring many of the great intellects as they toil away on their latest masterpiece. We shun gluten and sport berets just to net some ideas from the rampant flow of creativity. Coworking is the only way to save our souls from the corporate lobotomies of the masses. Peace and love.
RARoss
4:06 pm on Friday, January 18, 2013
Finger snap, finger snap Larry! :-) You must be a wordmaster, clearly demonstrating that there are all kinds of communities for all kinds of working styles. I'm waving my bic lighter iphone app right now....
RARoss
4:06 pm on Friday, January 18, 2013
Matt - thanks for the articles, and for fostering the lively conversations! Great job!
Larry O'Doyle
5:19 pm on Friday, January 18, 2013
Sounds like we're tuned into the same frequency Sister Ross. Nice to bring some soul to the Patch, dig it? Shimmying my way downstairs right now to iron my favorite tunic in preparation for your next gathering. In a society rife with faceless interaction, sometimes we need to be reminded there is no power as potent as human collaboration. Celebrate the arts and discover new dimensions of ourselves through others. Gotta get back to re-organizing my vinyls now, keep the cause alive Sister Ross. Peace and love.
Peeches
5:48 pm on Friday, January 18, 2013
Are we in a time warp, and we warped back to the 70's. Coffee Houses, feeling groovy and coming up with dumb ideas. I will just sit back and watch you, lived it, did that, and am glad that generation is over. However, I still have a peace sign around here somewhere. Peace and Love.
Donna L Maxwell
7:13 am on Saturday, January 19, 2013
What a forward-thinking concept! Our community is the perfect place for a cooperative collaboration. As I noted in my comment on Part II (which I read before Part I, being a non-conformist) The West End Garage in W. Cape May is an example of a very successful venture. Collingswood is a town filled with creative souls, more of whom are moving here every day; as such, Collingswood is an ideal location for co-working.
Larry O'Doyle
2:00 pm on Saturday, January 19, 2013
Peeches? Did I just slip into a wormhole that dropped me off in a cyber kennel? Don't rain on our soft parade Sister Peeches, dig it? Our burgeoning community of beautiful artistry is blossoming right before your eyes. Don't be a wallflower. And remember Sister P- whenever it is raining, our smiles make the best umbrellas. Peace and love.
Matt Skoufalos
2:11 pm on Saturday, January 19, 2013
All snark aside, I think that the thing that might be most interesting about this idea is the fact that it seems to be a normative response to the pendulum going too far in either direction. If the answer to the communal, back-to-nature approach of the 1960s wasn't the crass corporatism of the 1970s and 1980s, and the gilded-lily bubbles of the 1990s and early 2000s were speculation without sweat equity, wouldn't ideas like this represent sort of a settling in the middle?
Mike Tribulas
2:22 pm on Saturday, January 19, 2013
Here's an idea...ban all of the 'negative' thinkers from this concept....and keep the creative thinkers moving forward with this idea. If you've 'been there, done that' good for you...stay stuck in the 70s and let the creatives move forward. Welcome to 2013.
Donna L Maxwell
10:13 pm on Saturday, January 19, 2013
I'm with Mike. Negative thinkers, or Internet trolls have no place here. Forward thinkers only! (I ignored P's comment ... IMHO it was not worth reading or responding to, being published under a pseudonym & all) Shoo, fly.
RARoss
11:25 pm on Saturday, January 19, 2013
I love the discussion, pro and con, + and -, artistic and logical, because diversity of thought allows us fodder for creation and the ability to take our own ideas to another level. That's really the greatness of coworking and collaborating in any form....
I was on a global call this morning and it's amazing how some of these spaces oveseas are pushing forward with some innovative thought. I think we are on a parallel plane here, just in a different phase, and when we are all creating something better because of the interaction around us, revitalizing every neighborhood we are in - there will be rewards for everyone. (& putting NJ on the thought leader map; that can't be such a bad phenomenom)