MSP Communications, long a fixture in downtown Minneapolis, recently opened a new office in St. Paul near the University Avenue home of Hubbard Broadcasting.

The new office at 953 Westgate Drive sits just a block off the Green Line, and it’s a stop away from the burgeoning Prospect Park neighborhood, which is home to Surly Brewing, the new Malcolm Yards food hall and O’Shaughnessy Distilling Co.

The 51,749-square-foot building was purchased by MSP Communications owner Vance Opperman. MSP’s Cities Media Group, which produces Mpls.St.Paul and Twin Cities Business magazines, and MSPC, the company’s content marketing agency, share a 15,000-square-foot suite designed to serve a hybrid workforce that will use the office primarily for team meetings and staff projects. Opperman’s Key Investment business also is located in the building.

“Having worked downtown most of my career, it was tough to think about not being there every workday,” said Deb Hopp, president of MSPC. “But the chance to be in our own building and know that there are no parking issues for those who want to drive and super-convenient transit options for those who don’t, that far outweighs any nostalgic feelings.”

Jayne Haugen Olson, president of Cities Media Group, said it was “bittersweet” to depart from downtown Minneapolis. However, she said, “The entire community we serve is working differently, and we are no exception. We have new commute paths to explore and a dynamic neighborhood to meet.”

‘Face time with colleagues’

The new office emphasizes collaborative work, so it has several conference rooms that are equipped with technology for hybrid meetings, as well as casual seating areas, group tables, and a photo studio. The office, which opened Oct. 18, also features individual work stations and private meeting rooms, but the majority of employees don’t have assigned desks or offices.

“Human capital continues to be the backbone of our efforts, so face time with colleagues will continue to play a vital role in our work and collaboration,” Olson said. “Our shared space will be a workshop for laying ideas on surfaces, pinning things on walls, orchestrating photo shoots, and receiving press kits. We create tactile products, so we will continue to have a hands-on, physical connection to many aspects of our work.”

How each employee uses the new office will evolve over time, Hopp said. “We will start with scheduling some creative ideations, creative reviews, client meetings when we have those local opportunities, leadership sessions and department gatherings.” She emphasized that the message she’s delivering to employees is: “This is a space we designed just for us, to fit our particular needs, and everyone is encouraged to find their own best way to use it.”

While many of the 100-plus employees will come to the office for group gatherings, Hopp said, she anticipates that some workers also will sign up each day for open work spaces to give themselves “a break from the home office.”

Mary Authier, chief operating officer of MSP Communications, played a leadership role in defining central elements for the new office, but she also was heavily involved in the company’s two moves during the pandemic. As its lease expired in the summer of 2020, MSP Communications vacated its longstanding office in U.S. Bank Plaza at 220 S. Sixth St. in downtown Minneapolis. It subleased a North Loop office space while renovations were being done on its new permanent office.

“The pandemic has changed so much of what we previously took for granted, including the way we work,” Authier said. “Though working remotely will remain an essential component of the MSP culture going forward, we recognize that having a space that we can call our own will provide an opportunity to where we can gather to host clients and work together as needed.” In addition, she said, the bright and light aesthetic of the new space will “nurture our unique creative culture.”

Nat Opperman becomes MSP president

2021 has been a year of transition for MSP Communications and its employees. Over the summer, Nat Opperman succeeded veteran executive Gary Johnson as the company’s president.

Since 2004, Nat Opperman, who is a son of owner Vance Opperman, served as the chief operating officer of MSP Communications. Early in his career, he was a finance analyst for Medtronic and an investment manager for Wells Fargo. He earned his bachelor’s degree from Harvard University and he holds an MBA from the University of Chicago.

Nat Opperman said he thinks the new office will provide a work environment that supports the company’s growth. “Technology and communications make new approaches to office working space viable,” Opperman said. “The neighborhood is designated an Opportunity Zone and we are investing in its future.”

The Westgate building is located in St. Paul’s Creative Enterprise Zone, which is among the areas where tax incentives are available to encourage investment. Opperman noted that the company is reducing its carbon footprint through installation of a solar array and by providing electric car charging stations.

The property owner of 953 Westgate Drive is Key Westgate LLC, which is wholly owned by Vance Opperman. Along with MSP Communications and Key Investment, the building has space for three tenants. Automated Logic and Creative Images are longtime tenants. Nat Opperman said the fifth suite is available for leasing.

Before the MSP Communications office opened, Nat Opperman established a policy that employees would need to be vaccinated against Covid-19 by Oct. 31 to gain building access. He also is requiring that office guests be vaccinated. “I have received only positive feedback since the announcement,” Opperman said. “This will encourage people to use the space and to feel comfortable when they are there.”

Business growth in company’s 50th year

In 2022, MSP Communications will celebrate its 50th anniversary. As he contemplates the future, Nat Opperman is focused on the company’s growth. He wants to strengthen the media brands of Mpls.St.Paul and Twin Cities Business, while accelerating the addition of clients for MSPC’s content marketing work.

He’s also looking at ways to provide “more solutions and strategies” for media advertisers and custom clients. He wants to stimulate innovation across the company, including the creation of new growth platforms and by taking “omnichannel approaches to our clients.”

Over the past year, Hopp said, MSPC has expanded client services in video, user experience, digital design, paid digital marketing, audience development, project management, and email marketing. “We also see clients struggling with the much-publicized workforce and hiring challenges.” To help clients address those staff shortfalls, she said, MSPC has added content creators and project managers.

“We are always looking to expand and will for 2022,” Hopp said, “adding more expert voices and growing and optimizing our agency offerings.”

Reflecting on the upcoming 50th anniversary, Olson said, “It all started with the title that became Mpls.St.Paul magazine.” Beyond producing editorial content that informs and inspires, she said, “We need to all work together to elevate the Twin Cities and to share the stories of our challenges, opportunities, and successes.”