November 15, 2024 • 36 mins
From Olipop to Brownie Points and from Little Words Project to Michael Malul, TENSPACE brings beloved online brands to life in creative and immersive ways in Columbus’ Short North Arts District. Join us for a conversation with Rachel Friedman, CEO of TENFOLD and TENSPACE, about industry trends and what makes Columbus the perfect place for innovative retail design.
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Yes Columbus, an Experienced Columbus podcast, keeps you in the
know of what's happening in the Art City Columbus. The
number one soccer team, the number three Beer city, a
top ten culinary destination with the largest concentration of fashion
professionals in the US. Join us each week with special
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Speaker 5 (02:19):
This week's shopping is on our minds ahead of the holidays,
so we're talking all things retail and learning about the
unique retail experiences you can have in Columbus. But before
we get into this week's interview, it's time for our
headliner segment, where we highlight a recent story or accolade
about Columbus. Earlier this fall, the Wall Street Journal highlighted
(02:40):
a Columbus brewery in a story about brewery worth visiting. Now, Boxer, y, yes,
guess which brewery made this national list M specifically?
Speaker 4 (02:51):
Uh no, No, I can't. Actually, there's just too many
to name for me.
Speaker 5 (02:57):
I do have a number of amazing breweries, but for
this particular accolade, it was Seventh Son, which is amazing.
This story highlighted their private tour called the Getaway Van
Experience that takes up to six guests for a private
tour of three local breweries in a vintage Dodge Van.
Speaker 4 (03:16):
I didn't know they did that.
Speaker 6 (03:17):
They do do that.
Speaker 5 (03:19):
Maybe that could be like a good you know, holiday
team building.
Speaker 7 (03:22):
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Speaker 4 (03:24):
Let's sign up, Sarah.
Speaker 5 (03:25):
Yeah, well, Boxer, I'm also excited to jump into our
behind the bus segment, and as a reminder for listeners.
During this segment, we talk with a special guest and
learn about the newest restaurant opening, the newest exhibition at
one of Columbus's museums or attractions, or the latest thing
to do. So today we're excited to chat with Rachel Friedman,
(03:45):
CEO of Tenfold and ten Space. Tenfold is a culture
strategy and creative firm that builds brands through culture by
leveraging what makes them truly unique and special. The companies
award winning solutions bring company culture to life through omnichannel
activation in the physical, digital, and experiential space. So ten
(04:07):
Space is a dedicated space that leverages Tenfold's design approach
to create in real life experiences for online brands. Wow,
welcome Rachel.
Speaker 6 (04:19):
Thank you, and it's a mouthful, it is helpful.
Speaker 5 (04:22):
But I personally have experienced ten space and it is
a phenomenal experience. So thank you for being here.
Speaker 6 (04:28):
With us today.
Speaker 4 (04:28):
Yeah, Rachel, it is very inspiring and we've had the chance.
I've had the privilege of talking with you and interviewing
you before on another podcast. It is inspiring to see
what you have built over the past few years. And
as a designer, I'm just kind of curious too. We
want to know your background. But also can I just
ask you right up front, is this just one of
(04:50):
those god given talents when you're a designer? I mean,
is there something already in your DNA that you have
a gift?
Speaker 8 (04:56):
Yeah, that's I mean, it's a really good question. And
I think throughout my career I often you know, not
that you question your identity, but I would say for
sure when I started out through my education in my career,
I thought of myself as a designer. But over time
I learned that there was this entrepreneurial spirit in me,
and I think they're both very closely related. Like, I
(05:17):
don't think it's a it's a coincidence that a lot
of founders and entrepreneurs have a fondness for either architecture
or art or sort of the act of creation and creating,
because that's really what you're doing as an entrepreneur. You're
creating something that didn't exist before. It just happens to
be a business. So I think that's where my my
my gifts are, is you know, leaning into innovation, seeing
(05:41):
things as opportunities, things that you know I could create
that haven't existed before.
Speaker 6 (05:47):
And I get very excited about that.
Speaker 4 (05:49):
How often do you get, oh, so you went to
that school up north all the time.
Speaker 8 (05:55):
I Fortunately, I have my NBA from Ohio State and
I am an undergrad from Michigan.
Speaker 5 (05:59):
So your loyalties are divided.
Speaker 8 (06:02):
Well, I mean, I think you always will go with
the school that you spent four years at, and that's
the school that has, you know, captures your heart because
those are great years. I have very strong alumni relationships
with both schools, and I spent a lot of my
time time, talent, treasure, all of those things supporting Fisher
(06:23):
College of Business and and Ohio State at large. So
I have a strong fondness for Ohio State as well.
And I have two of my three kids, one went
to Michigan and one went to High State.
Speaker 6 (06:33):
So we are truly in a house divided.
Speaker 4 (06:36):
What about your early career working with Continental Office Herman Miller,
could you talk about that?
Speaker 8 (06:41):
So, I mean I started my career as a designer,
always sort of focused throughout probably you know, the first
fifteen years or so, focused on work environments, and as
a result, you know, I really had an opportunity to
with every single new client, learn about a new business,
and I think that's part of what drew me to
(07:02):
that type of design was I didn't realize I had
this really strong passion for business, learning about business, understanding
different business models, different industries, and that holds true today.
Our clients at Tenfold range across every industry segment you
can imagine.
Speaker 6 (07:18):
It's really interesting.
Speaker 8 (07:19):
But yeah, I started as a designer focused on commercial environments.
When I went to work for Herman Miller, that's where
my role became much more consultative in nature. And when
I worked for Herman Miller, I was given the opportunity
to go to graduate school while working full time and
they funded that for me, which was a massive, amazing
(07:41):
benefit that I knew I wanted to take advantage of.
And you know, getting my MBA at Fisher really did
change the trajectory of my career just in terms of
where I wanted to focus. And I had a really
formative professor there that really challenged me to lean into
what I was really passionate about. And coming out of
that experience many years later, that was a driving force
(08:05):
to rolling out on my own twenty two years into
my career and starting Tenfold.
Speaker 5 (08:10):
Yeah, by the way, when I first started in the
ad agency business, if you worked at an agency. I
used to work for Leo Burnett that had the Herman
Miller chairs. That was so cool. I remember when I
had my first Herman Miller chair at work.
Speaker 8 (08:24):
Phenomenal, great company to work for. Yeah, great company culture.
I learned a lot about company, beautiful design, beautiful design,
great collaborations with you know, world renowned designers. So you know,
they just had a fantastic reputation that way, and it
was really true in terms of them walking the talk when.
Speaker 6 (08:44):
I when I was there with them. That's amazing.
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So what made you take this huge leap into crazy
building your own business, being an entrepreneur and doing what
you do today?
Speaker 8 (08:54):
You know, I think the companies that I worked for
up until that point gave me a lot of ladd
to uncover new value propositions and sort of create businesses
within the business. So that was really upon reflection that
I realized that my entrepreneurial spirit had been nurtured and
supported as I was an employee for all those years.
(09:16):
And then you know, it just got to a place
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Speaker 8 (12:52):
This business concept that I had created while I was
an executive at Continental just you know, really focused on
how you could create a branded experience in the work
environment was something that was pretty new and innovative at
the time, and I just grew to a place where
I didn't think that it could continue to grow be
successful in that environment, and that it really it needed
(13:16):
to be on its own. And my areas of focus
were really divided to when I was there, and I
really wanted to focus all of my time and energy
on that business, and so I made the difficult decision
to resign and.
Speaker 6 (13:29):
To take a big leap of faith and start something
on my own.
Speaker 8 (13:33):
And I was also very excited about the opportunity to
build a company from the ground up, you know, one
one step at a time, one person at a time
and build something with purpose that I felt really strongly
about and building a company culture that I.
Speaker 6 (13:49):
Was really proud of.
Speaker 4 (13:50):
Scared Rachel or more confident to take that leap or
was it both?
Speaker 6 (13:55):
You're scared?
Speaker 8 (13:56):
Yeah, you know, I I've told this story before, but
you know, when I was debating at the time of
whether to take the sleep, my biggest.
Speaker 6 (14:07):
Fear was that I was going to end up homeless.
I mean, that's sort of sure.
Speaker 8 (14:10):
Is the lowest, the lowest, you know, irrational, but it
feels very rational. I had three kids, I was single.
I you know, I just felt like, what's going to
happen if I do this and I fail? And I
went through a process with an advisor that was really
wonderful and said, you know, just basically ask me questions
(14:31):
around the fact of, you know, so if this does fail,
are you employable and sort of walked me through that
thinking where I realized that yes, I am still employable.
Speaker 6 (14:43):
I can get a job.
Speaker 8 (14:44):
And so you go from this feeling of if it fails,
I'll be homeless too. If it fails, maybe the worst
thing that would happen is I might have to sell
my home and move. And once I was able to
understand what the real risks were. I was able to say,
you know what, that risk is worth it, and I'm
willing to then, you know, take this chance and do this.
Speaker 6 (15:04):
What I did not want was to look back in.
Speaker 8 (15:06):
My life and have regrets for the things that I
didn't do and I didn't try.
Speaker 6 (15:10):
Yeah, I like that.
Speaker 4 (15:11):
We talk about inspiring. By the way, if I could
just you know, single, three kids and you still took
that leave, I mean, you need to write a.
Speaker 8 (15:20):
Book against my four O one K, I mean did
all the things and yeah, it was it was a
major challenge and it's been an incredible journey. And Tenfold
just celebrated ten years. So Tenfold's ten Oh.
Speaker 4 (15:33):
Wow, congratulations.
Speaker 12 (15:36):
Rachel.
Speaker 4 (15:36):
Rachel Friedman is with us this week's guest on Yes
Columbus and Experienced Columbus podcast. She is the CEO of
Tenfold and ten Space. Rachel, let's talk a little bit
about Tenfold and some of your clients, some of them
that come to mind with Columbus Crew, DHL, Huntington Bank,
among others.
Speaker 8 (15:54):
Yeah, So, our approach at Tenfold is to help build
brands from the ends, and what we mean by that
is leveraging their company culture, their secret sauce, their magic
as a source of competitive advantage to help them win.
So that really stems from a core belief and a
philosophy that we have that that is the most unique
(16:16):
and differentiated, ownable piece of a company is their company culture.
Speaker 6 (16:20):
No one else can replicate that.
Speaker 8 (16:22):
It's truly their own fingerprint, their own DNA, and that's
how that emotional connection forms between consumers or clients and
the brand. And so it's these pieces of the company
culture that transcend into the consumer the client experience so
much so that they're willing to give them loyalty for
it or pay premium for it. So that is a
(16:44):
core belief of ours and we built our capabilities around
that and some really unique methodologies about how we uncover
that secret sauce that people can feel but have a
hard time describing, and then we help them amplify it,
you know, either reinforce it and protect as they grow,
or maybe companies are on a journey of transformation, and
(17:04):
in any of those cases, how we move the needle
for them is we take that strategy and we bring.
Speaker 6 (17:09):
It to life through creative expression.
Speaker 8 (17:11):
And that primarily can be in the built environment in
the physical environment, where we're leveraging a company's investment in
their space to tell their story and create that emotional connection.
It can be through events and activations, so how you're
convening people, what you're doing when you're together, and how
you create that memorable experience for them. It can also
(17:33):
be in the digital channel through work that we do
to amplify through social media what's happening in the physical channel.
So our clients, because everyone has culture and everyone has
different channels of communication and touch points, we end up
having just an incredibly diverse set of clients public, private, large, small.
(17:54):
Our footprints national in terms of our clients everything from
law firms to manufacturing, to finance, banking, professional sports, media,
you name it, we've we've pretty much done it.
Speaker 7 (18:08):
Do they pitch?
Speaker 4 (18:09):
Are you at a point now because you just said,
what ten years? Is that right to congrats again?
Speaker 8 (18:15):
I think like less than I can't remember what the
percentages and companies actually survived ten years, so it.
Speaker 6 (18:21):
Pretty amazing accomplishment.
Speaker 1 (18:22):
Well, Well, just.
Speaker 4 (18:23):
Out of curiosity, how many at this point after ten
years are you getting more clients that are coming to
you than pitching them?
Speaker 8 (18:33):
We do get clients that come to us absolutely, And
we also have clients that we started out with, you know,
in the very early years that are that are still
with us. So you know, it's been a process. Like
our national growth primarily has been through two things. One,
our clients are growing nationally. So if we do let's
say the North American Spy Chain headquarters for DHL here
(18:54):
in westernvill in Columbus, as they're looking at their footprint
across the name across the world, they're saying, how do
we do what we did here and start to syndicate
that out to our other locations. So we growth with
our clients geographically, but then also we grow through referral.
So we have one client, Pritzker Private Capital in Chicago,
(19:15):
that met us because they acquired a business here called
plask Light where we had done work with them, and
now we're working with three of their family of businesses
across the country. So one that's headquartered in Chattanooga, Tennessee.
Didn't think we'd be doing work there, you know, one
that's in Kansas City, and Pritzker actually in Chicago.
Speaker 6 (19:34):
We did their headquarters there.
Speaker 8 (19:35):
So it's wonderful when you can build those relationships and
grow with these businesses over time, It's.
Speaker 5 (19:43):
Clear that you're a visionary. Tenfold is also among the
point one percent of women owned firms. That's amazing. What
has it been carving out this space in Columbus. But
then also at a national level, you.
Speaker 8 (19:57):
Know, I always say that that Columbus is I think
the best city to.
Speaker 6 (20:02):
Start a new business in.
Speaker 8 (20:03):
And obviously I don't have a lot of experience necessarily
in other cities, but what I do know about Columbus
is real and true. When people talk about the Columbus
Way and they talk about just how helpful and collaborative
this community is. I have definitely benefited from so many
people who have sat down with me and just said,
how can I help you? And so I'm really proud
(20:26):
to be from Columbus. I'm proud that I've built my
business here. I'm proud that I've raised my family here.
I served on the on the Columbus Chamber of Commerce
for six years. Columbus is special, and I often will
wonder if I could have been as successful doing this
and starting ten for in any other.
Speaker 6 (20:45):
City in the United States. Nationally, It's been a blast.
Speaker 8 (20:50):
We do a lot of work in New York City,
and you know whether that's you know, a standard we
place in our own minds, but you know, when you
when you you go to that market and you compete
in that market, which arguably would be the most competitive
market with thousands of design firms and resources there to win.
Work in New York City is so much fun, and
(21:12):
we have some amazing projects that are all based in
sort of the Hudson Yards area. Anyone's been to New
York City lately, just a lot of growth there, wonderful architecture,
big big time clients where we're able to really leverage
that space and create some really incredible experiences for them.
Speaker 4 (21:31):
That has to be an incredible ego confidence boost.
Speaker 8 (21:35):
Well right, yeah, And I also joke that like I
personified New York City. She's a woman, and I always
am like, I'm still trying to figure her out. Sometimes
she's really nice to me. Sometimes she just knocks me down.
And you know, every time I fly in and fly out,
I look down at the city and you know, it's
it's tough, and the song is true. If you can
(21:56):
make it there, you can make it anywhere. Yeah, but
it will humble you at every turn. It's it's really
interesting in that way. It's also and people did tell
me this too, that it's smaller than you think it is,
that it takes a lot of time to break in,
but also once you break in, you find there's a
lot of connectivity and everybody sort of knows everybody. So
(22:18):
that's been really interesting for us, and I think I
needed that in my own professional development, myself to continue
to challenge myself, you know, to take on new things
and be successful in new markets.
Speaker 4 (22:34):
Well, Rachel, let's talk about ten space. Along came ten
Space in the fall of twenty twenty one.
Speaker 6 (22:41):
That's insane.
Speaker 4 (22:42):
How did that come to be?
Speaker 6 (22:44):
Yeah, So I.
Speaker 8 (22:46):
Had been wondering about and had been curious about the
world of retail prior to twenty twenty one for quite
a while. It actually stemmed from conversations that I was having,
sort of sadly with a lot of women in Columbus
who at the time, let's say twenty nineteen, were losing
their jobs within retail and Columbus.
Speaker 6 (23:09):
And I think they sought me out.
Speaker 8 (23:10):
Because they saw, you know, a woman who had started
your own business, and a lot of these people were
evaluating what they really wanted for their next chapter, and
they wanted to be really intentional about it, so they were,
you know, like I was saying before, with the Columbus way,
they were just reaching out to a stranger. In many
cases were asking for a warm intro and then saying,
you know.
Speaker 6 (23:30):
Would you have coffee with me?
Speaker 8 (23:32):
Coming out of those conversations, I really started to ask myself, like,
what is going on with retail?
Speaker 6 (23:37):
Because I was.
Speaker 8 (23:41):
Sad to see this talent potentially leaving Columbus, feeling like, hey,
they had lost their executive role within retail and Columbus
and they really didn't see a lot of other opportunity
for them. So that's sort of what sparked my curiosity
about like sort of what's going on in retail? And
then I evaluated that against my own experience as a
consumer and just feeling like the retail shopping experience was
(24:04):
very uninspired.
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Speaker 8 (27:40):
And then fast forward COVID hit, which sort of accelerated
everything in retail right, so people that had been maybe
shopping online. Now everybody was shopping online, and then that
question about what should the retail experience be became even
more front and center and more contrasted, I think, and
(28:02):
again it just fueled my curiosity around if people are
going to get up and go out, let's say they're
not risking their lives with COVID to do that. If
they're going to get up and go out and not
shop online, what is it that they're looking for in
a retail experience. And where I came to and what
we arrived at, was that if you know, if Tenfold.
Speaker 6 (28:24):
Did retail, what would it be?
Speaker 8 (28:26):
It became tense Space and ten Space really is a
space that's focused on creating and emotionally connected and immersive experience,
a true multisensory experience that dives deep into brands and
really amplifies their culture, their purpose, their intention, what they
stand for, really allows consumers to get under the hood
(28:47):
and really know what this brand is about beyond their
products and services. And then we had this hypothesis or
theory about whether you know, if you could bring people
in create this really inspiring experience, like our taglines come
curiously inspired, if you could bring them in and inspire them,
(29:08):
they capture content while they were there and then share
that content.
Speaker 6 (29:12):
Out to social media. Yeah, and that's exactly what happens.
Speaker 8 (29:16):
So what we've really created, sort of the secret weapon
of ten space is that it is a brick and
mortar experience that creates a buyer or conversion, but as
importantly or more importantly, it really serves as a platform
for user generated content and organic social content, which is
incredibly valuable from an advertising perspective to these brands because
(29:40):
it creates this big digital imprint, digital activity, and tidal
wave across social channels.
Speaker 6 (29:48):
And it's authentic.
Speaker 8 (29:50):
It's not paid influencers, it's not paid digital advertising. And
so when you have let's say seven thousand people come
through and start posting to their social channel how amazing
this brand is or this experiences, people really listen because
they're connected to that person authentically. So it engages six
to seven times higher than influencer marketing or digital advertising.
Speaker 4 (30:13):
Wow that sound I'm sorry, Sarah. I was just going
to say, real quick, it sounds like an intimate and
attack me, butcher me if I get this wrong. But Rachel,
it sounds like an intimate pop up.
Speaker 8 (30:26):
Yeah, I used to like really have an issue with
the word pop up, right and only because what we
were doing was so much more than a pop up.
My experience with pop ups in New York or wherever
was just you know, was sort of like white fixtures
and you would come in and they would just it
would just be merchandise, like it was a pop up
(30:47):
moment where there was retail fixtures and they would display
the products. What we do is so curated, and it's
so layered, and it's so creative and it's so inspired.
We have just some amazing stories of people being emotionally moved,
you know, when they come to visit ten Space, which
(31:10):
creates this like priceless bond for the brand, and then
when they post about it, it's a priceless post. But
I've learned to embrace the word pop up because that's
it's what people understand and associate. The pop up part
of what ten Space is is that we rotate a
brand in the space about every three months.
Speaker 6 (31:30):
So that's that's sort of.
Speaker 8 (31:33):
The you know it's here now, you know, the fear
of missing out, don't you know, don't miss it, it's
moving on.
Speaker 6 (31:39):
That's the pop up part of it.
Speaker 8 (31:42):
But it's it's really an unique concept that doesn't exist
anywhere else. We've done our homework and it does not
exist anywhere else, which is.
Speaker 5 (31:50):
Really fun for them, but an amazing asset for Columbus.
I've had the opportunity I did Ali Pop Love Your Melon,
Little Words project Brownie Point, so you introduced us to
Brownie Points and we use them very frequently in some
of our Columbus activations. And truly you hit the nail
on the head. Absolutely amazing experiences, unique experiences, love all
(32:12):
the social moments and opportunities much beyond to pop up.
I completely agree. It's that immersive kind of experience.
Speaker 6 (32:20):
Is what's next?
Speaker 5 (32:21):
I mean, what can we look forward to that you're
working on right now?
Speaker 8 (32:25):
We're with respect to time space, where we always keep
that a secret, and what I can say is, you know,
it's it's completely unpredictable in terms of the category of
retail that we're going to feature. We've done everything from
cryptocurrency and NFTs in the space. We had a crypto show,
to apparel, to food and beverage to Michael Maloll right now,
(32:49):
which is a fragrance brand that's actually based here in Columbus.
Speaker 6 (32:51):
That most people don't even know.
Speaker 5 (32:53):
That, and how long will Michael Malull be here through
the holidays? Okay, that's great, So that show will wrap.
Speaker 6 (32:58):
At the end of December. Okay, yeah, so Health.
Speaker 8 (33:01):
And Beauty, you know, that was our first health and
beauty brands, our first sort of luxury brand, so we
were keeping it really fresh at ten Space.
Speaker 5 (33:10):
That's exciting, always a reason to check it out and
see what's new and what that new experience looks like.
Speaker 6 (33:16):
Absolutely.
Speaker 7 (33:18):
You know.
Speaker 4 (33:18):
I was going to ask too, Rachel, what are some
of the trends that you're seeing in retail?
Speaker 12 (33:24):
Yeah?
Speaker 8 (33:24):
Yeah, yeah, I mean I think, you know, a lot
of what we built ten Space on are trends that
we are seeing in retail.
Speaker 6 (33:30):
If you look at I was.
Speaker 8 (33:33):
I was reading an article the other day Prada recently
opened an experience in New York City, and I think
what I'm noticing is there's this continuum. A lot of
brands will say it is an experience. When I evaluated,
I'm like, uh, not really. You know, it's still kind
of just really beautifully merchandised product. But there are some
(33:54):
brands that are leaning more heavily into that, and I
think some of the trends that we're seeing, the things
that we've experienced and the things that we've tested at
ten space is that consumers really want the opportunity to
personalize their purchase, and you can have that through a
lot of configurable purchases online. We've gotten very accustomed to
(34:14):
that with our food fast casual restaurants, where you know,
think about Chipotle, it's like you want this, but you
don't want that, and you want double of this and
you want a quarter of that, and this is how
we live our lives. Or we were talking about Starbucks earlier, right,
Everyone's Starbucks drink can be completely customized. People are pulling
that into their shopping experiences. They want to be able
(34:36):
to customize an article of clothing. One of our most
successful activations at ten space was Love Your Melon, and
we gave people the opportunity and.
Speaker 6 (34:45):
It was an exclusive to.
Speaker 8 (34:47):
Create their beanie, pick, their palm pick, their patch, pick,
the knit. There's a gadjillion configurations, so your hat could
genuinely be unique and only yours, and I think that
we will continue to see that with consumerism.
Speaker 5 (35:05):
Can we talk a little bit about Michael mlal and
anything Special like kind of going on with the show
that would get people excited to come down and check
it out.
Speaker 8 (35:14):
Our current activation at ten Space with Michael Malaal is
just a beautiful and really wonderful experience that celebrates really
sort of the nuance and the narrative of fragrance. One
of the things that we fell in love with with
the Michael Malull brand is they leaned into narrative and
storytelling the same way that we do, and they sort
(35:35):
of had already in some ways crafted stories and narrative
around every single one of their fragrances. And so we
sort of approached the activation at ten Space with the
theme of scent as an author in our stories.
Speaker 6 (35:50):
And you think about.
Speaker 8 (35:52):
The science of how we process sent in our brains
that it is one of the that is the most
connected to memories and emotion.
Speaker 6 (36:04):
That you can smell something, let's.
Speaker 8 (36:06):
Say, even if it's just cut grass, and it will
immediately take you back to a memory.
Speaker 6 (36:11):
We have some people have said, yep, that takes me
right back to.
Speaker 8 (36:13):
Football practice when I was in high school, you know,
and so you know in the morning, when it's doing
and when it's all over you, and you know, scent
is really powerful in that way, and so what we're
able to express with the Molole activation is you know,
really celebrating the artistry behind how they have comprised their fragrances.
(36:33):
And we feature over forty fragrances in the space. We
have nineteen that are sort of in our gallery in
the center of the space, but through our scent concierge,
through our show guides, you can actually you know, test out,
you know, over forty different fragrances. And so as a result,
what's really cool is you And this is unique for
(36:55):
me because I had always grown up really like one
fragrance you just sort of fall into that habit or pattern.
But with Malol, I was shocked that there was like
at least five that I could really you know, wear
and love, and you know, we organized the fragrances into
fragrance families to help break it down for people, and
(37:19):
there are fragrance families whether it's floral or fresh, or
fruity or spice. And then we also had something really
fun that we tried out that's been really cool too,
is that we associated those fragrance families with archetypes. So
we connected the optimist with the fruit family or the
(37:39):
dreamer with the Fresh family, so that we have some
really cool self sort of survey reflection exercises that you
can do in the space to narrow it down. And
we've been really surprised and pleasantly surprised to see that
it actually works where people will be like, oh my gosh,
how did you know that? Know as an optimist that
(38:01):
I would lean into these fragrances. So that's been really
fun to also see with with the activation and just
as part of that experience.
Speaker 4 (38:12):
Yeah, that's amazing, Rachel. When it comes to the Columbus
retail scene, what what is it about Columbus that makes
this place so special?
Speaker 8 (38:20):
The city, well, you know, we have a reputation of
being the test market capital of the country.
Speaker 6 (38:27):
I don't know if that's good or bad. I guess
it's good. We're a vibrant.
Speaker 8 (38:31):
Community, we're a highly educated community. We have demographic wise,
you know.
Speaker 6 (38:37):
We're we're young.
Speaker 8 (38:39):
When you look at the proximity and the inclusion of
Ohio State University with with shopping in Columbus and Columbus
as a market. You know, when I'm pitching brands nationally,
a lot of the brands have never been to Columbus. Ever,
Ollipop as an example, none of their executive team or
(38:59):
any any that we worked with on that activation had
ever been to Columbus prior to our activation, and through
their engagement with US, actually moved their company retreat to
Columbus so that they could come for the opening and
also experience Columbus. And they absolutely loved it, absolutely loved it.
So a lot of it is education that you know,
(39:20):
we're the second largest city in the Midwest or the
fourteen largest city in the country, where the we have
the highest concentration of college age students in the region
in the country, and so I feel like I'm out
there representing Columbus more than I'm representing ten Space and
that's okay, Well, we appreciate, yeah, yeah you do, but
it and candidly, I mean it has opened, you know,
(39:42):
the eyes of highly influential people like David Lester and
Ben Goodwin from Ollipopper really connected across the country. Their
brand was a bicoastal brand, and the value prop for
them was, you know, if you're gonna grow and scale,
you need to see the Midwest, and what better place
to see the Midwest than Columbus. And they are now
(40:04):
huge advocates and fans and ambassadors of our city.
Speaker 5 (40:08):
Rachel, we want to shift gears a bit for our
next segment. It's called Columbus Classics. This podcast is all
about uncovering what's new, but we also love the tried
and true places and experiences. Can you tell us about
a Columbus Classic experience you love? It could be a
neighborhood or restaurant or anything that you love to do
in this city.
Speaker 8 (40:26):
You know, when we have brands that come to visit,
or we have clients that come to visit, we often
will put together some suggested experiences or an agenda. And
we still do send people to German Village. We send
them to the Book Lofts. I mean some of those
classic experiences, just walking the streets there and you know,
(40:47):
grabbing a coffee and just you know, experiencing not just
the stores and the shopping there, but the architecture and
everything else. I think it's just a really unique community
in Columbus and a classic and one that we're really
proud of love to spend time in.
Speaker 6 (41:01):
Absolue.
Speaker 4 (41:02):
I love. Yeah, I'm a sucker for the architecture absolutely.
I love that. You know, also before we go. One
of the other things we ask is what are you
saying yes to in Columbus. Could be this weekend, could
be for this season. So I'll have you Rachel and
then Sarah both answer, So why don't we start with
you first?
Speaker 6 (41:21):
Rachel.
Speaker 8 (41:22):
You know, it's funny because, like, because my weeks are
so busy, I really have to force myself to.
Speaker 6 (41:27):
Get out of the house on the weekends.
Speaker 8 (41:29):
But this summer, and I'm sure some of these plead
into the fall as well, I really tried to lean
into a lot of the farmers markets that were going
on in Columbus and sort of getting from my team
which were the best ones to go to. We have
our team members are really it's so funny. If you
looked at a map of Columbus, we sort of hit
every single area around and within two seventy but you know,
(41:54):
everything from the Westerville area to Worthington's Farmer's market and
then no, it's Bridge Park, and then you know it's
New Albany. And so that was really fun this summer
to spend some time leaning into those farmers farmers markets
you know, this season and throughout the year as well.
And I think you know, certainly part of it is
(42:14):
we're really heavily based in the Short North but really
loving what's been going on with a classic of gallery
hop to a reimagination of that, to hops on High
So hopefully listeners have heard about that, but if not,
you know, the Short North over the last year has
taken major steps towards shutting down automobile traffic on High
(42:40):
Street during specific times specific gallery hops. We've had three
or we're going to have three total this year. This
next one's coming up in December, and they're so fun.
They're just great family events. There's vendors in the street. Obviously,
all of the stores and restaurants are open as they
always would be on during gallery hot but it's it's
(43:02):
really curated. It's a special experience and a special vibe.
It's super diverse, super multi generational, and it features and
showcases a lot of small business in Columbus too, so
if you want to support local and small business and
artists and artisans, it's just such a wonderful it's just
(43:26):
a wonderful experience and it's super cool too to just
walk down High Street and be like, I've never stood
in the middle of.
Speaker 6 (43:31):
High Street.
Speaker 8 (43:33):
Completely shut down and I can literally just you know,
grab a cup of hot chocolate and walk down the
middle of the street with my dog and you know,
kids and whatever.
Speaker 6 (43:43):
It's amazing.
Speaker 5 (43:44):
And the holiday experience with the Lights Holiday Hop is
going to be amazing this year. I am also saying
yes to shop local, not only through all the amazing
events that we have through some of our neighborhoods Downtown,
Short North and others, but it experienced Columbus. We have
the opportunity to create a holiday gift guide and there
are so many amazing gifts from small businesses, minority owned businesses.
(44:06):
So really excited to you know, find something great for
everyone on my list through our gift guide and some
of our amazing partners here in Columbus.
Speaker 4 (44:15):
Well, look, this has been so much fun. Rachel, You're
so inspiring. I really appreciate your time because I can't
imagine how busy you must be. But Rachel Friedman, this
week's guest on Yes Columbus, CEO of Tenfold and ten Space,
thanks for your time.
Speaker 6 (44:29):
Thank you so much. It's great to see. Thank you.
Speaker 4 (44:31):
That's a wrap on this week's episode of Yes Columbus
and Experience Columbus Podcast. Tune in next week as we
take you on a tour of what's new, what's hot,
and what makes Columbus a city on the rise.
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Yes Columbus, an Experienced Columbus podcast, keeps you in the
know of what's happening in the Art City Columbus. The
number one soccer team, the number three Beer city, a
top ten culinary destination with the largest concentration of fashion
professionals in the US. Join us each week with special
guests for an inside look at a destination that invites
(01:55):
visitors and locals alike to explore. By the end of
each episode, you'll be asking you yourself, can all of
this really exist in one city? Yes Columbus, Hello and
welcome back to another episode of Yes Columbus and Experienced
Columbus Podcast. I am one of your hosts, Boxer, along
with Sarah. Sarah, welcome back, Thank you, good morning, Good morning.
Speaker 5 (02:19):
This week's shopping is on our minds ahead of the holidays,
so we're talking all things retail and learning about the
unique retail experiences you can have in Columbus. But before
we get into this week's interview, it's time for our
headliner segment, where we highlight a recent story or accolade
about Columbus. Earlier this fall, the Wall Street Journal highlighted
(02:40):
a Columbus brewery in a story about brewery worth visiting. Now, Boxer, y, yes,
guess which brewery made this national list M specifically?
Speaker 4 (02:51):
Uh no, No, I can't. Actually, there's just too many
to name for me.
Speaker 5 (02:57):
I do have a number of amazing breweries, but for
this particular accolade, it was Seventh Son, which is amazing.
This story highlighted their private tour called the Getaway Van
Experience that takes up to six guests for a private
tour of three local breweries in a vintage Dodge Van.
Speaker 4 (03:16):
I didn't know they did that.
Speaker 6 (03:17):
They do do that.
Speaker 5 (03:19):
Maybe that could be like a good you know, holiday
team building.
Speaker 7 (03:22):
All about it, all about it.
Speaker 4 (03:24):
Let's sign up, Sarah.
Speaker 5 (03:25):
Yeah, well, Boxer, I'm also excited to jump into our
behind the bus segment, and as a reminder for listeners.
During this segment, we talk with a special guest and
learn about the newest restaurant opening, the newest exhibition at
one of Columbus's museums or attractions, or the latest thing
to do. So today we're excited to chat with Rachel Friedman,
(03:45):
CEO of Tenfold and ten Space. Tenfold is a culture
strategy and creative firm that builds brands through culture by
leveraging what makes them truly unique and special. The companies
award winning solutions bring company culture to life through omnichannel
activation in the physical, digital, and experiential space. So ten
(04:07):
Space is a dedicated space that leverages Tenfold's design approach
to create in real life experiences for online brands. Wow,
welcome Rachel.
Speaker 6 (04:19):
Thank you, and it's a mouthful, it is helpful.
Speaker 5 (04:22):
But I personally have experienced ten space and it is
a phenomenal experience. So thank you for being here.
Speaker 6 (04:28):
With us today.
Speaker 4 (04:28):
Yeah, Rachel, it is very inspiring and we've had the chance.
I've had the privilege of talking with you and interviewing
you before on another podcast. It is inspiring to see
what you have built over the past few years. And
as a designer, I'm just kind of curious too. We
want to know your background. But also can I just
ask you right up front, is this just one of
(04:50):
those god given talents when you're a designer? I mean,
is there something already in your DNA that you have
a gift?
Speaker 8 (04:56):
Yeah, that's I mean, it's a really good question. And
I think throughout my career I often you know, not
that you question your identity, but I would say for
sure when I started out through my education in my career,
I thought of myself as a designer. But over time
I learned that there was this entrepreneurial spirit in me,
and I think they're both very closely related. Like, I
(05:17):
don't think it's a it's a coincidence that a lot
of founders and entrepreneurs have a fondness for either architecture
or art or sort of the act of creation and creating,
because that's really what you're doing as an entrepreneur. You're
creating something that didn't exist before. It just happens to
be a business. So I think that's where my my
my gifts are, is you know, leaning into innovation, seeing
(05:41):
things as opportunities, things that you know I could create
that haven't existed before.
Speaker 6 (05:47):
And I get very excited about that.
Speaker 4 (05:49):
How often do you get, oh, so you went to
that school up north all the time.
Speaker 8 (05:55):
I Fortunately, I have my NBA from Ohio State and
I am an undergrad from Michigan.
Speaker 5 (05:59):
So your loyalties are divided.
Speaker 8 (06:02):
Well, I mean, I think you always will go with
the school that you spent four years at, and that's
the school that has, you know, captures your heart because
those are great years. I have very strong alumni relationships
with both schools, and I spent a lot of my
time time, talent, treasure, all of those things supporting Fisher
(06:23):
College of Business and and Ohio State at large. So
I have a strong fondness for Ohio State as well.
And I have two of my three kids, one went
to Michigan and one went to High State.
Speaker 6 (06:33):
So we are truly in a house divided.
Speaker 4 (06:36):
What about your early career working with Continental Office Herman Miller,
could you talk about that?
Speaker 8 (06:41):
So, I mean I started my career as a designer,
always sort of focused throughout probably you know, the first
fifteen years or so, focused on work environments, and as
a result, you know, I really had an opportunity to
with every single new client, learn about a new business,
and I think that's part of what drew me to
(07:02):
that type of design was I didn't realize I had
this really strong passion for business, learning about business, understanding
different business models, different industries, and that holds true today.
Our clients at Tenfold range across every industry segment you
can imagine.
Speaker 6 (07:18):
It's really interesting.
Speaker 8 (07:19):
But yeah, I started as a designer focused on commercial environments.
When I went to work for Herman Miller, that's where
my role became much more consultative in nature. And when
I worked for Herman Miller, I was given the opportunity
to go to graduate school while working full time and
they funded that for me, which was a massive, amazing
(07:41):
benefit that I knew I wanted to take advantage of.
And you know, getting my MBA at Fisher really did
change the trajectory of my career just in terms of
where I wanted to focus. And I had a really
formative professor there that really challenged me to lean into
what I was really passionate about. And coming out of
that experience many years later, that was a driving force
(08:05):
to rolling out on my own twenty two years into
my career and starting Tenfold.
Speaker 5 (08:10):
Yeah, by the way, when I first started in the
ad agency business, if you worked at an agency. I
used to work for Leo Burnett that had the Herman
Miller chairs. That was so cool. I remember when I
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Speaker 8 (08:24):
Phenomenal, great company to work for. Yeah, great company culture.
I learned a lot about company, beautiful design, beautiful design,
great collaborations with you know, world renowned designers. So you know,
they just had a fantastic reputation that way, and it
was really true in terms of them walking the talk when.
Speaker 6 (08:44):
I when I was there with them. That's amazing.
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Speaker 8 (08:54):
You know, I think the companies that I worked for
up until that point gave me a lot of ladd
to uncover new value propositions and sort of create businesses
within the business. So that was really upon reflection that
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supported as I was an employee for all those years.
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Speaker 8 (12:52):
This business concept that I had created while I was
an executive at Continental just you know, really focused on
how you could create a branded experience in the work
environment was something that was pretty new and innovative at
the time, and I just grew to a place where
I didn't think that it could continue to grow be
successful in that environment, and that it really it needed
(13:16):
to be on its own. And my areas of focus
were really divided to when I was there, and I
really wanted to focus all of my time and energy
on that business, and so I made the difficult decision
to resign and.
Speaker 6 (13:29):
To take a big leap of faith and start something
on my own.
Speaker 8 (13:33):
And I was also very excited about the opportunity to
build a company from the ground up, you know, one
one step at a time, one person at a time
and build something with purpose that I felt really strongly
about and building a company culture that I.
Speaker 6 (13:49):
Was really proud of.
Speaker 4 (13:50):
Scared Rachel or more confident to take that leap or
was it both?
Speaker 6 (13:55):
You're scared?
Speaker 8 (13:56):
Yeah, you know, I I've told this story before, but
you know, when I was debating at the time of
whether to take the sleep, my biggest.
Speaker 6 (14:07):
Fear was that I was going to end up homeless.
I mean, that's sort of sure.
Speaker 8 (14:10):
Is the lowest, the lowest, you know, irrational, but it
feels very rational. I had three kids, I was single.
I you know, I just felt like, what's going to
happen if I do this and I fail? And I
went through a process with an advisor that was really
wonderful and said, you know, just basically ask me questions
(14:31):
around the fact of, you know, so if this does fail,
are you employable and sort of walked me through that
thinking where I realized that yes, I am still employable.
Speaker 6 (14:43):
I can get a job.
Speaker 8 (14:44):
And so you go from this feeling of if it fails,
I'll be homeless too. If it fails, maybe the worst
thing that would happen is I might have to sell
my home and move. And once I was able to
understand what the real risks were. I was able to say,
you know what, that risk is worth it, and I'm
willing to then, you know, take this chance and do this.
Speaker 6 (15:04):
What I did not want was to look back in.
Speaker 8 (15:06):
My life and have regrets for the things that I
didn't do and I didn't try.
Speaker 6 (15:10):
Yeah, I like that.
Speaker 4 (15:11):
We talk about inspiring. By the way, if I could
just you know, single, three kids and you still took
that leave, I mean, you need to write a.
Speaker 8 (15:20):
Book against my four O one K, I mean did
all the things and yeah, it was it was a
major challenge and it's been an incredible journey. And Tenfold
just celebrated ten years. So Tenfold's ten Oh.
Speaker 4 (15:33):
Wow, congratulations.
Speaker 12 (15:36):
Rachel.
Speaker 4 (15:36):
Rachel Friedman is with us this week's guest on Yes
Columbus and Experienced Columbus podcast. She is the CEO of
Tenfold and ten Space. Rachel, let's talk a little bit
about Tenfold and some of your clients, some of them
that come to mind with Columbus Crew, DHL, Huntington Bank,
among others.
Speaker 8 (15:54):
Yeah, So, our approach at Tenfold is to help build
brands from the ends, and what we mean by that
is leveraging their company culture, their secret sauce, their magic
as a source of competitive advantage to help them win.
So that really stems from a core belief and a
philosophy that we have that that is the most unique
(16:16):
and differentiated, ownable piece of a company is their company culture.
Speaker 6 (16:20):
No one else can replicate that.
Speaker 8 (16:22):
It's truly their own fingerprint, their own DNA, and that's
how that emotional connection forms between consumers or clients and
the brand. And so it's these pieces of the company
culture that transcend into the consumer the client experience so
much so that they're willing to give them loyalty for
it or pay premium for it. So that is a
(16:44):
core belief of ours and we built our capabilities around
that and some really unique methodologies about how we uncover
that secret sauce that people can feel but have a
hard time describing, and then we help them amplify it,
you know, either reinforce it and protect as they grow,
or maybe companies are on a journey of transformation, and
(17:04):
in any of those cases, how we move the needle
for them is we take that strategy and we bring.
Speaker 6 (17:09):
It to life through creative expression.
Speaker 8 (17:11):
And that primarily can be in the built environment in
the physical environment, where we're leveraging a company's investment in
their space to tell their story and create that emotional connection.
It can be through events and activations, so how you're
convening people, what you're doing when you're together, and how
you create that memorable experience for them. It can also
(17:33):
be in the digital channel through work that we do
to amplify through social media what's happening in the physical channel.
So our clients, because everyone has culture and everyone has
different channels of communication and touch points, we end up
having just an incredibly diverse set of clients public, private, large, small.
(17:54):
Our footprints national in terms of our clients everything from
law firms to manufacturing, to finance, banking, professional sports, media,
you name it, we've we've pretty much done it.
Speaker 7 (18:08):
Do they pitch?
Speaker 4 (18:09):
Are you at a point now because you just said,
what ten years? Is that right to congrats again?
Speaker 8 (18:15):
I think like less than I can't remember what the
percentages and companies actually survived ten years, so it.
Speaker 6 (18:21):
Pretty amazing accomplishment.
Speaker 1 (18:22):
Well, Well, just.
Speaker 4 (18:23):
Out of curiosity, how many at this point after ten
years are you getting more clients that are coming to
you than pitching them?
Speaker 8 (18:33):
We do get clients that come to us absolutely, And
we also have clients that we started out with, you know,
in the very early years that are that are still
with us. So you know, it's been a process. Like
our national growth primarily has been through two things. One,
our clients are growing nationally. So if we do let's
say the North American Spy Chain headquarters for DHL here
(18:54):
in westernvill in Columbus, as they're looking at their footprint
across the name across the world, they're saying, how do
we do what we did here and start to syndicate
that out to our other locations. So we growth with
our clients geographically, but then also we grow through referral.
So we have one client, Pritzker Private Capital in Chicago,
(19:15):
that met us because they acquired a business here called
plask Light where we had done work with them, and
now we're working with three of their family of businesses
across the country. So one that's headquartered in Chattanooga, Tennessee.
Didn't think we'd be doing work there, you know, one
that's in Kansas City, and Pritzker actually in Chicago.
Speaker 6 (19:34):
We did their headquarters there.
Speaker 8 (19:35):
So it's wonderful when you can build those relationships and
grow with these businesses over time, It's.
Speaker 5 (19:43):
Clear that you're a visionary. Tenfold is also among the
point one percent of women owned firms. That's amazing. What
has it been carving out this space in Columbus. But
then also at a national level, you.
Speaker 8 (19:57):
Know, I always say that that Columbus is I think
the best city to.
Speaker 6 (20:02):
Start a new business in.
Speaker 8 (20:03):
And obviously I don't have a lot of experience necessarily
in other cities, but what I do know about Columbus
is real and true. When people talk about the Columbus
Way and they talk about just how helpful and collaborative
this community is. I have definitely benefited from so many
people who have sat down with me and just said,
how can I help you? And so I'm really proud
(20:26):
to be from Columbus. I'm proud that I've built my
business here. I'm proud that I've raised my family here.
I served on the on the Columbus Chamber of Commerce
for six years. Columbus is special, and I often will
wonder if I could have been as successful doing this
and starting ten for in any other.
Speaker 6 (20:45):
City in the United States. Nationally, It's been a blast.
Speaker 8 (20:50):
We do a lot of work in New York City,
and you know whether that's you know, a standard we
place in our own minds, but you know, when you
when you you go to that market and you compete
in that market, which arguably would be the most competitive
market with thousands of design firms and resources there to win.
Work in New York City is so much fun, and
(21:12):
we have some amazing projects that are all based in
sort of the Hudson Yards area. Anyone's been to New
York City lately, just a lot of growth there, wonderful architecture,
big big time clients where we're able to really leverage
that space and create some really incredible experiences for them.
Speaker 4 (21:31):
That has to be an incredible ego confidence boost.
Speaker 8 (21:35):
Well right, yeah, And I also joke that like I
personified New York City. She's a woman, and I always
am like, I'm still trying to figure her out. Sometimes
she's really nice to me. Sometimes she just knocks me down.
And you know, every time I fly in and fly out,
I look down at the city and you know, it's
it's tough, and the song is true. If you can
(21:56):
make it there, you can make it anywhere. Yeah, but
it will humble you at every turn. It's it's really
interesting in that way. It's also and people did tell
me this too, that it's smaller than you think it is,
that it takes a lot of time to break in,
but also once you break in, you find there's a
lot of connectivity and everybody sort of knows everybody. So
(22:18):
that's been really interesting for us, and I think I
needed that in my own professional development, myself to continue
to challenge myself, you know, to take on new things
and be successful in new markets.
Speaker 4 (22:34):
Well, Rachel, let's talk about ten space. Along came ten
Space in the fall of twenty twenty one.
Speaker 6 (22:41):
That's insane.
Speaker 4 (22:42):
How did that come to be?
Speaker 6 (22:44):
Yeah, So I.
Speaker 8 (22:46):
Had been wondering about and had been curious about the
world of retail prior to twenty twenty one for quite
a while. It actually stemmed from conversations that I was having,
sort of sadly with a lot of women in Columbus
who at the time, let's say twenty nineteen, were losing
their jobs within retail and Columbus.
Speaker 6 (23:09):
And I think they sought me out.
Speaker 8 (23:10):
Because they saw, you know, a woman who had started
your own business, and a lot of these people were
evaluating what they really wanted for their next chapter, and
they wanted to be really intentional about it, so they were,
you know, like I was saying before, with the Columbus way,
they were just reaching out to a stranger. In many
cases were asking for a warm intro and then saying,
you know.
Speaker 6 (23:30):
Would you have coffee with me?
Speaker 8 (23:32):
Coming out of those conversations, I really started to ask myself, like,
what is going on with retail?
Speaker 6 (23:37):
Because I was.
Speaker 8 (23:41):
Sad to see this talent potentially leaving Columbus, feeling like, hey,
they had lost their executive role within retail and Columbus
and they really didn't see a lot of other opportunity
for them. So that's sort of what sparked my curiosity
about like sort of what's going on in retail? And
then I evaluated that against my own experience as a
consumer and just feeling like the retail shopping experience was
(24:04):
very uninspired.
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Speaker 8 (27:40):
And then fast forward COVID hit, which sort of accelerated
everything in retail right, so people that had been maybe
shopping online. Now everybody was shopping online, and then that
question about what should the retail experience be became even
more front and center and more contrasted, I think, and
(28:02):
again it just fueled my curiosity around if people are
going to get up and go out, let's say they're
not risking their lives with COVID to do that. If
they're going to get up and go out and not
shop online, what is it that they're looking for in
a retail experience. And where I came to and what
we arrived at, was that if you know, if Tenfold.
Speaker 6 (28:24):
Did retail, what would it be?
Speaker 8 (28:26):
It became tense Space and ten Space really is a
space that's focused on creating and emotionally connected and immersive experience,
a true multisensory experience that dives deep into brands and
really amplifies their culture, their purpose, their intention, what they
stand for, really allows consumers to get under the hood
(28:47):
and really know what this brand is about beyond their
products and services. And then we had this hypothesis or
theory about whether you know, if you could bring people
in create this really inspiring experience, like our taglines come
curiously inspired, if you could bring them in and inspire them,
(29:08):
they capture content while they were there and then share
that content.
Speaker 6 (29:12):
Out to social media. Yeah, and that's exactly what happens.
Speaker 8 (29:16):
So what we've really created, sort of the secret weapon
of ten space is that it is a brick and
mortar experience that creates a buyer or conversion, but as
importantly or more importantly, it really serves as a platform
for user generated content and organic social content, which is
incredibly valuable from an advertising perspective to these brands because
(29:40):
it creates this big digital imprint, digital activity, and tidal
wave across social channels.
Speaker 6 (29:48):
And it's authentic.
Speaker 8 (29:50):
It's not paid influencers, it's not paid digital advertising. And
so when you have let's say seven thousand people come
through and start posting to their social channel how amazing
this brand is or this experiences, people really listen because
they're connected to that person authentically. So it engages six
to seven times higher than influencer marketing or digital advertising.
Speaker 4 (30:13):
Wow that sound I'm sorry, Sarah. I was just going
to say, real quick, it sounds like an intimate and
attack me, butcher me if I get this wrong. But Rachel,
it sounds like an intimate pop up.
Speaker 8 (30:26):
Yeah, I used to like really have an issue with
the word pop up, right and only because what we
were doing was so much more than a pop up.
My experience with pop ups in New York or wherever
was just you know, was sort of like white fixtures
and you would come in and they would just it
would just be merchandise, like it was a pop up
(30:47):
moment where there was retail fixtures and they would display
the products. What we do is so curated, and it's
so layered, and it's so creative and it's so inspired.
We have just some amazing stories of people being emotionally moved,
you know, when they come to visit ten Space, which
(31:10):
creates this like priceless bond for the brand, and then
when they post about it, it's a priceless post. But
I've learned to embrace the word pop up because that's
it's what people understand and associate. The pop up part
of what ten Space is is that we rotate a
brand in the space about every three months.
Speaker 6 (31:30):
So that's that's sort of.
Speaker 8 (31:33):
The you know it's here now, you know, the fear
of missing out, don't you know, don't miss it, it's
moving on.
Speaker 6 (31:39):
That's the pop up part of it.
Speaker 8 (31:42):
But it's it's really an unique concept that doesn't exist
anywhere else. We've done our homework and it does not
exist anywhere else, which is.
Speaker 5 (31:50):
Really fun for them, but an amazing asset for Columbus.
I've had the opportunity I did Ali Pop Love Your Melon,
Little Words project Brownie Point, so you introduced us to
Brownie Points and we use them very frequently in some
of our Columbus activations. And truly you hit the nail
on the head. Absolutely amazing experiences, unique experiences, love all
(32:12):
the social moments and opportunities much beyond to pop up.
I completely agree. It's that immersive kind of experience.
Speaker 6 (32:20):
Is what's next?
Speaker 5 (32:21):
I mean, what can we look forward to that you're
working on right now?
Speaker 8 (32:25):
We're with respect to time space, where we always keep
that a secret, and what I can say is, you know,
it's it's completely unpredictable in terms of the category of
retail that we're going to feature. We've done everything from
cryptocurrency and NFTs in the space. We had a crypto show,
to apparel, to food and beverage to Michael Maloll right now,
(32:49):
which is a fragrance brand that's actually based here in Columbus.
Speaker 6 (32:51):
That most people don't even know.
Speaker 5 (32:53):
That, and how long will Michael Malull be here through
the holidays? Okay, that's great, So that show will wrap.
Speaker 6 (32:58):
At the end of December. Okay, yeah, so Health.
Speaker 8 (33:01):
And Beauty, you know, that was our first health and
beauty brands, our first sort of luxury brand, so we
were keeping it really fresh at ten Space.
Speaker 5 (33:10):
That's exciting, always a reason to check it out and
see what's new and what that new experience looks like.
Speaker 6 (33:16):
Absolutely.
Speaker 7 (33:18):
You know.
Speaker 4 (33:18):
I was going to ask too, Rachel, what are some
of the trends that you're seeing in retail?
Speaker 12 (33:24):
Yeah?
Speaker 8 (33:24):
Yeah, yeah, I mean I think, you know, a lot
of what we built ten Space on are trends that
we are seeing in retail.
Speaker 6 (33:30):
If you look at I was.
Speaker 8 (33:33):
I was reading an article the other day Prada recently
opened an experience in New York City, and I think
what I'm noticing is there's this continuum. A lot of
brands will say it is an experience. When I evaluated,
I'm like, uh, not really. You know, it's still kind
of just really beautifully merchandised product. But there are some
(33:54):
brands that are leaning more heavily into that, and I
think some of the trends that we're seeing, the things
that we've experienced and the things that we've tested at
ten space is that consumers really want the opportunity to
personalize their purchase, and you can have that through a
lot of configurable purchases online. We've gotten very accustomed to
(34:14):
that with our food fast casual restaurants, where you know,
think about Chipotle, it's like you want this, but you
don't want that, and you want double of this and
you want a quarter of that, and this is how
we live our lives. Or we were talking about Starbucks earlier, right,
Everyone's Starbucks drink can be completely customized. People are pulling
that into their shopping experiences. They want to be able
(34:36):
to customize an article of clothing. One of our most
successful activations at ten space was Love Your Melon, and
we gave people the opportunity and.
Speaker 6 (34:45):
It was an exclusive to.
Speaker 8 (34:47):
Create their beanie, pick, their palm pick, their patch, pick,
the knit. There's a gadjillion configurations, so your hat could
genuinely be unique and only yours, and I think that
we will continue to see that with consumerism.
Speaker 5 (35:05):
Can we talk a little bit about Michael mlal and
anything Special like kind of going on with the show
that would get people excited to come down and check
it out.
Speaker 8 (35:14):
Our current activation at ten Space with Michael Malaal is
just a beautiful and really wonderful experience that celebrates really
sort of the nuance and the narrative of fragrance. One
of the things that we fell in love with with
the Michael Malull brand is they leaned into narrative and
storytelling the same way that we do, and they sort
(35:35):
of had already in some ways crafted stories and narrative
around every single one of their fragrances. And so we
sort of approached the activation at ten Space with the
theme of scent as an author in our stories.
Speaker 6 (35:50):
And you think about.
Speaker 8 (35:52):
The science of how we process sent in our brains
that it is one of the that is the most
connected to memories and emotion.
Speaker 6 (36:04):
That you can smell something, let's.
Speaker 8 (36:06):
Say, even if it's just cut grass, and it will
immediately take you back to a memory.
Speaker 6 (36:11):
We have some people have said, yep, that takes me
right back to.
Speaker 8 (36:13):
Football practice when I was in high school, you know,
and so you know in the morning, when it's doing
and when it's all over you, and you know, scent
is really powerful in that way, and so what we're
able to express with the Molole activation is you know,
really celebrating the artistry behind how they have comprised their fragrances.
(36:33):
And we feature over forty fragrances in the space. We
have nineteen that are sort of in our gallery in
the center of the space, but through our scent concierge,
through our show guides, you can actually you know, test out,
you know, over forty different fragrances. And so as a result,
what's really cool is you And this is unique for
(36:55):
me because I had always grown up really like one
fragrance you just sort of fall into that habit or pattern.
But with Malol, I was shocked that there was like
at least five that I could really you know, wear
and love, and you know, we organized the fragrances into
fragrance families to help break it down for people, and
(37:19):
there are fragrance families whether it's floral or fresh, or
fruity or spice. And then we also had something really
fun that we tried out that's been really cool too,
is that we associated those fragrance families with archetypes. So
we connected the optimist with the fruit family or the
(37:39):
dreamer with the Fresh family, so that we have some
really cool self sort of survey reflection exercises that you
can do in the space to narrow it down. And
we've been really surprised and pleasantly surprised to see that
it actually works where people will be like, oh my gosh,
how did you know that? Know as an optimist that
(38:01):
I would lean into these fragrances. So that's been really
fun to also see with with the activation and just
as part of that experience.
Speaker 4 (38:12):
Yeah, that's amazing, Rachel. When it comes to the Columbus
retail scene, what what is it about Columbus that makes
this place so special?
Speaker 8 (38:20):
The city, well, you know, we have a reputation of
being the test market capital of the country.
Speaker 6 (38:27):
I don't know if that's good or bad. I guess
it's good. We're a vibrant.
Speaker 8 (38:31):
Community, we're a highly educated community. We have demographic wise,
you know.
Speaker 6 (38:37):
We're we're young.
Speaker 8 (38:39):
When you look at the proximity and the inclusion of
Ohio State University with with shopping in Columbus and Columbus
as a market. You know, when I'm pitching brands nationally,
a lot of the brands have never been to Columbus. Ever,
Ollipop as an example, none of their executive team or
(38:59):
any any that we worked with on that activation had
ever been to Columbus prior to our activation, and through
their engagement with US, actually moved their company retreat to
Columbus so that they could come for the opening and
also experience Columbus. And they absolutely loved it, absolutely loved it.
So a lot of it is education that you know,
(39:20):
we're the second largest city in the Midwest or the
fourteen largest city in the country, where the we have
the highest concentration of college age students in the region
in the country, and so I feel like I'm out
there representing Columbus more than I'm representing ten Space and
that's okay, Well, we appreciate, yeah, yeah you do, but
it and candidly, I mean it has opened, you know,
(39:42):
the eyes of highly influential people like David Lester and
Ben Goodwin from Ollipopper really connected across the country. Their
brand was a bicoastal brand, and the value prop for
them was, you know, if you're gonna grow and scale,
you need to see the Midwest, and what better place
to see the Midwest than Columbus. And they are now
(40:04):
huge advocates and fans and ambassadors of our city.
Speaker 5 (40:08):
Rachel, we want to shift gears a bit for our
next segment. It's called Columbus Classics. This podcast is all
about uncovering what's new, but we also love the tried
and true places and experiences. Can you tell us about
a Columbus Classic experience you love? It could be a
neighborhood or restaurant or anything that you love to do
in this city.
Speaker 8 (40:26):
You know, when we have brands that come to visit,
or we have clients that come to visit, we often
will put together some suggested experiences or an agenda. And
we still do send people to German Village. We send
them to the Book Lofts. I mean some of those
classic experiences, just walking the streets there and you know,
(40:47):
grabbing a coffee and just you know, experiencing not just
the stores and the shopping there, but the architecture and
everything else. I think it's just a really unique community
in Columbus and a classic and one that we're really
proud of love to spend time in.
Speaker 6 (41:01):
Absolue.
Speaker 4 (41:02):
I love. Yeah, I'm a sucker for the architecture absolutely.
I love that. You know, also before we go. One
of the other things we ask is what are you
saying yes to in Columbus. Could be this weekend, could
be for this season. So I'll have you Rachel and
then Sarah both answer, So why don't we start with
you first?
Speaker 6 (41:21):
Rachel.
Speaker 8 (41:22):
You know, it's funny because, like, because my weeks are
so busy, I really have to force myself to.
Speaker 6 (41:27):
Get out of the house on the weekends.
Speaker 8 (41:29):
But this summer, and I'm sure some of these plead
into the fall as well, I really tried to lean
into a lot of the farmers markets that were going
on in Columbus and sort of getting from my team
which were the best ones to go to. We have
our team members are really it's so funny. If you
looked at a map of Columbus, we sort of hit
every single area around and within two seventy but you know,
(41:54):
everything from the Westerville area to Worthington's Farmer's market and
then no, it's Bridge Park, and then you know it's
New Albany. And so that was really fun this summer
to spend some time leaning into those farmers farmers markets
you know, this season and throughout the year as well.
And I think you know, certainly part of it is
(42:14):
we're really heavily based in the Short North but really
loving what's been going on with a classic of gallery
hop to a reimagination of that, to hops on High
So hopefully listeners have heard about that, but if not,
you know, the Short North over the last year has
taken major steps towards shutting down automobile traffic on High
(42:40):
Street during specific times specific gallery hops. We've had three
or we're going to have three total this year. This
next one's coming up in December, and they're so fun.
They're just great family events. There's vendors in the street. Obviously,
all of the stores and restaurants are open as they
always would be on during gallery hot but it's it's
(43:02):
really curated. It's a special experience and a special vibe.
It's super diverse, super multi generational, and it features and
showcases a lot of small business in Columbus too, so
if you want to support local and small business and
artists and artisans, it's just such a wonderful it's just
(43:26):
a wonderful experience and it's super cool too to just
walk down High Street and be like, I've never stood
in the middle of.
Speaker 6 (43:31):
High Street.
Speaker 8 (43:33):
Completely shut down and I can literally just you know,
grab a cup of hot chocolate and walk down the
middle of the street with my dog and you know,
kids and whatever.
Speaker 6 (43:43):
It's amazing.
Speaker 5 (43:44):
And the holiday experience with the Lights Holiday Hop is
going to be amazing this year. I am also saying
yes to shop local, not only through all the amazing
events that we have through some of our neighborhoods Downtown,
Short North and others, but it experienced Columbus. We have
the opportunity to create a holiday gift guide and there
are so many amazing gifts from small businesses, minority owned businesses.
(44:06):
So really excited to you know, find something great for
everyone on my list through our gift guide and some
of our amazing partners here in Columbus.
Speaker 4 (44:15):
Well, look, this has been so much fun. Rachel, You're
so inspiring. I really appreciate your time because I can't
imagine how busy you must be. But Rachel Friedman, this
week's guest on Yes Columbus, CEO of Tenfold and ten Space,
thanks for your time.
Speaker 6 (44:29):
Thank you so much. It's great to see. Thank you.
Speaker 4 (44:31):
That's a wrap on this week's episode of Yes Columbus
and Experience Columbus Podcast. Tune in next week as we
take you on a tour of what's new, what's hot,
and what makes Columbus a city on the rise.
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