Ricardo Baca, founder of the public relations firm Grasslands, has leased his building located at 100 N. Santa Fe Drive in Denver to coworking company Switchyards. This move comes after Baca’s local staff numbers decreased due to layoffs and the hiring of out-of-state employees. The 5,000-square-foot building will serve as a new workplace for both Baca and his remaining four local employees.
Switchyards, which has established a presence in other neighborhoods, aims to create a vibrant coworking environment. Baca expressed enthusiasm for the company’s approach, stating, “We really love what they’ve done in LoHi and Five Points, the whole strategy of surrounding Denver with these beautiful workclubs.”
Founded in 2019, Switchyards now operates in 10 cities, with 7,000 members across 30 locations. They opened their first Denver site in April at 3222 Tejon St. and recently launched another at 3030 Downing St.. Membership at Switchyards costs $100 a month, which provides access to amenities such as 24/7 workspace, internet, and bookable private rooms.
Baca plans to vacate the building in about a month, shifting focus to managing his role as a landlord while continuing to operate Grasslands. “It’s always been the plan… we no longer need the 5,000 square feet to do what we do,” he noted. The decision to lease the property aligns with the company’s evolving needs as it adapts to the changing landscape of work.
The purchase of the building in late 2019 for $1.2 million was made without foresight of the pandemic’s impact. The ensuing years, marked by a significant shift in work culture and employee resignations, led Baca to hire talent from outside Colorado.
This year has presented challenges for Grasslands. The firm lost three clients in April, coinciding with what former President Donald Trump termed “Liberation Day,” due to concerns over tariff impacts. As a result, Baca laid off about one-third of his staff. Currently, Grasslands employs nine individuals, four of whom work remotely.
Despite facing adversity, Baca remains optimistic about the role of marketing in difficult economic times. He cites historical examples, such as Kellogg’s continued advertising during the Great Depression, which allowed the company to surpass its competitor, Post cereals.
Grasslands continues to serve a diverse clientele, including brands such as Illegal Pete’s, edible-maker Flower Union, and Naropa University in Boulder. The agency also represents various law and accounting firms, alongside companies in the cannabis and psychedelics sectors.
In preparation for the upcoming MJBizCon in December, a major event in the marijuana industry, Baca has organized gatherings at a restaurant and a nightclub to ensure continued engagement and visibility for his firm. “Every challenge is an opportunity to grow yourself,” he remarked.
Baca had been contemplating leasing the Grasslands building for about a year before Switchyards submitted a letter of intent just six days after he began marketing the space. John Livaditis of Axio Commercial represented Baca in the deal, while Switchyards was represented by Kevin Selig of Foundry Commercial and Tanner Mason of Benchmark Commercial.
This transition marks a significant step in Baca’s strategy to streamline operations and focus on the future of Grasslands amidst an evolving business landscape.
