Office Space News
Regus Partners with Georgian Club for Discounted Office Space
Published April 12th, 2010 by Jennifer LeClaire
The Regus Group is partnering with The Georgian Club to offer its members discounts on office space and virtual offices. In exchange, Regus clients will get discounts at the Georgian Club.
Regus’ latest strategic alliance is a departure from the typical airline, credit card company and service partnerships it most often strikes. The Georgian Club, located on the 17th floor of Tower 100 in the Galleria, is a private business and social club in Atlanta. The club bills itself as the perfect place for conducting business, hosting special events, relaxing with friends and enjoying fine cuisine.
Regus is giving Georgian Club members a free Regus businessworld Gold membership. The membership offers access to more than 1,000 Internet-equipped business lounges in 450 cities around the world. Georgian Club members also get discounted rates on Regus private day offices and meeting rooms, fully furnished offices and virtual offices packages.
“We have 23 Atlanta-area centers for The Georgian Club members to take advantage of — from Midtown to Alpharetta and everything in between including 260 Peachtree, Buckhead Piedmont and The Pinnacle Building,” says Michael Haas, senior director of Partnerships for Regus.
Regus clients interested in becoming members of The Georgian Club receive “significant” discounts on the initiation or membership fee as well as food and beverage credits to be used at the Club. Details of the actual percentages were not disclosed.
I thought this was an interesting alliance. First of all, it’s regional – extremely regional. It’s limited to members of one small club in one city. I don’t know how many members The Georgian Club has, but with eight private meeting rooms and one dining room, I’m guessing it’s an overall small number compared to the potential audience in other deals Regus has inked with airlines and magazines.
Still, this is a highly qualified audience. The Georgian Club offers business types the chance to meet and mingle with Atlanta’s business and community leaders. Social and business events are planned throughout the year. This is the sweet spot of Regus’ audience in Atlanta and I could see how it could lead to foot traffic at its business centers.
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Bill Brookshire April 12th, 2010 at 8:31 am
Interesting deal. I can see how this might be potentially more potent than a larger deal with a big magazine or airline. With a club like this, you have the added benefit of word of mouth among executives who may be mentoring entrepreneurs in need of office space. The members can also spread the word to non-members of the club and even if they don’t get discounts on the office space it still could raise awareness of the brand in Atlanta.
Elizabeth Sanchez April 12th, 2010 at 9:42 am
In this instance, it looks like Regus is going for a highly qualified, smaller audience rather than a volume of consumers who might not really be office space candidates. But it sounds like a good fit for both parties. I wonder if Regus will target other clubs in other cities, like New York or Miami, for its discounted office space deals.