OUT —MOVING TO NEW OFFICES —because it matters where your offices are located

Publisher’s Note: 

Because it matters where your offices are located

A huge helping of sarcasm here. And in so many flavors! 

The building the OUTFRONT folks are leaving was the one I started in for my first OOH job back in 1979. It was one of the most wonderful offices I worked from, both physically and people-centric. As far as I recall, and my recall has always been one of my weakest attributes, the old Century Avenue offices were built, furnished, then remodeled by Walker Outdoor, then Naegle Outdoor, then a brief stint as Eller Outdoor, then Gannett Outdoor, finally OUTFRONT, and now the ‘old billboard’ offices are retiring to a new and modern venue, a place called the Factory Yards. Humph, the new place sounds manufactured to me.

Returning to sarcasm: ‘MOVING TO NEW OFFICES’ — because it matters where your offices are located …NOT! 

Back in the day, it was a requirement to bring clients/prospects or otherwise into the offices to give them a ‘tour’ and show them what was then called the ‘back shop’.

‘The tour’ began with a step by step run down of the ingredients to how the paste (to ‘post the paper ads to the billboard) was made, 〈it was made from potatoes actually (one of the men would taste for shock purposes) (It had nothing to do with today’s being green or environmentally friendly— P-l-e-a-s-e Child)〉, next, to how the posters were collated and put in plastic tubs or plastic bags for you youngsters, after the paste was lathered in. We continued with how we concocted a crystallized salt solution, and later it was a red ‘antifreeze’ in the paste when it was below 32 degrees, which it was for about 11 months of the year in Grand Rapids, formerly ‘Furniture Town’, now ‘Soap City’, Michigan.

Then we moved them (the clients’ tour! Virginia, please keep up) onto the paint studio, which smelled of oil and paint thinner, to show off our specialized and talented pictorial artists. They were painting someone’s face, or the most difficult of challenges: ice and/or cottage cheese. Thank God those items rarely appeared on a billboard.

Closing the tour, we handed them a visor or a hat with ‘gold scrambled eggs’ on the brim, or a t-shirt, all of which said, “I love billboards,” and sent them on their merry way. But I regress to say, I will miss the old office where I first learned the billboard business. 

Back then, we had a reason to have cool offices and to bring clients in to visit. But now…? Why does a cool office matter? Who cares about the office itself and where it is located? Riddle me that, Batman. 

On to why we are even here⇒

OUTFRONT to Break Ground on New Grand Rapids Office
As Media Company Set to be First Tenant at Factory Yards

 Moving to Heritage Development Partners’ 565 Godfrey, One of Michigan’s Most Unique Projects

  GRAND RAPIDS, MI and NEW YORK, NY – April 1, 2026 – OUTFRONT Media, one of the largest and most-trusted IRL media companies in the U.S., is moving its Grand Rapids office for the first time in six decades. It announced today that it will break ground this month at its new, iconic address – 565 Godfrey –  as the first tenant in the unique Factory Yards (FY) development, located steps from downtown Grand Rapids’ most exciting new projects, placing the team at the center of a fast-growing corridor of business, culture, and community.

For this historic move, OUTFRONT is working with Scott Magaluk and Ben Smith, managing partners at Heritage Development Partners, a Birmingham, Michigan based real estate development and investment firm with a particular focus on projects that require creativity, persistence, and long-term commitment. This represents OUTFRONT’s first build-to-suit project. The 22,200-square-foot space will allow the company to keep its front office and operations together in a premium location in the heart of the city.

OUTFRONT’s roots in Grand Rapids date back to 1885 via predecessor companies, and it has been located at its current space, just south of downtown, since the 1960s. This move brings the OUTFRONT team closer to the businesses, people, and attractions that make up the local community.

In fact, downtown Grand Rapids is in the midst of a large-scale transformation, with several other major projects under development in proximity to OUTFRONT’s new office.

The second-largest city in Michigan, which has ranked as the No. 2 best place to live in the state, Grand Rapids is also home to hundreds of OUTFRONT billboards, static and digital, that connect brands and consumers IRL (in real life). The market also aligns with some of the fast-growing and highest-spending IRL media categories, including financial services, healthcare, and colleges & universities.

“Our company and its predecessors have been intertwined with Grand Rapids, its community and businesses, for more than a century, so we are proud to be the first tenant of the Factory Yards, and a part of this major downtown transformation,” said Brad Eldridge, Vice President Grand Rapids, OUTFRONT. “When we realized our current space could no longer support our growing team in one place, we knew that our next location would have to be downtown – closer to the clients and communities we serve. Ben and Scott at Heritage immediately understood our needs, and it has been a pleasure working with them to make this a reality.”

“We are thrilled to welcome OUTFRONT Media to Factory Yards.  This development will bring a diverse mix of uses and tenants to the Godfrey Avenue corridor.  We look forward to continuing to blend new development while maintaining a deep respect for the history, culture, and character of the neighborhood,” said Smith of Heritage.

“This important project represents a meaningful step forward for Factory Yards and the Roosevelt Park neighborhood,” added Magaluk. “This headquarters brings high-quality jobs, long-term tenancy, and strong momentum to the broader development. It’s exactly the type of partnership we envisioned when we set out to create a vibrant, mixed-use destination that blends historic character with modern economic activity.”

The project, designed by Norton Shores based Concept Design Studio, will be constructed by Visser Brothers, Inc., a local Grand Rapids firm with a history in the city dating back to 1960.  Genisys Credit Union is providing construction financing.

History and Transformation of Factory Yards and 565 Godfrey

 Over the decades, 565 Godfrey has been a place where things were made. Furniture for homes and businesses. Parachutes for WW2. Springs and wires that keep America moving. History was made here, too. This was one of the first factories to hire women, not just in Grand Rapids but anywhere. That’s the reason it was named Factory Yards. To honor that past. And build on it. The FY team has worked tirelessly to preserve everything from historic facades and building elements, down to the smallest (and sometimes forgotten) details within the building. It has carefully studied the history of the buildings and incorporated what used to be into what will be.

The most distinctive project of its kind in Grand Rapids, Michigan, Factory Yards will become a place to live and a hub for entertainment, retail, culture, and culinary exploration – all coming together in the name of community and local economic growth. Thoughtfully designed across 15+ acres, Factory Yards is a mixed-use destination including residences, commercial space, unique restaurants, performance space, art installations, and community gathering areas. Abundant outdoor amenity space, connectivity, and pervasive creativity make this a unique community for all.

 About OUTFRONT Media

OUTFRONT is one of the largest and most trusted out-of-home media companies in the U.S., helping brands connect with audiences in the moments and environments that matter most. As OUTFRONT evolves, it’s defining a new era of in-real-life (IRL) marketing, turning public spaces into platforms for creativity, connection, and cultural relevance. With a nationwide footprint across billboards, digital displays, transit systems, and other out-of-home formats, OUTFRONT turns creative into powerful real-world experiences. OUTFRONT STUDIOS and XLabs deliver standout storytelling, supported by advanced technology and data tools that drive measurable impact.

 

For the Love of OOH, Please Subscribe!!