Print supply company expands in new home
by Joe Shreve
Nov 01, 2012 | 1566 views | 0 0 comments | 5 5 recommendations | email to a friend | print
Business With Pleasure owner Macelo Siero speaks about the venture's expansion during ribbon-cutting activities Tuesday, Oct. 30 at 1 Victor Square. The new location has twice the space and an adjoining parking lot.
Business With Pleasure owner Macelo Siero speaks about the venture's expansion during ribbon-cutting activities Tuesday, Oct. 30 at 1 Victor Square. The new location has twice the space and an adjoining parking lot.
slideshow
Workers fix up the storefront of Business With Pleasure's new location in north Scotts Valley.
Workers fix up the storefront of Business With Pleasure's new location in north Scotts Valley.
slideshow
In 20 years in business, Business With Pleasure has led a nomadic existence, moving from Ben Lomond to Felton in the early 2000s and to Scotts Valley’s Kings Village shopping center in 2006 — and getting larger with each incarnation.

Now, owner Marcelo Siero has moved the office supply and print business into its largest digs yet, in a building formerly occupied by Zero Motorcycles at 1 Victor Square.

At 10,380 square feet, Siero said, the property is more than twice the size of the Business With Pleasure’s previous location.

He described the Kings Village location as a suit that no longer fit. When the lease expired, Siero decided it was time to expand elsewhere.

“We were kind of in a corner,” he said. “My goal with this business is to grow it, not shrink it.”

With twice the space and two stories, Siero said he planned to continue the store’s successful printing, office supply and stationery retail area downstairs.

He views the large upstairs space as something of a blank canvas that might be used to help local artists and entrepreneurs alike.

“I’m trying to transition to a business center with an eye to the future,” Siero said. “What I hope to do is incubate some businesses.”

Among Siero’s plans is an expansion of Business With Pleasure’s giclée printing. He also plans to use the Artists.com Web domain to help local artists gain more widespread recognition through an online catalog of low-cost, high-quality prints of their works.

“We’re a print company, but we’re bridging things relative to the Internet,” he said. “It’s an art and business center — this is just laying the foundation.”

Siero said he also envisioned a meeting space in the upstairs area where aspiring entrepreneurs could plan and launch their businesses.

Calling Scotts Valley a “spawning area” for enterprise, Siero said that suppressed facilities costs when the economy is slow can give rise to innovative businesses that might be seen as too risky or cost prohibitive at other times.

“In a recession, a lot of businesses get started,” he said. “People with ideas are able to afford to try new things.”

In his own case, lower property values enabled him to close escrow in May on the new building.

“That location was empty for about a year and a half,” Siero said. “It’s a much better price than it would’ve been five years ago.”

Once all the paperwork was finished, he said, the building underwent a “major facelift,” including new carpets, double-pane windows, an awning and a fresh coat of paint. The move took only three days in September.

“We wanted a building that stood out and looked good,” Siero said.

He acknowledged that his new location was less visible from Scotts Valley’s major thoroughfares than the previous spot near Walgreens, but he said the extra room and 35-space parking lot more than made up for that.

“It’s a tradeoff,” Siero said. “We’ll have to do more advertising.”

Siero said his plan was to cultivate his customer base by continuing to offer good services and merchandise at reasonable costs.

“What we want is a one-stop shop for businesses,” Siero said. “It’s a higher end of service, and we’re lower priced than our competition in Santa Cruz.”

A grand-opening event from 10 a.m. to 3 p.m. Nov. 10 will feature food, live music, gifts and prizes at 1 Victor Square. The store is open from 9 a.m. to 6 p.m. during the week and from 9 a.m. to 5 p.m. Saturday.

For information: www.businesswithpleasure.com, or 430-9711.

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