Cool Offices: SeQuel Response puts family features in new HQ

Fast-growing direct marketing firm SeQuel Response opened its new Eden Prairie headquarters this year.

Before the expansion, the firm had 20 employees but only room for seven cubicles, co-founder and Chief Operating Officer Jay Carroll said.

“We had several people working from home remotely because we just didn’t have space for them,”he said.

Founded in 2010, the company's revenue has grown from $1.9 million to $27 million in 2015, landing it on the Business Journal’s annual Fast 50 and Top Ad Agencies lists.

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The new Eden Prairie space checked off all the boxes on his staff’s wishlist, Carroll. The company tripled its square footage, and Carroll said his team of about 25 employees may grow over 30 by the end of the year.

The office reused cubicles from the previous tenant, government defense contractor Alliant Techsystems. The roughly six-foot high cubicles house height-adjustable desks, as well as built-in storage and whiteboards, Carroll said.

The office has two conference rooms, the larger of which features an 18-foot Cambria table with Minnesota-made quartz, Carroll said. A 70-inch MondoPad comes in handy for video conferences and touch-screen annotating.

The building also includes a gym, cafeteria, heated underground parking and a deck.

SeQuel employees needed a way to take a break from the fast-paced, deadline-driven nature of the business, Carroll said. Rather than the typical ping-pong or pool table, Carroll and his staff decided on something calmer: a 25-foot putting green.

“They can just go put on the green for five to 15 minutes, sometimes they have quick competitions with teammates. It’s just a quick distraction ... a release, place to unwind, have fun, laugh and go back to the grind,” Carroll said.

The putting green is part of what SeQuel staff call the family room.

“I know it sounds corny but we really do think of ourselves as a family,” Carroll said. “There’s a fair amount of love for each other on this team and we believe it’s one of the greatest reasons for the success that we’ve had."

Hardwood floors, a homey color scheme and portraits of each employee complete the feel of a real living room, which also includes a kitchen.

“It’s almost like they closed their eyes and went into their family room at home and they can kick back on a leather couch, put their feet up, watch ESPN, have a cold soda and just unwind,” Carroll said.

SeQuel Response

  • Business: Direct marketing agency
  • Employees in the office: About 25
  • Address: 7480 Flying Cloud Drive, Eden Prairie
  • Building: Eden View Office Center
  • Office opened: February 2016
  • Size: 13,000 square feet
  • Floor: 1
  • Designer/Architect: Tami Dieringer, Nelson
  • General contractor: Anderson Commercial Construction