LAKELAND, Fla.-The construction of the state's first "net zero energy building" is more than just an environmental accomplishment - it's also the rallying point for a total re-branding effort on the part of one credit union.
Community First CU is building a radical new "green" branch that will generate more solar power than it will use over the course of a year, harvest rainwater for re-use and utilize low-flow fixtures that should use 80% less potable water than a conventional design.
"Every financial institution is the same, most people don't switch unless they have a bad experience," CEO John Santarpia said when asked why the CU decided to build the new eco-friendly branch. "So we wanted to be different. Is it a marketing effort? Sure it is; it is to separate ourselves from other financial institutions, but we want to take it one step further and use it to simplify banking."
The 4,151 square foot facility, which wraps around a long-standing Bruster's Ice Cream Shoppe franchise that the CU bought during the land deal and then sold at a profit, is the epitome of Community First's new "Simplify banking, magnify life" mantra. It will also serve as the flagship of the $100 million institution, which plans to change its name to Magnify CU in the very near future.
Santarpia noted the new branch will cost about 30% more than a conventional building, but he believes the investment will pay off in the long run by cutting operational costs and attracting more members. If conditions are good over the course of the year, the extensive solar panel system on the branch's roof could actually more than pay for itself.
"We are going to generate more power than we are going to use from day one," Santarpia said. "Any excess is going to go back to the power company" and the CU receives credits if it should ever need additional power on a cloudy day.
The new branch will play host to a number of community events in its common area - everything from free piano lessons to "date nights" to financial education seminars are possibilities.
Santarpia sees those community events combined with the credit union's new green image as a way to entice young families and Generation Y.
"It's a gamble, but I think it's a good gamble," he said. "This is a direct investment to our members, and with them. But the end result is that our members will benefit, and the community will see that we are doing something for the environment and for them."
The new facility is just part of the credit union's makeover, Santarpia pointed out. Community First is moving to make its offices completely paperless - going so far as to give new members their disclosure documents on flash drives. Employees are being cross-trained to handle every type of transaction and service so they can work in the new branch's wide-open interior.
The building will not have a traditional lobby, counter, teller lines or office space noted Tim Hoeft, an architect with Straughn Trout. Instead, a cash dispenser system on islands in the building linked to staff laptops will be the transactional focal points. The design allows for more use of natural daylight and its unique nature that eschews specialization and requires across-the-board training for all staffers lets the credit union operate with fewer employees.
"Both the building and the business are more sustainable," Hoeft said. "It really goes together well. It's been on the extreme end of being green and cutting edge; we hope it is a stepping stone for other projects to come."
Buzz over the 59-year-old institution's new branch is reaching a fever pitch as a local cable channel is producing a multi-part documentary on the facility and Community First is churning out commercials touting its new culture.
"We're really excited, it's just energizing everyone. Morale has never been better," Santarpia said.
