A Milestone, a Renovation and a Look Back

Earlier this year, I celebrated my 20th anniversary as the CEO and president of Jax Federal Credit Union; a few short weeks later, we unveiled a newly redesigned lobby at our main branch, the culmination of almost a year of work. Both occasions inspired me to reflect on all that has changed since I first arrived in Jacksonville, Fla., in 1997 – not just in our five-county membership area, but also within the credit union industry.

Checking accounts were a novel idea when I took my first credit union job 40 years ago; I never could have predicted that we'd one day offer mobile banking services so our members could manage their accounts any time, anywhere. Technology has presented our industry with new and exciting ways to meet our members' needs. However, we know they still expect personalized service when they visit our branches. The lobby redesign was our way of aligning online convenience with in-person service.

Here are a few lessons we learned along the way:

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Think of how you want your members to describe your space.

When you think of your credit union's main branch, what words come to mind? We wanted our members to think of our flagship lobby as a convenient, safe and welcoming place to do business. Those attributes guided our design process.

In keeping with modern design trends, we opened up the floor plan and removed the outdated queue to make it easier for our members to get in and out quickly. So far, the reception of this new design has been overwhelmingly positive; members enjoy the efficiency of the new layout and our tellers are able to assist members faster.

Safety is always a priority for credit unions. We installed teller cash recycler machines, which allow the lobby to operate without cash drawers. It's a small detail that makes a big difference for the security of our members and team.

It's easy to point to design features and correlate them with convenience and safety; maintaining a welcoming atmosphere requires a combination of aesthetics and attitude. We chose to express our commitment to making every member and guest feel welcome by creating a complimentary coffee bar and keeping a beloved part of the old lobby: A three-panel mural of a nearby park, which was painted by Kate Garcia Rouh, a local artist.

Maximize your resources.

One of the things I love most about the credit union industry is its commitment to financial wellness. We advise our members about the importance of saving, budgeting and planning for a big expense. When the time came to invest in our lobby upgrade, we followed our own advice.

We knew our lobby and exterior were overdue for a facelift. Since Jax FCU owns its main branch building, we did not need to approve plans with a third-party landlord; instead, we assigned a committee to develop the design and budget for the project.

It is amazing what will happen when you give a team the trust and autonomy to bring a vision to life. Our redesign committee presented a fiscally conservative plan that leveraged our existing assets, which reduced our out-of-pocket costs.

Throughout the year-long renovation, we sought creative ways to stretch our budget. Our credit union's internal facilities team fabricated and installed many of the components, including the check-writing station and new teller stations – resulting in savings of more than $20,000. Our teller recyclers were used, which reduced their cost by more than $50,000. We saved an additional $10,000 by replacing the ceiling tiles ourselves. We also saved on artwork by keeping the aforementioned mural as the key focal point of the lobby.

Of course, we couldn't do everything on our own; we had a network of professional support, from the electricians who connected our new alarm system to the government inspectors who made sure our updates were not just structurally sound, but also compliant with accessibility requirements.

When the time comes to start planning your renovation, carefully consider what resources you can maximize to deliver the best value for your members.

Make your credit union an extension of the community.

During my time as CEO, I've had a front-row seat for an exciting period of growth and development in Jacksonville's Brooklyn neighborhood. The neighborhood today looks completely different than it did in 1997. Commercial and residential growth has transformed this once-quiet neighborhood into a bustling corridor of commerce and activity.

In the age of mobile banking, our curb appeal is more important than ever. We could have invested solely in our lobby; however, we know our signage, parking lot and exterior landscaping are a direct reflection of our value proposition to the community at large. A welcoming exterior can make the difference when a current or prospective member is thinking about where to turn when it's time to get a mortgage, buy a car or plan for retirement. As Brooklyn's image continues to evolve – both literally and metaphorically – Jax FCU's image must also keep pace.

Another way we're strengthening the credit union's connection to the community is by leasing commercial space in our building. By consolidating our administrative offices, we were able to put 5,200 square feet of our building on the market. We look forward to welcoming a new neighbor and supporting the development of good, quality jobs in Brooklyn.

Looking Back

The lessons I learned at my first credit union job still ring true today: Put your members first, hire and empower the right team and deliver innovative ways to help members meet their financial needs. My 20 years at Jax FCU have only strengthened my belief that if you do those things, success will follow.

When we set out to redesign our lobby, I didn't realize its grand re-opening would follow so closely after my anniversary as the CEO and president of Jax FCU. Now, the timing seems almost too good to be true. What better way to celebrate two wonderful decades than giving back to our members?