Overview
In the past decade, Northeast has built a name for itself as an artists’ haven. But according to some local business owners and developers, the area also might be luring another group of entrepreneurs: small-to medium-sized technology and web-related companies.

What’s attracting them? Most put affordability first, followed by amenities such as coffee shops, restaurants, free parking, and ... its proximity to downtown Minneapolis.

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Bicycle Theory
Ben McCoy said he and co-founder Jeremy Burgeson started Bicycle Theory, a print and web development agency, "at the height of the Internet bubble, when we were young and arrogant." The company, now in its eighth year, is housed in the Northrup King building and has five full-time employees.

"Our client base is all across North America, including Canada," McCoy said. "We’ve been very fortunate to grow by word of mouth. We started working for really small companies and have been involved with non-profit or community-based companies. We prefer to start small [with projects] and focus on a client’s needs. We also want to be an active participant in the community."

Bicycle Theory’s biggest client is LifeTime Fitness, a company where both McCoy and Burgeson used to work. Other clients include Structural Graphics in Essex, Connecticut. Bicycle Theory won two international creative awards for its work with this client, including one for a magazine insert and one for a brochure. They also won two international creative awards for the Borton Overseas (travel agency) website in 2007.

They typically have long-term relationships with their clients, he added; clients for whom Bicycle Theory built a website and who use the company’s proprietary content management system, VenYou, pay a monthly hosting fee. Others might set up a "retainer" relationship, or contract for work on a per-project basis.

"On average, we each work 60 hours a week and we all spend a lot of time on the Internet," McCoy said. "A lot of clients ask for things and we stay current. We don’t specialize in any kind of industry; good ideas are not limited to one industry or client. The web and interactive web sites are our bread and butter. We also do print and identity work [such as designing logos]."

McCoy said they chose the company name "out of thin air," but have all been getting more bike-oriented. "We all ride our bikes to work, and we’re very environmentally conscious." Bicycle Theory sponsors two Altered Esthetics (a Northeast art gallery and workshop in the Q.arma Building on Quincy Street) initiatives, the Northeast District Bike Map and Bike Art 2 Group Show. They also sponsor the St. Paul Classic Bike Tour and the Solstice Film Festival, held in the Twin Cities. The company belongs to NEMAA, Northeast Minneapolis Artists Association, and has volunteered its time and services to Minneapolis Mayor R.T. Rybak’s Mayor’s Great City Design Team.

When they were looking for office space, McCoy said, they immediately liked Northrup King. "People were riding scooters down the hall. This building is great. You can get on a bike and ride around, after you’ve spent too much time on the computer. Northeast is such a great arts community. This area has a lot of history and character."

Bicycle Theory’s website is www.bicycletheory.com; the phone number is 612-229-7421. They are in Suite 400 at Northrup King, 1500 Jackson St. NE.

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