It turns out fears the Borders bookstore in Saratoga Springs would be a vacant hole in the city’s downtown were well founded — but only for 18 months.
The building at the corner of Broadway and Division Street is to become the new home of FingerPaint Marketing, an advertising agency now occupying space at 18 Divising Street. They’ll start a decade-long lease at the former bookseller in early 2013.
“It’s great from a recruiting standpoint because a lot of people that we’re hiring would love to work in this area and a lot of clients that we talk to around the country have heard of Saratoga and they think it’s a fun place to come and visit. It’s a great quality of life,” said Ed Mitzen, owner of FingerPaint Marketing.
The move will give the firm 30,000 square feet to play with, much more than it has now. The staff of 40 includes many disciplines, such as graphic artists, market strategizers and writers. Mitzen said by year’s end the staff would be around 50 with growth expected beyond that level.
The name FingerPaint comes from Mitzen wanting a name that fit with what his company is all about.
“I wanted a name that embodied creative expression and enthusiasm that we had as kids when coloring outside of the lines was acceptable,” said Mitzen.
Part of the lease dictates FingerPaint will possess a nearby parking lot. The company hopes to lend nonprofit organizations use of the lot on evenings and weekends for fundraising.
“Saratoga has great role models who have given a lot back to people in the area. We want to follow in their footsteps,” said Mitzen.
He added the display windows along Broadway could be used to help advertise local events. Mitzen said he and his staff are excited about the move.
“I think it’ll be great for the town. We’re hopefully going to have upwards of 100 people in that building that are all going to frequent restaurants and shopping downtown,” he said.
The real estate broker for the deal between FingerPaint and Myron Hunt, a developer from Buffalo, was negotiated by the Scott Varley Group of Realty USA.
“We’re very excited about this agreement and the impact it will have on Saratoga Springs,” said Varley in a statement. “This is a win for everyone: FingerPaint, Hunt and the City of Saratoga Springs.”
When Borders filed for bankruptcy, the Saratoga Springs store was one of several hundred stores targeted for closure. It liquidated its inventory and shut down in March of 2011 and has since sat empty. City officials said it is good to see that marquee space filled.
“For whatever reason when people would come to Saratoga Springs they felt that our downtown was empty because of this one large space that was left empty so it’s fantastic to see that space will be filled on our Broadway,” said Michele Madigan, the city’s finance commissioner.
FingerPaint works in television, print, radio and Internet advertising with much of their work focused in the financial, higher education and entertainment sectors. There is also a FingerPaint Marketing office near Philadelphia.
