Jessica Aveyard’s journey from minor league mascot and Disney character performer to Membership and Operations Manager at Sparq in downtown Winston-Salem, NC is anything but conventional.
These unique experiences have shaped her approach to creating a vibrant, community-driven coworking space. At Sparq, Aveyard uses her background in entertainment and management to foster a welcoming, productive environment where members feel like they belong.
Aveyard’s background in baseball entertainment and as a Disney character performer taught her the importance of ambiance and community — while helping to build a dynamic shared workplace. “My favorite thing is creating an ambiance,” she said. “From the music to the furniture to the way I introduce people, I want to craft an environment so that when someone comes in here, they feel comfortable and welcome.” Her goal is to make members excited to come to work, creating a space that feels more like a cohort than just an office.
Sparq has formed strategic partnerships to enhance the coworking experience. One such partnership is with Hustle, an organization that supports minority entrepreneurs. Hustle hosts Womenpreneur Wednesday on the second and fourth Wednesdays of each month at Sparq. “They provide food, and their staff is here to offer resources,” Aveyard explained. Hustle’s in-residence program offers 15 memberships to community members, giving them access to Sparq’s benefits and Hustle’s resources.
Aveyard describes this program as a significant step in the evolution of entrepreneurship. Participants can graduate from the three-month program and receive a discounted rate as Sparq members. This initiative fosters a supportive community for entrepreneurs to grow and succeed.
Sparq’s collaboration with the local chamber, Greater Winston-Salem, Inc., also plays a crucial role in driving traffic to the space. “They host events here, such as ribbon cuttings for new businesses and networking events,” Aveyard told us. These events bring a diverse range of people into Sparq, including businesses that might not have otherwise discovered the coworking space. The chamber’s events create opportunities for members to connect with the broader business community in Winston-Salem.
Imagine walking down your local downtown street during the workday to find it buzzing with entrepreneurs, startups, and small businesses — all thriving in a space that screams innovation and collaboration.
Sparq is located in the center of Winston Salem’s Innovation Quarter, which is itself a testament to the power of collaboration and community. Its roots lie within a public-private partnership formed by city, county, and state governments, local businesses, developers, and community members. This fast growing innovation district is anchored by Wake Forest University School of Medicine. Together, these partners and stakeholders share a passion for encouraging greater collaboration, connectivity, and the congregation of people and ideas.
This unique partnership has shaped the Innovation Quarter into a vibrant hub for life sciences and regenerative medicine. Sparq benefits from and contributes to the Innovation Quarter’s mission of fostering innovation and community engagement.
Another unique aspect of Sparq is its location's history. Primarily made up of historic buildings that once served as J.R. Reynolds Tobacco Company manufacturing processing plants, it has been redeveloped into activated, mixed-use developments. This connection to the past adds a distinct character to the coworking space.
Aveyard emphasized the importance of creating a professional yet welcoming atmosphere. “We kept a lot of the features within Sparq, for example, from its original use as a giant turbine hall to power surrounding manufacturing facilities,” she said. “People will come in and say, ‘I used to work here.’ It’s nostalgic and exciting to see what it has transformed into.”
Sparq is designed to encourage “intentional collisions,” a concept where serendipitous interactions lead to valuable connections and opportunities. And the Innovation Quarter frequently hosts events that bring together diverse groups of people.
Aveyard shared an example: “The Innovation Quarter offers a number of complimentary programs and events for the district and community-at-large. Events like free ice cream in Bailey Park bring together a wide range of professionals like medical researchers, PA students, entrepreneurs, and even architects. These people would never cross paths until you put them in a park with free ice cream.”
These intentional placemaking efforts are crucial in building a strong community at Sparq. Members benefit from organic interactions that lead to collaborations and support.
Sparq offers a range of amenities to enhance the coworking experience. Aveyard noted that phone booths are particularly popular. “If they could wait and knock on the door for the next person to come out, they would,” she joked. The space also provides office mainstays like printers and laminators, as well as local beer on tap and coffee.
“Our beer and coffee are sourced from businesses right downstairs in the building,” Aveyard shared. This not only supports local businesses but also introduces members to other offerings in the Innovation Quarter. “We want them to fall in love with these local products and support the businesses right outside our doors.”
Sparq is constantly evolving to meet the needs of its members. Aveyard hinted at plans for an additional resource room designed to support professional growth. While details are still under wraps, she teased, “We are hoping to turn a former office space into a multi-purpose resource space that our members can use to grow their businesses in a more professional way. It will be a unique resource not currently offered in the local community.”
This new addition is driven by feedback from mentors and members who have identified a gap in the resources available to entrepreneurs. Aveyard is excited about the potential impact of this new space on the entrepreneurial ecosystem in Winston-Salem.
Managing a historic building comes with its own set of challenges. Aveyard highlighted the need for acoustical upgrades to improve sound quality and privacy. “We are doing a large amount of acoustical upgrades to provide a better member experience,” she says. Balancing aesthetics with functionality is key, and Sparq is working with a local contractor to make these improvements.
Sparq uses Coworks software to streamline operations and enhance the member experience. Aveyard appreciates the software’s continuous updates and the ability to assign groups to memberships. “We have a lot of layers in our membership structure,” she explains. “Grouping helps me track and report numbers efficiently. It’s my favorite feature.”
This functionality is essential for managing partnerships and different member categories, such as tenants, regular members, and partnerships with the School of Medicine and Wake Forest University.
Aveyard’s ability to connect with members on a personal level sets Sparq apart. “All of my members know that I just ran a half marathon, that I just had a birthday, that I have a dog named Emmitt,” she says. This personal connection makes members feel comfortable coming to her with both joys and issues.
“It’s all about creating a comfortable community where people want to come and work,” she emphasized. Aveyard’s experience as a mascot taught her to read non-verbal cues, helping her address members’ needs effectively. “I can tell when someone is uncomfortable or when something isn’t right, and I make adjustments to ensure everyone feels welcome.”
The principles of hospitality that Aveyard learned in her previous roles are central to her approach at Sparq. “We want to differentiate coworking from just renting an office,” she explains. Creating a hospitable environment where members feel valued and supported is key to Sparq’s success.
As Sparq continues to grow and evolve, Aveyard’s unique blend of skills and experiences will undoubtedly contribute to its vibrant community. Her dedication to creating a welcoming, productive space ensures that Sparq is not just a place to work, but a place to thrive.
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