Inside Shift Workspaces’ mission to extend its hospitality-forward ethos to virtual members

For Grant Barnhill, founder of Shift Workspaces, hospitality isn’t a buzzword. It’s a standard—one that applies to every member that passes through the doors.

After more than three decades in real estate, Barnhill’s perspective on what makes a workspace thrive has evolved far beyond floor plans and leases. What started as a practical decision to purchase an office building for his property management firm in 2010 led him to launch his first coworking location two years later.

But it wasn’t until a stay at the Rosewood Hotel that Barnhill fully realized what Shift could become.

“I was sitting by the pool when a server brought out chilled watermelon with tahini," he says. "Thirty minutes later—champagne. Then another snack. No one asked. They just delivered. I looked at my partner and said, ‘Why aren’t we doing this?’ That moment changed everything.”

Today, Shift Workspaces operates three locations in Colorado—Shift Workspaces Corona, Shift Workspaces Bannock, and Shift Workspaces Littleton—where that same spirit of elevated service influences every member interaction.

Bringing hospitality out from behind the front desk

Hospitality in coworking is often associated with physical amenities—things like premium coffee, curated interiors, and community events.

At Shift, it’s about something deeper.

“Hospitality is most effective when it’s personal,” Barnhill explains. “We try to perceive our members’ needs before they’re even voiced. That’s what creates emotional connection and loyalty.”

His team listens closely for details—a graduation, a client win, a personal milestone—and finds ways to recognize those moments with handwritten notes, small gifts, or even just a warm acknowledgment at the front desk.

Recently, Barnhill has been making it his mission to ensure that this same attentiveness extends to virtual members.

“We don’t treat our virtual members as transactional clients," he explains. "That’s just not our style. We welcome them with the same care and respect we show our in-person members."

Barnhill emphasizes the importance of keeping hospitality focused on the member—not the staff.

“We think hospitality works best when it’s a one-way relationship," he explains. "Our team listens and engages deeply with what’s happening in our members’ lives, but we don’t bring our personal stories into the conversation. That’s part of what keeps the focus where it belongs.”

The virtual member experience shouldn’t feel second-class

Barnhill noticed early on that many operators approached virtual memberships with minimal effort. The customer pays, gets their mail, and that’s it.

But Shift saw an opportunity to flip that dynamic.

“A lot of spaces view virtual offerings as impersonal or secondary," he says. "But to us, those members are part of our community—and we want them to feel that way."

To reinforce that connection, Shift offers virtual members invitations to on-site events, thoughtful perks like snacks or drinks when they visit, and—most importantly—a consistent tone of care and attentiveness in every interaction.

Still, Barnhill is clear: the real differentiator isn’t the extras—it’s how you treat people.

“That’s really the foundation," he explains. "Whether we’re talking to someone on the phone or face-to-face, our goal is to make them feel valued. It’s not about the food or the swag. It’s about how you make people feel.”

That mindset shift has produced clear results. Since intentionally investing in its virtual member experience earlier this year, Shift has seen a measurable increase in engagement and conversions.

“We’ve had virtual office members book more meeting room time, upgrade to coworking memberships, or stop by for the first time just to say hello," Barnhill shares. "And when they do, we’re ready to greet them like they belong—because they do.”

Treating digital mail as a hospitality touchpoint

In the background of this virtual member evolution is a service that often gets overlooked: digital mail.

“We see digital mail as one of the first experiences a virtual member has with our brand. If it’s clunky or cold, that’s how they’ll feel about us,” Barnhill says.

That’s why Shift has partnered with aggregators like iPostal1—to ensure the experience is seamless, efficient, and thoughtfully delivered.

“The whole process needs to feel easy for the customer," says Barnhill. "iPostal1 has helped us streamline that first interaction, and that matters. That’s where the relationship starts.”

When hospitality becomes a business driver

Shift’s renewed focus on its virtual community isn’t just about service—it’s also smart business.

“We’ve been leaning into this since January, and we’re already seeing the impact," Barnhill shares. "Virtual office closed deals increased 50% from April to May."

Some of that, he admits, is due to increased advertising. But the real growth, he believes, comes from prioritizing virtual members with the same attention once reserved for office tenants.

“What you focus on grows,” he says. “When we started treating our virtual offerings with the same intention as our in-person ones, people noticed.”

And that growth isn’t limited to just mailbox revenue.

“We’re seeing people purchase virtual plans that include conference room time and day passes. The upsell happens naturally when people feel valued,” he explains.

As part of LExC (League of Extraordinary Coworking Spaces), Shift also sees how peer operators are capturing even greater returns.

“Some brands in the network are generating 30% to 40% of their gross revenue from mail,” Barnhill notes. “Right now, we’re not there yet—but we’re excited to lean in further.”

Looking ahead: virtual hospitality as a competitive advantage

Barnhill is under no illusion that the coworking industry is done evolving—but he’s clear on what won’t change at Shift.

“Whether someone is here every day or they just use our address, we want them to feel like they matter,” he says. “That’s the heart of hospitality. It’s about how people feel after an interaction with your brand.”

That focus on feelings—the unspoken emotional payoff—is what makes Shift’s approach different. It’s not a script. It’s a posture. One rooted in presence, personalization, and respect.

That philosophy didn’t just appear overnight. Barnhill and his team have spent years learning from some of the best, including the general managers behind the Rosewood Hotel brand.

He shares, “We became students of their brand. We asked questions. We studied what made their hospitality work. That level of intentionality—that’s what we’re aiming to replicate.”

For operators looking to grow their digital mail revenue, Barnhill offers a simple reminder: it’s not just about logistics. It’s about loyalty.

“Digital mail might seem like a small service,” he says, “But it’s part of a much bigger experience. One that people will remember—or forget—based on how you make them feel.”

Ready to get started with iPostal1? Contact us today to start building a new revenue stream for your workspace with digital mailbox solutions.