Episode 6 - Building Joy: Mark Ostrom’s Mission to Create Spaces of Hope

Transcript

Wendy Cohen

(0:34) And it's gonna inspire all of you, which is perfect (0:37) because we're right here around the new year (0:39) and the holidays. (0:40) So without further ado, Mark Ostrom, (0:43) please introduce yourself, share with our audience.(0:11) Hello, Powerhouse Smart friends and colleagues. (0:14) Here we are, another great opportunity (0:18) for a cool collapse episode with a brand new, (0:24) actually raving, I'm a raving fan of Mark Ostrom. (0:28) And we're gonna learn all about his incredible story (0:31) and what he's doing to give back to humanity.

Mark Ostrom

(0:49) Thanks for this time and hello to all your listeners.(0:47) Hey, Wendy, good to see you again.

Wendy Cohen

(1:19) And we at Powerhouse Companies are so thrilled (1:23) to be able to work with you and partner with you in 2025. (1:27) And I just think it's the beginning (1:28) of a very long relationship. (1:31) So share with us, how did you get into this industry? (1:35) And I wanna hear the history, (1:37) and then I'll ask a couple of questions (1:38) about what else is happening new, okay?(0:53) Yeah, this is great. (0:55) So the Powerhouse Cool Collabs (0:57) is all about finding leaders in our industry.(1:00) And our industry is really a niche industry. (1:03) It's luxury design, build, and real estate development. (1:08) And you fit into all of those beautiful categories, (1:11) but you actually have a huge story to tell, (1:16) not only from your history, but what you're doing currently.

Mark Ostrom

(7:57) And I couldn't be more excited.(1:41) Well, we could be here all day, (1:42) but I know we gotta keep it short, Wendy.(1:44) So for everybody who doesn't know us, (1:46) please check out our website at joycollaborative.org. (1:49) We are a nonprofit based in the Twin Cities (1:51) of Minneapolis and St. Paul. (1:53) Our mission is to create empowering spaces (1:56) for youth with life limiting conditions. (1:58) So under the context of luxury, (2:01) this isn't necessarily about luxury furnishings, (2:03) it's more about abundance.(2:05) And that's my definition of luxury in this context (2:08) is how can we bring the abundance (2:09) and creative community together (2:11) to help families and individuals (2:13) who might not necessarily have the resources (2:16) to make powerful change or significant change (2:18) in their physical space. (2:21) So Joy Collaborative, (2:23) we have a board of about 10 people here. (2:26) They are actually spread across the country, (2:28) and they are the fuel in our tanks.(2:31) They are the people who keep us on track (2:32) and keep the mission going ahead. (2:35) As a creative person, (2:35) there's probably other people in your room (2:37) who have more of the monkey brain (2:38) with a million ideas a day, (2:40) but we can't do a million ideas a day. (2:42) We can only do a couple of really strong ones.(2:44) So the notion of Joy Collaborative (2:47) and the collaborative nature of that (2:50) is to bring together the architects, interior designers, (2:53) the product manufacturers, all the trades people (2:57) to help those who don't have resources to help themselves. (3:01) The genesis of Joy Collaborative, (3:03) I had basically when I was in college, (3:05) and for those of you who can see me can tell (3:07) that probably wasn't yesterday, (3:09) but it was a number of years ago, (3:10) and I kept dusting it off (3:11) and putting it back on the shelf and dusting it off. (3:13) So my, you know, (3:14) if we wanna go on the way back time machine, Wendy, (3:17) I was a really creative kid, (3:19) and I just loved doing anything that was creative, (3:21) whether that was hands-on stuff or it ended up doing, (3:23) you know, I ended up making some films (3:25) and things like that, (3:26) and just really wanted to take that into the world (3:29) and share that with kids.(3:30) So my original degree was with education. (3:34) Childhood education was my first degree, (3:36) but when I got out of college, (3:37) there really weren't any jobs near me, (3:40) and so I took a break, (3:41) worked at Dayton Hudson Marshall Fields Company (3:44) for a number of years, (3:45) but went back to school for architecture and interiors, (3:50) and that's where I really knew I found my home. (3:53) Because I was really interested in, (3:55) not necessarily the exterior of the building, (3:57) but the interior where the experiences happened.(4:01) So my years at the university, (4:05) I actually worked when I was going to school, (4:08) I worked for the Cleft Palate Clinic there, (4:10) and if you know what cleft palate is, (4:11) it's when your upper lip doesn't fuse, (4:13) and our clinic was super innovative, (4:14) it was also very expensive, (4:16) and people spent a long time, years, (4:19) getting rehab services and surgeries and whatnot (4:21) in our clinic. (4:22) So I got to know these families really well, (4:25) and really got to understand what they didn't have. (4:28) And what they didn't have was a lot of time, (4:30) they didn't have necessarily a lot of hope, (4:32) they didn't have a lot of things (4:33) that a normal family might have (4:35) because you're caring for somebody with a disability.(4:38) And that was a really profound experience for me. (4:41) One of the other legs of the stool (4:43) is one of my first built projects (4:45) was I was lucky enough to be on the design team (4:48) for the Rainforest Cafe here at the Mall of America (4:52) when that opened. (4:53) And for those of you who maybe don't realize (4:56) when that space opened, the lines were three hours long, (5:00) and people were waiting forever to get in there.(5:01) It was quite the destination. (5:04) And as proud, I think, as the design team was (5:07) of the success of the project, (5:09) for me, it was about watching body language. (5:12) And it was about watching interpersonal connections (5:14) change from waiting in a mall corridor for hours (5:18) to walking across a threshold into a space (5:21) that completely transformed the dynamics of that, (5:24) let's just say it was a family.(5:27) And it hit me, it was so clear. (5:29) You mentioned epiphany. (5:31) It was very clear that we needed to bring that energy (5:34) to those families that I had been working with (5:36) with disability.(5:37) And I cannot say how much louder and clearer that was. (5:41) I'm a big fan of affirmations and manifesting, (5:45) and I got that message. (5:47) It took me a while to actually formulate (5:50) Joy Collaborative as a company.(5:53) I wasn't quite ready to leave my full-time job. (5:56) I was lucky enough to be working and designing (5:58) for a Fortune 10 company here in the Twin Cities. (6:01) It was a dream job anybody else would have, (6:03) and I wasn't happy.(6:05) And I wasn't happy because I wasn't aligned. (6:08) And so in 2019, I quit my full-time job, (6:13) free floated for a year without a salary, (6:16) which gave me time to really formulate Joy Collaborative (6:18) and start a couple of projects on my own. (6:21) So the response from that, whether it was Make-A-Wish (6:23) or other organizations, was so strong (6:26) that there was no denying that this needed to happen.(6:29) So in June of 2020, yes, height of COVID, (6:33) we got our nonprofit status, (6:35) but we just kept blowing forward. (6:37) Contractors were moving, designers were doing projects, (6:40) and we just kept going. (6:42) And now we're in year four and a half.(6:45) We've got over 7,000 people accessing our rooms (6:48) in the Twin Cities. (6:50) We have launched the Joymobile at the Minnesota State Fair, (6:53) the second largest fair in the country, (6:55) that is a mobile sensory unit (6:56) that will be able to go out beyond the Twin Cities (6:58) and help people with a very pervasive problem (7:02) when it comes to sensory issues (7:06) in spaces where people may not have real estate (7:08) or the funds to be able to create magical spaces like this. (7:13) So we could talk here all day, Wendy, you know that.(7:16) I'm super passionate around what I do, (7:18) but it's really focused on individuals. (7:22) We do work in individual family homes, (7:24) and we also do work in program spaces (7:25) like Ronald McDonald House or other larger organizations. (7:30) The ones for single family, (7:32) if they are under the federal income guidelines, (7:35) we do that work at no cost to them.(7:38) Those projects, as you can imagine, (7:40) I think our least expensive project (7:41) in Kind Goods and Services was over $35,000. (7:45) But now we are starting to do (7:47) our own income revenue generating projects, (7:49) which is super exciting. (7:51) And clients are coming to us and they're finding us (7:52) for our sort of our point of view (7:54) when it comes to pediatrics and space.

Wendy Cohen

(8:06) So you said back in college, (8:09) did the actual idea blossom from when you were that young (8:13) and you had that kind of thought (8:15) that there might be something in this world here?(7:59) And so, first of all, I have so many questions, (8:02) but I wanted you to finish (8:03) because it was such a great introduction. (8:04) So thank you so much.

Mark Ostrom

(8:18) Yeah, it did. (8:20) It was very distinct to me. (8:22) I think I was a senior in college and I was like, (8:24) I don't even remember what project we were working on.

(8:26) It had nothing to do with kids, (8:28) but I was like, wait a minute, (8:29) there's so many projects that are designed for children (8:33) that looks like they were designed by a 45 year old (8:36) imagining what a kid wants. (8:38) Nobody asked a kid what they wanted here. (8:40) I can tell you in this project, (8:41) they were just goofy and kind of circusy.

(8:43) And I'm like, why isn't there a focus, (8:46) just a firm focused on pediatrics and design? (8:50) And I couldn't find, I could find one person abroad. (8:53) And so I thought, well, I'm nuts. (8:54) There's people more mature than I (8:56) further along their paths than I. (8:57) So I must be nuts.

(9:00) And so that was the reason to kind of like shelve it, (9:03) bring it back, shelve it. (9:04) I mean, it was nagging at me for years. (9:07) And then there was a point where there was no return.

Wendy Cohen

(9:26) You were assigned one of your projects (9:28) was the Rainforest Cafe. (9:30) Was that, did you tell them that you had this epiphany (9:33) of this other idea of Joy Collaborative (9:35) or was that just a coincidence?(9:10) Yep. Almost like, you know, (9:12) from came right down into your consciousness, right? (9:16) Something was there. (9:18) So then fast forward a little bit after that, (9:21) then you started working in, you know, (9:23) design and architecture and you did the rain.

Mark Ostrom

(9:38) It was a coincidence. (9:39) I was lucky enough, the visionary, Steve, (9:42) who developed that project, (9:45) I actually saw him probably a couple of years ago.

(9:48) We briefly saw each other, (9:49) but then I saw him again this summer (9:51) at an event that we both happened to be at. (9:53) And I told him and he just looked at me (9:54) and he's like, he's just jaw dropped. (9:57) He's like, what? (9:58) You know, and then I directed him to our website (10:00) and he was just like, wow, this is just fantastic.

(10:03) And he was such a visionary. (10:04) He was hard to work with (10:06) because he did have a million ideas going at the same time. (10:10) But if you, you know, stayed the course, (10:13) you know, in the end it was, you know, there's magic there.

Wendy Cohen

(11:22) So tell me, Lucy did a couple residential projects for you. (11:26) Was it her coming to you, you going to her? (11:28) How did that transpire and tell me about that?(10:16) Yeah, oh, absolutely. (10:17) And just the name, I mean, brilliant. (10:20) You know, as soon as I heard the name (10:21) from one of your board members, John Creamer, (10:25) and that's how I got to meet you, which I'm so grateful.(10:28) And of course we, then immediately we had to connect (10:31) and now we have all kinds of things (10:32) that we're working on with John and you and I (10:34) and other people in our community. (10:37) But the name is just, it just pulls everything together. (10:41) So now I wanna ask a couple of questions (10:44) because I see, I know you're doing projects (10:46) both residentially and also more impactful projects (10:49) that are, like you said, at the Minnesota State Fair (10:53) and Make-A-Wish and hospitals, (10:55) and oh my God, the impact can be huge.(10:58) But let's start with just the residential (11:00) because I know that there's an interior designer, (11:04) Lucy Penfold, who's gonna be speaking at an event (11:07) you and I are gonna do together (11:08) to raise awareness for Joy Collaborative (11:10) among Powerhouse Smart. (11:12) That's our education community (11:13) of luxury industry professionals. (11:15) But beyond that, our community as a whole, (11:19) and then beyond that, the public as a whole.

Mark Ostrom

(11:32) I went to an ASAD holiday party (11:35) and met their community outreach person, Tim Munkern, (11:39) who you may or may not know, but Tim's fantastic. (11:41) He works in sales and flooring.

(11:44) And he and Lucy are good friends. (11:46) And so we got together and it was kind of instant karma. (11:50) I don't know what the term is, (11:52) but Lucy is just a sparkling personality.

(11:56) And just, we really connected around a upcoming project. (12:00) And so she and her team just dove in. (12:02) We ended up doing this outdoor tree house project (12:04) in partnership with Gardner Builders, (12:07) who's done multiple projects for us, and MSR Design.

(12:11) They've also done a couple of projects for us. (12:13) And so Lucy was in charge of kind of bringing some life (12:16) to the exterior shell, (12:18) and the interior was left raw very much on purpose. (12:21) And just brought some really fantastic elements in (12:25) that no one had really thought of, (12:27) but really benefited Isaac, (12:29) who was our core of our project.

(12:33) And in the end, I mean, it was a wonderful project. (12:35) We got published a couple of places, (12:37) but Lucy, I did not know, ended up submitting it. (12:41) And last summer won a National ASAD Award (12:44) for a community project.

Wendy Cohen

(12:53) And that's more on the residential. (12:54) And then did she do an interior project as well?(12:47) Wow, fabulous. (12:48) That's great. (12:49) And that is great exposure (12:51) for what Joy Collaborative offers.

Mark Ostrom

(13:18) So Lucy and her team, again, dove in along with him (13:21) and did an amazing project there as well. (13:23) And that's a freestanding outdoor building.(12:58) No, the second project she did for us (13:00) was called Imagine Theater. (13:02) It was for a girl with a, (13:04) she was the youngest recipient of a heart transplant (13:06) at the University of Minnesota at age of one.(13:09) She also had part of a lung removed during COVID. (13:12) So this kid's lived through a lot. (13:14) And her dream was to have a space (13:16) where she could bring friends together and get creative.

Wendy Cohen

(13:25) Wow, and that's, is that a private or is that public?

Mark Ostrom

(13:29) That's a private project.

Wendy Cohen

(13:59) But today, let's not wait until April. (14:01) What can we do to help you?(13:30) Okay, wow. (13:31) So now one of the things I asked you (13:34) when you and I first got a chance (13:35) to meet each other before today, (13:37) I said, you know, well, what can we do to help you? (13:40) And what is it that this audience who, (13:42) again, we're B2B, but I hope this gets out to everyone (13:47) because we really need to spread the word. (13:50) What can we do to help you? (13:51) And I know you send your websites there (13:53) and I know people are gonna meet you at our event (13:55) on April 17th at the IASTON Interiors.

Mark Ostrom

(14:03) So I always put those S in a, you know, (14:05) like a low, medium and high level of effort. (14:07) So the lowest effort is like, take a look at our website.

(14:10) If there's something there (14:11) that's really intriguing to you, share it out, (14:15) tag us on Instagram, follow along with us, (14:17) comment on our stories. (14:18) Like people do not realize the power (14:20) of just those little things (14:22) and how that can spread your audience. (14:23) So the first one is like, you know, (14:25) don't spend a dime and just find us online.

(14:27) The second one would be, you know, kind of a medium lift. (14:30) And that would involve, you know, (14:33) if there are vendors in your network (14:36) that you think would be a great connection for us. (14:39) If there are people in like corporate philanthropy (14:42) or people who run a family foundation, (14:45) just let's have a conversation around, (14:47) is this something that you think is important? (14:49) Is this something, this ability to shift (14:51) a trajectory of youth through design? (14:55) If that's something that really resonates with you, (14:57) like let's have a conversation around that.

(15:00) Again, just sharing it out, learning more about it. (15:03) Having an employee engagement experience (15:05) with us is super fun. (15:07) And the highest level that I would say is, (15:10) and we can talk about it if we have time, (15:12) is our Joymobile at the Minnesota State Fair (15:14) and Joy Collaborative as a mission in general.

(15:16) You know, you're talking to the only full-time employee (15:21) of Joy Collaborative. (15:21) Everything you see on our website (15:23) was orchestrated by one person. (15:25) Well, we cannot possibly grow.

(15:27) We cannot possibly address the pipeline of projects (15:31) and the pipeline's never gonna dry up. (15:34) So there are kids in need everywhere (15:37) and we've got 20 different organizations and families (15:40) waiting for us to work on their next project. (15:44) So we need help.

(15:46) We need to grow. (15:46) We need people who believe in us, (15:48) who wanna support us and make sure that we have (15:51) the right tools and the right resources (15:53) in order to make that happen. (15:55) So if somebody's excited, for example, about the Joymobile (15:58) and you wanna be that brand sponsor (16:00) and you wanna get in front of two million guests (16:02) in Minnesota alone and then get that thing out (16:04) into the community, there is nothing better (16:10) than visiting with one of our kids or adults (16:13) who visit the Joymobile and in five or 10 minutes (16:16) come out completely centered.

Wendy Cohen

(16:19) Yes, yes, yes.

Mark Ostrom

(16:44) So if somebody's interested in that, that's a high lift (16:46) and we are ready to turn that into a fleet, believe me.(16:20) It is profound to be able to meet somebody eye to eye (16:23) and see them in a public space where they are overwhelmed, (16:27) they are surprised, they are not comfortable, (16:29) they may be having a meltdown, (16:31) but we can help them through our mobile space. (16:34) And that problem is expansive.(16:38) That problem is everywhere. (16:40) Yeah. (16:40) And we're just at the tip of being able (16:42) to launch this as a fleet.

Wendy Cohen

(17:13) So we're hoping that you're gonna be able (17:15) to bring the Joymobile to the IMS in Minneapolis, (17:19) hopefully inside.(16:49) Right, and anybody who is not in the design build industry (16:53) or real estate industry, you're always looking (16:56) for supporters, fundraising and friend raising, I call it, (17:01) because somebody who's gonna donate to you (17:03) is gonna continue to donate. (17:04) They're gonna become a part of the family.(17:07) So I think that's awesome. (17:08) And all of that will be in the links below. (17:10) But you mentioned the Joymobile (17:12) and you gave us more of an insight.

Mark Ostrom

(17:21) We'll figure it out.

Wendy Cohen

(17:24) And so is your intent, like your goal to have Joymobiles (17:28) in as many locations across the United States (17:31) and globally in the long term? (17:34) Is that really your thought? (17:35) Or tell me how that looks.(17:22) Yeah, so I'm thrilled about that.

Mark Ostrom

(17:37) Well, like I said, okay, so we back up (17:40) and what's the genesis of that project? (17:41) So the genesis of that project is twofold. (17:44) One, a friend of mine, Tony, (17:45) has a 19-year-old nonverbal autistic son (17:47) who he would find hanging out in his van.

(17:51) Tony's a real estate agent (17:53) and used his van for staging materials. (17:55) So he would just run them all over, (17:56) stage the house, bring them back home. (17:58) And when the van was empty, (17:59) his son would just hang out there.

(18:01) And he was like, wait a minute, what's going on here? (18:03) My kid really likes hanging out in the space. (18:06) And so he has me talk to him and I'm like, (18:08) well, Tony, this isn't a design experience. (18:10) This is just kind of random luck on your part.

(18:12) So let's figure this out. (18:14) And at the same time, we had been working with Prairie Care, (18:16) who's the largest provider of mental health services (18:18) in the state of Minnesota, (18:20) trying to help other organizations (18:21) who did not have real estate (18:23) to figure out a way to bring a sensory space to them. (18:26) So it just clicked.

(18:27) It was so clear. (18:29) So we tricked out basically his cargo van (18:32) with a lot of acoustic material. (18:34) We figured out what are the senses that we can affect? (18:36) What are meaningful experiences that people can have? (18:40) And within, we launched it, when, a year and a half ago? (18:43) So within a year, (18:44) we're invited to the Minnesota State Fair.

Wendy Cohen

(18:47) Wow, amazing.

Mark Ostrom

(18:47) Which is, people wait for years to be on that campus. (18:51) You know, and here we are serving thousands of people (18:54) through the course of a week and a half.

(18:57) And we had requests from, (18:59) I think we had eight different states. (19:01) People said, can you bring this to San Diego? (19:03) Can you bring this to Atlanta? (19:05) Well, with one, not the easiest thing to do, (19:08) but if we can have a distributed system, (19:11) then it's a lot easier. (19:12) So that's the long-term view.

Wendy Cohen

(20:21) Mark, what is your definition (20:23) of living with an attitude of gratitude?(19:14) Yeah, and I can just think of, (19:15) my wheels are turning, (19:16) all the brands that might wanna be that Joymobile (19:20) in their city. (19:21) So, wow. (19:23) Just, there's so many opportunities.(19:24) I'm really, really excited. (19:26) And this is just the beginning of us working together. (19:29) And there's so much more to learn, (19:30) and we're gonna have to probably do another podcast (19:32) as we continue to grow this along, (19:34) and we get different projects to talk about.(19:36) So that is fantastic. (19:38) So before we leave, and again, (19:41) the three pillars that I look for in this podcast, (19:45) and really it's about giving back anyway, (19:47) is just finding the people (19:49) that are doing really cool things like you, (19:51) and all of the board members that you have, (19:53) and then all of your volunteers (19:55) and constituents and sponsors. (19:57) And then also, you know, (19:59) talking about living with an attitude of gratitude, (20:01) and that, you know, I believe we're all souls here, (20:05) having a human experience.(20:07) So, and then the last, of course, (20:10) is helping humanity. (20:11) And it's so clear to me that you're all three of them. (20:13) So I'll just ask one last question (20:15) so that we can keep us at our commutable timeframe (20:18) of just under 20, 25 minutes.

Mark Ostrom

(21:40) These are experiences because we're learning from (21:44) and designing for people with life-limiting conditions. (21:47) I can't possibly have experienced all the disability (21:50) that there is in the world, (21:51) but we have to lean into that (21:53) in order to get the best possible solution.(20:27) I'm a big fan of affirmations. (20:29) So you're hitting on a theme (20:30) that's near and dear to my heart. (20:31) We would not be in the place we are without them.(20:34) I am absolutely convinced of that. (20:35) So when my gratefulness appears, (20:39) it's for our supporters. (20:42) We wouldn't be here without people who are believers (20:45) in what we're doing.(20:46) Even the doubters, and even that criticism, (20:50) helped build what we've got today. (20:52) Whether they were seen or unseen people, (20:55) whether they were parents we were working with, (20:57) or nonprofit executive directors (20:59) working with a mission and working with spaces (21:01) that really worked against them. (21:03) My spouse being there to carry me through times (21:06) being unemployed and health insurance.(21:08) And man, that's just a really rough year. (21:11) But we've had hundreds of friends and colleagues (21:15) help us with networking to bring people to us. (21:18) Again, this is the Joy Collaborative.(21:20) That's how we get things done. (21:21) We collaborate to bring the joy. (21:24) And again, without our amazing recipients, (21:27) we actually refer to them as our clients, (21:29) but without our recipients being transparent (21:32) and open to allow us to help them, (21:36) we have really difficult conversations (21:38) with some of our recipients.

Wendy Cohen

(22:15) Oh my God, I'm just so blessed to be here with you. (22:18) And thank you so much for sharing your time with me.(21:56) Yep, absolutely.(21:57) I feel like being with you is like a big hug (22:00) around every soul, every human being. (22:03) And we're together, we're doing this together, (22:06) we're living together, we're making impact on the world. (22:09) One Joy Project, one Joy Collaborative Project together (22:13) every step of the way.

Mark Ostrom

(22:29) I couldn't do it. (22:32) And I'm like, dude, we need to lean in.(22:21) You know, my good friend (22:23) who I worked on the Rainforest Project with, (22:24) and that was a long time ago, (22:25) we get together often and he's like, (22:27) I don't know how you do what you do.

Wendy Cohen

Mark Ostrom(22:35) That's right.

(22:36) All you need to do is meet one of these people (22:39) and have a five-minute conversation. (22:41) That's all you need to hear.

Wendy Cohen

(22:43) So, you know, as much as we, you know, (22:46) in the design world might like, you know, (22:48) like to do our fancy things (22:49) and have all the wonderful things attached to our project, (22:53) what we can do and the outlooks (22:56) that we can change through our work is beyond measure.(22:43) That's right.

Wendy Cohen

(23:01) Absolutely, absolutely. (23:02) Talk about enlightenment.(23:03) It's right there in front of us. (23:05) Well, Mark, I wish you the most wonderful holidays. (23:08) Happy New Year.(23:10) You too. (23:10) And thank you again for your time. (23:11) And I look forward to giving you a big hug (23:13) when I see you in person.

Mark Ostrom

(23:14) I'm looking forward to it. (23:15) It'll be nice and warm by the time you get here.

Wendy Cohen

(23:17) Okay, well, I hope so. (23:20) Namaste, my love to you. (23:21) Yes. (23:22) Thank you again.

Mark Ostrom

(23:23) Thanks to all your listeners. (23:24) Thank you, Wendy.

Wendy Cohen

(23:25) Thanks.

Mark Ostrom

(23:26) Yep, bye-bye.