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4 East Idaho Business 2016 Want to set your office or firm apart from the competition? What works in the residential world also reso- nates in commercial properties. I think much of it comes down to a company's physical location. For some businesses, that means a sprawl- ing backlot on the edges of town. For others, it means a medical plaza packed with likeminded service providers or a noise-polluted thorough- fare choked with traffic. Judging by the steady stream of groundbreak- ings in recent months, eastern Idaho's newest developments certainly fit the bill for many kinds of establishments. In fact, the mere prolif- eration of such properties should be considered a clear sign of growth and prosperity. Some business types, however, resonate with a much different destination of choice. Law firms, lending institutions, hometown bakeries, coffeehouses, locally-owned restaurants and small, craft-oriented retail shops often gravitate to historic downtown districts. But why? A typical downtown block in eastern Idaho might offer comparatively cheap leasing. It might offer great parking. It might even have the perfect mix of utilities and technology resources that any business would covet. However, I think the real reason is a far cry from any of these considerations. When you pair your company's image with your hometown's historic architecture, it says something powerful. Far more than just a trendy marketing ploy, the decision to invest in down- town is actually something of a value statement. And what does it say? That you care deeply about your community and its heritage. Not every region in the country can boast of such rich cultural pockets, but in eastern Idaho we're fortunate to have at least a dozen locales that live and breathe the historic downtown atmosphere. Old Town Pocatello and Historic Downtown Idaho Falls are two obvious cases, but downtown business cultures can also be found in a range of communities including Rexburg, St. Anthony, Ashton, Rigby, Shelley and others. Next time you find yourself in one of these rich cultural pockets, do yourself a favor and take a little time to enjoy the ambiance, grab a bagel, do a little window-shopping and maybe (just maybe) scout out a few empty properties. You might be surprised by what you find. Editor's Note by Steve Smede Making Business History STEVE SMEDE PHOTOS