The video showcases American Underground, a Google for Entrepreneurs tech hub in Raleigh‑Durham comprising four locations and 130,000 sq ft of office and coworking space. Over the past three years the hub’s tenant companies have raised nearly $80 million in venture capital, created more than 1,000 jobs, and produced seven exits worth about $1.5 billion. The partnership with Google provides tenants with direct access to Google’s products and brand legitimacy, which the speakers cite as a key advantage. The hub’s culture is highlighted through playful amenities such as a sliding board, scooters, and arcade games, alongside practical support like marketing, mentoring, small‑business counseling, and affordable rent. Diversity is emphasized as a strategic niche: while only 8 % of U.S. startups are minority‑led, 48 % of those at American Underground are, a point the speakers link to higher revenue growth. The hub is portrayed as an essential part of Durham’s appeal, attracting talent and contributing to the city’s quality of life, affordability, and reputation as a burgeoning Southern startup destination.
Chapters
American Underground. 4 startup hubs located in Raleigh-Durham. 130,000 square feet of office and coworking space.
The past 3 years we've raised close to $80 million in venture funding, and they've created over 1,000 new jobs, which we think is awesome.
Over the last 36 months, we've had 7 exits— companies exit and sell— for about $1.5 billion.
What's the secret? American Underground is a Google for Entrepreneurs tech hub, one of 7 in North America, which gives tenants unique access to Google and its products.
I think it's about legitimacy. I think it's about a worldwide, galaxy-wide brand like Google saying, we see what y'all are doing, and it's important, and it's powerful, and you're doing it right.
Right, in this case, also means fun, a sliding board shortcut from the 2nd to 1st floor. Razor scooters and arcade games. The right energy, the right time to take the lead.
I think it's become an essential part of what Durham has to offer as a city, both to its current citizens and to people that are looking to migrate here.
Our business is not quite as sexy as some of the other businesses around here. We're business to business. We deal with higher education universities as a customer, so the opportunity to be in a creative space like this is really inspiring to me as a leader and has exposed us certainly to a ton of resources.
Marketing, mentoring, small business counseling, affordable rent.
Diversity is, we believe, very much to be our niche. There's a lot of studies out there where if you look at the C-suites of Fortune 500 companies, those with the most diverse C-suites have the highest revenue growth. It's because of different backgrounds, different thoughts, different experiences in life.
And it's not lost on us that there are 2 white guys talking about diversity. But we think that, you know, it's important that this is a whole community issue.
Nationally, 8% of startups are minority-led. At American Underground, it's 48%. Durham and American Underground are becoming a destination choice.
So people are choosing to live here because it's a great place to be, and with the quality of life, the universities, the affordability. Frankly, I think the sky's the limit, and I think, you know, the notion of being the startup hub of the South might be not quite big enough for us.
Congratulations, Michael Goodman and Adam Klein, counselors of Real Estate Carolina's Chapter Creative Thinkers 2017.
