Lucia Capital Group’s new Rancho Bernardo headquarters and financial center in the former Pacific Western Bank is not designed to fit what many people envision when going to someone for financial guidance.
“We’re providing a unique, one-of-a-kind experience,” said Raymond J. Lucia Jr., the company’s chairman and CEO, of the features on the independent advisory and brokerage firm’s first level. The second level has traditional offices.
The company is holding an open house at its new building at 16789 Bernardo Center Drive from 9 a.m. to 5 p.m. Wednesday, June 29 and Thursday, June 30.
Emily Paup, the company’s business development specialist, said there will be refreshments, a vault key pull for “something fun” like chocolates and gift cards, and activities such as a “closest to the pin” contest on a golf simulator and opportunities to film a mock news anchor segment using a teleprompter.
Attendees can see the customizable conference rooms that resemble living rooms, complete with digital screens with artwork that be changed to feature clients’ family photos during their meetings with financial advisers.
There is also a cafe, with a menu of complimentary coffee and other beverages for clients who are meeting their financial adviser or just dropping by to experience some of the office’s amenities.
The company’s presentation room, which has a 16-foot wide, 10-foot high screen that, when not being used for educational presentations, allows clients to experience a golf, baseball or football simulation.
Lucia, who grew up in Rancho Bernardo, said an 85-year-old client stopped by recently and for 20 minutes had fun with the golf simulator. Lucia said he would also like to give local youth sports teams opportunities to try out the simulator.
“In the afternoon our staff can play nine holes,” he said, adding the simulator shows images from various golf courses, including Pebble Beach.
Lucia Capital Group’s headquarters recently moved from Sabre Springs — where it was located for nearly two decades — to the former well-known bank building with a brick exterior and balcony in the heart of Rancho Bernardo’s downtown business district. It most recently was a Pacific Western Bank, but has housed other banks going back to the 1970s.
The former bank vault has been transformed into a lounge where clients will occasionally be given a safe deposit box key that opens a box with a surprise gift inside. Lucia emphasized that no cash is kept on the premises.
All these features were created to give clients a “personalized experience,” he said.
“In our industry, at the end of the day, what sets you apart is not the stocks and funds which you pick,” Lucia said. “That is important. But you have to make clients comfortable because our business is based on trust.”
The company oversees more than $2 billion in client assets throughout the United States. It is affiliated with LPL Financial, a Fortune 500 company, he said.
The design of the headquarters was overseen by Lucia’s uncle, Joseph J. Lucia, and is a big contrast from the former Sabre Springs headquarters that opened in 2003.
“It had a traditional Wall Street feel,” Lucia said. “But business has changed in the near 20 years since and clients appreciate this more.”
Joseph Lucia, the company’s chief marketing officer, said he was aiming for a “relaxed” experience for clients — and a place where people can learn something every time they visit.
“We have created an environment that is professional, but serious, not stuffy,” Raymond Lucia said. “We have invested in the technology to do this.”
During the pandemic the Lucia Capital Group advisers — who have offices not only in San Diego, but Carlsbad, Newport Beach, Arizona, Florida, Nevada and Oregon — mostly worked with clients virtually. The new headquarters is designed to not only draw clients to meet with advisers in-person, but be a draw for employees, Lucia said.
“Post-pandemic we need an environment for people to want to be in the office,” he said. “In any relationship, but especially a business dealing in wealth management, this needs to be in-person.
“We have created an experience where the employees will feel like they are missing out if not on-site, while still having the technology to work remotely if necessary,” Lucia said.
Other features include a TV studio for the company’s financial advisers to film educational webinars posted online, something they have been doing for years, along with another studio where they can record podcasts.
Lucia Capital Group is a family-run business. Lucia’s father, Raymond J. Lucia Sr., began the company over three decades ago. The younger Lucia acquired the company in 2010 following his father’s retirement. His cousin, Joseph P. Lucia, is the company’s president, while his sister Alana Lucia oversees operations and brother Dominic Lucia oversees technology.
For details about Lucia Capital Group, go to luciacap.com or call 800-644-1150.