Creating Space for Community: Erica Reed Alves on Opening Innraum in Innsbruck

Marta Srebrakowska
2 hours ago
6 min read

I first met Erica during one of our Self-employed in Austria webinars, where she shared that she was opening Innraum - a coworking space and event room in Innsbruck. Later, we connected again to talk about how we could plan events for our SEA community in Innsbruck and support the development of Innraum as a welcoming space for internationals, freelancers, small business owners, and creative people in western Austria.

In this interview, Erica shares the story behind Innraum, the emotional and practical side of opening a business in Austria, and her vision for creating a community space by the Inn river.

Marta: Erica, can you tell us a little bit about yourself and how you came to live in Innsbruck?

Erica: Thank you, Marta, for allowing me to tell my story on your platform.

As an American Airlines crew member for the past 36 years, I have been, and continue to be, very fortunate to see so much of this beautiful world. The travel stories I have are unbelievable.

Our family - my husband from Brazil, our two daughters, and I - moved to Innsbruck 9 years ago. We originally came just to try it for one year and see how we liked it.

We love living here in Innsbruck. I can’t think of a more perfect place to be: a tranquil little city nestled in the Alps, with all of Europe on your doorstep. Having moved from Miami, there was definitely some climate adjusting to do, but we managed and all agreed to stay in Innsbruck.

What came to my mind was a place to meet and gather. A place to express oneself creatively. A place to enhance or create new communities.

Marta: What is Innraum, and how did the idea come to life?

Erica: For those who know me well, I have always been talking about ideas - business ideas, projects, plans. There was always something creatively evolving.

When we received our permanent residency, I wanted to do something that would give back to the community.

One day, at the end of last year, a friend of mine told me to check out a vacant commercial space below her apartment. I went there right away, looked at the space, and the ideas started flowing.

The building manager looked at me like I was crazy and said that I needed to announce what kind of business I would be doing in this space. That was a turning point for me.

What kind of business should this space become?

I pondered and pondered and looked around me. What does Innsbruck need? Not another café, pizza place, wine bar, or bakery. No.

What came to my mind was a place to meet and gather. A place to express oneself creatively. A place to enhance or create new communities. A place to discuss important topics, inform, sell products, create informative and enriching workshops, celebrate birthdays, hold company meetings, parties, tutoring sessions, movie nights, game nights, and more.

In a sense, it became Innsbruck’s new space for all.

The most important point for me, besides being able to pay the rent of course, is that the community gets together. I would especially like to include programs for seniors, to keep our elderly active and engaged.

Marta: How would you describe Innraum to someone who has never been there?

Erica: Innraum is also a quiet space where you can get work done during the day. We have fiber optic internet (Glasfaser), great coffee, and a very central location across from Terminal Marktplatz. It is a perfect workspace.

Innraum is a little room by the Inn river in Innsbruck that is inclusive, inviting, involved, inspirational, and of course international.

It is important for me to let people know that this space is available to everyone, and we are open to the public’s ideas.

You are invited to come and share your ideas, business plans, or celebration plans with us. We want you to feel welcome and included.

From the opening of Innraum | © Erica Reed Alves

Marta: What kind of events and activities would you like to host there?

Erica: I am excited to host discussion groups in the future, particularly on the subject of AI, where I believe awareness and information sessions should happen regularly.

Yoga, health, and wellness groups would also be a great addition to Innraum.

First aid and mountain safety topics should be ongoing in Innsbruck too.

It would be nice to announce and promote ongoing events that add to the socio-cultural fabric of Innsbruck’s diverse community.

Marta: What was your experience of becoming self-employed in Austria?

Erica: Personally, it was not clear to me in the beginning how much bureaucracy I was about to encounter when starting this business.

The licenses, papers, and emails were coming at me from all directions. It was useful to stop, breathe, and continue. It seemed very overwhelming at first.

I seriously could not have done it properly without the help of my good friend Stephanie, the business guru. I also had several great people help me with questions at the WKO in Innsbruck.

My friends helped me in many ways, including lighting, logo, website, design of the space, moral support, and guidance. My family supported me constantly, and for that I am truly grateful.

There was nothing too difficult that would dissuade me from continuing, even when it was hard to find a “box” where my business type fit for licensing purposes.

Marta: What were some of the emotional aspects of opening the space?

Erica: The day I sat in the empty room with the keys in my hand was a big day for me. I felt a full rainbow of emotions, from fear to elation.

Then the bills started coming: the kitchen, the design of the space, the furniture, and everything else. The cost of starting a business is not to be underestimated.

Then came the consultants, experts, and tax advisors. It was hard for me to keep them all at bay. I felt like I wanted everyone’s help. This was a mistake, and the hidden costs were a bit shocking.

Lessons learned.

The most common fear is: when exactly will I at least be able to pay the rent?

I was told many times: two years.

The part of Innraum I love the most is the back room - the room of endless possibilities.

Marta: What keeps you going?

Erica What keeps me going is the feeling that this is real and actually happening.

Dreams I have had for a very long time are becoming a reality.

The part of Innraum I love the most is the back room - the room of endless possibilities. I sometimes think about how this space will create meaningful moments for the community in the years to come.

Marta: What advice would you give to other internationals starting a business in Austria?

Erica: When it feels overwhelming, never lose sight of your dream and your purpose.

My advice is to gather information and resources before starting your business. The “dive into cold water head first” approach is not recommended for everyone.

Networking with groups like Self-employed in Austria is fantastic for gaining the insights needed when starting a new business.

I encourage freelancers in Innsbruck, as well as in other places, to think outside the box and try new things to see what works and what does not.

Starting a business is an agreement with yourself to take risks - many risks.

Marta: What is your vision for the future of Innraum?

Erica: Keep the dream alive no matter what. That’s the plan for the upcoming years.

I hope to set up many events with Self-employed in Austria in the future, so that we can meet, network, and share ideas.

It is an honour to represent SEA in western Austria.

A year from now, when the Innraum space is filled with creative and innovative ideas being shared in ongoing community events, I will have done my job correctly.

See you at Innraum!