Alright – so today we’ve got the honor of introducing you to Claudia Bloom. We think you’ll enjoy our conversation, we’ve shared it below.
Claudia, thank you so much for joining us today and appreciate you talking about a sensitive topic. It’s unfortunately relevant to so many in the community as layoffs have been on the rise recently, and so we’d appreciate hearing your story and how you overcame being let go?
After working for 14 years as a research editor at a successful national women’s magazine, I was laid off with many others on the same day.
The print industry had been suffering for years and many readers were turning to digital outlets for their news, social media, and entertainment. Over the last few years, I worked there I realized that the industry was changing and wondered if (or when) “my number would come up.” I was not feeling too challenged by my position the last few years, but with a son who had just begun college and working as a single mom, I thought I had no choice but to hang on. My 401K and health insurance were huge benefits (in addition to the regular paycheck) so I found other ways to fulfill my creative interests.
When I was summoned to my manager’s office to be told the bad news, I was at first shocked, upset, and also very teary. She felt really bad, we had a close working relationship, but she had no choice but to let many of us go that day.
I had 10 days to finish my work and pack up my office, and I used that time to wrap up but to also move forward making calls to HR and my financial advisor. I had booked a 10-day trip to Costa Rica for just after that time and grappled with whether I should go or cancel. I decided to take the trip, it was mostly paid for and I needed the space, diversion, and adventure big time!
I also decided then that rather than hit the ground running to look for another full-time editing job, I would give myself a six month period of exploration. I had a severance benefit that gave me that freedom and I chose to use that time.
I realized I needed to tap back into my “past life” in entertainment, not knowing where that path would take me. I opened doors back up to acting, (letting a former agent know I was available for auditions again) casting, and actor coaching and I informed others in publications that I was available for freelance or part-time editing work. One call led to a one-week-a-month job for seven years at another well-known magazine (until that one folded completely two years ago and I lost that gig, too.)
At this same time, I knew that I was not enjoying living in my New York City neighborhood any longer (after having raised my son there, married and divorced, in two different apartments) and wanted to move to a more vibrant area of NYC. My rent was going up, my son was away at school, I was now working in the freelance world and something had to change. I took several walking tours of neighborhoods that I liked to get a sense of if I’d want to live there. When I narrowed those areas down to three favorites, I explored the rental situation but felt priced out of all.
With some concern, a few friends suggested I explore rentals in the NYC beach town of The Rockaways in Queens. I had been taking weekend day trips for the previous three years from May through October and loved it, although I found the subway commute long and tiring. When I started an apartment search there, I couldn’t believe how much lower the rents were there and, to live on the beach? My lifelong dream!
After looking into several Rockaway apartments, and then finding a short-term sublet on the beach at a friend’s home while he was traveling, I packed up decades of my Manhattan life and headed to the beach.
A new town, new pals, a new home (and then a permanent home soon after in the area), a new gym, new shops, new doctors, a new lifestyle, and then I launched my new company. It was a huge change, full of ups and downs but with joy – and lots more ups!
Thanks, so before we move on maybe you can share a bit more about your business.
About eight years ago I launched my own company called Rock Locations.
I represent home and business owners for production in their spaces, anything from music videos to fashion photo shoots to TV shows and more.
My background has always been in media and entertainment but I didn’t know anything about locations and/or how to run a business. I had just moved to The Rockaways and needed to find a way to bring in income while connecting with my new community by using my skills. I was clueless about how to do that. I was in a local surf shop one day, chatting with the owners who had become friends, and I looked around the colorful shop and asked: “This store is so cool, has it ever been in a commercial?” One owner replied: “No, but can you get us one?”
That’s how Rock Locations was born. I dashed out, knowing I had a ton of work to do, and asked many local business owners if this venture would be of interest if I could make it work and each one replied with “yes.” I contacted a local newspaper and they interviewed me that week. Many local homeowners reached out afterward, wondering how to get their house in a film or commercial. That’s how I started to expand my inventory to include homes as well as businesses.
I set up a Facebook page, printed business cards, and started my networking journey 24/7.
There’s always been production jobs in the area but I seem to be the first (and only?) agent for this sort of work. I connect creatives looking for locations with my owners and then hopefully book the job, with many steps along the way.
I’m so proud of how it’s grown; that I get calls from producers even in LA or the UK who have heard about my company; about my increasing followers on Instagram, Facebook, and LinkedIn, and the many subscribers to my monthly newsletter. I’ve hired one full-time freelancer who designs my newsletter as well as maintains the website, which requires frequent updates.
When I get to see the produced jobs, I am always knocked out. I know these spaces in and out but to see how a vision in this space comes to life is truly amazing! I’ve been touched, laughed, and overall, just enjoyed how the locations come to life this way!
As is the nature of this sort of business, I lose locations as they close up shop or owners move, and am frequently finding new spaces to add, as well as adding production pets and picture vehicles; and expanding beyond my area to the other NYC boroughs, and to NJ, CT and Long Island as well. In addition, I often collaborate with other reputable location agents who maintain their inventory, and when a client asks me to find them a space that I don’t represent, I can reach out to others and then we can share the job. All of this has broadened my channels, built more working relationships, produced more work, and brought in more income.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Learning how to network and navigate my industry is crucial, and finding the best resources to connect with clients and make them aware of my work has been so important. I joined many FB production groups; I follow many others in the field on IG; I continue to connect daily with those in my industry on Linkedin, and if they reply I thank them for their support and add them to my contacts. My monthly newsletter keeps many aware of my growth: new jobs I’ve booked, new locations I’ve added, new location assistants who’ve helped me out, and show the jobs that have launched. It’s a continuous effort to share information but with grace and professionalism.
I learned early on that I had to lean on mentors and colleagues for advice. Production locations was a new field to me and often questions and issues arose that I was not sure how to deal with properly. For some inquiries, there were red flags (a last-minute request, a ton of people, working into night time hours, etc.) and I learned it can be OK to pass on a potential job if the factors don’t sit comfortably for me (and/or my owners.) Often, these colleagues help me with raising additional questions to get clearer details on a job so that I can move forward without much or any concern.
When you run your own company, it can be very hard to step away. Any time not focused or available could lead to the loss of a job, and that was a hard lesson for me to learn. I had to understand that if I lost a job, there would be another one and to hold onto that confident belief that I’ve built a strong foundation that will not lose traction if I’m not around all of the time; and to rely on getting help too if I have to step away and trust those jobs will still work out well (but to try to be available for questions regardless.)
For those starting their journey, take these three tips: strong networking skills in any way you can reach out to make connections; accepting help from others who have been in your industry longer than you; and learning to take good care of yourself as well.
How about your challenges?
The entertainment industry has faced many challenges over the past few years. Of course, first, there was the 2020 COVID-19 lockdown and then the aftermath of bringing work back with many health and safety protocols we had to have in place.
Once we all learned to address these challenges, the 2nd half of 2020 and all of 2021 were very good and active production years, However, in 2023, the writers and actors unions both went on strike. For months work was halted (except for lower-budget nonunion jobs) and it was my most challenging year ever. I was concerned that I wouldn’t be able to maintain Rock Locations which was very concerning. Even nonunion jobs were infrequent, as affected by the two strikes as well in some ways.
Finally, they both resolved after many months, and starting in 2024, my phone began to ring again. Overall it was a strong year for my company. I heard from many new clients, and repeat clients, not all who booked, but my company felt viable again. The trick was that the budgets on most of the requests – union and nonunion – were lower than in the past. I think with the toll the previous year took on production, companies were behind in creating work and had loss of revenue as well. In addition, many companies were working overseas (or in less expensive US cities than NYC), and that too had an effect.
I’m trying to stay very optimistic that 2025 will normalize this industry overall and that Rock Locations will continue to get many location requests and continue to book location jobs while the budgets will be strong once again! I’m excited for what’s ahead.
Contact Info:
- Website: https://rocklocations.com/
- Instagram: https://www.instagram.com/rocklocations/
- Facebook: https://www.facebook.com/rocklocationsny
- Linkedin: https://www.linkedin.com/in/claudiabloom/
Image Credits
Sebastian Sheppard Photography (Featured Photo)
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