Why I Moved My Business To West Hollywood — Not Away From It

By Joshua Baum, Founding Principal of Hilgard Analytics

If you believe the headlines, you might think no one in their right mind would move a business to California — especially not West Hollywood. High taxes, heavy regulation, and talk of a “mass exodus” dominate the narrative. Like many, I was curious whether there was something to it. So last summer, I relocated my business to Texas to explore what a lower-cost, “business-friendly” environment might offer.

But this spring, I moved Hilgard Analytics back to West Hollywood — and I’m confident it was the right call.

As the Founding Principal of a research firm focused on real estate and economic development, I work with public agencies, nonprofits, and private sector partners to turn complex data into actionable strategy. And when I thought seriously about where our work has the greatest relevance, resonance, and reach — it wasn’t even close. It was here.

West Hollywood stands out for its civic ambition, its policy leadership, and its commitment to progress. It’s a city where data-driven work can shape real decisions — and where our firm’s research, recently cited by the LA Times and The Real Deal, is both valued and visible.

Sure, California comes with higher costs. But it also offers higher value: a deeper bench of collaborators, greater policy impact, and a mission-driven environment where small firms like mine can thrive.

So while others may be looking for the exit, I’m leaning in — and proud to plant our flag in a city that’s as forward-thinking as the work we do.