A New York City company that manages online reputations will open a second office in Lancaster city and is expected to create at least 100 full-time jobs over the next three years with an estimated $5 million payroll.

Lancaster started out as a dark horse, Patrick Ambron, BrandYourself.com’s founder and chief executive officer, admitted Wednesday. But an investor had ties to the area and suggested it.

Ultimately, Lancaster beat out other places in Pennsylvania, New York, New Jersey, Delaware, Virginia — even Tampa, Florida.

The Economic Development Company, Lancaster City Alliance, City of Lancaster, and Department of Community and Economic Development teamed up to attract BrandYourself to Lancaster County.  Read more about the efforts in Lancaster Newspaper’s article.