Team NY: Package 3
description
Transcript of Team NY: Package 3
GUDC N Y C
Students: Christian Ollano Klemen Kušar Urša Švegl Tina Vilfan Mentors: Derek Oyang Sinan Mihelčič
Team
To provide a detailed and comprehensive site analysis of the 5 West Avenue site in Manhattan and enhance the feasibility and viability of a Stanford Auxiliary Campus through substantial research.
Purpose
Vision
The Stanford’s NYC campus is poised to become one of the world’s leading schools for business and engineering, establishing New York City as the East Coast’s center for entrepreneurship and innovation. Collaboration with local universities will reinforce the learning environment, enhance human capital, and foster the advancement of human ingenuity. In partnership with the city government, local community, and area high‐tech firms, the Stanford NYC campus will become integral in addressing some of today’s most challenging technological issues, infusing sustainability and integrity at its core philosophy, and promoting a spirit of passionate pursuit for the betterment of mankind.
I. Site Analyses II. Site Requirements III. Design and Architecture IV. Economic and Finance Report V. Public Relations Plan
Outline
SITE ANALYSES
5 West End Avenue (Manhattan)
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site on the Map
5 West End Avenue
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Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site Map
The Grid
N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site Map
Occupied/Unoccupied Space
N Site Analyses Site Analyses Site Requirements Site Requirements The Old Power Plant The Old Power Plant Design & Architecture Design & Architecture Economic & Finance Economic & Finance PR Plan PR Plan
Site Map
Typology
N Site Analyses Site Analyses Site Requirements Site Requirements The Old Power Plant The Old Power Plant Design & Architecture Design & Architecture Economic & Finance Economic & Finance PR Plan PR Plan
Site Map
Program
N Site Analyses Site Analyses Site Requirements Site Requirements The Old Power Plant The Old Power Plant Design & Architecture Design & Architecture Economic & Finance Economic & Finance PR Plan PR Plan
Site Map
Traffic
N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site Map
Soil
N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site Map
Sea level rise
N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Site Map
Lynch
N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
SITE REQUIREMENTS
Development Data Building Regulation C4‐7
Inclusionary Housing Program • Promotes economic integration in areas of City undergiong substantial new residential development • Creation/preservation of affordable housing for low‐income households • Requires percentage of dwelling units within a building to be set aside within one half mile of development. • Created units must remain permanently affordable •If 20% residential floor area for Inclusionara program, 33% bonus area above base level is permitted. Public plaza building bonus •20% FAR bonus if public plaza is build
+bonus
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Development Data
Climate Average Annual Temperature
Average Annual Precipitation
Wind Flower Diagram
Sun Path Diagram
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Development Data
Owner Address
CRP/EXTELL PARCEL N WEST 59 STREET
REIN L.P. 860 11 Avenue
City of New York/Dept. of Transportation 840 JOE DIMAGGIO HIGHWAY
AJH 61 CORP 20 WEST END AVENUE
The Abraham Joshua HE 246 WEST 61 STREET
MARGARET R. KASINITZ 75 WEST END AVENUE
NEW YORK CITY HOUSING 40 AMSTERDAM AVENUE
THE 33 WEST END AVE C 33 WEST END AVE C
CRP/RAR III PARCEL J 400 WEST 63 STREET
Senior Living Options 5 WEST END AVENUE
Owners of the neighbouring plots
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Structures under Demolition Contention
MTP 59th Street Parking LLC
641 West 59th Street, New York, NY 10019 • Currently utilized as parking structure and parking lot (200 + spaces) • South middle section of site plan
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Development Data
The old Powerhouse IRT
-Preserving The Former IRT Powerhouse (A study by Columbia University) -Owned by the NY City -Possible mutual interest for renewal
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Development Data
The old Power Plant IRT – preservation guidelines - preserve character defining architectural features - preserve and utilize the vast interior space - incorporate public access - restore lost features - consideration to the 58th and 59th Street - Establish a maintenance program - preserve the waterfront neighbourhood context - later additions to the Powerhouse
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Special Considerations
Process Recommedations • “just in time” deliveries (before rush hour, 7 am traffic) • Construction Crane utilization • Work limited from 7 am to 7 pm (due to proximity to residential buildings • ON‐site allocation of land for storage and laydown of materials/truck access and parking • Alleyway/side street utilization (pending analysis of truck turning radius)
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
URBAN DESIGN and ARCHITECTURE REPORT
Interaction of Programming Elements
Program Diagram
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design proposal
Design Proposal 1
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A
C
B
-Building A 35-40 floors/ 516,670 sq.ft. -professor and student housing -recreation, clinic, mini grocer Building B 25-30 floors/ 269,100 sq.ft. -classroom and cabinets Building C 8 floors/ 9,800 sq.ft. -cabinets and offices
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design proposal
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Design Proposal 1
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N Theme: CONNECTIVITY -axis from west end to Hudson river -2nd floor elevated open space -elevated walkways
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Design Proposal 1
N
N
Design proposal
-6 floors of brick to reflect architecture of old powerhouse -rooftop gardens/open space/recreation space
SWOT‐ Design proposal 1
Design proposal
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
STRENGHTS -Density close to FAR 10 -Connectedness
WEAKNESESS -Failled to include Powerhouse in phase I. -Failed to see Powerhouse as an main opportunity for development
OPPORTUNITIES -Density fosters communication/ interaction
THREATS -Wind tunnel effect
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Design Proposal 2
Design proposal
Building A ‚The Campus Powerhouse‘ (2 floors / 155,000 sq.ft.) showrooms, galleries, bars/cafés/restaurants, library, TECHNICAL MUSEUM, youth center
S S Building B ‚The Dorm‘ (18 floors / 200,000 sq.ft.) student and professor housing, dinning, recreation Building C ‚The Administration‘ (4 floors/ 35,000 sq.ft.) offfices, labs, cabinets
A
B C
A
B C
PHASE 1
PHASE 2
Design Proposal 2
Design proposal
PHASE 1
PHASE 2
A
B
A
B
OUTER SPACE A ‚The courtyard‘ -plenty of sun -low noise -connection to park area -open laboratories -recreation B ‚The entrance‘ -public character -delicate relation to the old powerhouse -entrance platform
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design Proposal 2
Design proposal
ENTRANCE PLATFORM
INNER COURT VIEW FROM THE HIGHWAY
1
2
1
2
1 2
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design proposal
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
SWOT‐ Design proposal 2
STRENGHTS -Large green area connected to waterfront -Renovated Powerhouse as a central space
WEAKNESESS -Low density - financially unsustainable -higher costs due to renovation
OPPORTUNITIES -atruim can accomodate different uses -Power house can become a social hub
THREATS -risk of crime at night time because of open green design -danger of fragmenting the camous
Design Proposal 3
Design proposal A ‚BUILD SPACE‘ ‐Engineering Building ‐Business School ‐Technological incubator ‐Student housing ‐Laboratories ‐Common facilities ‐Student housing (33 floors / 528,000 sq.ft.) ‐Public building (24 floors / 384,000 sq.ft) B ‚EMPTY SPACE‘ ‐park ‐recreation ‐outer labs ‐ C ‚EXPANSION‘ ‐The Campus Powerhouse‘ (2 floors / 155,000 sq.ft.)
A
C
B
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design Proposal 3
Design proposal
NorthEast view on the Campus SouthEast view on the Campus
PU
BLI
C
PR
IVAT
E
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Design proposal
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
STRENGHTS -connected towers -large green surface
WEAKNESESS -unability to build in phases -weak access from West End Avenue -poor soil for good foundations
OPPORTUNITIES -available land for further development -possibility to host various open air events
THREATS -uncontrolled open green space -bad connection with the city
SWOT‐ Design proposal 3
Programming
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Traffic
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Typology
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
View from the Hudson river
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Concept
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Transition
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Access points Transit Public space
Parks
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Possible solutions
Situation
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
N
Floor plan
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Section
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Fasade
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
3d
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
3d
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
3d
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Reference
Design proposal ‐ final
Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan
Tate modern, Herog & De Meuron
ECONOMIC and FINANCE REPORT
Detemining the Price
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Study references ‐ RENOVATION
KINGSBRIDGE ARMORY, West 195th Street -from an warehouse to shopping mall -area: 575 000 sqf -investment: $310 mio Cost: $530 per sqf City lowered the purchase price of the property from $20 mio to $5 mio
Determining the Price
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Study references ‐ RENOVATION
NYC PUBLIC LIBRARY, 42nd Street -renovation of an existing program -area: 541 200 sqf -investment: $300 mio Cost: $554 per sqf City donated $150 mio
Determining the Price
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Study references – RESIDENTIAL DEVELOPMENT
RECENT RESIDENTIAL DEVELOPMENT, Chelsea Area -new residential development -area: 299,200 sqf -investment: $169,4 mio Cost: $566 per sqf
Determining the Price
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Study references – OFFICE DEVELOPMENT
AVERAGE DEVELOPMENT PRICES, www.rsmeans.com -new office development -area: 299,200 sqf -investment: $169,4 mio Cost: $228,24 per sqf
Land Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Plot Value
Cost PV : $17,7 mio
The IRT Powerhouse Building 163 204 sq.ft.
$_?_ mio
1 West End Avenue Plot 126 000 sq.ft.
$10,8 mio
West 59th Street Plot 52 260 sq.ft.
$6,9 mio
Building Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Size and Cost by Individual Building ‐ Present Value (PV)
West Avenue Office Building 400 000 sq.ft.
$92 mio Stanford Building 440 000 sq.ft
$162,9 mio West 60th Str Office Building 250 000 sq.ft.
$57,5 mio West 59th Str Residence 300 000 sq.ft.
$168 mio Joe DiMagio Hwy Residence 200 000 sq.ft.
$112 mio The IRT Powerhouse 250 000 sq.ft.
$137,5 mio
TOTAL PV $751,3 mio
Underground Parking 92 000 sq.ft.
$21,2 mio
Building Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Phasing Timeline
Year201220132014201520162017 Plot purchase201820192020202120222023202420252026202720282029
$17,7mio $404,9mio $231,8mio $114,3mio Value
Phase I.
Phase II.
Phase III.
now
Phasing
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Building Phase I.
West Avenue Office Building 400 000 sq.ft.
$92 mio Stanford Building 440 000 sq.ft Student and Professor Housing, Faculty Office, Administration Office, Studio, Laboratories, Design groups, Roof Top Park.
$162,9 mio
TOTAL PV $404,9 mio
Underground Parking 54 500 sq.ft.
$12,5 mio The IRT Powerhouse 250 000 sq.ft. Sport Facility, Library, Galleries, Restaurants, Bars, Show Rooms, Classromms, Lecture Halls, Dinning Facility, Fitness, Technical Museum.
$137,5 mio
Building Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
West 60th Str Office Building 250 000 sq.ft.
$57,5 mio West 59th Str Residence 300 000 sq.ft.
$168 mio
TOTAL PV $231,8 mio
Building Phase II.
Underground Parking 27 500 sq.ft.
$6,3 mio
Building Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Joe DiMagio Hwy Residence 200 000 sq.ft.
$112 mio
TOTAL PV $114,3 mio
Underground Parking 10 000 sq.ft.
$2,3 mio
Building Phase III.
Total Cost
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
West Avenue Office Building 400 000 sq.ft.
$92 mio Stanford Building 440 000 sq.ft
$162,9 mio West 60th Str Office Building 250 000 sq.ft.
$57,5 mio West 59th Str Residence 300 000 sq.ft.
$168 mio Joe DiMagio Hwy Residence 200 000 sq.ft.
$112 mio The IRT Powerhouse 250 000 sq.ft.
$137,5 mio
TOTAL PV $769 mio
Underground Parking 92 000 sq.ft.
$21,2 mio Plot Value 341 464 sq.ft.
$17,7 mio
Shares
Financial Partnership
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Potential Partners in the Project
Consolidated Edison Steam generating facility in the IRT building Durst Organization Interested in development of the residential and commercial neighbourhood Extell Development Company Developing parcels north from IRT Powerhouse into Riverside Center. Interested in developing residential, retail space and restaurants. The Hudson River Powerhouse Group Advocating to designate former IRT Powerhouse as a NYC Landmark Landmarks Preservation Commisssion Designation of the city‘s landmarks and historic districts.
Manhattan Community Board 4 Representing the neighbourhood from 14th to 59th Street and from 8th Avenu westward. Manhattan Community Board 7 Representing the neighbourhood from 60th to 110th West Street, west from the Central Park. NYC Deparment of City Planning Involved in Land use and environmental review. State Historic Preservation Office Helping communities to identify, evaluate, preserve, and revitalize their historic, archeological and cultural rescources.
PUBLIC RELATIONS PLAN
PR & Marketing concept
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Leave a print!
"You carry forever the fingerprint that comes from
being under someone's thumb."
(Nancy Banks Smith)
PR & Marketing goal
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
To present the Stanford NYC campus as a project that will leave a positive print in the
city’s history as well as in people’s lives.
Target publics
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Local community
Investors
Govern‐ ment
Students
Companies/ partners
High schools
Staff
Media
Banks
Donators
Suppliers
Other universities in the area
Three levels of performance:
NYC USA world
Netnography
Cons of Manhattan
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
parking
noise
air quality
traffic
expensive
crowded dirty streets taxes
weather
income disparity
lots of homeless people
high crime rate
no real sense of community
boring
lack of hot blonde women
Construction phases
Objectives in different construction phases (NYC level)
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Planning Construction Operation
Presenting the project, inviting target publics to participate in the project and creating an overall positive image of the project.
Organising events for all target publics.
Buildling positive brand image.
Activities and events on NYC level ‐ overview
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Planning
Construction
Operation
• ideas gathering • meetings with experts and city officials • meetings with city authorities • fundraising & appreciation events • press conference • meetings with other universities’ authorities
• tours & visits • grand opening event • open day • voluntary work
• sponsorships • student programs • community service activities
Construction phases
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Planning Construction Operation
Planning
Web page – information about events on the plot
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Events and activities Information about past/oncoming events on the plot.
Planning: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Ideas gathering
Aimed at Local community
Objectives Incorporating public & building an overall positive image about the project.
Key message To let local community know that it is the one who dictates the construction of the campus.
Media Mostly billboards and web page.
Communication strategies Two-way communication
About People will have an opportunity to share their ideas on-line in brainstorming sessions, forums, chats, questionnaries etc. People with the best ideas will be invited to in-person sessions.
Planning
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Ideas gathering – inviting people to the web page
Planning
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Ideas gathering – inviting people to the web page
Planning
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Ideas gathering – inviting people to the web page
Planning
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Ideas gathering – inviting people to the web page
Planning
Web page – inviting people to share their ideas
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Share your ideas Inviting people to share their ideas in: • brainstorming sessions, • forums, • qustionnaries, • chat rooms, • etc. People with best ideas will be invited to in‐person sessions.
Planning: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Meetings with experts and city officials
Aimed at Local community
Objectives Presenting expert view of the project to the public.
Key message The owners, experts, city officials and local community equally cooperate in building the sustainable campus, that will create public welfare.
Media Billboards, advertising in magazines/newspapers.
Communication strategies Conferences on the plot, live stream via web page.
About Experts and city officials present expert /urban view of the project and answer public’s questions.
Planning: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Meetings with city authorities
Aimed at Government
Objectives Gaining government’s support.
Key message The campus can visibly contribute to city’s welfare and thus needs government’s support.
Media Web page.
Communication strategies Communication on personal level, regular meetings.
About Regular meetings with city authorities (at times experts and local community’s spokesperson will be invited to participate in these meetings).
Planning: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Business meetings/lunches
Aimed at Companies/partners, suppliers, banks, investors
Objectives Building long-term strategic relationships, raising money, getting good loan conditions and investments.
Key message To prove as reliable strategic partner and debtor, presenting the project as a high ROI investment.
Media Web page.
Communication strategies Communication on personal level.
About The owners invite (potential) business partners to meeting/lunch in upper class restaurants.
Planning
Web page – information for media, investors and banks
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Press & Contacts • press kits • press releases • photographs • contacts • financial statements • progress statements
Planning: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Fundraising/apperciaton events
Aimed at Donators
Objectives Raising money and creating good relations with (potential) donators.
Key message To prove as promising partner with highly potential project, that donators can help realize.
Media Magazines, direct mailing.
Communication strategies Communication on personal level.
About The owners invite (potential) donators to banquets, concerts, plays, dinners etc.
Construction phases
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Planning Construction Operation
Construction: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Tours and visits
Aimed at Investors, government, suppliers, media
Objectives Enabling an insight into the project, giving out first-hand information.
Key message To prove as a forthright partner.
Media Direct mailings.
Communication strategies Communication on personal level.
About Individuals of different public groups are invited to see the progress and happening on the plot.
Construction: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Voluntary work
Aimed at Local community, students
Objectives An opportunity for people to help creating the new campus, giving them a feeling of importance and pride.
Key message Giving people a chance to collaborate in the project.
Media Billboards, flyers, advertising in magazines, web page, social media.
About People are invited to voluntarily participate in different types of work connected to the project: construction, PR, marketing, HRM, finance etc. Each volunteer gets a certificate in the end.
Planning
Web page
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
How you can help Inviting people to voluntarily participate in the project in many different areas such as: • construction • building • urbanism • marketing • PR • finance In the end, each participant gets a certificate.
Construction: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Grand opening event
Aimed at All target publics
Objectives Thanking all target publics for participation in the project and inviting them to further cooperation.
Key message Thanking all target publics to help and participate in the project and to accept the new campus.
Media Billboards, flyers, advertising in magazines, web page, social media.
About A big event on the plot and in the new campus with live music, food, workshops, firework etc. Speeches will be held by the Mayor of NYC, the owners, partners, donators, …
Construction: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Open day
Aimed at Students, staff, high schools, media
Objectives Presenting the new campus, inviting students and staff to get a sense of the university where they can study/teach.
Key message Inviting students and staff to get to know the campus.
Media Billboards, flyers, advertising in magazines, web page, social media.
About Different events, lectures, leading tours, workshops will be going on. Everybody is invited, but the main focus is on students and staff. The event will be going on for more days.
Construction phases
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Planning Construction Operation
Operation: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Sponsorships
Aimed at Students, staff
Objectives Creating positive and strong organizational culture and thus positive brand image.
Key message Stanford is an university that supports and rewards creative, talented and hard working students.
Media Depends on the event.
About Sponsoring different events, individual students and programmes.
Operation: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Student programmes
Aimed at High schools
Objectives Giving pupils an opportunity to get to know Stanford and its students, creating positive brand image.
Key message Taking care of pupils and their future and creating high-educated city, attractive to all kinds of prospective businesses.
Media Web-page, social media.
About A programme “Study with Stanford” where Stanford’s students give instructions to pupils at the neighbouring high schools.
Operation: Events and activities
Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations
Community service activities
Aimed at Local community
Objectives Giving back to the local community.
Key message Proving as responsible “neighbour”.
Media Billboards, TV and radio advertising, social media.
About “CleaN Your City” event that appeals to all city inhabitants and Stanford students to clean the city together and make NYC a clean and healthy environment to live in.
GUDC N Y C