Author Archive

Tail Wags Dog

August 19th, 2010
by Rich Burns

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When signs are a significant part of your life there is no lack of things to look at. I happened to be lying in a lounge chair at the Intercontinental Hotel in San Juan, Puerto Rico when I focused on the sign at the top of the building. GNU Group has had the opportunity to solve a number of skyline branding signs and understand their design challenges so I was particularly struck by the way in which the Intercontinental name was displayed.
 
The building’s 15 stories are configured as 16 bays, each one a hotel room. By my eyeball calculations, the space between the top floor and the roof is approximately 10 feet. Within this space, and neatly placed on each of the bays, is an individual letter. In sequence, all 16 bays spell out the Intercontinental name. If my scale is correct, the letters are about 6 feet tall.
 
My mind played with the scenarios that resulted in this compelling solution. Did Intercontinental design the building around the length of their name? Was it dumb luck that Intercontinental inherited a building perfectly suited to display their name? Did management go looking for an acquisition property that could neatly showcase their corporate brand?
 
I imagined the programming session with the architects that articulated the need for a building that would accommodate the brand. I conjured up a  programming meeting that went something like this.
 
Client: “We want to be able to prominently display our name at the top of the building.”

Architect: “That’s a lot of letters. We could do 16  bays of rooms and put a letter above each one. If we double load the corridors we can get 32 rooms per floor. How many rooms were you thinking you need?”

Client:Probably 400 to 500.”

Architect: “Perfect, we’ll design it 15 stories high. That will give you just the number of rooms in your program and still let us place all of the letters on the skyline.”
 
Could there really have been a scenario where the signage dictated the architectural solution? An environmental graphic designer’s fantasy to be sure, not withstanding the fact that it was a pretty banal building.
 
I was curious enough to ask the concierge about the buildings history but she knew nothing of its origin or the logic behind the sign. So I carry with me the belief that I actually stayed in a building where the signage dictated the architectural solution.
  
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From the Archive: Staying Power

April 10th, 2010
by Rich Burns

Advertisement courtesy of Pacific Sun, Marin County Weekly

I opened up the local paper today and found an ad for our local community college that showcases a photo of the entry monument to the campus. The sign is part of the very first sign program the GNU Group ever designed. The year was 1972 and the system was an early contribution to the professional discipline of signage design and environmental graphics. That the same sign is still standing (they did change the name of the campus from Indian Valley Colleges to College of Marin) is surely testament to something, although we’re not sure exactly what.

Original Entry Sign, Circa 1972

The technology of the times was not particularly advanced and the budgets were pretty slim. Our design goals for the program were to create a system that integrated with the surrounding environment, landscape and street furniture, reflected the natural character of the buildings and that was inexpensive and simple to build and change.

The signs are redwood frames with acrylic insert panels mounted on 6” diameter posts. The copy was applied with vinyl letters. Implementing the program gave us our first experience with controlling the bid process. The College included our sign package in the general contractor’s contract. Contractors back then had no clue how to price a sign program so they simply submitted a number that they thought would ‘cover it.” The price was 2 to 3 times what we had estimated and that caused some real problems. We convinced the College to separate the sign package from the general contract. We learned how to procure parts and pieces and I even remember personally bolting frames and poles together to make the program happen.

Technology has changed and we are a lot smarter, but there is a lot about that process that informed how we manage the implementation of our current work, including having our own capabilities to install programs.

I recall estimating that the signs should have a lifespan of 10 years. Thirty-eight years later many of the signs are still standing. We had a similar experience with the wayfinding sign program we did for Stanford University in the early 80s. Our design called for porcelain enamel panels which we explained would last ‘forever.” The University opted instead for MDO plywood in an attempt to save on initial costs. Tour the Stanford today and you’ll be guided by those same signs, installed almost 30 years ago. 

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Paranoid Optimism: Rich Burns’ review of
the 2009 ULI Conference

November 18th, 2009
by Rich Burns

I’ve been attending the Urban Land Institute Fall (ULI.org) meeting since the mid 80s. ULI is the research and education organization that serves the real estate industry.  Each annual gathering is a fascinating opportunity to take the pulse of what’s really happening in the broad world of development. My expectation going into this year’s event was decidedly downbeat given the carnage that is touching every facet of real estate.

To the surprise of everyone (especially the organizing committee), the turnout far exceeded expectations.  Past meetings have never surpassed 7,000 and ULI was prepared to claim success with half of that number. 6,000 of ULI’s 33,000 members defied the questionable economy and were on hand at the Moscone Convention Center in San Francisco. As one speaker suggested, “If you are here, you are successful,” a clear reference to the high price of attendance.

The meeting was three and one half days of educational programs, keynote addresses, mobile workshops, tours, social and networking events and an expo hall filled with over 60 exhibitors. ULI structures its educational content and special interest focus by land uses or building types (retail, commercial, residential, industrial, urban development etc.). It organizes its educational sessions accordingly, and most presentations are set up as panel discussions with 4 or 5 speakers focused on a specific property class or a special issue of interest to the overall audience. This provides a variety of perspectives on each subject, meaning that at the meetings end one has heard a tremendous number of points of view.

The property specific sessions generally offered a mix of triage actions that can be taken to weather current conditions coupled with prognoses for the future. The messages were very consistent. This is the worst economy in all of our lifetimes and, while we are in the initial throes of recovery, it will be long and slow. As for opportunity, now is the time for the real estate industry to be shopping for deals (most asset classes can be bought for 60% of replacement costs) and for buying properties but not constructing new buildings,  providing one has a source for capital. 

Bill Emmott, former editor of The Economist, provided a global perspective of the economy, explaining the reasons why we will recover and how the recovery will look in different parts of the world. He believes the United States is likely to experience a U shape recovery whereas India and China’s will be V shaped and Great Britain’s will resemble an L. The recovery will not be led by consumers but by the public sector. Private debt will decrease while public debt increases, taxes will rise and environmentalism will be crucial. Psychology is a significant factor in the pace of the recovery. His greatest reason for optimism in the US –the flexibility of the economy.

Other economists noted that there are still 100 million people employed, and that the U.S. has a 14 trillion dollar economy. All agreed that globalization is fundamental to all economic activity. 3 to 4 years to full employment was the consensus.

Other significant themes of the conference:

Changing Paradigm – there was general agreement that once this recovery is over things will never be the same. Values and behavior will change. Priorities for how we live and how we think about resources, both personal and the planet’s will all be different. From the size of our homes, the way we access our jobs, the way we use the land and the mandate to be better stewards of the planet will all result in different patterns for development and building and will challenge the design and building communities to lead the way.

Sustainability and Environmentalism – these ULI meetings are a giant barometer of change. The Fall Meeting in Las Vegas two years ago was the point in time when the real estate community had their environmental epiphany. It was the hot topic. Al Gore had just released his book and movie and after years of dancing around the edges of the movement ULI got green religion. This year many sessions focused on the environment with topics such as, “The Green Quotient in Institutional Investment”, “Impact of Green Regulation on the Real Estate Community”, “Green Tools for Government” and “Green Retrofit – the Wave of the Future”. Green is clearly in and attracted the appropriate attention.

Availability (lack) of Capital – as the life blood of the development community, access to capital determines whether projects will or won’t happen. There is no denying that capital is mostly nonexistent and will stay that way for a long time.

Changing Demographics – shifting demographic makeup was another key topic of the meeting. The aging population (5.6 people turning 65 every minute), women have just become the majority in the workplace, Hispanics as the only demographic group growing in size all portend continuing shift in behaviors.

Taking the industry’s pulse each year is instructive. I find real estate professionals to be consummate optimists (is there a choice)?  While hardly euphoric, the mood was decidedly upbeat. Emmott’s use of the term, “Paranoid Optimism” was a very apt description of this year’s demeanor. This group knows all about cycles and has great patience if not staying power. I continue to ask the question, “How many recessions does one get in a professional career?” This one marks the GNU Group’s fifth and we seem to be weathering it just fine.

First things first.

July 3rd, 2009
by Rich Burns

When John Naisbitt wrote his seminal book Megatrends in 1982, the internet, research tools and information technology we take for granted today did not exist. In simplistic terms, his methodology for identifying trends was to track the amount of coverage different issues received in print or broadcast. The hot trends were topics with recurrent attention in the media.

By that measure, the hottest communications trend in the past year or so has been social media. It is almost impossible to pick up a newspaper or magazine, or to tune in a news broadcast without a story about, or reference to Face Book, Twitter, LinkedIn or the role of blogging in today’s business environment.

A few GNUs were at a Society for Professional Services Marketing (SMPS) seminar recently, focused on the subject of social media. Rick Klau, the head of product development for Blogger.com, gave a compelling show and tell on the ways social media is being used in business. It got our attention. We have been guilty of dismissing social media as a plaything for youth. “Why would anyone care what we have to say,” and “We don’t have time to spend tweeting and blogging,” have been our excuses for not engaging these mediums.

Our revitalized website in March had ‘blog’ on the list of things to include but we managed to launch it without the blog in place. The SMPS seminar confirmed the mandate for a blog and we are now operational. This first post is our introductory statement. We are committed as a firm to keep our information relevant, informative or at the very least, entertaining. We hope you find items of interest and relevance and will check back often to see what we have to say.