- Simplify The Idea

Give the company one clear vision to hold onto and build organized recommendations around it. I.E. “Boundless” is a strong, clear idea – everything you say should reinforce and compliment that idea. If it doesn’t, cut it.

- Keep On Being Creative

Companies love ideas and presentations that inspire them to move. It requires a special balance of innovation and sensibility about the language the company uses but if you can pull it off, it can be an important advantage.

- Do Data “Gut Checks”

Anyone can cite statistics. Ask yourself how the stats that you’re using 1) relate to your single, clear idea and 2) make the company look at the problem in a new or different way. The good news is that you’ve got great curiosity – you’ve just got to translate that into “What are the numbers that will make my argument for me?”

- Push The Professional Edge – Make It Real

You’re in the big leagues now. Create visuals and tools that make the company move from evaluating the idea to evaluating implementation and you’ve put yourself in the top 4, automatically.

What is the starting situation? Clarify Data. What has the client told us?

Why the baseball field didn’t work.

The New things we learned…

How recommendation should be implemented- EXECUTION

Here is the opportunity. 3-5 Logical Solutions. Debunking information

hotel-NO, retail, residential, office-NO, movie theater-NO, museum/civic, botanical garden, fountain, performance-NO

What does this mean? Evidence and Proof. ROI, ROA, CM, Sales growth. Evidence this is the BEST soluation.

How we exploit the situation. Chose our recommendation

What you asked us to do…”F”

Assist G&P in our client advisory role by evaluating the market characteristics of the property and recommending a course of action.

Convenience,

“Between the Bridges”

Place Making

What you asked us to do..what we did…connect the client’s pain

Young, Single

Professional

FROM BLACKBOARD DOWNTOWN PARTNERSHIP REPORT (Lauren)

VISITORS • 10.5 million annually to Davidson County

EMPLOYEES • 47,617 employees downtown o 49% 25-44 years old o 38% 45-64 (high disposable income) o 25% (2003) go out for dinner/ drinks close to office after work *They ranked more retail variety in the top 5 things they want to add downtown in 2007

RESIDENTS • 4300 people actually LIVE downtown

Primary market (10 minutes out) • 221,500 residents

• Metropolis 25% of this group o Like city living, urbane lifestyle, college degree or higher o median income $61,000

• Traditional Living 16% o ½ white collar and ½ manufacturing o do not follow fads, stick with what they know o median income $50,000; financially conservative

• Solo Acts 14% o young, well-educated, mostly single o spend lots of money on themselves (clothes, wine and beer, other retail)

• Senior Citizens in a close 4th

Secondary Market (20 minutes out) • 324,400 residents • Solo Acts 20% o see above…frequent movies, clubs, and bars

• High Hopes 17% o aspiring young families o most spend disposable income on their kids o eat out at mid-price restaurants or fast food

• Upscale Avenues 15% o includes enterprising young professionals (single, socially active, computers and technology) o In-Style (health conscious, live in suburbs but prefer city, health conscious) o Cozy and comfortable (middle age married people)

• Senior Citizens once again in close 4th

Tertiary Market (30 minutes out) • 297,600 residents • High Society 35% • Upscale Avenues 26% • High Hopes 12%

Green Ideas

Convention Centers

Light show, regulations, airplanes

Is it feasible to move the train station? Does the city want the station to be further away from downtown?

Botanical Garden

Station Square-Pittsburgh, PA

Atlantic Station

Mocking Bird Station

Project for Public Spaces pps.org

Grandville Island Website

LA Live

Washington Harbor-Jennifer

Stone Mountain

Harbor Place, Baltimore

Disney Symphony Hall, LA

grandeur

theme

relationship

comfortable

organized

connection to surroundings

captivating

Need to have:

entry to property

entry to development

special character identity

enhancement site

sense of history

BOTANICAL GARDEN

Boardwalk

Parking- Jennifer

Fountain-Jesse

Lucky Strikes-Amy

Hotel- Chris

Sky Train

Baseball stadium

Movie Theater-Amy

Shopping

Nightlife

Kids Only Area

Rail Road

Boat Cruise

Health Care

Residential

Going Green

residential:

Downtown occupancy rates in existing rental product have remained steady at 95% over the past four years.

Residential growth for 2008 & 2009 est at 47 and 55%

—2007 Residential Report

Ten steps to downtown housing:

1. Housing must be downtown’s political and business priority. 2. Must be legible. 3. Must be accessible. 4. Regional amenities. 9. Edge of downtown must be surrounded by viable neighborhoods. (Use map outline of “target downtown” to show how Thermal site fits.)

—Nashville downtown living initiative 8/03

Questions: What age/family demographic does Nashville want to attract?

Deliverables:

Determine questions to ask Architect-Tom Meek

Narrow Top 3 Options down to top recommendation

Frame the top recommendation and thoroughly plan the storyboard and presentation

Complete the “U” section and begin the “S” section of the focus model

2 more sessions after this before rehearsal!!