© 2008 perkins eastman architects, pc strategic interventions-getting the biggest bang for your...
TRANSCRIPT
© 2008 Perkins Eastman Architects, PC
Strategic Interventions-Getting the Biggest Bang for
your BuckASC 2010
5 May 2010Leslie Moldow, FAIA, LEED AP, Perkins Eastman, Maria Dwight, [email protected] [email protected]
Bill Hendrickson, Hendrickson [email protected]
"Senior (military) officers say the power point program does come in handy when the goal is not imparting information, as in briefings for reporters.
The news media sessions often last 25 minutes, with 5 minutes left at the end for questions from anyone still awake. Those types of PowerPoint presentations are known as “hypnotizing chickens.”
- New York Times, April 26, 2010
Start with FACTS,
not with suppositions, or bright ideas, or conference fads, or what you have always done (“Its our mission since 1915”) or what your competition is doing (they may be as confused as you are).
Some Basic Facts:
Your real market area (they are shrinking) Demographic trends in your geography (age, income, ADLs, ethnicity, Competitive analysis (for statistical demand analysis) Product evaluation (location, physical plant, operational program,
contract type, cost of operations, future viability) Demand analysis : Who is or should be your market (consumers)?
What does it want? What will it pay? When does it want it? How does it get it?
STRATEGIC PLANNING is a process, not a product.
INTERVENIONS should be anticipated, timely, documented, out come oriented and have sufficient budgets and appropriate deadlines. (Time is money)
Be CONSUMER DRIVEN by knowing:
Your LOCAL market. Your product (myth or fact) Your message (confusing or mixed) The depth of your segmented market (socio-
economic, demographic, competitive)
EVALUATE the date ruthlessly.
Who is your preferredcustomer (vs. who are you“serving”)?
Demand will vary by age andincome cohorts
Ratings of Types of Opportunities by AgeIn-Movers, Incomes $50K+
How important is it to you to have access to opportunities for:
Under Age 65
Ages 65-74
Ages 75+
Physical recreation
Very important 86% 79% 66%
Social recreation
Very important 78% 74% 65%
Intellectual growth
Very important 83% 75% 63%
Cultural recreation
Very important 80% 71% 58%
Volunteering
Very important 57% 46% 35%
Spiritual growth
Very important 51% 48% 37%
“Real Estate” Variables by Age In-Movers, Incomes $50K+
Ages 65-74
Ages 75+
What size residence would you prefer?
Unit Size/Type
One bedroom 4% 6%
One bedroom plus den 21% 30%
Two bedrooms 24% 23%
Two plus bedrooms 50% 40%
No response 1% 5%
What type of building would you prefer?
Building Type
Apartment w/elevator 22% 29%
Single story attached/town home 36% 32%
Single story/single family 38% 36%
No response 5% 3%
With each financial plan option listed below, you also pay a monthly feefor operations and selected services. Which one would you prefer?
Payment Structure
Buy 41% 28%
Refundable entry fee 22% 25%
Non-refundable entry fee 11% 13%
Rent 19% 23%
No response 7% 10%
Qualitative data count too!
Techno/nuts vs. techno/phobics Dietary vs. Culinary Department Public vs. private spaces Wellness nazis vs. couch potatoes Pet lovers and others
Opportunities to consider (very seriously)
Community collaboration (competitors, colleges ,JCCs, etc etc.etc. etc. etc. included)
Lower the draw bridge (porous communities, facilities and campuses)
Host community benefit (501c3 protection) Virtual communities and memberships Integrating technology into all levels of residency
and membership
ENJOY THE PROCESS.
You are building community. You are
growing your mission.You are preparing for the future.