the power of a park. urban open spaces as value generators

The Power of a Park: Urban Open Spaces as Value

Generators

Thursday,

October 14

3:15 p.m. – 4:30 p.m.

Seating 1

Counting Male/Female Ratio as a Safety Indicator 2

Restrooms 3

Homelessness Ratios 4

Importance of Single People 5

Entertainment Options 6

Games 7

How to Pay for Great Public Spaces 8

Creating Value 9

E&Y study -1

Creating Value 9

E&Y study -2

Creating Value 9

E&Y study -3

Creating Value 9

E&Y study -4

Creating Value 9

E&Y study -5

Creating Value 9

New Development around Bryant Park 10

Campus Martius Park:

• 2.5 acre downtown signature public square and year round venue

- Heart of downtown, anchors historic & current commercial

center

- Fronts over 6.5 million square feet of mixed used district

• $20 million dollars to design and construct, inclusive of a $3.5

million endowment

• Created, managed and operated by private non profit – Detroit

300 Conservancy

- Long term contract with City of Detroit

- District plan and infrastructure: Detroit Economic Growth

Corporation

Campus Martius Park:

• Has catalyzed over $700 million of new development in

Campus Martius district

- Two Class A/mixed use high rise buildings with over

1.35 million sq. ft and 5,000 employees

- 200 + new residential units, historic hotel renovation, other new

office tenants

- Over 35 + new retailers, restaurants and cafes

- Growing technology and creative hub with attracting new

companies from outside the city

• Momentum continues in district to fill historic office

core and build out two adjacent key mixed use sites

Background and History

• City founded on the

Detroit river in 1701 by

French

Background and History

• 1806 Fire destroys fort

and town

• 1807 Judge Woodward

lays out new City of

Detroit from survey

point in center of

Woodward Avenue,

now current park

1900’s to 1960’s

Prosperity And Rapid Growth Of Detroit And Downtown

• ―Paris of the West‖ with

boulevards, trees and great

architecture

• 150,000+ Employee base

downtown

• Regional retail center with 5

million sq. ft. of shopping

and three major department

stores

1900’s to 1960’s

Prosperity And Rapid Growth Of Detroit And Downtown

• Regional center for

restaurants, theatre,

entertainment, hotels and

sports

• Motown Records –

internationally known

• Small residential population

1960’s to 1980’s

Major Decline Of City And Downtown

• Office, retail, restaurants,

and entertainment

devastated

• Millions of sq. ft. of buildings

vacant

• Downtown employee base

declines to 60,000 over time

• Renaissance Center built in

1976 on river away from city

center

Downtown Context

Campus Martius Park Concept Planning

And Current Downtown Revitalization Begins

• 1997 downtown revitalization

plan and Campus Martius

Park concept created

• New revitalization plan based

on creating residential

neighborhoods in Historic

vacant high-rise office

buildings

• General Motors moves its

headquarters to the

Renaissance Center and

begins major new riverfront

redevelopments

Campus Martius Park Concept Planning

And Current Downtown Revitalization Begins

• Campus Martius Park to

become the new heart of

downtown by creating public

space in historic location of

five major road convergence

• Four major mixed-use

development sites created at

Campus Martius where old

retail and office buildings

were demolished

• New streetscape plans to

green, connect and unify

historic downtown center

2000 Park Planning Process:

Vision and Program

• Detroit 300 reaches agreement with city to manage entire process

• Mayor Archer declares Campus Martius Park should be the ―best

public space in the world‖

• PPS retained as consultant and facilitator was key step in ensuring the

best process

• Mayor’s task force established including 20 downtown public and

private interest groups was critical for community input through

surveys, forums and meetings

• PPS provided the experience and demonstrated confidence that

Campus Martius Park could become one of the premier public spaces

Cadillac Tower

Monroe Street

Cadillac Square

First National Building

Bank One

Kennedy Block

Michigan Avenue

Looking east over Kennedy Block

1001 Woodward

Compuware

Headquarter

s Site

Fort Street

Park Site

2000 Park Vision

Program And Concept Plan Created;

District Plan To Connect Park To Other Activity Centers

• Four month process studies best and worst public spaces

• Vision for Campus Martius Park:

– Heart of the city

– Revitalization and economic development catalyst

– Extraordinary public space

– Attract people year round, every day

– Beautiful horticulture

– Water features that you can touch

– Management is key to success

– Park is Detroit’s center and district plan connects other major activity centers

• Concept site plan for vision and program created by PPS

Final Park Design

2003 Fall Agreements

With City Of Detroit And Detroit 300 Conservancy

•Construction agreement for Conservancy to build park

•Management agreement for 10 years with renewals to

manage and program the park---modeled after New York’s

Central Park Conservancy

•Landmark process achieved in one year including

approval of Mayor’s office and City Council

2004 Park Operating

And Programming Plan Established

Operating and programming assumptions

• Great public spaces are filled and alive with people

• All Detroiters engaged with daily activities and year

round events

• Park will become the heart and soul of the city

• Premier level maintenance and operating standards

2004 Multifaceted Annual Operating Funding

Plan Launched

• Endowment income

• Park stakeholder contributions

• Private foundations

• Revenue generating activities

• Sponsorships

Opening Night – November 19, 2004

Park Features

Fountains

Monuments and statues –

Woodward and Monroe

street corner markers and the

Point of Origin

Michigan Soldiers’ and Sailors’ Monument

Fountain Bistro

The Park has delivered on its promise and

vision of being Detroit’s central gathering

place—its town square—a location that

attracts thousands of people daily on a year

round basis and embodies the spirit of the

city.

Spring

Summer

• The Park conducts a summer

long entertainment program

with a wide variety of quality

events and activities designed

to serve diverse audiences

• Every year there have been

over 250 performances and

events

• All events have been free to

the public

September 11 Detroit

Memorial Service

Detroit Free Press

Marathon

Winter

North lawn area becomes the Rink every winter

High Profile Events:

The Park was a focal point for both the public and the media

during the Winter Blast and Super Bowl XL

NBC’s ―Tonight Show‖

live from

Campus Martius Park

Coverage during the

Winter Blast and

Super Bowl XL

Since opening, the Park continues to achieve its

primary objective – to bring people of all backgrounds

and ages together to relax, participate in entertaining

events and activities and have fun.

Over 2 million visitors annually.

Visitors frequently comment

that they can’t get over

how beautiful the Park is

and how it makes you feel

like you’re in a ―real‖ city.

Campus Martius Park: Economic Development

• Provides a new positive

attitude in downtown Detroit

on a daily basis

• Leads the change of

downtown Detroit’s image to

that of a growing and

revitalized city center on the

rebound

• Acts as a leading and

supporting catalyst for

economic development

in the Campus Martius district

and the central downtown

neighborhood


• Office

• Retail

• Residential

• Employment

Economic Development: Office Space

Compuware Corporation

• Opened in 2003

• 1.08M square feet

• $400 million project

• Mixed use: office, retail

and parking

• 4000 employees relocated

from suburban Detroit to

new HQ location



•Quicken Loans HQ

relocates to Detroit in

2010

• 1700 employees come

from suburban location

• 240k square feet

• Campus Martius Park is

a significant factor



• Public outdoor plaza and

15-story atrium

• 55k square feet of retail

space

• 256 seat auditorium

• Destination water feature

• Development coordinated

with Campus Martius Park



• 40k square foot

fitness center

• Developed

relationships with

the downtown

community

• Partnered to open

downtown primary

care health facility



• 40k square foot Child

Development Center

• Coordinated activities

in Campus Martius

Park

• Center staff of 50

employees provide

service to 225

children


One Kennedy Square

• Built in 2006

• Completely occupied

• 250k square feet

• Strong support for

Campus Martius Park


Guardian Building

• National Historic Landmark

• 500k square feet of office

space

• Purchased in 2008 by

Wayne County for

consolidated operation in

the CBD


1001 Woodward

• Recently renovated

MEP systems

• New garage &

street level retail

• Relocating technology

company will occupy

28k square feet of

office space


One Detroit Center

• 950k square feet of

office space

• Built in 1992

• IRS relocating in the

CBD in 2011

• Will occupy 81k

square feet of office

space

Economic Development: Retail

• 55k square feet of

retail space

• 17 retailers, most

with street frontage

• Patio seating makes

connection to

Campus Martius Park

• Partnership with retail

operators and

Campus Martius park

for parking

Economic Development: Retail

• Diverse mix of local

and national retailers

• Restaurant, apparel,

service and

entertainment

• 35+ new retailers

• Retail momentum

continues

Economic Development: Retail and Hotel

• Westin Book Cadillac Hotel

• $200 M historic rehab

• 455 hotel rooms

• 67 condominiums

• Opened October, 2008

Economic Development: Residential

• Lofts at Merchants Row

• Historic renovation

• Mixed use – 157 units

• Residential pipeline of

new projects

Economic Development: Employment

• 5000 office employees in two new class-A buildings

• Additional employees associated with relocating tenants

• Jobs created by new retail and hospitality

• Expectation of continued growth

Summary of Key Elements for Success

• Clear, demonstrated need for revitalization of Downtown

• Community acceptance of 1997 Downtown Revitalization Plan

• Clear and strong Park vision, program, goals and objectives

• Single purpose, private organization to manage and operate

Park

• Outstanding project team utilizing best practices in urban

development and public spaces

– Conservancy Staff

– PPS

– Outside urban design, park, stage, lighting and water

consultants


• Great leadership of key organizations: City of Detroit, Detroit

Economic Growth Corporation, Conservancy

• Inclusive community involvement process over three year period

• Ability to secure private capital and operating funding based on

confidence in project, leadership and team

• Downtown stakeholder view of Park as pivotal economic

development catalyst tool and commitment to fund operations

• Great flexibility in process, but with perseverance to guiding vision

and principles of great public spaces


• Year round programming plan, events and activities

• Design and park features that resulted in one of the Country’s

most extraordinary, unique and flexible public spaces

• Long term management agreement with the City providing the

Conservancy flexibility to manage, maintain and program.

Discovery Green

Discovery Green Conservancy

DISCOVERY GREEN CONSERVANCY

Discovery Green

Reinvigorating a Downtown with a Great Urban Park

Discovery Green


Allen’s Landing

Discovery Green


Houston 1973

Discovery Green


Houston Center

Houston 2003

Hilton Americas

Discovery Green


Houston 2004

• Crescent Realty owned Houston

Center.

• It had sold two parking lots to the City

in 2002 (North & South parcels).

• It decided to sell Houston Center

Gardens in 2004.

• Many were surprised that the green

space would be lost.

• Mayor White was approached by

concerned citizens.

• A public-private partnership was

formed.

• Crescent held off until the end of

2004 so the City and foundations

could organize to acquire the

property.

Houston Center Gardens

Hilton Americas

GR

B

Discovery Green


Live Oaks

These century-old live oaks

were street trees when this

area of downtown was a fine

residential neighborhood.

Lamar Avenue had run

straight through the site until

the GRB was built.

N

Restaurant

Valet

Plaza

Oak

Alee

Event

Lawn

Gardens

Bandshell

Service

Putting

Green

Gardens

Treehouse

Deck

Discovery Green


Private Philanthropy

• Four major foundations joined forces to create the park.

The Brown Foundation

Houston Endowment

The Wortham Foundation

The Kinder Foundation, Nancy Kinder selected as Chair

• They committed $30 million up-front with $5 million later.

• $16 million was provided upfront to acquire the land.

• After looking at Bryant Park in New York, they decided to

form a conservancy to build and operate the park.

Discovery Green


City and Conservancy Goals

• The park should serve citizens, residents & workers.

• The park should support conventions and tourism.

• The park should be world-class.

• The public should be involved in the creation of the park.

• After the City’s involvement in acquiring the property,

private funding must pay for the park.

• Support the arts and families – Conservancy.

• Get it done in three years - Mayor White.

Discovery Green


• Centennial Olympic Park - Atlanta

• Yerba Buena Gardens – San Francisco

• Post Office Square - Boston

• Project for Public Spaces (PPS) – worldwide experience

• Working with PPS, public meetings were held in the spring of 2005 to

establish the activity program for the park.

The Conservancy invited to Houston those responsible for successful urban parks

in other cities:

Best Practices and Public Input

Discovery Green


What if We Built our Cities Around

Happiness and Community Wellbeing?

Discovery Green


Site Activity Plan June, 2005

Discovery Green


Primary Recreation

Spaces

Model

Boat

Area

Great

Lawn

Pick-up

Sports

Park

Bldg

Valet

Plaza

Crawford Promenade

Interactive

Water

Great

Lawn

Oa

k

Alle

e

Event

Lawn

Pick-up

Sports

Play

Area

P.T.

Service

Dog

Runs

Sculptural

Landform

Putting

Green

Bocce

Waterside

Landing

Multi-use

Amphitheater

Slope

Market

Grove

Tre

eh

ou

se

Dec

k

Existing

Hill

Discovery Green


Model

Boat

Area

Great

Lawn

Valet

Plaza

Crawford Promenade

Ma

rke

t

Ve

ran

da

Stage

Oa

k

Alle

e

Event

Lawn

Play

Area

P.T.

Bandstand

Multi-use

Amphitheater

Slope

Market

Grove

Tre

eh

ou

se

Dec

k

Birth

da

y

Ve

ran

da

Event Spaces

Discovery Green


Concerns

• Parking - Will people pay and where?

• What about the homeless?

• Will anyone come?

• Families will never go downtown.

• Houstonians don’t go outside.

• Can a new downtown restaurant succeed?

• Can we afford the ongoing programming required to activate the park?

Discovery Green


Environmental Sustainability

Keep It Green

Save The Trees

LEED Gold Certification Solar Power, Wind Power from the Grid, and Energy Efficiency

Water-Conserving Fixtures and Recycling of Water

Use of Regional Materials and Sustainably-Harvested Wood

Sustainable Management Practices

Public Education

Discovery Green


• The City of Houston - Land and Street right-of-way - $ 41,000,000

Underground Garage - $ 21,500,000

• The Conservancy - Land $ 16,000,000

Design and Construction (initial) $ 24,000,000

• Building Campaign (after public input) $ 54,000,000

Donation of Monument au Fantome $ 7,000,000

Paver Campaign and Interest $ 1,500,000

• Total Project Value $125,000,000

equates to $10.5 million/acre or $241/square foot.

• Land acquisition (2002 & 2004 dollars; twice this today) $ 56,500,000

Construction Contract (park & garage) $ 50,000,000

• Equipment, Furniture and Art $ 10,500,000

• Site studies, Programming, Design & Construction Mgmt. $ 5,500,000

Project management, start-up costs and reserve funds $ 3,000,000

Development Budget

Discovery Green


Project Schedule • December 2004 Land Acquired

• July 2005 Design Begun

• January 2006 City Garage & Funding Approved

• August 2006 Garage Excavation Begun

• August 2006 Name the Park Contest Begun

• October 2006 Groundbreaking Ceremony

Name Announcement

• January 2008 Garage Opened

The Grove Opens

• February 2008 Gala on the Green

• March 1, 2008 One for Doc Concert

• April 13, 2008 Opening Festival

Discovery Green


Discovery Green


Discovery Green Opens

• Intentionally Modest Opening Event

• Lots of small-scale activities

• Focus on families and kids

• About 30,000 come to experience the place, not a

h huge event

• April 13, 2008

Discovery Green


Discovery Green


Programming

• Focus on small to medium-scale activities

• Weekly concerts/performances

• Special events and festivals on weekends

• Also work with outside producers

• Rent of limited areas for private parties

• BE AUTHENTIC TO HOUSTON

Discovery Green


Discovery Green


Management Team

THE CONSERVANCY STAFF IS ON-SITE

• Programming Team 5

• Operations Team 9

• Fundraising 1

• Administration & Support 3

TOTAL ON-SITE STAFF 18

HPL Express

Two Restaurants

Security Guards and HPD Officer

Landscape Crews

Discovery Green


Revenue Streams

• City Convention Department - $750,000/year

• Restaurant Rent (percentage) +/-$750,000/year

• Gala (every other year) - +/-$700,000/year

• Sponsorships & Other Income +/-$800,000/year Venue rentals Programming sponsorships Merchandise sales and rentals (model boats) Friends and citizen donations • Reserve Fund – begins with $1,000,000 & builds Restaurant base rent Garage loan repayment Earnings above costs during development phase

Discovery Green


Expenses

• Programming +/-$1,100,000/year

• Maintenance +/-$ 750,000/year

• Security +/-$ 450,000/year

• Fundraising & Outreach* +/-$ 350,000/year • Administration +/-$ 350,000/year * Does not include sponsored daily PSA’s and ads on cable, local NBC

TV, in-kind newspaper, and in-kind radio.

Discovery Green


Lessons Learned - Process

• Do not limit your thinking by stale limitations of what a park is.

• Seize the moment with an effective political leader.

• Keep the decision-making group small with a dynamic leader.

• Engage and respect the public at all times.

• Strive for excellence – it is infectious.

• Public relations is critically important.

Discovery Green


Lessons Learned - Usage

• If you give people something to enjoy, they will enjoy it.

• A sense of safety and comfort are fundamental.

• Families and kids are craving authentic experiences just like everyone else.

• Food is super-popular.

• Weekday programming is the biggest challenge.

• The lake, fountain and overall natural beauty make a huge difference.

Discovery Green


Challenges

• A safe environment for families and children.

• Maintaining beautiful materials and landscaping when they are intensely used.

• Balancing activity between crowded weekends and lower usage early in the week.

• Balancing often competing demands of different user groups.

• Generating sponsorship funds without overt commercialization.

• Managing expectations with reduced resources.

Discovery Green


One Park Place

Discovery Tower Guest Quarters

The Park and Its Surrounding District

the power of a park. urban open spaces as value generators

Documents

current park

new heart of downtown

historic downtown center

new city of detroit

downtown office

new development

campus martius district

success park