While in my first year of college, I remember a story my professor shared about building design . He spoke to us about a plain white shirt, asking, ”How much would you be willing to pay for the shirt?” A fair answer may have been somewhere around $5.00 at the time. Then we were asked to think about purchasing a shirt with a Mickey Mouse image emblazoned someplace on the front or the back. How much more would we then be willing to pay for the shirt? The price of that same white shirt may now have risen to $15.00 or more. The difference is that we see value in the mouse, not the plain white shirt itself. The lesson of this simple little story has stuck with me since.

As I develop in my career, I get to know more and more people through the requisite networking and day-to-day interactions with colleagues. In addition, I have had the opportunity to meet and get to know many architects and aspiring architects through my activity within the AIA. The list runs the gamut from high school students to the distinguished retired Fellows. A similarity I have found with most of these acquaintances is that for most of them—no matter their age—their college education does not appear to be a distant memory. Thoughts about our collegiate roots bring most of us back to the wide-eyed hopeful student that strives to bring forth a noteworthy idea of social significance through their uniquely innovative and artistic design solutions. Deep down, this Ted- Mosby-esque (How I Met Your Mother) aspiration lives in most of us as designers.

For those on the front lines of architectural practice, the reality is a stark contrast to the optimistic outlook that we all had once enjoyed. The business of architecture takes over while we manage clients in an attempt to balance their satisfaction with life safety and budget. Each is important, but it is often the budget that affects us most. Since we are part of the first costs in the development of a project, we are often one of the most scrutinized. The scrutiny causes us to undervalue the service that we provide to our clients and, in turn, to cut the proverbial throats of other architects to secure a commission. The undervalued appreciation we have in ourselves is reflected in the clients that we serve because we let them think about our services with that same mindset. In essence, we are our own worst enemies.

The fierce competition of our business causes me to ask the question, what is the difference between our services and the services of some of our most well-to-do professional neighbors, such as the doctors and the lawyers? Each has undertaken similar academic rigors and requirements and each entails the complex application of technical skill and problem solving, which are skills of a seasoned practitioner.

In comparing the sale of these three professional services, the difference appears to be how the services are marketed. The most obvious place to begin is with the client’s perception. Doctors and lawyers are often sought out as a necessity, providing valuable consultation to rectify painful problems. In comparison, an architect is sought because of building permitting requirements. The architect tends to be perceived as a procedural step in a process instead of an integral part of the building team. Doctors and lawyers are also consulted as experts in their niche fields. Possessing the moniker of an expert commands high fees. The higher the fee, the more expertise they must have. The architect, however, is often seen as simply providing a product that can be similarly provided by any layman with a pencil and paper. Architectural services have become commoditized and therefore are undervalued.

As a commodity, our service is seen as unspecialized or as having no intrinsic value. However, we must remember what it is that we offer. As an industry, we must educate our clients one by one, no matter how large or small the job. As professionals, we must have the ability to articulate and educate to others the value that we offer as professionals. A good architect provides, to a willing client, good design. Good design is more than a nice-looking building that meets the building code. For example, process principles such as Lean can be used to program a building that functions efficiently. Holistic overviews of the building process and materiality, mixed with an understanding of the environment, can provide sustainable solutions to fill a client’s needs. Ergonomic study can enhance social equity by providing better use of building programming by the physically challenged as well as the able bodied.

Aesthetics are, therefore, only a small part of the big picture when it comes to building design. When practiced in earnest, architecture is a sound investment for the willing client. Good programming and modern building techniques can save money by allowing for high-performing building systems and components, as well as increased efficiency of building occupant tasks. We are the experts on these techniques and on the best ways to combine and apply them, and we should communicate that to clients. With careful study, quantifiable metrics like this can enhance our sales pitch, increase design freedom, and allow our industry to flourish.

Now we come full circle. The doctors and lawyers have seared the image of the mouse on the plain white shirt in the eyes of their clients. Many of us architects have yet to create that same vision, or add that value, for our clients. I thought we were the visionaries. Now I ask: What are you selling? Are you selling the shirt, or are you selling the mouse?

Original Content located http://www.aia.org/aiaucmp/groups/ek_members/documents/pdf/aiab087824.pdf

This post was written by Dan Edgell and may not reflect the thoughts of AIA Rochester

Macro Sustainability

For 4.5 billion years the earth has been creating and re-creating itself through natural processes. Homo sapiens on the other hand have only been around for about 200,000 years. To put this into perspective, if the age of the earth were proportioned to equal one year then man has only been around since about 11:30 PM on December 31st.

For the first 199,800 years human activities had virtually no effect on natural earth systems. Then the industrial revolution occurred and previously insignificant Homo sapiens started taxing natural world systems - first air, then water, and finally the earth itself.

For hundreds of thousands of years, the level of CO2 in the earth’s atmosphere has ranged from 200 to 300 parts per million by volume. Fluctuations have mainly been the result of ice age cycles. The industrial revolution, which was energized by carbon-based fuels, caused and continues to cause a dramatic rise in atmospheric carbon dioxide concentration.(1)

During the 19th Century, CO2 concentration levels rose approximately 50 ppm. In the 20th Century the rise was much more pronounced when another 100 ppm were added to the atmosphere. As of 2007, the atmosphere contained 383 ppm – the highest concentration in the last 650,000 years.(2)

It’s almost impossible to deny that human activity has become so significant that it is now dramatically affecting the once seemingly omnipotent natural systems of the earth. This is rather incredible given the fact that we arrived at 11:30 PM yet have developed this power by 11:57. Put another way, within the last three minutes of the year we have polluted the earth to the level of creating major changes in the natural order.

With the built environment accounting for about forty percent of energy consumption and carbon emissions we as architects have a lot to do with just how much human systems can influence the natural ones.

The guiding principles of sustainable development are becoming clearer each day. However it is imperative that architects understand and consider macro-sustainability as they design individual buildings that are but one small part of the complex web of human activity. But it is easy to become isolated. Take the term “green building”, for example. This is a micro-sustainability term at best. We can design green buildings but are they green from a macro perspective? A LEED Gold building could be green but on a life cycle basis may be an energy hog.

Architects and other members of the building industry are finally looking at projects on a complete life cycle basis. This macro approach looks at energy use and carbon production at the four stages of product life cycle – raw material production and distribution, project construction/manufacturing, energy use and emissions during the project’s life, and building disposal or deconstruction. To do this we must adjust the notion that we only provide a service. Yes, we do, but that service is just one part in the creation of a product – a building.

To be true to the macro concept we must even expand the scope of the products we are producing. Yes, they are buildings, but they are also part of the larger built environment – the physical representation of human activity – the neighborhood, the town, and the city. Architects have always considered context in their designs, but the connection to urban principles has become even more critical. We must now question our very life style more critically than ever before.

It is through this urban connection that our role has extended into the transportation sector of the energy/emissions equation. Transportation accounts for another thirty percent of total energy use and emissions. Thus architects, between buildings and transportation, influence seventy percent of the built environment.

We all know what must be done – more dense development, efficient transportation systems, and alternative energy systems that all work together to enhance human activity. The era of building design in isolation is over, architects are now called upon to collaborate, even manage and oversee a multi-disciplinary approach to resolving society’s life style issues.

(1) Carbon Dioxide, Methane Rise Sharply in 2007. National Oceanic and Atmospheric Administration. April 23, 2008.
(2) Globalwarmingart.com. Robert A. Rohde. 2008.

By: Jules Chiavaroli, AIA Rochester President Elect

AIA 2010 Design Awards

Have you ever noticed when you walk into or around a building that it affects your attitude, feelings or senses? There are many buildings throughout history and the world like; the Pantheon in Rome, the Guggenheim Museum in NYC, the Saint Peter’s Basilica in Rome, or the Vietnam Memorial in Washington DC, which can evoke certain feelings with; the details of the architecture, strategically placed natural light sources, the relationship of shape and space to the function of the building and site, and more.

When you walk into the Pantheon, not only do you feel the ancient structure and are drawn towards the oculus at the top of the dome but you can also feel, hear, and sense the people around you and their awe of the structure, the echo of history. The Guggenheim invites you to move through the central space; the light and curvatures from the center create a feeling of slow movement while you enjoy the artwork on the outside walls lit by the indirect natural light from the center. Saint Peter’s Basilica welcomes you into the heart of the Catholic religion and makes you truly feel how small you are while still being part of everything. The Vietnam Memorial, in its simplicity, size and movement, gives people; a place to feel the enormity of the number of people lost, a place to grieve and remember, and a place to hopefully heal as well.

Not every building or structure has such huge impacts on us, but many today can still evoke a certain level of change or feeling. It may occur in specific areas of a building, on the exterior, as you transition from one space to another, or it can be an entire building. Some of the AIA Rochester 2010 Design Award recipient projects have either certain aspects or details that can affect people in certain ways, and some examples are as follows. One of the Design Awards, and also the 1st annual Mayor’s Award, the ESL Federal Credit Union Headquarters (by LaBella Associates) provides a subtle concave curve on the main street side which softens the street edge and provides a welcoming feel to the building in an area with a lot of hard surfaces. Both the RIT University Services Center (by Bergmann Associates) and the Getinge USA Heathcare Product Showroom (by Gardner Plus Architects) received Citation Awards and both incorporate curved interior spaces and glass features that give a sense of openness and movement, but in a non-hurried way. A small project with a big impact, the Tilt House (by In Site Architecture) which won a Citation Award is a kitchen addition that is skewed from the main house to allow lots of protected natural light and the open ceiling providing a light and serene open space for a highly utilized area of the home. Another example of an exterior spatial affect is the Mills at High Falls (by Barkstrom & LaCroix Architects) which won a Citation Award. This is a large mixed-use complex in downtown where the retail space is right at grade level and inviting, while the lowest residential floor is above the street raised to provide privacy, and the details on the exterior façade bring a large building down to the pedestrian scale and create a comfortable, inviting urban feel.

Some people may see these buildings or spaces differently from what is stated above, but many of them will still evoke a change in feeling when experienced. There are many other examples of this occurring in architecture through the United States and the world. So, next time you walk through, around, or into a structure, whether for the first time or the thousandth time, pay attention to the spaces and details and see how they may affect you. Some feelings will be subtle while others will leave a larger impact. One aspect of good architecture is that it will engage the people using or experiencing it. An architect knows they have ‘hit the mark’ when they see people stop and look or notice a feeling when they experience the building or space they have designed. I know when I experience such places I feel that I am a part of something bigger and more important, no matter how small it may be relative to the world around us. Space, light, details, and proportions can truly make the difference in how people experience the built environment and they are something special that architects can provide us.

Written by
Laura Cooney, AIA
Membership Director

AIA National Convention Miami Through Penny's Eyes

Blogging from Miami…..

Tuesday, June 8th

Drove in from Key West to sunny Miami. The weather forecast was sun and 90 degrees the entire week – and they were right. The only rain we got was the downpour happening when I was trying to check in. It figures, doesn’t it?

The Miami Beach Convention Center borders one of the many historical districts that make up Miami Beach. I along with Steve and Jennifer Takatch chose hotels around this convention area so we could walk to and fro as necessary. We wandered about our first evening, as most tourists do, amazed at the activity and building styles in the area. This area doesn’t seem to get going until later, so dinner at 10 pm was not out of the question.

Wednesday, June 9th

Wednesday was the pre-convention sessions – I attended one on sustainability, which was well worth the additional fee. More nighttime activities and lots of walking on the streets were necessary to get the total Miami Beach experience. Shops and streetside restaurants abound. Lincoln Road is the high-end retail area, and Espanola Way the traditional Spanish-style small shop and residence area.

Thursday, June 10, 2010

The convention officially begins. I admit, I’m a National Convention newbie, so I didn’t quite know what to expect, but it seemed well organized. I heard the number of attendees to be near 19,000, although it did not seem like it. The design of the convention center allowed a great deal of separation of classes, with the trade show in the lower center with thousands of booths, it was pretty impressive.

I took a tour of the Collins Avenue area in the morning. This street is one of many with artistic elements and buildings: great history and great interiors and exteriors from the pre- and post- depression eras. This borders the famous art deco district and consists mostly of mid-and high rise hotels. One story from our very knowledgeable guide referred to a recently constructed (2004) hotel site: the zoning only allows a 24 - story building in the district but because of a typo the developers were allowed a 10-story parking garage below. It definitely stands out along the skyline. Another story: part of my stay was spent at the Delano, a 1947 hotel that was renovated in the mid-90’s. With no restrictions, the interior was gutted and turned into a modern-style ensemble, creating an upscale boutique atmosphere. The Preservation Board disliked it so much –it was not in keeping with the building envelope or the district - that it caused new preservation guidelines for the public interior spaces at the building entrances to also be implemented for the area. It’s a beautiful contemporary space, definitely not what you would expect from the exterior, and very popular with the locals and visitors.

Back to the convention…The classes were well attended. I met so many people from other cities and states. I started mostly at 7 am – which was hard to get up for since I was out and about ‘til at least 11 pm every night. My interests were sustainability, Miami history, staff development, and all the classes were well prepared, the speakers very knowledgeable.

This evening consisted of a bus trip to nearby Coral Gables - dinner and a tour of the Biltmore Hotel with a dozen others. The Biltmore Hotel is a Spanish style hotel built in the 30’s. Formerly a grapefruit plantation, this city was the first planned development in Florida, or at least that’s what Arva our hostess said. She should know, she’s written a few books on the subject of Florida history. The Biltmore was built as a hotel but has been used for a WWII war dormitory, a war hospital, a veteran’s hospital, part of an educational facility, abandoned, and now a hotel again. Talk about resilient, it’s a little worn but it still looks beautiful, with a lot of decorative painted ceilings and exposed beams, tile floors and ornate carpets. The food was great also – A well-selected event for the evening. And contrary to popular belief, Al Capone never slept here.

Friday, June 11th

Another 7 am morning; no tours today, but a lot of classes. A break for breakfast with the Takatch’s at the Delano was great, and then back to the convention center. I ran into John Cake from Hunt Engineers and Architects, but surprisingly nobody else from the Rochester area. I tried to connect with Dan Edgell, our Chapter President, but didn’t - I hope Dan was watching out for the Chapter at the NYS Reception last night and the Regional breakfast this morning. Another evening of walking, sightseeing and dining occurred with friends to cap off a long day.

Saturday, June 12th

Another 7 am class –what’s with that? Then a quick taxi ride down to the South Beach Preservation District building to catch an 8:30 am walking tour of the South Beach area. This area was also built up during the 20’s and 30’s and is probably the more famous of the districts, known for its predominant Art Deco style. Our guide was very knowledgeable, a local architect himself, so we got more than the usual tour. One thing I found interesting is that most of the buildings were white or off-white when they were built, which is not the case now, but they are going back to that to give the area an authentic feel. Personally I like all the colors. Keystone, a local stone material from the Florida Keys, was a very popular building material back then and can be seen in it’s natural grayish or tinted state on the building facades throughout the area.

Back to the Convention - they asked for used shoes to be donated to the poor in Haiti and elsewhere, and I forgot to bring mine, so I ran back to the convention center to swap a newly bought pair for the souvieneur flip flops in return. Then I was out of there, back to the hotel to check out and catch a plane.

For my first National Convention experience, it was great. Having people I know to hang with was fun, but I met so many people from other areas and states that it was entertaining in that way also. Most were not positive about the economy in their areas, with Floridians being very concerned. So maybe we in Rochester are not that bad off in comparison.

It sounds like the trade show and classes were fairly successful, and most liked the venue, the tours, and being in Miami. I missed the keynote speakers due to scheduling morning sessions – live and learn – but I heard they were excellent. Miami was a fun city to have a convention and despite the sweltering heat, had a lot to offer if you took advantage of it.

I look forward to New Orleans next year. If it’s anything like this convention, it will be a very worthwhile trip. It will be in May 2011 - hope to see you there!

Penny Haley

AIA National Convention Miami Through Steve's Eyes

Dateline June 10, 2010

Hello Rochester, the temperature is 90 degrees Fahrenheit, and 90% humidity. Jennifer and I went on a tour of the Aqua Planned Urban Development Project, Mixed Use project on Allison Island.

Eight design firms collaborated on this project. Three main architects secured naming rights for the three main towers. The remaining two and three story townhouses were varying designs. The lead architectural firm for the design had only one unifying design theme. Even with one element they still could not complete the task. Go figure.

We did get a chance to tour the developer’s townhouse that had a very interesting art collection.

We had a great time touring the massive Expo floor, learning more than we had bargained for indeed.

We had a fantastic time at the Kent State University Alumni reception at the Loews hotel on Miami Beach. Sorry Kevin Marren, Tom Gears, David Burrows, Tom Hamilton, Vic Tomaselli, Brian Trott and other black squirrel aficionados. Dean Dalton is stepping down and there is new school of architecture planned for the up and coming years.

We had so much fun there with the “Rays” Crowd that we blew off the IBEX sponsored NYS event.

Several of us continued the fiesta catching up, heading out for a tapas dinner and had a blast.


June 11, 2010
The next morning followed by a great walk along the beach, we hooked up with President- Elect Penny Haley, great breakfast together sharing notes, then off to the seminars for an afternoon of CEU’s. Met some very cool friends from next years host City of New Orleans.

Ran into Bob Healy, it was cool to see him at the event.

Rendezvous in South Beach with John Cake, dinner and catching up, very fun, late night, and sharing some financial wisdom with a very sunburned dude from NJ, and such.

It’s late, but we continue to groove with the South Beach groove, and we are out…

Steve T.

AIA National Convention Miami Day 1

This first day of my first AIA National Convention has proven to be a phenomenal experience. As is the usual practice with all AIA events, the day started bright and early and lasted long into the evening. Registration started at 6am and the first continuing education classes started at 7am. Early this morning there was also brief awards and recognition ceremony. The past presidents in attendance were honored and Pugh + Scarpa Architects were presented with the Firm Award. Their story was especially motivational to me, because Laurence Scarpa spoke of their desires to always serve their clients to a level that is beyond their expectations. If the entire design team on each project was willing to work towards the goals of the project with that type of attitude, there would be no design challenge that is insurmountable.

The Key Note speaker, Daniel Pink, delivered a very interesting lecture that became a discussion related to the convention theme; Building Design for the New Decade. However, his was of a different perspective. Daniel Pink is trained as a lawyer and is a self proclaimed linear thinker with an appreciation for design. His discussion ranged in topics that covered the economy, outsourcing, quality of work, routine, and the right versus left brain. This may all sound unrelated, but it all makes sense when you tie it all together with the value that we provide as architects to the client when what we are selling is good design.

After the key note, as a delegate for AIA Rochester I was responsible for attending the presentation of the candidate speeches for the available positions to the AIA National Board of Directors. The process for getting to know the candidates is simple and effective. I have personally had the opportunity to speak to each one on the telephone in the weeks prior to this convention. During the conversation I had an opportunity to quiz each candidate on a number of topics that are relevant to our chapter. Each candidate had also sent a letter that introduced them in a broad sense. Then following today's speeches, a regional caucus was moderated to allow one more question and answer session that lasted ten minutes for each candidate. The opportunity to vote then happened later.

When that business was complete the continuing education continued for me. I had the opportunity to attend classes that discussed BIM in ways that has helped to broaden my senses to the capabilities of this still relatively new tool. I had then attended a class that explained the process of securing a design contract with the Air Force and the expectations that come with securing the commission.

When we finally got to the end of what would be a normal end at 5:00 type business day, the party starts. In my case I felt obligated to split my time between two events. I first attended the Kent State University alumni reception. Unfortunately, none of my classmates were in attendance. However, I still saw many familiar faces and had the opportunity to come up to speed with the evolution in the architectural education offered at KSU. Then I shared a cab with Terrance O'Neil (a fellow KSU alum) to the AIA New York State reception. Catching up with fellow AIA members from around the state is a great part of these conventions and is a good way to advocate for issues that are important to AIA Rochester.

Tomorrow there is more business. Votes will take place that may change national bylaws. I have had a chance to study each carefully and look forward to the debate that will take place tomorrow. Following is more Continuing Education and hopefully a chance to walk the expansive product showcase floor.

It is now getting late. I will need to be up at 5am in order to have time to get ready, eat breakfast, and catch the bus in time to prepare for the electronic voting.

I will see many of you when I return during design awards. I can't wait!

From Miami,

Daniel L. Edgell, AIA, NCARB
http://www.linkedin.com/in/dedgell
Twitter @dedgell

AIA National Convention Miami

Good Morning,

You know when you are trying to get away for a vacation and discover actually how much you can actually accomplish in a very short amount of time? Well that was what the staff at Architectura was doing the last several weeks.

We did manage to get out on time and arrived in the South Beach area to be greeted by President elect Penny Haley.

After check in we headed out for some sight seeing, and then ended up in the funky historic Jerry’s Diner, a former downtown cafeteria in the ‘30’s. The menu was eclectic and very much inspired. After dinner we strolled leisurely along South Beach checking out the Art Deco Hotels and boutiques. There were a lot of people out and about for a Tuesday evening.

Happening upon a cigar bar, we couldn’t help think of George Scaldoine, and his cigar afficiando-isms.

So early Wednesday morning we are enjoying Cuban coffee con leche on our hotels outdoor café seating area. Looking forward to a morning swim then off to the convention Center to register. We will be sending updates throughout the convention experience. ( this is my first Blog, so cut me some slack), cheers Steve and Jennifer Takatch, and Pres elect P Haley.

Looking forward to attending the New York State IBEX host party and the Kent State University Alum Reunion too