Team NY: Package 3

GUDC N Y C

Students: Christian Ollano Klemen Kušar Urša Švegl Tina Vilfan Mentors: Derek Oyang Sinan Mihelčič

Team

To provide a detailed and comprehensive site analysis of the 5 West Avenue site in Manhattan and enhance the feasibility and viability of a Stanford Auxiliary Campus through substantial research.

Purpose

Vision

The Stanford’s NYC campus is poised to become one of the world’s leading schools for business and engineering, establishing New York City as the East Coast’s center for entrepreneurship and innovation. Collaboration with local universities will reinforce the learning environment, enhance human capital, and foster the advancement of human ingenuity. In partnership with the city government, local community, and area high‐tech firms, the Stanford NYC campus will become integral in addressing some of today’s most challenging technological issues, infusing sustainability and integrity at its core philosophy, and promoting a spirit of passionate pursuit for the betterment of mankind.

I. Site Analyses II. Site Requirements III. Design and Architecture IV. Economic and Finance Report V. Public Relations Plan

Outline

SITE ANALYSES

5 West End Avenue (Manhattan)

Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan

Site on the Map

5 West End Avenue

N


Site Map

The Grid

N Site Analyses Site Analyses Site Requirements Site Requirements Design and Architecture Design and Architecture Economic and Finance Economic and Finance PR Plan PR Plan

Site Map

Occupied/Unoccupied Space

N Site Analyses Site Analyses Site Requirements Site Requirements The Old Power Plant The Old Power Plant Design & Architecture Design & Architecture Economic & Finance Economic & Finance PR Plan PR Plan

Site Map

Typology


Site Map

Program


Site Map

Traffic


Site Map

Soil


Site Map

Sea level rise


Site Map

Lynch


SITE REQUIREMENTS

Development Data Building Regulation C4‐7

Inclusionary Housing Program • Promotes economic integration in areas of City undergiong substantial new residential development • Creation/preservation of affordable housing for low‐income households • Requires percentage of dwelling units within a building to be set aside within one half mile of development. • Created units must remain permanently affordable •If 20% residential floor area for Inclusionara program, 33% bonus area above base level is permitted. Public plaza building bonus •20% FAR bonus if public plaza is build

+bonus


Development Data

Climate Average Annual Temperature

Average Annual Precipitation

Wind Flower Diagram

Sun Path Diagram


Development Data

Owner Address

CRP/EXTELL PARCEL N WEST 59 STREET

REIN L.P. 860 11 Avenue

City of New York/Dept. of Transportation 840 JOE DIMAGGIO HIGHWAY

AJH 61 CORP 20 WEST END AVENUE

The Abraham Joshua HE 246 WEST 61 STREET

MARGARET R. KASINITZ 75 WEST END AVENUE

NEW YORK CITY HOUSING 40 AMSTERDAM AVENUE

THE 33 WEST END AVE C 33 WEST END AVE C

CRP/RAR III PARCEL J 400 WEST 63 STREET

Senior Living Options 5 WEST END AVENUE

Owners of the neighbouring plots


Structures under Demolition Contention

MTP 59th Street Parking LLC

641 West 59th Street, New York, NY 10019 • Currently utilized as parking structure and parking lot (200 + spaces) • South middle section of site plan


Development Data

The old Powerhouse IRT

-Preserving The Former IRT Powerhouse (A study by Columbia University) -Owned by the NY City -Possible mutual interest for renewal


Development Data

The old Power Plant IRT – preservation guidelines - preserve character defining architectural features - preserve and utilize the vast interior space - incorporate public access - restore lost features - consideration to the 58th and 59th Street - Establish a maintenance program - preserve the waterfront neighbourhood context - later additions to the Powerhouse


Special Considerations

Process Recommedations • “just in time” deliveries (before rush hour, 7 am traffic) • Construction Crane utilization • Work limited from 7 am to 7 pm (due to proximity to residential buildings • ON‐site allocation of land for storage and laydown of materials/truck access and parking • Alleyway/side street utilization (pending analysis of truck turning radius)


URBAN DESIGN and ARCHITECTURE REPORT

Interaction of Programming Elements

Program Diagram


Design proposal

Design Proposal 1

N

A

C

B

-Building A 35-40 floors/ 516,670 sq.ft. -professor and student housing -recreation, clinic, mini grocer Building B 25-30 floors/ 269,100 sq.ft. -classroom and cabinets Building C 8 floors/ 9,800 sq.ft. -cabinets and offices


Design proposal

Site Introduction Site Introduction Engineering Engineering Design and Architecture Design and Architecture Construction Construction Economics Economics Public Relations Public Relations

Design Proposal 1

N

N Theme: CONNECTIVITY -axis from west end to Hudson river -2nd floor elevated open space -elevated walkways


Design Proposal 1

N

N

Design proposal

-6 floors of brick to reflect architecture of old powerhouse -rooftop gardens/open space/recreation space

SWOT‐ Design proposal 1

Design proposal


STRENGHTS -Density close to FAR 10 -Connectedness

WEAKNESESS -Failled to include Powerhouse in phase I. -Failed to see Powerhouse as an main opportunity for development

OPPORTUNITIES -Density fosters communication/ interaction

THREATS -Wind tunnel effect


Design Proposal 2

Design proposal

Building A ‚The Campus Powerhouse‘ (2 floors / 155,000 sq.ft.) showrooms, galleries, bars/cafés/restaurants, library, TECHNICAL MUSEUM, youth center

S S Building B ‚The Dorm‘ (18 floors / 200,000 sq.ft.) student and professor housing, dinning, recreation Building C ‚The Administration‘ (4 floors/ 35,000 sq.ft.) offfices, labs, cabinets

A

B C

A

B C

PHASE 1

PHASE 2

Design Proposal 2

Design proposal

PHASE 1

PHASE 2

A

B

A

B

OUTER SPACE A ‚The courtyard‘ -plenty of sun -low noise -connection to park area -open laboratories -recreation B ‚The entrance‘ -public character -delicate relation to the old powerhouse -entrance platform


Design Proposal 2

Design proposal

ENTRANCE PLATFORM

INNER COURT VIEW FROM THE HIGHWAY

1

2

1

2

1 2


Design proposal



STRENGHTS -Large green area connected to waterfront -Renovated Powerhouse as a central space

WEAKNESESS -Low density - financially unsustainable -higher costs due to renovation

OPPORTUNITIES -atruim can accomodate different uses -Power house can become a social hub

THREATS -risk of crime at night time because of open green design -danger of fragmenting the camous

Design Proposal 3

Design proposal A ‚BUILD SPACE‘ ‐Engineering Building ‐Business School ‐Technological incubator ‐Student housing ‐Laboratories ‐Common facilities ‐Student housing (33 floors / 528,000 sq.ft.) ‐Public building (24 floors / 384,000 sq.ft) B ‚EMPTY SPACE‘ ‐park ‐recreation ‐outer labs ‐ C ‚EXPANSION‘ ‐The Campus Powerhouse‘ (2 floors / 155,000 sq.ft.)

A

C

B


Design Proposal 3

Design proposal

NorthEast view on the Campus SouthEast view on the Campus

PU

BLI

C

PR

IVAT

E


Design proposal


STRENGHTS -connected towers -large green surface

WEAKNESESS -unability to build in phases -weak access from West End Avenue -poor soil for good foundations

OPPORTUNITIES -available land for further development -possibility to host various open air events

THREATS -uncontrolled open green space -bad connection with the city


Programming

Design proposal ‐ final


Traffic



Typology



View from the Hudson river



Concept



Transition



Access points Transit Public space

Parks



Possible solutions

Situation



N

Floor plan



Section



Fasade



3d



3d



3d



Reference



Tate modern, Herog & De Meuron

ECONOMIC and FINANCE REPORT

Detemining the Price


Study references ‐ RENOVATION

KINGSBRIDGE ARMORY, West 195th Street -from an warehouse to shopping mall -area: 575 000 sqf -investment: $310 mio Cost: $530 per sqf City lowered the purchase price of the property from $20 mio to $5 mio

Determining the Price


Study references ‐ RENOVATION

NYC PUBLIC LIBRARY, 42nd Street -renovation of an existing program -area: 541 200 sqf -investment: $300 mio Cost: $554 per sqf City donated $150 mio



Study references – RESIDENTIAL DEVELOPMENT

RECENT RESIDENTIAL DEVELOPMENT, Chelsea Area -new residential development -area: 299,200 sqf -investment: $169,4 mio Cost: $566 per sqf



Study references – OFFICE DEVELOPMENT

AVERAGE DEVELOPMENT PRICES, www.rsmeans.com -new office development -area: 299,200 sqf -investment: $169,4 mio Cost: $228,24 per sqf

Land Cost


Plot Value

Cost PV : $17,7 mio

The IRT Powerhouse Building 163 204 sq.ft.

$_?_ mio

1 West End Avenue Plot 126 000 sq.ft.

$10,8 mio

West 59th Street Plot 52 260 sq.ft.

$6,9 mio

Building Cost


Size and Cost by Individual Building ‐ Present Value (PV)

West Avenue Office Building 400 000 sq.ft.

$92 mio Stanford Building 440 000 sq.ft

$162,9 mio West 60th Str Office Building 250 000 sq.ft.

$57,5 mio West 59th Str Residence 300 000 sq.ft.

$168 mio Joe DiMagio Hwy Residence 200 000 sq.ft.

$112 mio The IRT Powerhouse 250 000 sq.ft.

$137,5 mio

TOTAL PV $751,3 mio

Underground Parking 92 000 sq.ft.

$21,2 mio

Building Cost


Phasing Timeline

Year201220132014201520162017 Plot purchase201820192020202120222023202420252026202720282029

$17,7mio $404,9mio $231,8mio $114,3mio Value

Phase I.

Phase II.

Phase III.

now

Phasing


Building Phase I.


$92 mio Stanford Building 440 000 sq.ft Student and Professor Housing, Faculty Office, Administration Office, Studio, Laboratories, Design groups, Roof Top Park.

$162,9 mio

TOTAL PV $404,9 mio


$12,5 mio The IRT Powerhouse 250 000 sq.ft. Sport Facility, Library, Galleries, Restaurants, Bars, Show Rooms, Classromms, Lecture Halls, Dinning Facility, Fitness, Technical Museum.

$137,5 mio

Building Cost


West 60th Str Office Building 250 000 sq.ft.


$168 mio

TOTAL PV $231,8 mio

Building Phase II.


$6,3 mio

Building Cost


Joe DiMagio Hwy Residence 200 000 sq.ft.

$112 mio

TOTAL PV $114,3 mio


$2,3 mio

Building Phase III.

Total Cost



$92 mio Stanford Building 440 000 sq.ft

$162,9 mio West 60th Str Office Building 250 000 sq.ft.


$168 mio Joe DiMagio Hwy Residence 200 000 sq.ft.

$112 mio The IRT Powerhouse 250 000 sq.ft.

$137,5 mio

TOTAL PV $769 mio


$21,2 mio Plot Value 341 464 sq.ft.

$17,7 mio

Shares

Financial Partnership


Potential Partners in the Project

Consolidated Edison Steam generating facility in the IRT building Durst Organization Interested in development of the residential and commercial neighbourhood Extell Development Company Developing parcels north from IRT Powerhouse into Riverside Center. Interested in developing residential, retail space and restaurants. The Hudson River Powerhouse Group Advocating to designate former IRT Powerhouse as a NYC Landmark Landmarks Preservation Commisssion Designation of the city‘s landmarks and historic districts.

Manhattan Community Board 4 Representing the neighbourhood from 14th to 59th Street and from 8th Avenu westward. Manhattan Community Board 7 Representing the neighbourhood from 60th to 110th West Street, west from the Central Park. NYC Deparment of City Planning Involved in Land use and environmental review. State Historic Preservation Office Helping communities to identify, evaluate, preserve, and revitalize their historic, archeological and cultural rescources.

PUBLIC RELATIONS PLAN

PR & Marketing concept


Leave a print!

"You carry forever the fingerprint that comes from

being under someone's thumb."

(Nancy Banks Smith)

PR & Marketing goal


To present the Stanford NYC campus as a project that will leave a positive print in the

city’s history as well as in people’s lives.

Target publics


Local community

Investors

Govern‐ ment

Students

Companies/ partners

High schools

Staff

Media

Banks

Donators

Suppliers

Other universities in the area

Three levels of performance:

NYC USA world

Netnography

Cons of Manhattan


parking

noise

air quality

traffic

expensive

crowded dirty streets taxes

weather

income disparity

lots of homeless people

high crime rate

no real sense of community

boring

lack of hot blonde women

Construction phases

Objectives in different construction phases (NYC level)


Planning Construction Operation

Presenting the project, inviting target publics to participate in the project and creating an overall positive image of the project.

Organising events for all target publics.

Buildling positive brand image.

Activities and events on NYC level ‐ overview


Planning

Construction

Operation

• ideas gathering • meetings with experts and city officials • meetings with city authorities • fundraising & appreciation events • press conference • meetings with other universities’ authorities

• tours & visits • grand opening event • open day • voluntary work

• sponsorships • student programs • community service activities

Construction phases



Planning

Web page – information about events on the plot


Events and activities Information about past/oncoming events on the plot.

Planning: Events and activities


Ideas gathering

Aimed at Local community

Objectives Incorporating public & building an overall positive image about the project.

Key message To let local community know that it is the one who dictates the construction of the campus.

Media Mostly billboards and web page.

Communication strategies Two-way communication

About People will have an opportunity to share their ideas on-line in brainstorming sessions, forums, chats, questionnaries etc. People with the best ideas will be invited to in-person sessions.

Planning


Ideas gathering – inviting people to the web page

Planning



Planning



Planning



Planning

Web page – inviting people to share their ideas


Share your ideas Inviting people to share their ideas in: • brainstorming sessions, • forums, • qustionnaries, • chat rooms, • etc. People with best ideas will be invited to in‐person sessions.



Meetings with experts and city officials


Objectives Presenting expert view of the project to the public.

Key message The owners, experts, city officials and local community equally cooperate in building the sustainable campus, that will create public welfare.

Media Billboards, advertising in magazines/newspapers.

Communication strategies Conferences on the plot, live stream via web page.

About Experts and city officials present expert /urban view of the project and answer public’s questions.



Meetings with city authorities

Aimed at Government

Objectives Gaining government’s support.

Key message The campus can visibly contribute to city’s welfare and thus needs government’s support.

Media Web page.

Communication strategies Communication on personal level, regular meetings.

About Regular meetings with city authorities (at times experts and local community’s spokesperson will be invited to participate in these meetings).



Business meetings/lunches

Aimed at Companies/partners, suppliers, banks, investors

Objectives Building long-term strategic relationships, raising money, getting good loan conditions and investments.

Key message To prove as reliable strategic partner and debtor, presenting the project as a high ROI investment.

Media Web page.

Communication strategies Communication on personal level.

About The owners invite (potential) business partners to meeting/lunch in upper class restaurants.

Planning

Web page – information for media, investors and banks


Press & Contacts • press kits • press releases • photographs • contacts • financial statements • progress statements



Fundraising/apperciaton events

Aimed at Donators

Objectives Raising money and creating good relations with (potential) donators.

Key message To prove as promising partner with highly potential project, that donators can help realize.

Media Magazines, direct mailing.


About The owners invite (potential) donators to banquets, concerts, plays, dinners etc.

Construction phases



Construction: Events and activities


Tours and visits

Aimed at Investors, government, suppliers, media

Objectives Enabling an insight into the project, giving out first-hand information.

Key message To prove as a forthright partner.

Media Direct mailings.


About Individuals of different public groups are invited to see the progress and happening on the plot.



Voluntary work

Aimed at Local community, students

Objectives An opportunity for people to help creating the new campus, giving them a feeling of importance and pride.

Key message Giving people a chance to collaborate in the project.

Media Billboards, flyers, advertising in magazines, web page, social media.

About People are invited to voluntarily participate in different types of work connected to the project: construction, PR, marketing, HRM, finance etc. Each volunteer gets a certificate in the end.

Planning

Web page


How you can help Inviting people to voluntarily participate in the project in many different areas such as: • construction • building • urbanism • marketing • PR • finance In the end, each participant gets a certificate.



Grand opening event

Aimed at All target publics

Objectives Thanking all target publics for participation in the project and inviting them to further cooperation.

Key message Thanking all target publics to help and participate in the project and to accept the new campus.


About A big event on the plot and in the new campus with live music, food, workshops, firework etc. Speeches will be held by the Mayor of NYC, the owners, partners, donators, …



Open day

Aimed at Students, staff, high schools, media

Objectives Presenting the new campus, inviting students and staff to get a sense of the university where they can study/teach.

Key message Inviting students and staff to get to know the campus.


About Different events, lectures, leading tours, workshops will be going on. Everybody is invited, but the main focus is on students and staff. The event will be going on for more days.

Construction phases



Operation: Events and activities


Sponsorships

Aimed at Students, staff

Objectives Creating positive and strong organizational culture and thus positive brand image.

Key message Stanford is an university that supports and rewards creative, talented and hard working students.

Media Depends on the event.

About Sponsoring different events, individual students and programmes.



Student programmes

Aimed at High schools

Objectives Giving pupils an opportunity to get to know Stanford and its students, creating positive brand image.

Key message Taking care of pupils and their future and creating high-educated city, attractive to all kinds of prospective businesses.

Media Web-page, social media.

About A programme “Study with Stanford” where Stanford’s students give instructions to pupils at the neighbouring high schools.



Community service activities


Objectives Giving back to the local community.

Key message Proving as responsible “neighbour”.

Media Billboards, TV and radio advertising, social media.

About “CleaN Your City” event that appeals to all city inhabitants and Stanford students to clean the city together and make NYC a clean and healthy environment to live in.

GUDC N Y C

Date post:	19-May-2015
Category:	Design
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