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URBAN
MANUFACTURING
ALLIANCE 1st Annual Convening
New York City
October 18-19, 2012
@umfgalliance hashtag: #urbanmfg
WELCOME &
INTRODUCTIONS • Adam Friedman, Pratt Center for Community
Development
• Vicki Joseph, Citi Community Development
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LOCAL BRANDING
STRATEGIES • Janet Lees, SFMade
• Mitch Posada, SFMade
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SFMade‟s mission is to build and
support a vibrant manufacturing sector
in San Francisco, that sustains
companies producing locally-made
products, encourages entrepreneurship
and innovation, and creates
employment opportunities for a diverse
local workforce.
@sfmade hashtag: #urbanmfg
How we started… • Kept requirements to participate simple.
• Started small with only 12 local manufacturers
representing established iconic brands and new sexy
brands = instant credibility and everyone wanted in!
Where we are now… • Grew from 102 members in 2010 to 398 members as of
October 2012.
• #1 reason for joining SFMade is to leverage the SFMade
brand and promotional platform.
@sfmade hashtag: #urbanmfg
We developed a „Locally Made‟ Brand Platform…
1. To enable manufacturers to leverage geographic „place-
based‟ identity as a unique selling point and differentiate
themselves in the marketplace.
2. To enable consumers to easily identify SFMade
products locally, nationally, and internationally.
3. To create a vibrant and powerful collective branding
platform to strengthen the manufacturing community.
@sfmade hashtag: #urbanmfg
How we got to this point…
SFMade Manufacturers are 99% Consumer Brands
@sfmade hashtag: #urbanmfg
> 60% of members actively use the logo
Members see the SFMade logo as a badge of honor and a
way to illustrate their “Pride of Place”.
Our Logo Usage Guide encourages members to see all potential
applications including placement on their:
• Company website
• Physical product
• Packaging
• Shipping boxes
• Retail store windows
• Trade show signage
@sfmade hashtag: #urbanmfg
What it looks like…
@sfmade hashtag: #urbanmfg
On Shipping Boxes
Case Studies of Local Branding Success
Initiatives that generated the most interest, excitement,
furthest reach, and the most significant results:
• SFMade Week
• Retail Partnership with Banana Republic
• SFMade Retail Map
@sfmade hashtag: #urbanmfg
SFMade Week SFMade‟s signature annual fundraising event
A week long celebration of San Francisco‟s manufacturing sector and the
companies and people that bring locally produced products to fruition.
Designed to heighten awareness of local manufacturing and the critical
role it plays in our local economy featuring “something for everyone”.
• PARTY – Ramp it Up! – an event at a Member‟s manufacturing facility
• MEET THE MAKERS – Member company Factory Tours
• LEARN – Educational Events
• SHOP – Shop SFMade Day
@sfmade hashtag: #urbanmfg
@sfmade hashtag: #urbanmfg
What it looked like…
SFMade Week Results
• $100,000 raised.
• New funder acquisition and relationships, including Whole
Foods and Zazzle.
• Significant press coverage including all of the local magazines,
newspapers, blogs and several TV channels.
• 254 went on factory tours.
• Over 400 attended „Ramp it Up!‟ event.
• Mayoral Proclamation and press release outlining commitment
to deepen support for the manufacturing sector.
• 47 retail stores participated in “Shop SFMade Day” and
donated 10% of their proceeds to SFMade.
• 35 new members joined within one month.
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Retail Partnership with Banana Republic
• Holiday Season 2011 – Banana Republic created an SFMade branded pop-up-store at their flagship location in San Francisco.
“This is a really nice opportunity to tie into the values of supporting the communities where we live and work and
share with our San Francisco customers the design culture and talent that exist locally,” said Louise Callagy, a
spokeswoman for Gap Inc., Banana‟s parent company.
• 18 SFMade brands selected.
• An example of a large retail brand wanting to be associated with cool, small, local brands.
@sfmade hashtag: #urbanmfg
@sfmade hashtag: #urbanmfg
What it looks like…
Retail Partnership Results
@sfmade hashtag: #urbanmfg
• Generated the most interest and reaction of any initiative to date
- WOW factor.
• Created tremendous exposure for SFMade and our members.
• Banana Republic launched a national promotional campaign the
day of launch – SFMade gained 358 new „Likes‟ on Facebook.
• SFMade members reported a 20% increase in gross sales.
• Served as a model for other interested retailers including
HMSHost, who is launching SFMade retail stores at SFO in
December 2012.
• Press coverage including front page of SF Business Times.
• Store has been so successful that it will run into 2013.
SFMade Retail Map
• A “Discover Locally Made” Retail Map, featuring 85
stores selling products made in San Francisco.
• Sponsored by Levi Strauss & Co, who see value in being
affiliated with SFMade and the locally made movement,
even though they do not produce in San Francisco any
longer.
@sfmade hashtag: #urbanmfg
@sfmade hashtag: #urbanmfg
What it looks like…
Retail Map Results
• 85 Stores participated in the first version of the map.
• SFMade created new accounts for SFMade members as
stores chose to carry member products so they could
meet the criteria of carrying a minimum of two (2) SFMade
products to be featured on the map.
• Increased consumer awareness through wide distribution
in local retail stores, hotels, SFTravel Center, at
conventions, City Hall and local business headquarters.
• Distributed in 50,000 7x7 Magazines to coincide with
SFMade Week.
• A tactile, handy and visually pleasing map that people
generally love to have and share.
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What‟s next for SFMade?
1. Three stores at SFO International Terminal featuring
SFMade products
2. An SFMade „local shopping‟ Mobile App
3. A Corporate Gifts Guide
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What‟s next for UMA?
1. Release of Toolkit: Develop a Locally Made Brand
2. Conference Call scheduled
3. Locally Made Branding Committee formed
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Q & A
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THANK YOU…
www.sfmade.org
www.twitter.com/sfmade
www.facebook.com/sfmade
Janet Lees, Senior Director, SFMade
Mitchell Posada, UMA
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LAND USE &
REAL ESTATE • Mike Cooper, Philadelphia Industrial Development Corp.
• Kathy Dickhut, City of Chicago
• Kenyetta Bridges, Detroit Economic Growth Corp.
• Nancy Green Leigh, Georgia Institute of Technology
• Adam Friedman, Pratt Center (Moderator)
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URBAN MANUFACTURING ALLIANCE M I C H A E L C O O P E R O C T O B E R 1 8 , 2 0 1 2
PHILADELPHIA INDUSTRIAL LAND & MARKET STRATEGY
“Most comprehensive analysis of industrial activity &
inventory in Philadelphia’s history.”
• Land & building inventory
• Illustrate diversity of Philadelphia‟s
industrial sector
• Demand drivers
• Identify issues requiring public intervention
• Guide policy for new zoning code
• Consultant Team:
INDUSTRIAL DISTRICTS
15,804 acres in 15 Districts
(89% of City‟s industrially-zoned land)
WHAT DID WE FIND?
104,300 industrial jobs, approximately one out of every five jobs in Philadelphia Industrial jobs employ a range of Philadelphians – highly skilled, technical positions to entry-level apprenticeships to career-path positions for unskilled and semiskilled workers Industry provide family sustaining jobs with benefits Average wages for industrial jobs in the city are nearly $50,000 Annual payroll of over $5 billion; direct economic output $47.8 billion Annually contributes $323 million in taxes (BPT, property, wage, and sales)
WHAT ELSE DID WE FIND?
Facebo o k .com/ PID Cphi l a @PID Cphi l a ● ● W W W.PID C-PA .O RG
Manufacturing Land Use
and Zoning in Chicago
City of Chicago Department of Housing and
Economic Development
• Food
• Metals
• Paper & Printing
• Apparel & Textile mills
• Wood & Furniture
• Electrical & transportation
• equipment
• Chemicals
• Plastics
Industries where the City of Chicago’s share of
employment is larger than elsewhere in the
U.S.
Manufacturing Land Use Tools Industrial Corridor PMD and Industrial Corridor
A Planned Manufacturing District (PMD) is an
area zoned for the city’s heaviest industrial
activities. Fifteen PMDs are currently designated
within 24 industrial corridors throughout Chicago.
By prohibiting residential and most retail uses,
the district designation has provided a clear land
use policy to support manufacturing and related
business purposes since 1990. But there are:
32
• Obsolete buildings
• Vacant land and buildings which need
assembly
• Proposals for uses that would increase land
values, discourage industrial investment
and undermine the operations
Luxury Autoplex
Private School
Under 125employees
126-250employees
251-500employees
Over 500employees
2536
87 49 17
Number of Companies
• List of locations that could be made “shovel
ready” for advanced manufacturing uses, as
regional competitors provide.
• List of sites that are best suited for other
land uses.
• Recommendations to amend the uses and
boundaries within each PMD based on an
updated set of clearly defined criteria. Regional marketing for shovel-ready sites
33
• Outline the legal, strategic and financial
framework for an entity to redevelop, and
potentially manage, industrial property.
Land use and Zoning Deliverables
Shovel Ready Sites Entity Deliverables
Updating the Land Use Tools
INDUSTRIAL LAND SURVEY METHODOLOGY: SURVEY AREA
INDUSTRIAL LAND SURVEY FINDINGS: BREAKDOWN OF EXISTING USES
EMPLOYMENT DISTRICTS THE PROCESS RESULTED IN THE IDENTIFICATION OF 7 PRIMARY EMPLOYMENT
EMPLOYMENT DISTRICTS RESULTED IN THE IDENTIFICATION OF 7 PRIMARY EMPLOYMENT DISTRICTS
37
Brownfields Program Community Meeting June 30, 2012
Manufacturing in Atlanta, GA Perspectives on Issues, Projects, and Initiatives
Nancey Green Leigh, PhD, FAICP
School of City and Regional Planning
Georgia Institute of Technology
Atlanta, GA
Urban Manufacturing Alliance, Brooklyn, Oct. 18, 2012
38 38
“Smart Growth’s Blind Side” in Atlanta “Smart Growth‟s Blind Side” (Leigh & Hoelzel 2012)
Failure to recognize industrial land contributions
Industry versus “smart growth” development
Productive urban industrial land at risk
Implications for local economic development
Little guidance from smart growth policy and literature
Atlanta’s 1st sustainable industrial development plan (2009)
Issues in 2011 Update to Atlanta’s Comprehensive Plan
Industrial employment critical to Atlanta
Too much conversion of industrial land and job loss
Encourage more investment in industrial properties
Need specific industrial development policies
39 39
“Manufacturing” Support in Atlanta Comp Plan
Preserve industrial land and promote employment (no “teeth”)
“Mixed-use Industrial” land use category (no specifics, no parcels)
Create an industrial council (not created)
Invest Atlanta (Atlanta’s economic development agency)
Increasing business retention efforts (slowly emerging)
Promoting entrepreneurship and exports
Metro Atlanta Chamber (Atlanta’s regional chamber of commerce)
Clean Tech and Bioscience initiatives
Supply Chain and Advance Manufacturing programs with staff
Focus on ATL Intermodal Container and Port of Savannah
expansion
40 40
“Manufacturing” Support in Atlanta Atlanta BeltLine’s “New Industrial Policy” (in master plans)
Identified productive industrial areas along BeltLine
Do not recommend non-compatible uses in areas
Method to deny/approve industrial conversions (hardly tested)
Reconsider “BeltLine-Supportive Densities” and include light
industry in TODs (searching for ways, unknown future)
Brownfields Area-wide Planning (ongoing, U.S. EPA “pilot”)
Strategies for “mixed-use industrial areas”
Recommendations for industry in “catalytic” BeltLine/MARTA TOD
Ideas to allow sustainable, productive manufacturing and prevent
unsustainable industrial uses (e.g., scrapyards)
Model for city-wide policies for reusing vacant, obsolete industrial
properties and revitalizing surrounding neighborhoods
Continue advocacy for an industrial council
COFFEE BREAK!
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WELCOME • Seth Pinsky, NYC Economic Development Corporation
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SUSTAINABLE
BUSINESS
OPPORTUNITIES • Sal Di Stefano, Boston Redevelopment Authority
• Adam Friedman, Pratt Center for Community Dev.
• Hiroko Kurihara, 25th Street Collective
• Jen Becker, Pratt Center (Moderator)
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BOSTON’S BACK STREETS : Newmarket Eco-Industrial Corridor
• Employs over 9% of City‟s
workforce with 11,000 employees
• One of three largest industrial
clusters in Boston
• Generates $3 Billion of sales each
year
• Large Business Association
• Major food supplier for hotels,
hospitals, universities, restaurants
• Proximity to downtown helps reduce
carbon footprint
• Diversified of tax base
• Walk-ability
• High asthma rates of neighboring
neighborhoods
BOSTON’S BACK STREETS: Newmarket “Laboratory for sustainability”
Goals:
• Highly replicable program, competitiveness is improved, traffic, waste and emissions reduced
• Better zoning for new industries (clean energy sector) reducing time for occupancy permits.
Feasibility Studies completed:
• Solar Studies=12 studies mixed results
• Organic Waste Audits=not an issue
• Truck idling Study=trucks leased
Events:
• Boston Shines=30 businesses,
$10,000 raised
• Business workshops
• Boston Buying power=aggregate electric purchasing
Investments:
• $2.2 Million infrastructure improvements
• Newmarket Commuter rail station
• EPA grant for truck electrification
• New signage program
• BLDC loan program
• Staff hours for planning
• Boston Biz Hub
• Office hours in the district
Yes No
Growing 52% 20%
The Same 17% 20%
Declining 23% 60%
Q. Do you market your company as
green or environmentally
sustainable?
Q. Which of the following reflects
your company‟s revenues over
the past 12 months?
Strategy: Making Markets Work
LEED Standards created market
demand for green building
materials
Launched Spec It Green event
series and www.madeinnyc.org to:
Build manufacturers’ awareness of market
opportunities in green production
Build relationships
Engineering assistance (ITAC MEP
provider) to help companies green
products
> 1,000 participants
Spec It Green Initiative
Aggregating Demand School Construction Authority
Durst Organization, Jonathan
Rose Companies, Dunn Development,
Pratt Institute
$2.8 billion in development
Accelerating Innovation
Research Universities
ITAC
NYS Environmental and Energy
Funders Network
Spec It Green Partnership
Freedom Tower, NYC, The Durst Organization
Design Extension Services
Modeled on agricultural
extension services
Use faculty and students
to redesign products and
packaging
Elevate professional
standards
Foster Sustainable Practices
LEED standard for construction
Green infrastructure: solar street lamps,
wind turbines, bike racks, cogeneration,
rooftop farm
Targeted marketing and promotion
Pilot projects: waste recycling (with ITAC)
The BNY Model for Sustainability
The 25th Street Collective
The 25C is a collaborative incubator of slow-food and slow-fashion artisans practicing local, ethical manufacturing and innovative resourcefulness.
We share studio space, a storefront gallery and wine bar, industrial sewing equipment, as well as host workshops and events.
The 25th Street Collective and the 25C Production Studio
The 25th Street Collective (25C) is an L3C sustainable business incubator that advances local, artisan production within the Collective. This has resulted in the need to expand in order to respond to a larger market seeking artisan goods. We will be launching a comprehensive, innovative sewn-goods manufacturing facility that includes fiber innovation, sample development, high-tech ‘made to order’ sewing, and waste management.
Phase 1: Sample development and vertically-oriented small-run production with regenerated fibers and innovative and repurposed fabrics
Phase 2: Mass customization technology and print design equipment
Phase 3: Smart fiber sourcing and an innovations lab where fabrication includes post-industrial / post-consumer waste collection and regeneration
Concurrent Step: Launching OAKLANDmade Draft Logo and Mission Statement
OAKLANDmade unites and builds the vibrant manufacturing and artisan production sector that is creating locally-made goods in Oakland. We foster entrepreneurship, sustainable innovation, and collaborative models to ensure good livelihoods for our diverse local ‘maker-force’.
OPEN DISCUSSION • Matt Tuerk, Allentown Economic Development
Corporation (Moderator)
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FRIDAY, OCTOBER 19
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OVERVIEW OF THE
BROOKLYN NAVY YARD • Andrew Kimball, Brooklyn Navy Yard Development
Corporation
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Brooklyn Navy Yard Strengths
Why Locate in the Yard?
Hassle-free environment
“On-the-Ground” mission driven management
Strong Board governance and oversight
Zoning certainty
Location/Security
No real estate taxes
Market but affordable rents
Quality of space – historic and sustainable
Business to business opportunities
Quality of local workforce
Why Industrial in the Five Boroughs?
Diversified tax base
Range of income levels (industrial pays 25% more than service sector)
Access to markets/growing population
Quality of workforce
“Sustainable City”
Why Green?
Build on growth of green manufacturing
Be a good neighbor to surrounding communities
Addressing long-term energy needs
MISSION-DRIVEN NONPROFIT
Triple Bottom Line mission: generate revenue that supports industrial & economic development,
job creation and sustainable modern manufacturing
Changing the Face of Manufacturing
Redefining 21st Century Manufacturing Tenant Sectors that make sense in NYC:
Arts + Culture
Entertainment, Film + Media
High-end Design / On-site Manufacturing
E-Commerce Fulfillment
Home Goods / Woodworking
Food Manufacturing / Processing
Warehouse / Distribution
Medical Services
Maritime / Ship Repair and Transport
Green manufacturing growing across all sub-sectors
•Roofs/window replacements
for Energy Efficiency
• Rooftop Farm with Brooklyn
Grange
• Water Conservation +
Stormwater Management
• Porous Pavement
• Wind/Solar Street Lights
• Yard-wide Solar Installation
(anticipated)
• Hybrid + Low-Emission
Vehicles
• Bike Lanes + Bike Racks
• Solar Trash Compactors
•Yard-wide Waste Management
Plan
INFRASTRUCTURE UPGRADES
Historic Structure Marine Commandant’s Residence
Designed in 1857 by Thomas U. Walter, 4th
Architect of the US Capitol
Three floors containing six galleries celebrating
the past, present and future of the Navy Yard
Brooklyn Navy Yard Center at BLDG 92
Modern Extension Modular units constructed by Navy Yard tenant
Rooftop café and special events space
Leasable Space
Employment Center
Meeting/classroom space for school groups
BLDG 92 Mission Statement
The mission of BLDG 92 is to celebrate the Navy Yard’s past, present, and future and promote the role the Yard and its tenants play as an engine for sustainable urban industrial growth and job creation. Through a comprehensive
exhibit, public tours, educational programs, archival resources, and workforce development services, BNYC92 will
reinforce its unique bonds with the community and inspire future generations to become industrial innovators and
entrepreneurs.
2011-2012 Total Attendance: 21,960
Exhibits: 16,600 | School Tours: 2,300| Public & Private Tours: 2,510 | Construction Kids: 550
Development Map Twelve development projects recently completed or in design or
construction 2001: 230 tenants 3600 Jobs
2012: 275 tenants 6000 jobs
2Million SF in development 2000-3000 Jobs
OPPORTUNITIES TO
REPLICATE THE
BROOKLYN NAVY YARD • Adam Friedman, Pratt Center for Community
Development (Moderator)
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Opportunities to Replicate the Brooklyn Navy
Yard Model
Economic Impact of the BNY
Annual (Ongoing) Economic Impacts of the Brooklyn Navy Yard
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
$-
$500
$1,000
$1,500
$2,000
$2,500
Millions
Employment Induced Jobs Economic Output Induced Earnings
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Warehouse/Distribution Contractor Office/Storage Artisanal/Niche Manufacturing
Traditional Manufacturing Marine Manufacturing Entertainment
Office Power Generation
Change in Rented Sq. Ft. by Type of Tenant, 1996-2011
Change in Tenancy at the BNY
• Top 5 green practices o Recycle paper/cardboard (64%)
o Reuse materials (55%)
o Use minimum packaging (53%)
o Purchase recycled paper (48%)
o Use energy efficient equipment or lighting (45%)
• 84% of the companies support BNY‟s goal to create an
eco industrial park
• 33% said BNY has influenced company to adopt more
sustainable business practices
Sustainability at the BNY
There are 8 core elements to the BNY model:
1. Mission driven, on-the-ground, non-profit management
2. Publicly-owned property
3. Consistent city capital
4. Ability to reinvest surplus and leverage rent roll
5. Campus setting
6. Industrial Land Use and priority
7. Diverse tenant base
8. Sustainable development
The Brooklyn Navy Yard Model
1. Establish an “Industrial Development Fund” for not-for-
profit acquisition and development of industrial space
2. Consider net leasing publicly owned industrial sites,
rather than selling them outright.
3. Encourage partnerships between for-profit and
nonprofit developers.
4. Adapt traditional economic development tools
5. Coordinate zoning and land-use policies with
economic development infrastructure investments
Policy Recommendations for
Replication
ROLE OF THE UMA &
FUTURE ACTIVITIES • Kate Sofis, SFMade (Moderator)
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Facilitated by Kate Sofis, SFMade
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Agenda
Overview: UMA Vision and Near Term Goals 1:30-1:45pm
Break-Out Sessions: Areas of Shared Interest 1:45 – 2:30pm
Ways to Work Together 2:30-2:45pm
UMA Website and Logo 2:45-3pm
UMA Convening Officially Adjourns!
The Urban Manufacturing Alliance (UMA) is a
national collaborative of non-profit, for-profit
and governmental stakeholders working
together to grow urban manufacturing, create
living wage jobs and catalyze sustainable
local economies.
The 1st Annual UMA Convening
October 18-19, 2012
New York City
1. Build a networking platform linking urban manufacturing centers together nationally
2. Share best practices across cities and produce “toolkits”
3. Assist new cities to launch or grow their own urban manufacturing support organizations
4. Add the voice of small, urban manufacturers to national economic policy
TOOLKITS – In Process/Proposed
Local Brand and Marketing Platform Q4 2012
Industrial Revenue Bonds Policy Brief Q1 2013
2nd Toolkit Topic TBD Q3 2013
REGIONAL INITIATIVES - Examples
Launch of Oakland Made Q1 2012
(Re) Launch of Made in NYC 2013
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Directions Join a group based on the topic that most
interests you or your organization. Questions to answer:
1. What are the issues or specific topics of interest that we should cover (in a webinar, toolkit, exchange)?
2. Are there, specific resources -other organizations, cities - with useful expertise in this area?
3. Are there particular national policy implications for this area?
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Proposal: UMA Advisory Committee
The UMA will form an Advisory Committee for the purpose of providing strategic guidance to the work of the UMA
The Advisory Committee shall have 5-7 individuals representing different facets of the UMA constituency. Proposed seats:
• Geographic (ie Northeast, South, Midwest, West, etc)
• Size (Large City vs Small/Medium City?
• Other?
The Advisory Committee shall be elected (annually/bi-annually?) by vote of the current UMA registered members
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Proposal: Bi-Monthly Calls/Webinars
The UMA will host bi-monthly conference calls or webinars
Purpose: Provide an ongoing forum of exchange and to facilitate specific best practices
Topics will be selected, informed by polling UMA members, by the Advisory Committee
Schedule of upcoming calls: November, 2012. January, March, May, July, September, November 2013.
October 2013: Next UMA Convening
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Discussion: Other Joint Activities and Leverage
Through the UMA, cities may have the opportunity to work in partnership to leverage resources. Examples:
Joint programming – example: education, advising, workforce
Fundraising – the UMA could potentially attract resources for the work of a UMA city or multiple cities together
Shared Resources– could the UMA provide other “back office” resources to be shared across multiple organizations?
Other ideas?
The 1st Annual UMA Convening
October 18-19, 2012
New York City
Proposal: UMA Website
UMA will have a website that will:
Provide a repository for toolkits and best practices
Publish an ongoing calendar of events
Over time, be a platform for a national “voice” for urban
manufacturing
UMA BRAND IDENTITY
Mitch Posada, UMA
@umfgalliance hashtag: #urbanmfg
@umfgalliance hashtag: #urbanmfg
- Li Liu
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- Wenkang Kan
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- Sierra Siemer
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Public Face Members Only
About Us Press
Events
Blog
Members
Members Committees
Collaboration Tools
Toolkits Calendar
Status of Initiatives Supporters
THANK YOU!
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