Tag: Kenneth Caldwell

Social Etiquette: Invited or Imposed?

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Architects are often hesitant to communicate with their clients beyond a project. And then they complain when they have no work. The old cliché turns out to be true: “Out of sight, out of mind.” But what is the etiquette for contacting clients in an age of constant and instant communication? Consider the concepts of invited or imposed. If you are sending an email that suggests a response, or at least a reading, that is a kind of imposition. If you post something on Facebook, LinkedIn, Pinterest, or a subscribed blog, that is essentially invited, because your contact has chosen to view your photos, thoughts, or ramblings. If you are imposing, be cautious. If you are invited, be generous but not stupid.

When I suggest that architects figure out a (more or less) strategic approach to staying in touch with their clients, they say, “Our clients don’t want to be bothered with mailers, blogs, emails, or God forbid, phone calls.” Well, they don’t if the content isn’t interesting. Or, worse, if the sender isn’t interesting. Architects need to get out more and see some dance, some art, some Occupy protests. Read some Michael Kimmelman, Robert Reich, or John Irving. Connect the dots. That is the first bit of advice.

Most of my clients have been “design first” firms. I ask them, who are your clients? Who are your referral sources? They guess, but they often don’t know. What some simple analysis often shows, to their surprise, is that they exist in a closed loop. Most of their referral sources turn out to be—yup—other architects. Architects outside of practice working for universities, healthcare organizations, corporations, real estate developers, and government agencies. Architects in mid-size and larger firms also send residential commissions to their buddies in small independent practices.

Next, I suggest that their clients and referral services are interested in, yes, design and its visual representation. But even if the referral sources might be interested recipients, architects are afraid of intimacy, unless it’s an old classmate from late nights at Wurster Hall or wherever. Well then, start there. In other words, if a lunch or a game of golf with a friend feels OK, do it.

The kind of encounter that yields results is personal and face-to-face. Figure out what is doable on the continuum from a mass email to a dinner. Move toward face-to-face. Eventually, the imposed could lead to the invited.

Speaking of mass emails, they don’t do much. They are generally a bother to recipients, because they didn’t initiate the communication. Personalized email is far more effective than mass email blasts. However, if you use a program like Mail Chimp to personalize a mass email, it may lessen the effectiveness of the individual communiqué.

Over the years, I have found that most architects get work from a very small group of people. All of us will open personal emails from a friend or a professional we trust. Use that trust to send useful or desired information. For example, if you write a blog about a charity that you work with, most of your closest contacts will be interested in hearing about it. It’s fine to send that along with a personal note. It’s an imposition that most of your contacts will enjoy. But do they want to see the latest pharmacy you designed? Probably not.

Remember that most technological innovations allow us to reach the few among the many. That’s their value. We are selling a highly specialized service, not a tennis shoe or soft drink. A few years ago, architects scoffed at websites and, more recently, at blogs, Facebook, LinkedIn, and Twitter. One friend of mine said that Pinterest was witchcraft! It’s not reasonable for every senior-level architect to engage in multiple forms of social media. But if they want to stay in touch with their clients and referral sources, they will likely have to engage with some of them.

What distinguishes many forms of these kinds of social media is the recipient’s intent. People choose to join Facebook or LinkedIn and accept you as part of their circle. This means that, unlike email, there is already a good chance that your “friend” is interested in your activities and opinions—in other words, you are invited to the party.

While they are probably not interested in what you ate for lunch, they are interested in the new design competition at Fort Mason or your latest residence at Sea Ranch. And if they’re not, they don’t have to click on your post. Think of yourself as part of this large, ongoing cocktail party. But if you want to be sure that your friend saw the article you wrote on the new landscape at Lake Merritt, best to send a personal email.

So, a few tips:

Is your communication invited or imposed? Be sparing with the imposed, generous with the invited.

Some Do’s

  1. Remember that your referral sources are interested in you.
  2. Stay interesting. Read. Go to the theater. Follow a passion besides architecture.
  3. Share yourself. Suggest an event of mutual interest. Send an article. Send your blog post. Send somebody else’s blog post. Post an article about a book you read on Facebook.
  4. Move towards face-to-face communication. Connect at the edge of your comfort zone. An email is easy. Golf is harder.

Some Don’ts

  1. Don’t send out tons of mass emails. The occasional announcement about a design award is fine. Every project win is boring.
  2. Don’t ask broadly for work. Nobody wants to respond to such a plea. This is about being visible in a mutually beneficial relationship. But it is OK to ask about a specific project or to be placed on a RFQ list.
  3. Don’t post photos on Facebook that you don’t want your clients to see. Because they will.
 

Olympic Mettle: Designing the 1984 Los Angeles Games

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architecture, landscape, festival architecture
It is telling that on the CCA website David Meckel, FAIA, is one of the only employees at California College of the Arts without a title. He could be called Ambassador, Dean of all Good Things, Design Guru, or any number of titles. At this year’s AIASF Design Awards event, Snohetta’s Craig Dykers referred to him as a sort of Buddhist baseball coach. He tells me that his official title is currently Director of Campus Planning. But in fact he is the force behind the School of Architecture, a program he started in 1985 after he finished being the force behind the design of the 1984 Los Angeles Olympics. With the Olympics under way in London we thought it would be interesting to check in with Meckel, as everybody calls him, and revisit the mark he made over a quarter century ago. — Kenneth Caldwell

What was your role in the Olympics that took place in Los Angeles?
I was a young designer with the Jerde Partnership in Los Angeles. The firm was brought in to be the coordinating architect for the whole shebang. I ended up being the Project Manager. We set up shop in a warehouse near downtown LA. There were some Jerde folks, but there were sixty design offices represented. In fact, two folks from the CCA community, Lisa Findley and Katherine Rinne, worked with me. We lived and breathed the thing for three years. At the peak, there were six hundred designers there.

The Los Angeles Olympics weren’t as lavish as the London Olympics or the Shanghai Olympics?
Not at all. Quite the opposite. In 1976, Montreal tried to do a very aggressive event, and the stadium wasn’t finished on time. They still owe money from that event. After that debacle, the Olympic Committee wasn’t sure anybody would bid on it, because it might bankrupt a city. I think the Los Angels bid is still the only one where the original estimate came in under budget. They had to figure out a way to use existing facilities in a cost effective manner.

Can you define how the challenge was different and how you responded?
It was much more visual than architectural. We were designing a two-week experience, not an institution. We were not pouring a lot of concrete. It was a celebration, not a building. That spirit of celebration permeated the way we set the studio up. We focused on materials and colors. We wanted to recycle most of what we used and be sure it was low cost. Frankly, the whole thing would never have survived one rainy season. But that was OK, because we were after a festival atmosphere, not something permanent like the stadium that Herzog and de Meuron designed.

What questions did you ask yourselves as the coordinating designers?
How do you leverage the city’s existing assets?
How do you project LA’s vibrancy and cultural mix?
How will it look on television?

Television was a leading design driver?
Absolutely. At the time, we knew the LA Olympics was going to draw the biggest TV audience in history. So the visitor experience was only one part of the equation. We were always asking, “How will this look through the eye of TV?” As a result, we powered up every set shop in LA. We didn’t even need to have this stuff be waterproof, just exciting. The architecture was spartan and lightweight. The look was carried by form and color and being photogenic. Deborah Sussman, who was central to the look of the event, developed the color palette, and it sung on camera. LA was the perfect place for that kind of Olympic event.

architecture, landscape, festival architecture
Tell us more about the design management process.
As with any big project, you have a couple of days where you sketch out the big idea, and you spend the next three years implementing it. At the beginning, working with two of my Jerde Partnership colleagues, Glenn Nordlow and Charles Pigg, we went to the stationery store and bought index cards and spent a weekend in the office drawing every possible temporary strategy for a festival that we could think of. This included landscape, graphics, and pavilions. Those cards were the table of contents of the kit of parts that would follow.

Give me an example.
Landscape design. We sketched where the color might paint the ground plane in a unique way. That meant we had to find landscape architects and contract nurseries who could find the perennials that would work and grow them in enormous quantities ready to look great at the right moment. There is an index card for just that strategy.


And you did this in a weekend?

Yes. And then spent the next three years seeing it through. That was the foundation for organizing ourselves. Of course, we expanded on those core ideas. So Deborah Sussman’s firm developed a color palette. Debra Valencia of her office holed up and produced a poster that showed how to use the colors and not use the colors. It was a conceptual kit of parts. The poster was like a notebook of design guidelines. We didn’t have time to create proper design guidelines, so we created a poster.

What prepared you for this kind of undertaking?
I had worked in the Eames office. While there, I worked on an exhibit about the history of the office, so I had a pretty good Rolodex of Eames alumni. When it came time to do this thing, we tapped into that. A lot of people who worked in that warehouse were tied in some way to the Eames office. For example, I had Deborah Sussman for my color class at USC and knew her through the Eames office, as well. You called people you trusted who would understand the nature of the endeavor.

What was the studio like?
The warehouse was like a cleaner and larger version of the Eames office. There were even the great bowstring trusses. We used the walls and overhead volume to mock things up. Visual ideas were being tested all the time—it was a genuinely iterative design process. We put a shop in, and I hired a former Eames colleague and friend, Randy Walker, who had run the prototyping shop there. We could always take things full scale. We had fifty-five sites for the kit of parts. We wanted to be sure you could make a number of things multiple times. We made a lot of full-scale mock-ups. Ray came down and visited us all a few times. She loved it.

architecture, landscape, festival architecture

Tell me a little more about the kit of parts.
Almost every thing could be replicated on any of the sites—columns, trusses, tents, trashcans, or banners. Everybody knows your deadline. Part of the design challenge was to avoid labor disturbances, which can happen when you have these massive deadlines. We had to develop our own operations to deploy all the stuff to the field.

Just the fence fabric was manufactured in miles. At the end, we had depleted all of the available plywood and selected paint colors in the western US. We rented every piece of scaffolding in the country that was not in use. It was like going to war.

Was there a logistical consultant in addition to the design team?
Yes. Once we had our design direction set, Peter Ueberroth hired a super senior guy named Ed Keen from Bechtel to make everything happen. He was one of these guys who could build a bridge in the Middle East during a war. We had a studio full of dreamy LA designers, and he assigned an amazing Bechtel project manager to move on site with us. That PM, Larry Lotspeich, looked at what we were doing and said, “You have so many days left, and this your budget. So you have to spend this many hundreds of thousands of dollars per day for the next several months.” The process was called Supplier Quality Expediting Network or SQEN. We had a SQEN meeting every day at five. He wanted the evidence that we had executed purchase orders in hand each day and that the item in question was in production. It was very Bechtel, and it worked.

Looking back, what were you most pleased with in terms of the project?
The spirit. It was a uniquely LA event. It was not a stuffy or tight. It was full of innovation and joy. The Olympic Arts Festival organized by Robert Fitzpatrick brought in international artists and performers and really helped put the city on the world culture map. After the Olympics, people really saw that new ideas come from LA.

What did you learn personally from the experience?
I was barely thirty. I was a good designer and model builder, but I was a total control freak. I didn’t trust other people to do their job. The scale of the endeavor meant that I had to let go. I shifted from trying to control design to trying to create chemistry with a group of people. That was liberating. I found that I could help harness creative energy towards a common goal. That changed the course of my life.

architecture, landscape, festival architecture