SMPS 2007 National Marketing Communications Award


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First Place and Best in Show for Marketing Proposal for Historic Fort Snelling New Visitor Center Design Pursuit

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SMPS 2007 National Marketing Communications Award

  1. 1. Category: Specific Project Marketing Firm: HGA Architects and Engineers, Inc., Minneapolis, Minnesota Title: Historic Fort Snelling New Visitor Center Design Pursuit FIRM’S MARKETING OBJECTIVE Goals: • To present and demonstrate the firm’s qualifications for architectural and engineering services to the prospective client for design of a its relationship to the chapel and Cavalry gatherings, openings, and fundraisers. be constructed of heavy timber roof and new visitor center, museum, and adaptive re-use Barracks as one approaches the site from the west. The lobby should be designed to provide a central orienting space within the com- floor framing, supported on 6” diameter cast-iron round columns that are spaced of existing historic structures at one of the most plex of existing buildings, ease wayfinding in 11’ x 12’ bays. With one exception and provide relief from museum fatigue. (the roof framing), there was no visible well-known historic sites in Minnesota. MuSeuM ISSueS Articulating a safe, convenient pathway evidence of modifications or deterioration The Cavalry Barracks are buildings con- from the Ordinance Building to the central that would compromise the strength of the • To further persuade the prospective client, ducive to adaptive re-use. The rectangular i floor plates are fairly flexible, and the lobby will be critical to provide a gracious yet efficient entry sequence for large building frames. The building framing appears to be in good condition. during an interview presentation to Board building systems and circulation patterns are straightforward. Museums have a groups and schoolchildren. The original two story wood porches have members, to award us the commission based been removed from the south façade of highly specialized program and a few HISTOrIC AdAPTIVe re uSe both buildings. Centrally located doors key issues that will need to be addressed on our design prowess, museum and historic are column spacing (for galleries), floor- A particular challenge of adaptive reuse/ to the porches have been replaced with windows. The outline of the porches is still to-floor heights, daylight control, floor historic restoration for an existing building preservation experience, and engineering loading, wayfinding, and environmental is the integration of engineering systems, visible against the brick façade. Historic photographs may provide additional controls including HVAC and building life safety features (exit stairs and corri- qualifications. envelope. dors), AdA and accessibility requirements information to aid in their reconstruction. The concrete porch structures visible today and other code compliance issues while The gallery design must be sensitive to the are not original and should be carefully maintaining the significant historical fabric gracious, contemplative spaces of a tra- removed. that provides the building its character and Target Audience: ditional museum and the active, flexible, connection to the past. Ordinance Building: The building is gener- technologically equipped areas of a con- ally in fair to good condition, but there are temporary history museum. The exhibits It is to be noted that buildings 17, 1, Board Members of the Minnesota Historical fundamental issues that need to be ad- must integrate with the historic architecture 22 and 30 do not share the same ar- dressed to allow this building to continue of the original Cavalry Barracks and the chitectural significance attached to some Society (MHS). new building systems. The historical nar- ratives of exhibits must be supported from of the other buildings that comprise this historic site. They play a more supportive reuse. The building is located adjacent to the existing Visitor Center and great care must be taken so as not to damage the the smallest display to the overall building role, the significance of their contribu- building during demolition of the Visitor itself. The galleries should be designed to tion lying more in their association with Center. Original limestone walls have allow maximum flexibility with adjustable certain site-related events rather than their CONTENT OF PIECE been patched and repaired many times. lighting and temperature controls, wired individual architectural merit. But it is this Some stone units are eroded, the stone or wireless technology, movable walls and supportive role that reinforces the linkage sills are degrading. recent mortar repairs We responded to the Request for Proposal acoustical controls. of the site elements and creates a synergy do not match the raised historic joint of structures at Fort Snelling. The following Special attention must be paid to the profile, aggregate composition or color. by identifying the following: revenue generating spaces for the new museum, which will provide additional summary notes are our observations of the existing buildings. The cedar shake roof needs repair. The building has original wood-framed, single Qualifications of the Architectural and sources of funding for the MHS. The Cavalry Barracks: The buildings appear glazed, double hung windows. Hardware • gift store needs to be in a high visibility to be solid and in need of minor recon- should be reconditioned, missing hard- View of the Fort Snelling Round Tower in 1935, Minnesota Historical Society Engineering Design Team location preferably on the entry/exit path. The new 400-seat auditorium should struction. The most significant damage appears to be a result of water infiltration. ware replaced to match existing. The modern addition at the west end of have convenient after-hours access that is The buildings are representative of classic •A Detailed Project Approach and separate from the secure areas of the mu- wood frame construction with some evi- the building should be removed when the current visitor’s center is demolished seum (i.e. galleries) to maximize the use dence of recycled materials in its original Understanding of the museum for special events, social construction. Buildings 17 1 appear to to restore the building back to its original condition. The building is intended to help • Relevant Past Project Experience and | Project Approach New Historic Fort Snelling Museum New Historic Fort Snelling Museum Project Approach | Expertise in Project Type • Demonstrated Success in Proposal Book Spread Sample Understanding and Incorporating the Client’s Mission and Values All design and material production was produced in-house. The proposal and interview leave-behind booklets were printed out-of-house and bound in- S house. URE IAT ED STRUCT rvices for and ASSOC G MUSEUM gineering Se ral and En nal Architectu S N E LL IN R IC F O RT Professio ry Memo N E W H IS TOProposal Book dits Cover cal Society sot a H s ori 3 M nne ty al Socie l Society H or ca M Message: Respect The intended message of the prepared materials – proposal response, scaled model, presentation ess boards, and leave-behind booklet – was to illustrate our ability and commitment to design a new world-class visitor center, museum and re-use of existing historic structures for the Minnesota Historical Society’s Fort Snelling site. ion Transfor mat Distinction: The initial proposal book was designed to highlight the black and white archival photographs used on y the cover and throughout the book. The photos themselves derive from the Historical Society’s extensive image database and were purchased to illustrate our narrative response to the Society’s request of our understanding of the project scope, specific needs and overall context, and important design issues of historic preservation and adaptive re-use practices. Invitation between the notes t Wolfgang Amadeus Mozar A scaled model and presentation boards were used during the interview to demonstrate various conceptual design ideas and address specific design challenges. Large-format boards served as a backdrop to the scaled model demonstration. Leave-Behind Booklet Spreads The leave-behind booklet was designed as a means to conclude the interview and leave the prospective nothing except what may be seen on the outside, for as yet I have not been inside and Of the fort itself I know wonders client with a sense of our commitment to their project. The color palette was chosen to affirm the Society’s probably will not, as we are not brought here for the purposes of seeing Alexander S Chris ie, Excerpt from Civil War Letter branding image. A total of twenty booklets were handcrafted and distributed to the Board Members as a visual reminder of HGA Architect’s creativity. RESULTS OF THE MARKETING COMMUNICATIONS EFFORT • The first goal was met when the prospective client narrowed the number of submitting firms from 15 down to five for a formal interview – HGA ranking first on the list. Our submission of a written and graphic proposal that concisely articulated the information requested by the prospective client clearly demonstrated our creativity and design ability to create a signature piece of architecture, and reflected our sensitivity to existing historic structures. • The second goal was met when MHS Board members awarded HGA the commission for this project. We believe the commission was won because we proved our extensive museum and historic preservation experience during the interview process and ultimately because our passion and commitment to this project resonated with the client. • The proposal response, while having served its initial purpose, continues to be used as a reference guide to future proposal layout designs. Photographs of the scaled model and the presentation imagery are used to illustrate how HGA approaches similar projects. The leave-behind booklet also continues to be used as an example of a successful marketing strategy that perhaps was the catalyst to ultimately winning the architectural design commission. BUDGET AND COST DATA Design Team: Joan Soranno, AIA Gary Raymond, Graphic Designer Budget: $22,649 (Including Labor) Actual Total Cost: $21,500 (Including Labor) Contact: Kim Niedzielski—612.758.4324 Scale Model