Business Plan 1 Emerald City


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I chose to take a Topics course in my Fall 2008 semester which was a competition class for 6 teams from VCU and it also was a national competition. My team and I placed 2nd from VCU, and we were a finalist in the national IDEC competition. Our project goals were to create a business which would inhabit the Southside National Bank located in Saint Louis. The bank is currently undergoing historic renovations. The 14 floors above our given space is being converted into upscale apartments. The competition required us to create a business and a business plan for the first floor that would involve community activities. Then we were to create our own program based on the business we created.

Our mission was to design a crafts market which houses a studio center and an affordable ice cream parlor. The market is part of a restoration project, from the Art Deco era, which will benefit the community by providing an economic outlet and learning center for people of all ages and diverse backgrounds.

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Business Plan 1 Emerald City

  1. 1. Group Goals To design a space that will be a restoration of a physically prominent structure located at an important intersection. To follow all proper codes when designing. To preserve and re-invent the Art Deco style of the 1920s and 1930s in a way that enhances the existing architecture. To create a business philosophy and design that is sustainable, generates revenue, and increases activity which will diminish safety and security concerns in this area. To design an ice cream shop and studio space that is unique, as a result of its design, and will attract attention and activity. Design Concept To design a crafts market which houses a studio center and an affordable ice cream shop. The market will be a restoration project of the Art Deco era and benefit the community by providing an economic outlet and learning center for people of all ages and backgrounds to enjoy.
  2. 2. Code Study Mixed Occupancy Two or more occupancies that occur within the same building, each with different occupancies Business 50 or less people. Very broad category that can cover small restaurants. The ice cream shop and studio space falls under this Mercantile Part of the building that is open to the public for display, sale, or rental of merchandise and describes the crafts market Occupancy Classifications Building Type/ Use: Mixed Occupancy New ____ Existing ____ Number of Occupants: Estimated Actual Occupancy Loads and Use Factor Use 1: Mercantile Load Factor: 60 ( ) Gross ( ) Net Use 2: Business Load Factor: 30 ( ) Gross ( ) Net Use 3: Business Load Factor: 15 ( ) Gross ( ) Net Total Floor Area Use 1: ( ) Using Formula Use 2: ( ) Using Formula Use 3: ( ) Using Formula
  3. 3. Mind Map
  4. 4. Inspiration Art Deco covered all forms of art. We found inspiration in these motifs in art, interior design, and sculpture from the 1920s
  5. 5. Sketch Model Our concept model was designed based on several typical Art Deco motifs, which is a team goal to include in the final design. From looking at these motifs, we explored with paper creating a staggered detail. This type of design detail was very common in most motifs. Art Deco motifs always feature some form of geometry, either rectangles, circles, or triangles. We played with these different shapes in our model. The purpose of this was to study these common forms and how they were used in 1920s design. Now that we have explored the shapes which motifs can come in, it will make designing them a little bit easier.
  6. 6. Site Photos Built St. Louis: Recalled to Life The South Side National Bank The South Side National Bank building stands prominently Grand and Gravois, marking the most important intersection of the South Grand shopping district. It is a vital urban anchor for the neighborhood, terminating the views down Gravois and Grand. It looms over the surrounding buildings like a king holding court, ruling over both nobles and jesters. The Art Deco tower was built in 1928, from plans by the St. Louis Bank Building & Equipment Company. It is clad in grey lime- stone and decorated with stylized eagles and numerous geometric and floral patterns that place it among St. Louis’s finest Deco build- ings. Within, its grand bank lobby is still intact, right down to the ornate chandeliers. The building’s troubles began in 2000, when South Side National Bank expressed interest in disposing of the property. Their favored choice was to sell it to Walgreens -- who would have demolished the existing building and put up one of their generic, suburban flavored box-style stores in its place. South Side National Bank’s owner, Jones Properties, applied for a conditional use permit in late 2000 or early 2001. The permit would have presumably allowed demolition of the building. However, before the permit could be approved or denied, the application was withdrawn. It’s possible this was due to pressure from historic preservation groups, who organized a community group to find a bet- ter way to reuse the structure. The community group selected West End Realty and the Lawrence Group to handle the renovation. A $7.5 million job will put 13 condominiums in the tower and retail in the base. The Art Deco lobby is to be restored. Plans were moving forward as of May 2005. The project was slated for completion in September 2006, a schedule that seems to have slipped (not uncommon in the development busi- ness.) Construction was progressing, but still several months from completion, as of March 2007. For More Information Go To:
  7. 7. Outside
  8. 8. Surrounding Buildings
  9. 9. Inside Lobby On the Roof
  10. 10. Business Plan Crafts Market Local crafters rent a kiosk for $10 a month. There are five categories that crafts are placed under, and one of these is a Seasonal section which changes four times during the course of a year. Expectable Crafts To Sell At Emerald City: “Quadling Country” Items that are on sale during a designated season. An example would be Christmas ornaments, wreaths, and other decorations. “The Tin Man” Miscellaneous Items and Specialized Crafts such as metals, jewelry, lamps, wood crafts, and soaps “Munchkin Land” Children’s handmade toys and crafts Fine Arts Including paintings and sculptures Textiles Quilting and knitting crafts
  11. 11. General Purpose Emerald City strives to promote foot traffic in this area. There are neighborhoods and parks nearby. The front of the building is also on the corner of an intersection with other businesses. By being located at the bottom of an apartment building, tenants are likely to frequent this spot, whether to buy crafts for their home, or just to get ice cream before heading out. The space provides three basic functions: a crafts market (retail), an ice cream/ cafe, and a learning/ studio center. However, the kiosks are movable. This allows for the community or an individual to rent out the space for special occasions. The kiosks can be cleared and the ice cream shop hidden away. Specific Purpose Emerald City is a place for local artisans to come sells their crafts to make extra cash. They are expected to rent a kiosk for a minimum of two weeks, and they are expected to visit the kiosk on the weekends. Because Emerald City understands that renters often have day jobs, they have employees who watch and take care of kiosk sales during the week, when there is less traffic. The renters are also entered in a competition which provides incentive for selling crafts here. Every month four renters are chosen as “artists of the month” These four artists get to teach classes on their specialized crafts to the community in the provided studio space, known as “Marvel’s Studio”. They receive a paycheck for the time they spend teaching skills to locals. These skills can also inspire others to make and sell their crafts here as well. People who wish to join in these art classes pay a small fee and depending on the type of craft, they may or may not be expected to purchase supplies. Classes will be held during the week, which provides more daily activity that would otherwise be limited to the weekends. Sustainability Our materials for the space will be sustainable, but the business itself is also sustainable by providing an outlet for locals of all ages and backgrounds to come sell their crafts for extra money. During this time of recession, this business could become an opportunity for economic advancement in Saint Louis. The space can also be easily transformed into any function that require an open floor plan, simply be moving the kiosks and closing in the ice cream shop.
  12. 12. Lollipop Guild Old Fashioned Ice Cream Shop The ice cream shop is not your average place to get a sweet treat. This part of Emerald City serves up affordable food and beverages to visitors. It also encompasses a lounge area for a relaxing retreat from the busy craft market and uses the columns for a seating area. The lounge will also have wireless internet. The shop lures in customers on hot or cold days with budget-friendly treats, who otherwise would not be interested in crafts. Customers have to walk through the market space to get to the shop. The Lollipop Guild can be closed off when Emerald City is rented out for special community events. The Lollipop Guild is also a part of Emerald City’s sustainable business plan by using only local produce. All ice cream is to be made on site by the employees. Menu Fountain Sodas $1 Ice Cream Small Medium Large Extra Large 25 cents 50 cents $1 $2 Candy 50 cents Popcorn $3.50 Pastries (warm/cold) $2.50 Coffee $1.50
  13. 13. Space Allocation Crafts Market Lollipop Guild Marvel’s Studio 65 % 25 % 10 % Fine Arts 13 % Seating 15 % Seating 9% Textiles 13 % Counter and Prep 8% Storage 1% Area “The Tin Man” 13 % Storage 2% “Quadling 13 % Country” “Munchkin Land” 13 %
  14. 14. Bubble Diagrams Crafts Market 65 % Lollipop Guild 25 % Marvel’s Studio 25 % Entrance
  15. 15. Textiles 13 % The Tin Man Quadling Country 13 % 13 % Lounge 15 % Counter 8% Crafts Market Munchkin Land 65 % 13 % Lollipop Guild 25 % Storage 2% Fine Arts 13 % Marvel’s Studio Storage 10 % 1% Seating 9% Entrance
  16. 16. Textiles Quadling Country 13 % 13 % Lounge 15 % Counter The Tin Man 13 % 8% Crafts Market 65 % Lollipop Guild 25 % Storage 2% Munchkin Land 13 % Fine Arts 13 % Seating 9% Marvel’s Studio Storage 10 % 1% Entrance
  17. 17. Final Bubble Diagram Fine Arts 13 % Quadling Country Textiles 13 % 13 % Lounge 15 % Counter 8% Storage 2% The Tin Man Crafts Market 13 % 65 % Lollipop Guild 25 % Munchkin Land 13 % Marvel’s Studio 10 % Seating 9% Storage Entrance 1%
  18. 18. Adjacency Matrix Emerald City Program Requirements Space Light Privacy Special Seating Things Sold Other Equipment Crafts Market Fine Arts Yes Low Kiosks No Painting/ N/A sculptures Textiles Yes Low Kiosks No Quilting/ N/A Knitting “The Tin Man” Yes Low Kiosks No Miscellaneous N/A “Quadling Yes Low No No “Quadling Decoration needs to Country” Country” Items be changed out every season “Munchkin Yes Low No Maybe Kids toys Kid friendly design Land” Lollipop Guild Seating/ Lounge Yes Medium Special Yes N/A Wireless Internet Seating/ Wireless Counter/ Prep Yes Low Yes No Food and N/A Beverages Storage No High No No N/A N/A Marvel’s Studio Yes High Yes (sinks) Yes N/A Space only used during (desks) the week Important/ Immediate Convenient Not Important/ N/A
  19. 19. Block Plan/ Circulation Diagram Lollipop Guild Crafts Market Marvel’s Studio Main Traffic Path Around Kiosks
  20. 20. Beginning Floor Plan
  21. 21. Kiosk Design The shape of our kiosks were inspired by the vault in the original lobby design. Our kiosks close up much like th vault does to
  22. 22. Lounge Chairs Other Inspiration
  23. 23. Additional research Soda Fountain file:///C:/Documents%20and%20Settings/Audra/Desktop/Soda%20Fount... The Drugstore Soda Fountain Home The Drugstore Soda Fountain A typical soda working class and the elite socializing at the soda fountain Soda Fountain History fountain circa Liquid Carbonic Co. 1920's Syrup Dispensers Soda Dispensers Soda Ad's Free 1919 Root Beer Liquid Carbonic Ads Show Globes Lighted Signs The drugstore soda fountain circa 1920's included meals Advertising Apothecary Bottles Mortar And Pestle Soda Fountain Nostalgia Pharmacy Books Image of soda fountain jpeg The drugstore with the ever-present soda Patent Medicines fountain was the backbone of Main Street USA Pharmacognosy during the late 1880’s and for most of the 20th Drug Companies century. Most adults and children born during Other Drugs that great era affectionately recall the time they Site Search Swedberg Drug spent at the fountain sipping on a tasty cherry Village Drug Coke or root beer. Life was uncomplicated St. Peter Pharmacies when a nickel or a dime could buy a soda Compounding Pharmacy fountain delight and always included sweet FILMS memories. Pharmacy College Liquid Carbonic soda fountain dating to the early 1900's German Pharmacy Under Bill Soderlund, owner of Soderlund Village Hitler Drug, has attempted to reawaken that happier time by giving away free root beer served from an PHARMACISTS old-fashioned soda fountain. Bill started giving away free 1919 root beer about one year ago. “I Pharmacy Questions love to see people sitting at the fountain enjoying their free root beer,” Bill said. “They will remember that the rest of their lives.” This antique soda fountain originally stood in a drugstore in Buffalo Center Iowa. It was manufactured in the 1920’s by the Liquid Carbonic Company and includes several pieces of beautiful marble and stainless steel. It sold new for the price of a luxury sedan and was often referred to as the “Cadillac” of soda fountains because it was so ornate. The back bar came from quot;Bumpas Drugquot; in Ohio and was installed on April 11th, 1911 at its original location. It has a real quot;ice boxquot; in the bottom part that is lined with zinc. It is made from quarter sawn oak and includes stained glass and a mirror. The Drugstore Soda Fountain The drugstore soda fountain was the backbone of Main Street USA from the time they made their appearance in the 1830's through most of the 20th century. Most adults and children born during that great era affectionately recall the time they spent at the drugstore soda fountain sipping on a tasty Cherry Coke or root beer. Life was less complicated when a nickel or a dime could buy a soda fountain delight and always included sweet 1 of 2 10/23/2008 3:19 PM
  24. 24. Soda fountain history file:///C:/Documents%20and%20Settings/Audra/Desktop/Soda%20fount... History of the Soda Fountain Home The Drugstore Soda Fountain The History of the Golden Age of 1890 soda fountain antique 19th century Show Globes Soda Fountains Lighted Signs The soda fountain that has become part of Advertising the American imagination really began at Apothecary Bottles the turn of the 20th century and continued Mortar And Pestle until it completely collapsed in the Pharmacy Books 1970’s. While there were certain Patent Medicines purveyors of sodas and ice cream Pharmacognosy previously it was the marriage of the Drug Companies drugstore and soda fountain of the early Other Drugs 1900’s that gave birth to the American Site Search soda fountain. Swedberg Drug Village Drug St. Peter Pharmacies By the early 1920’s just about every Compounding Pharmacy drugstore had a soda fountain. The reason FILMS for the explosion of soda fountains was Pharmacy College most likely that prohibition began in 1919 German Pharmacy Under and the soda fountain filled the social void Hitler caused by the closing of bars. While one PHARMACISTS may trace the patents, of certain aspects, Pharmacy Questions of the soda fountain back to the early 1800’s it must be realized that it wasn’t until the 1880’s that “ice cream parlors” came into vogue. Ice cream parlors were part of the history of the soda fountain but Artist rendering of soda fountain circa 1890 it is worth noting that they were usually stand alone businesses that sold ice cream and phosphate sodas. It wasn’t until Jacob Baur began to manufacture carbon dioxide in tanks that the real soda fountain was born. Baur was a pharmacist who started the Liquid Carbonic Co. in 1888 and eventually began to manufacture and market the Liquid Carbonic soda fountains in the early 1900’s. A potential soda jerk could purchase a Liquid Carbonic soda fountain, complete with operations and recipe manual, from Baur and set up shop. He could go into the soda fountain business. The golden age of soda fountains began in the early 1900’s and continued until the 1950’s. It was during that period that pharmacists were the operators of their own drugstore and soda fountain. Just after prohibition began John Somerset wrote, in Drug Topics June 1920 issue that, “the soda fountain is the most valuable, most useful, most profitable, and altogether most beneficial business building feature assimilated by the drugstore in a generation… “ “In the face of present pyramiding taxes and overhead, like wise the increased demand for soft drinks resulting from prohibition, can (one) fail to see which way the wind is blowing… and become a soda fan quick!” Somerset went on to say, “The bar is dead, the fountain lives, and soda is king!” For more information about the Liquid Carbonic Company see the quot;Liquid Carbonic Companyquot; on this website Soda fountain circa 1920 representing love, joy and Early Soda Fountain History happiness The birth of the soda fountain began 1 of 2 10/23/2008 3:20 PM
  25. 25. klavons file:///C:/Documents%20and%20Settings/Audra/Desktop/klavons%20Ic... Klavon's Authentic 1920's Ice Cream Parlor 2801 Penn Avenue Pittsburgh, PA ~ 15222 (412) 434-0451 In the Strip District OCTOBER 1ST BEGINS Winter Hours Monday - Friday: 10 AM to 5 PM Saturday : Noon to 9 PM CLOSED Sunday Daily Lunch Menu (Print-Friendly) Little Known Ice Cream Experience a wonderfully nostalgic Facts ambiance at Klavon's. (click scoop) Klavon's First Soda Fountain Ice Cream Gifts (click gift box) Klavon's To View The History Of Klavon's Complete Ice Ice Cream Parlor Cream Menu 1 of 2 10/23/2008 3:19 PM
  26. 26. Google Image Result for file:///C:/Documents%20and%20Settings/Audra/Desktop/Art%20Deco... Art Deco Coromandel Screen - CRS3191 your price: $ 1750.00 1 of 1 10/23/2008 3:18 PM
  27. 27. The St. Louis Artists’ Guild and Galleries History file:///C:/Documents%20and%20Settings/Audra/Desktop/The%20St.%2... History of the St. Louis Artists’ Guild Since 1886, the St. Louis Artists’ Guild has been the regional center for artists and people who love art. Today the Artists’ Guild is an extraordinary organization with over 800 members whose mission remains: “To be a resource and advocate for creative expression, serving the Midwest as a center that exhibits, supports, and promotes the visual arts.” The history of the Artists’ Guild is the history of art in St. Louis. For over a century, most professional artists in St. Louis achieved their first recognition through its competitive exhibitions. The Artists’ Guild has always been a significant contributor to the cultural environment of the greater St. Louis area. In 1995, its move to a beautifully restored 1920’s mansion in the heart of Oak Knoll Park in Clayton provided the perfect place to expand programs, classes, and exhibits. Current Location The Artists’ Guild holds primarily local and regional competitions with cash awards. It also hosts national exhibits and participates in collaborative and exchange exhibits with other art organizations. And, because of the limited opportunity for young artists to compete and exhibit work in a professional gallery, the Artists’ Guild holds the annual Young Artists’ Showcase for high school students with cash awards and scholarships. In addition, special exhibitions of the artwork of elementary school children and children and youth with special needs are held monthly at the Guild’s second floor Monsanto Children’s Gallery. As a well-established network for all the artists in the metropolitan area, the Artists’ Guild is a communication center where artists can learn, share ideas, and test their talents among peers and professionals. Members are a unique blend of professional and commercial artists, established and emerging artists, architects, photographers, educators, and students. Through the dedication of members and their special talents, our volunteers make it possible to offer the programs, exhibitions, and activities that make the Artists’ Guild unique. Because the Artists’ Guild is a non-profit organization, it depends on memberships, fundraising activities, generous support from the community, grants from the Arts and Education Council, Regional Arts Commission, Missouri Arts Council, and Angels of the Arts. 1908 Location St. Louis Artists’ Guild Timeline 1908 1886 812 North Union In the winter of 1886, a meeting was called at the home of Joseph St. Louis, MO R. Meeker for the purpose of considering the formation of a new art organization. The group was small and was drawn from the membership of the St. Louis Sketch Club, originally founded by male art students attending Washington University School of Art. 1 of 5 10/23/2008 3:19 PM
  28. 28. Map of surrounding area