The document summarizes the history and current state of the Cedar Rapids Skywalk system, and proposes ideas to improve wayfinding, accessibility, and functionality through new signage, interactive touchscreen kiosks, and a mobile app. The goals are to create a new iconic identity, ensure ADA compliance, provide updated maps and directories, and generate revenue through advertising on the kiosks and app. The initial costs are estimated between $300,000-$600,000 with ongoing support paid through advertising revenue and sponsorships.

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1963–2012Cedar Rapids SkyWalk Evolution

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First Component Completed: 1963
Design: Brown, Healy & Bock
Only 6 months behind Minneapolis
Second oldest of only 15 in the US

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Engineered by Leo Peiffer
Officially opened October 13, 1980
FOUR functional bridges at opening
SIX open by 1984
THIRTEEN by 1987

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The Cedar Rapids
Skywalk System
• Officially over 33 years old,
but functional for over 50 years!
• Serves 40 Buildings downtown with
Direct Access at 2nd level
• Covers more than 15 square miles
of downtown CR
• Is used daily by thousands of
Cedar Rapids workers
• 5-6,000 daily parkers

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Original signage uses fluorescent tube
backlighting, & vinyl lettering on acrylic
panels.
Current signage dates from 1987

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Nesper Signs installed uniform signs in 1987. Since then a wide variety of signage
styles, colors, identities and updates has happened.

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Existing information is inaccurate, confusing, and does not meet ADA Compliance

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Ideas for the Cedar Rapids SkyWalk
enriching the city core with communication & information

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Cedar Rapids SkyWalk 2 – Project Goals
• Create a new and more iconic identity for the system: SkyWalk 2
• Clearly indicate entrances & exits (including access types)
• Improve wayfinding with updated, accessible, and accurate signage.
Add wall, stair and elevator signs to system. Improve system map signage.
• Ensure ADA compliance with wall, stair, and elevator signs: height, size, braille, etc.
• Create a new touch-screen City Map & Directory
– incorporate downtown communications & advertising system: SkyTalk
– incorporate dynamic WayFinder system into all signage
• Complete & operational in 2013

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©2013GunningLabs
New Iconic Identity (Initial Concepts) Aligns with Park Cedar Rapids ID

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Clearly Indicate
Entrance & Exits
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Interactive Kiosks:
Maps & Advertising
• Daily & Immediate Messaging
• Over 10,000 brand impressions
per day. More than 675
downtown businesses & 46
restaurants
• Community Leadership
• Recruitment & Retention
• Civic Business Presence
• Public Relations Exposure

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Improved Wayfinding
w/Directory & Overheads
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Improved Wayfinding
w/Directory & Overheads
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Second St. Third St.

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Improved Wayfinding
Directory Symbols
PARKING & TRANSIT
DINING
SHOPPING
ENTERTAINMENT

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Touchscreen
Kiosk Directory
• Wall-mount or Freestanding
• Vandal-resistant Design
Outdoor Versions Available
• Touchscreen Functions
• Skywalk & Downtown Navigation
• Business Directory
• Calendar of Events
• Parking Services ...

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Full Screen Advertising
• Over 10,000 brand impressions
per day.
• More than 675 downtown
businesses & 46 restaurants
• Full-screen images on a 42” HD
display. Full-screen video
capabilities with surround sound
• Proximity sensors switch kiosks
to “informational” mode on
approach.
• Advertising repeated in all
overhead signs w/10” screens

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SkyTalk: Directory
• Interactive Business Directory
• Shopping | Dining | Events
• Automatically Updated Events
• Hoopla partnership
• News & Weather
• Dynamic Wayfinding
• Advertising

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SkyTalk – Map View
• Advertising shrinks to bottom,
remaining touch-activated
• Shows Immediate Surroundings,
Businesses, Weather
• Icons and Names on Map
• Calls Out Available Coupons
• Pinch Command to Zoom

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SkyTalk: Events
• Interactive Biz & Event Directory
• Partnership With Hoopla
• Dynamic Sponsorship & Advertising
• Click-thru Details
• Call-My-Mobile Reservations
• Share to Facebook/Twitter

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SkyTalk: Shops, etc.
• Drill-down Directory Listings
• Search by Area, Cuisine, etc.
• Browse-by-location View
• Touch for Biz Details
• Send Directions to Mobile
• Call-My-Mobile for Reservations
• Sharing with Social Media

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SkyTalk: Detail View
• Incorporate Existing Website
• Menu View Mode
• Call-My-Mobile for Reservations
• Map From Here Feature
• Send Directions to Mobile
• Coupon Printing at Kiosks

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SkyTalk: Advertising
• Advertising: Sponsorships
• Limited Number of Sponsors
• High-profile, Full-screen Ads
• Key times/dates
• Advertising: Weekly Placements
• Online Sign-up, Self-Managed
• Variable Rates, Times, &
Frequencies

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The SkyWalk2 Website
• A new public face to the Downtown
Cedar Rapids scene
• A business case for thriving daytime
commerce and dining
• And to quote John Schnipkoweit:
“SkyTalk is an innovative step in the
right direction for helping
downtown become more
pedestrian friendly - while its fun
to carry torches and show off our
secret passageways, we need a
system like SkyTalk that's easy to
use and welcomes new users.”

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WayFinder:
A Personal Guide
• Walking Directions Printed via
Thermal Printer
• Integrated SkyTalk & WayFinder
via Overhead advertising space
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Second St. Third St.
Blinking color/shape icons

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Scalable Ideas for
All of Cedar Rapids
• Outdoor Kiosks
• New Bohemia
• Arts District
• Hilltop & Medical District
• West Village
• Parks & Events
• Inside CRCC, etc.

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Benefits to Community
“SkyWalk2 is a live window
between the city and her people.
Use it, play with it, let it plan your
weekend ... the Skywalk’s not just
for lunch anymore...”
- Linda Langston
• Connected, Informed, Excited
• Active Business Presence
• Integration of Commerce
• A Technology “On the Rise”

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Benefits to Sponsors
• Daily & Immediate Messaging
• Over 10,000 brand impressions
per day. More than 675
downtown businesses & 46
restaurants
• Community Leadership
• Recruitment & Retention
• Civic Business Presence
• Public Relations Exposure

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Initial Costs for SkyWalk2 Project
Project Phases:
1 - Research/Marketing: 3 months
2 - Planning/Coordination: 5 months
3 - Implementation: 2-3 months
100% Live December 2013
Cramer Development: Licensed Software
Phase 1: 40-50 hrs
Phase 2: 40-50 hrs
Phase 3: 200-300 hrs @ $130/
Total: $36,400–$78,000 + license/support
Gunning Labs: Inventor, Contractor
Phase 1: $10,000
Phase 2: $15,000
Phase 3: $45,000
Total: $70,000
Signage Estimate: $202,205
New Overheads (32): $3k/ = $125k
Mid-Skywalk Street Crossings (13): $10k
SkyWalk Entrances (32): $21.5k
Accessibility signage (32): $4.25k
Branding vinyl (32): $2.6k
Installation: $22k
Kiosks for Intersections: Zivelo
$7500 each x 12 = $90,000
Android Overhead Upgrades
$300 each x 90 = $27,000
Total Cost of SkyTalk System:
$300,000 – $600,000

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Who Pays for What, When?
Premiere Sponsors:
$5,000 - 1 year of off-peak self-managed
Advertising & Messaging
$10,000 - 1 year of off-peak and peak self-
managed Advertising & Messaging
$25,000 - 3 years of off-peak & peak
assisted Advertising & Messaging
$50,000 - 5 years of peak assisted
Advertising & Messaging
Advertising Revenue:
Remaining and future advertising to be
managed by Source Media. Source leases
Skywalk space from City.
- Instantly profitable stream for Source
- Part of Source’s standard “channels”
- Lease covers Cramer license/support
- Lease repays hardware investment
- Kiosk warrantee is 5 years
One-Time Costs:
City/PCR owns sign & kiosk hardware
City/PCR pays Gunning Labs fees
Ongoing
City licenses on-going hosting & software
support from Cramer Development
- Annual Cost TBD

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Additional Advertising Potential The Skywalks

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Functionality Growth
• City-Wide Events Listings
• Emergency Contact
• Transit Updates
• Parking Payment & Renewal
• Parks & Services Directory
• Direct-to-Mobile Directions
• Live game interaction, Augmented
Reality laser tag, treasure trail,
scavenger hunts