The Power of a Park. Urban Open Spaces as Value Generators

The Power of a Park: Urban
Open Spaces as Value
Generators
Thursday,
October 14
3:15 p.m. – 4:30 p.m.

Counting Male/Female Ratio as a Safety Indicator2

How to Pay for Great Public Spaces8

New Development around Bryant Park10

Campus Martius Park:
• 2.5 acre downtown signature public square and year round venue
- Heart of downtown, anchors historic & current commercial
center
- Fronts over 6.5 million square feet of mixed used district
• $20 million dollars to design and construct, inclusive of a $3.5
million endowment
• Created, managed and operated by private non profit – Detroit
300 Conservancy
- Long term contract with City of Detroit
- District plan and infrastructure: Detroit Economic Growth
Corporation

Campus Martius Park:
• Has catalyzed over $700 million of new development in
Campus Martius district
- Two Class A/mixed use high rise buildings with over
1.35 million sq. ft and 5,000 employees
- 200 + new residential units, historic hotel renovation, other new
office tenants
- Over 35 + new retailers, restaurants and cafes
- Growing technology and creative hub with attracting new
companies from outside the city
• Momentum continues in district to fill historic office
core and build out two adjacent key mixed use sites

Background and History
• City founded on the
Detroit river in 1701 by
French

Background and History
• 1806 Fire destroys fort
and town
• 1807 Judge Woodward
lays out new City of
Detroit from survey
point in center of
Woodward Avenue,
now current park

1900’s to 1960’s
Prosperity And Rapid Growth Of Detroit And Downtown
• ―Paris of the West‖ with
boulevards, trees and great
architecture
• 150,000+ Employee base
downtown
• Regional retail center with 5
million sq. ft. of shopping
and three major department
stores

1900’s to 1960’s
Prosperity And Rapid Growth Of Detroit And Downtown
• Regional center for
restaurants, theatre,
entertainment, hotels and
sports
• Motown Records –
internationally known
• Small residential population

1960’s to 1980’s
Major Decline Of City And Downtown
• Office, retail, restaurants,
and entertainment
devastated
• Millions of sq. ft. of buildings
vacant
• Downtown employee base
declines to 60,000 over time
• Renaissance Center built in
1976 on river away from city
center

Campus Martius Park Concept Planning
And Current Downtown Revitalization Begins
• 1997 downtown revitalization
plan and Campus Martius
Park concept created
• New revitalization plan based
on creating residential
neighborhoods in Historic
vacant high-rise office
buildings
• General Motors moves its
headquarters to the
Renaissance Center and
begins major new riverfront
redevelopments

Campus Martius Park Concept Planning
And Current Downtown Revitalization Begins
• Campus Martius Park to
become the new heart of
downtown by creating public
space in historic location of
five major road convergence
• Four major mixed-use
development sites created at
Campus Martius where old
retail and office buildings
were demolished
• New streetscape plans to
green, connect and unify
historic downtown center

2000 Park Planning Process:
Vision and Program
• Detroit 300 reaches agreement with city to manage entire process
• Mayor Archer declares Campus Martius Park should be the ―best
public space in the world‖
• PPS retained as consultant and facilitator was key step in ensuring the
best process
• Mayor’s task force established including 20 downtown public and
private interest groups was critical for community input through
surveys, forums and meetings
• PPS provided the experience and demonstrated confidence that
Campus Martius Park could become one of the premier public spaces

Cadillac Tower
Monroe Street
Cadillac Square
First National Building
Bank One
Kennedy Block
Michigan Avenue
Looking east over Kennedy Block
1001 Woodward
Compuware
Headquarter
s Site
Fort Street
Park Site

2000 Park Vision
Program And Concept Plan Created;
District Plan To Connect Park To Other Activity Centers
• Four month process studies best and worst public spaces
• Vision for Campus Martius Park:
– Heart of the city
– Revitalization and economic development catalyst
– Extraordinary public space
– Attract people year round, every day
– Beautiful horticulture
– Water features that you can touch
– Management is key to success
– Park is Detroit’s center and district plan connects other major activity centers
• Concept site plan for vision and program created by PPS

2003 Fall Agreements
With City Of Detroit And Detroit 300 Conservancy
•Construction agreement for Conservancy to build park
•Management agreement for 10 years with renewals to
manage and program the park---modeled after New York’s
Central Park Conservancy
•Landmark process achieved in one year including
approval of Mayor’s office and City Council

2004 Park Operating
And Programming Plan Established
Operating and programming assumptions
• Great public spaces are filled and alive with people
• All Detroiters engaged with daily activities and year
round events
• Park will become the heart and soul of the city
• Premier level maintenance and operating standards

2004 Multifaceted Annual Operating Funding
Plan Launched
• Endowment income
• Park stakeholder contributions
• Private foundations
• Revenue generating activities
• Sponsorships

Opening Night – November 19, 2004

Monuments and statues –
Woodward and Monroe
street corner markers and the
Point of Origin

Michigan Soldiers’ and Sailors’ Monument

The Park has delivered on its promise and
vision of being Detroit’s central gathering
place—its town square—a location that
attracts thousands of people daily on a year
round basis and embodies the spirit of the
city.

• The Park conducts a summer
long entertainment program
with a wide variety of quality
events and activities designed
to serve diverse audiences
• Every year there have been
over 250 performances and
events
• All events have been free to
the public

September 11 Detroit
Memorial Service
Detroit Free Press
Marathon

North lawn area becomes the Rink every winter

The Park was a focal point for both the public and the media
during the Winter Blast and Super Bowl XL

NBC’s ―Tonight Show‖
live from
Campus Martius Park
Coverage during the
Winter Blast and
Super Bowl XL

Since opening, the Park continues to achieve its
primary objective – to bring people of all backgrounds
and ages together to relax, participate in entertaining
events and activities and have fun.

Over 2 million visitors annually.

Visitors frequently comment
that they can’t get over
how beautiful the Park is
and how it makes you feel
like you’re in a ―real‖ city.

Campus Martius Park: Economic Development
• Provides a new positive
attitude in downtown Detroit
on a daily basis
• Leads the change of
downtown Detroit’s image to
that of a growing and
revitalized city center on the
rebound
• Acts as a leading and
supporting catalyst for
economic development
in the Campus Martius district
and the central downtown
neighborhood

• Office
• Retail
• Residential
• Employment

Economic Development: Office Space
Compuware Corporation
• Opened in 2003
• 1.08M square feet
• $400 million project
• Mixed use: office, retail
and parking
• 4000 employees relocated
from suburban Detroit to
new HQ location

•Quicken Loans HQ
relocates to Detroit in
2010
• 1700 employees come
from suburban location
• 240k square feet
• Campus Martius Park is
a significant factor

• Public outdoor plaza and
15-story atrium
• 55k square feet of retail
space
• 256 seat auditorium
• Destination water feature
• Development coordinated
with Campus Martius Park

• 40k square foot
fitness center
• Developed
relationships with
the downtown
community
• Partnered to open
downtown primary
care health facility

• 40k square foot Child
Development Center
• Coordinated activities
in Campus Martius
Park
• Center staff of 50
employees provide
service to 225
children

One Kennedy Square
• Built in 2006
• Completely occupied
• 250k square feet
• Strong support for
Campus Martius Park

Guardian Building
• National Historic Landmark
• 500k square feet of office
space
• Purchased in 2008 by
Wayne County for
consolidated operation in
the CBD

1001 Woodward
• Recently renovated
MEP systems
• New garage &
street level retail
• Relocating technology
company will occupy
28k square feet of
office space

One Detroit Center
• 950k square feet of
office space
• Built in 1992
• IRS relocating in the
CBD in 2011
• Will occupy 81k
square feet of office
space

Economic Development: Retail
• 55k square feet of
retail space
• 17 retailers, most
with street frontage
• Patio seating makes
connection to
Campus Martius Park
• Partnership with retail
operators and
Campus Martius park
for parking

Economic Development: Retail
• Diverse mix of local
and national retailers
• Restaurant, apparel,
service and
entertainment
• 35+ new retailers
• Retail momentum
continues

Economic Development: Retail and Hotel
• Westin Book Cadillac Hotel
• $200 M historic rehab
• 455 hotel rooms
• 67 condominiums
• Opened October, 2008

Economic Development: Residential
• Lofts at Merchants Row
• Historic renovation
• Mixed use – 157 units
• Residential pipeline of
new projects

Economic Development: Employment
• 5000 office employees in two new class-A buildings
• Additional employees associated with relocating tenants
• Jobs created by new retail and hospitality
• Expectation of continued growth

Summary of Key Elements for Success
• Clear, demonstrated need for revitalization of Downtown
• Community acceptance of 1997 Downtown Revitalization Plan
• Clear and strong Park vision, program, goals and objectives
• Single purpose, private organization to manage and operate
Park
• Outstanding project team utilizing best practices in urban
development and public spaces
– Conservancy Staff
– PPS
– Outside urban design, park, stage, lighting and water
consultants

• Great leadership of key organizations: City of Detroit, Detroit
Economic Growth Corporation, Conservancy
• Inclusive community involvement process over three year period
• Ability to secure private capital and operating funding based on
confidence in project, leadership and team
• Downtown stakeholder view of Park as pivotal economic
development catalyst tool and commitment to fund operations
• Great flexibility in process, but with perseverance to guiding vision
and principles of great public spaces

• Year round programming plan, events and activities
• Design and park features that resulted in one of the Country’s
most extraordinary, unique and flexible public spaces
• Long term management agreement with the City providing the
Conservancy flexibility to manage, maintain and program.

Discovery GreenDiscovery Green Conservancy
DISCOVERY GREEN CONSERVANCY
Discovery Green
Reinvigorating a Downtown with a Great Urban Park

Allen’s Landing

Houston 1973

Houston Center
Houston 2003
Hilton Americas

Houston 2004
• Crescent Realty owned Houston
Center.
• It had sold two parking lots to the City
in 2002 (North & South parcels).
• It decided to sell Houston Center
Gardens in 2004.
• Many were surprised that the green
space would be lost.
• Mayor White was approached by
concerned citizens.
• A public-private partnership was
formed.
• Crescent held off until the end of
2004 so the City and foundations
could organize to acquire the
property.
Houston Center Gardens
Hilton Americas
GRB

Live Oaks
These century-old live oaks
were street trees when this
area of downtown was a fine
residential neighborhood.
Lamar Avenue had run
straight through the site until
the GRB was built.
N
Restaurant
Valet
Plaza
Oak
Alee
Event
Lawn
Gardens
Bandshell
Service
Putting
Green
Gardens
Treehouse
Deck

Private Philanthropy
• Four major foundations joined forces to create the park.
The Brown Foundation
Houston Endowment
The Wortham Foundation
The Kinder Foundation, Nancy Kinder selected as Chair
• They committed $30 million up-front with $5 million later.
• $16 million was provided upfront to acquire the land.
• After looking at Bryant Park in New York, they decided to
form a conservancy to build and operate the park.

City and Conservancy Goals
• The park should serve citizens, residents & workers.
• The park should support conventions and tourism.
• The park should be world-class.
• The public should be involved in the creation of the park.
• After the City’s involvement in acquiring the property,
private funding must pay for the park.
• Support the arts and families – Conservancy.
• Get it done in three years - Mayor White.

• Centennial Olympic Park - Atlanta
• Yerba Buena Gardens – San Francisco
• Post Office Square - Boston
• Project for Public Spaces (PPS) – worldwide experience
• Working with PPS, public meetings were held in the spring of 2005 to
establish the activity program for the park.
The Conservancy invited to Houston those responsible for successful urban parks
in other cities:
Best Practices and Public Input

What if We Built our Cities Around
Happiness and Community Wellbeing?

Site Activity Plan
June, 2005

Primary Recreation
Spaces
Model
Boat
Area
Great
Lawn
Pick-up
Sports
Park
Bldg
Valet
Plaza
Crawford Promenade
Interactive
Water
Great
Lawn
Oak
Allee
Event
Lawn
Pick-up
Sports
Play
Area
P.T.
Service
Dog
Runs
Sculptural
Landform
Putting
Green
Bocce
Waterside
Landing
Multi-use
Amphitheater
Slope
Market
Grove
TreehouseDeck
Existing
Hill

Model
Boat
Area
Great
Lawn
Valet
Plaza
Crawford Promenade
Market
Veranda
Stage
Oak
Allee
Event
Lawn
Play
Area
P.T.
Bandstand
Multi-use
Amphitheater
Slope
Market
Grove
TreehouseDeck
Birthday
Veranda
Event Spaces

Concerns
• Parking - Will people pay and where?
• What about the homeless?
• Will anyone come?
• Families will never go downtown.
• Houstonians don’t go outside.
• Can a new downtown restaurant succeed?
• Can we afford the ongoing programming
required to activate the park?

Environmental Sustainability
Keep It Green
Save The Trees
LEED Gold Certification
Solar Power, Wind Power from the Grid, and Energy Efficiency
Water-Conserving Fixtures and Recycling of Water
Use of Regional Materials and Sustainably-Harvested Wood
Sustainable Management Practices
Public Education

• The City of Houston - Land and Street right-of-way - $ 41,000,000
Underground Garage - $ 21,500,000
• The Conservancy - Land $ 16,000,000
Design and Construction (initial) $ 24,000,000
• Building Campaign (after public input) $ 54,000,000
Donation of Monument au Fantome $ 7,000,000
Paver Campaign and Interest $ 1,500,000
• Total Project Value $125,000,000
equates to $10.5 million/acre or $241/square foot.
• Land acquisition (2002 & 2004 dollars; twice this today) $ 56,500,000
Construction Contract (park & garage) $ 50,000,000
• Equipment, Furniture and Art $ 10,500,000
• Site studies, Programming, Design & Construction Mgmt. $ 5,500,000
Project management, start-up costs and reserve funds $ 3,000,000
Development Budget

Project Schedule
• December 2004 Land Acquired
• July 2005 Design Begun
• January 2006 City Garage & Funding Approved
• August 2006 Garage Excavation Begun
• August 2006 Name the Park Contest Begun
• October 2006 Groundbreaking Ceremony
Name Announcement
• January 2008 Garage Opened
The Grove Opens
• February 2008 Gala on the Green
• March 1, 2008 One for Doc Concert
• April 13, 2008 Opening Festival

Discovery Green Opens
• Intentionally Modest Opening Event
• Lots of small-scale activities
• Focus on families and kids
• About 30,000 come to experience the place, not a
h huge event
• April 13, 2008

Programming
• Focus on small to medium-scale activities
• Weekly concerts/performances
• Special events and festivals on weekends
• Also work with outside producers
• Rent of limited areas for private parties
• BE AUTHENTIC TO HOUSTON

Management Team
THE CONSERVANCY STAFF IS ON-SITE
• Programming Team 5
• Operations Team 9
• Fundraising 1
• Administration & Support 3
TOTAL ON-SITE STAFF 18
HPL Express
Two Restaurants
Security Guards and HPD Officer
Landscape Crews

Revenue Streams
• City Convention Department - $750,000/year
• Restaurant Rent (percentage) +/-$750,000/year
• Gala (every other year) - +/-$700,000/year
• Sponsorships & Other Income +/-$800,000/year
Venue rentals
Programming sponsorships
Merchandise sales and rentals (model boats)
Friends and citizen donations
• Reserve Fund – begins with $1,000,000 & builds
Restaurant base rent
Garage loan repayment
Earnings above costs during development phase

Expenses
• Programming +/-$1,100,000/year
• Maintenance +/-$ 750,000/year
• Security +/-$ 450,000/year
• Fundraising & Outreach* +/-$ 350,000/year
• Administration +/-$ 350,000/year
* Does not include sponsored daily PSA’s and ads on cable, local NBC
TV, in-kind newspaper, and in-kind radio.

Lessons Learned - Process
• Do not limit your thinking by stale limitations of
what a park is.
• Seize the moment with an effective political
leader.
• Keep the decision-making group small with a
dynamic leader.
• Engage and respect the public at all times.
• Strive for excellence – it is infectious.
• Public relations is critically important.

Lessons Learned - Usage
• If you give people something to enjoy, they will
enjoy it.
• A sense of safety and comfort are fundamental.
• Families and kids are craving authentic
experiences just like everyone else.
• Food is super-popular.
• Weekday programming is the biggest challenge.
• The lake, fountain and overall natural beauty
make a huge difference.

Challenges
• A safe environment for families and children.
• Maintaining beautiful materials and landscaping
when they are intensely used.
• Balancing activity between crowded weekends
and lower usage early in the week.
• Balancing often competing demands of different
user groups.
• Generating sponsorship funds without overt
commercialization.
• Managing expectations with reduced resources.

One Park Place
Discovery Tower
Guest Quarters
The Park and Its Surrounding District

The Power of a Park. Urban Open Spaces as Value Generators

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