TZL 1429 (web)

BUSINESS NEWS TWO DESIGN AWARDS FROM THE AMERICAN INSTITUTE OF ARCHITECTS 2021 EXCELLENCE IN DESIGN Winstanley Architects & Planners announced that two of its projects, Old Dominion Boat Club and National Ready Mixed Concrete Association have been selected as winners in the AIA Potomac Valley 2021 Excellence in Design Awards competition. The Old Dominion Boat Club received a Special Recognition Commercial Architecture award for its relationship to historic site. ODBC is a boat club on the Potomac River that has been a part of the waterfront of Alexandria since the 1880. Using materials and design aesthetics that rendered a building that looks like a boat and has interior elements that mimic shipboard interior construction

components, the Old Dominion Boat Club now enjoys a brand-new multi- story club (like ships have multiple decks) which looks and “feels” like a boat. The National Ready Mixed Concrete Association received an Award of Merit in Interior Architecture. The firm’s approach for the National Ready Mixed Concrete Association was to create an interior that could be immediately identifiable with NRCMA. Instead of an open layout, Winstanley embraced the concept of a dramatic concrete space by reducing the glazing to the office doors and applying an architectural wall-coating with concrete detailing. This set the tone for the entire space. The details are based on

expressing concrete inspired elements such as the suspended rebar ceiling, concrete looking carpet-tile, coffered ceiling at the Lobby. Winstanley Architects & Planners is an award-winning architectural and planning design studio specializing in projects of distinction from a design, cultural, environmental and political perspective. With design workshops in Washington, DC and Miami, the firm is renowned for its ability to seamlessly integrate planning, architecture and interior design in projects across the academic, civic, commercial, hospitality, mixed-use, renovation/historic preservation, and residential sectors in North America and the Caribbean.

back to the participants via email and by getting press. A good example of this was when Ross & Baruzzini did a study of emergency response centers – a new market they wanted to break into – several years after the 9/11 attacks. By surveying municipalities on what kinds of emergency response facilities they had, and then getting that information back out to those municipalities through a variety of channels, within two years of the effort they secured their first project in that new market. This is only one of many examples. 6. Use your outside BOD members as a way to get into a newmarket. They may have contacts or experience that could be very valuable to your diversification efforts. Learn all you can about them and what they have done over the course of their careers and leverage it. I have seen this tactic used successfully more than once. There may be many reasons a firm in our business would want to diversify its portfolio. Primary amongst them is reduced risk if the external environment suddenly changes. While we are no doubt in an unprecedented boom period for our industry currently, there are some potential clouds on the horizon you may want to keep an eye on. Spending some time on what markets could be positively affected by negative events could be wise. Mark Zweig is Zweig Group’s chairman and founder. Contact him at mzweig@zweiggroup.com.

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4. Buy your way into the newmarket. Buy another firm that is already serving the market or doing the types of projects that you want to do. This is done fairly often in our business and is one of the top reasons firms go on the acquisition trail. It doesn’t have to be large or cost a lot of money. There are many small firms out there with no transition plans or exit strategies for their owners. They may also be willing to finance the whole thing for you. Do some research and make some contacts. If you don’t have the time or desire to do this for yourself, Zweig Group has entire groups of people dedicated to providing this service. “There may be many reasons a firm in our business would want to diversify its portfolio. Primary amongst them is reduced risk if the external environment suddenly changes.” 5. Do research and use PR to get into the newmarket. This has always been one of my favorite tactics to employ. Do a study on the new market you are trying to serve, and then spoon feed the information you have learned

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THE ZWEIG LETTER FEBRUARY 21, 2022, ISSUE 1429

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