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T R E N D L I N E S W W W . T H E Z W E I G L E T T E R . C O M F e b r u a r y 2 6 , 2 0 1 8 , I s s u e 1 2 3 7

BD responsibilities

Turning things around in 2018

According to Zweig Groups 2017 Marketing Survey , over the last few years, the industry has seen a shift in the way firms approach business development. Marketing departments are identifying less with the term “business development” and are spending more time on CRM maintenance, proposal development and design, research and PR. The BD role has been shifted to principals , department managers , and project managers . We saw the largest increases in BD responsibilities in department managers and project managers. More people with technical backgrounds are having to transform and become comfortable in the BD role. OPEN FOR PARTICIPATION zweiggroup.com/survey-participation/

A s great as business is right now for most AEC firms, believe it or not, there are still some out there struggling. Struggling to grow, struggling to make a profit, struggling to be successful. If this strikes a chord with you, then consider the following: ❚ ❚ The first order for any business to achieve its ultimate success is to survive the present. Nothing will happen if you can’t do that. And that usually means some costs will have to be cut. Look at every single non-essential thing you can cut and cut it. Sell off assets that don’t make you any money and instead simply in- crease your overhead. ❚ ❚ My experience is that most small businesses aren’t profitable when the owners are taking too much money out of the company for what it generates, when the marketing budget is being shortchanged, and/or when the account- ing information isn’t there to keep everyone informed on what’s really happening. These three conditions are nearly always present. If this describes your firm, fix it! ❚ ❚ You may need some new team members. Rare- ly can the situation be resolved with the exact same people. This team got into trouble. It may take a different team to get you out of trouble. That doesn’t mean the people who need to be reassigned or cut are bad people. They just aren’t the right people for you right now. If this is your situation, deal with it. ❚ ❚ Negativity and “devil’s advocate-ism” cannot be tolerated. There will always be those people who say the situation is hopeless or things

“As great as business is right now for most

AEC firms, believe it or

Mark Zweig

not, there are still some out there struggling. Struggling to grow, struggling to make a profit, struggling to be successful.”

F I R M I N D E X Architecture Design Collaborative..........10 Gensler.................................................10 HLR Architects........................................2 JENSEN HUGHES, Inc.. .........................4 LVA Urban Design Studio........................4 RVi Planning + Landscape Architecture...4 Spacesmith...........................................12 The Thrasher Group................................6

MORE COLUMNS xz M&A INSIGHTS: Selling is good Page 3 xz FROM THE CHAIRMAN: Farmer’s garage Page 9 xz GUEST SPEAKER: Fast vs. right Page 11

Conference call: Chad Riley See MARK ZWEIG, page 2

Page 6

T H E V O I C E O F R E A S O N F O R A / E / P & E N V I R O N M E N TA L C O N S U L T I N G F I R M S

BUSINESS NEWS STILLWATER CAPITAL BREAKS GROUND ON 336-UNIT APARTMENT COMPLEX IN DEEP ELLUM Stillwater Capital has broken ground on a new five-story, 336-unit apartment complex. The development, named The Crosby, is located on 3.9 acres at 400 South Hall Street in the rejuvenated Deep Ellum area. The Crosby will both respect and complement the Deep Ellum neighborhood, with design and architecture by HLR Architects , that is representative of the historic industrial and commercial buildings in the area. “In Deep Ellum, we see a neighborhood that has long been part of the fabric of Dallas. The artistic and cultural character of Deep Ellum is unique to any other area in the city. In recent years, as the once fractured ownership has coalesced around a more cohesive vision, the neighborhood has renewed energy that we expect to continue. Deep Ellum has always been a wonderful entertainment area and as it continues to evolve, adding more permanent residence and office space will only add to the success. We are excited to be a part of it,” says Aaron Sherman of Stillwater Capital. The building will include 3,000 square feet of co- working space for residences with indoor and outdoor areas, along with a roof top sky deck and lounge. Additional features of the project include: a dog park, bike storage, a resort-style pool, state-of-the-art fitness center, micro- market, and unblocked views of Deep Ellum and downtown. Floorplans at The Crosby will feature studio,

Take your advice from Mark Zweig to-go.

one-, and two-bedroom apartments ranging from 535 square feet to 1,176 square feet. The Crosby provides an infill location that is in close proximity to the Dallas CBD, Farmers Market, Baylor Medical Center, and a multitude of major thoroughfares. Furthermore, the development is minutes from the 894-bed Baylor University Medical Center that employs more than 5,000 people and has over 1,300 physicians on staff. Hensley Lamkin Rachel, Inc. is an AIA member firm founded in the spring of 1991 primarily to serve as the exclusive architectural firm of a large, national student housing developer. Since then, principals David Hensley, Robert Lamkin, and Bruce Rachel have worked with top development firms across the country to enhance communities through appropriate design for every life stage. HLR’s principals are licensed in multiple states and have designed student housing, multifamily, senior housing, and commercial projects from the Northwest to the Southeast. The firm’s principals build lasting relationships with clients and are highly regarded for their creative and contextual design work, their knowledge of building and accessibility codes, and their experience with residential construction methodologies. Believing that architects have a responsibility not only to lead but also to serve the public, HLR applies a collaborative approach to the design-build process to meet the clients’ expectations – and those of the community.

thezweigletter.com/category/podcast/

1200 North College Ave. Fayetteville, AR 72703 Mark Zweig | Publisher mzweig@zweiggroup.com Richard Massey | Managing Editor rmassey@zweiggroup.com Christina Zweig | Contributing Editor christinaz@zweiggroup.com Sara Parkman | Editor and Designer sparkman@zweiggroup.com Liisa Andreassen | Correspondent landreassen@zweiggroup.com

MARK ZWEIG, from page 1

will never get better. They are a cancer, plain and simple, and will pollute the minds and mental attitudes of all around them. You can try to turn these people around but most of the time that doesn’t work out. If you have these people, they need to go. ❚ ❚ You have to have a clear sense of what the priorities are. Not everything is equally im- portant. You can’t do everything at once – there’s only so much time and money to go around. Cash flow is usually at the top of the list when it comes to survival and turning things around. Collect your money – slow up on disbursements – and get the right sys- tem in place to predict where things are heading before it is too late. ❚ ❚ Communicate with your staff! They need to know what is happening and what you will be asking of them as soon as possible. To get their understanding and support you need to do some selling of your plan. Don’t minimize the importance of this step. If this sounds like you, do something about it. ❚ ❚ You can’t cut your way to growth and profitability. You have to invest in the right things that will help you bring in new clients and projects and do a great job on them when you do. This is one of the most difficult aspects of a turnaround – knowing what to cut and knowing what to spend money on. One last thought: If you are serious about effecting change, the firm will have to seem different to everyone who works there or interacts with it. Do you need a new name? Changes to the office layout or décor? New reports tracking the right numbers that everyone sees? How about other changes? Stop talking and start doing! MARK ZWEIG is Zweig Group’s chairman and founder. Contact him at mzweig@zweiggroup.com.

Tel: 800-466-6275 Fax: 800-842-1560

Email: info@zweiggroup.com Online: thezweigletter.com Twitter: twitter.com/zweigletter Facebook: facebook.com/thezweigletter Published continuously since 1992 by Zweig Group, Fayetteville, Arkansas, USA. ISSN 1068-1310. Issued weekly (48 issues/year) $250 for one-year print subscription; free electronic subscription at thezweigletter.com/subscribe Article reprints: For high-quality reprints, including Eprints and NXTprints, please contact The YGS Group at 717-399- 1900, ext. 139, or email TheZweigLetter@ TheYGSGroup.com. © Copyright 2018, Zweig Group. All rights reserved.

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

O P I N I O N

Selling is good

Ditch the sleazy misconceptions. When you’re talking about how much enjoyment and pride you take in your work, and making connections, you’re selling.

W hat sets you apart? That question is asked of all of us quite a bit, right? We talk to firm leaders all the time who bemoan the lack of interest their staff has in selling – heaven forbid the very concept of cross-selling – and I never understand it. I find the work of AEC firms downright fascinating, and it’s because staff at all levels absolutely love the opportunity to talk about what they do and how much they enjoy it.

Jamie Claire Kiser

Regardless of the firm, what sets you apart is the way you treat people, and the genuine connections you make when you take the time to excitedly explain your work to someone who has nothing to gain from hearing the story. That desire to connect and drive to inspire could be called by another name – selling. Throw off the sleazy misconceptions. This industry is full of some of the most polite, genuine sellers I’ve ever met. And it’s easy to be good at selling, too. When a potential client asks what sets you and your firm apart from your competitors, seize the opportunity to talk not about your resume, your pedigree, or your experience. Focus instead on what you talk about when you’re in your office and you meet a stranger like me – why you do

what you do, and how much enjoyment and pride you get from your work. “No matter the circumstance, there is always an opportunity to treat people right, and that investment in people is something you do because it is the only way you operate. It’s also an effective way to sell.” When a firm recently inquired about why they should hire us, I responded with a story (a “true

See JAMIE CLAIRE KISER, page 4

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

TRANSACT IONS RVI PLANNING + LANDSCAPE ARCHITECTURE ACQUIRES LVA URBAN DESIGN STUDIO RVi Planning + Landscape Architecture , along with strategic equity partner Atwell, LLC, announced that it is acquiring Tempe, Arizona- based LVA Urban Design Studio . The acquisition furthers Atwell’s investment in RVi’s growth in the southwestern United States and enhances the firm’s client base and expertise. “RVi has a strong national reputation for high quality planning and landscape architectural design. LVA has been the leader in planning and entitlements in the Valley for decades. We are extremely excited to combine our design and planning expertise as we continue to grow our footprint in the Southwest,” RVi President Chris Crawford said. LVA is led by Steven Voss, who will remain with the company as a senior vice president and managing principal of the Arizona region. Voss is joined by Doug Craig of RVi, who will continue his role as vice president and will lead the newly-combined firm’s landscape architecture practice, and Mark Reddie, vice president, who will continue to manage the planning and entitlements practice. “I am thrilled that we found such a great fit with RVi. Both firms have remarkable longevity in the marketplace and a healthy mixture of experienced senior leadership, strong project managers, and promising young talent. We also have a very like-minded approach to relationship building and client service,” Voss said. RVi is a national firm with offices in Arizona,

Texas, and Georgia. Craig has grown the firm’s Scottsdale office with local and regional clients, and the firm is rapidly outgrowing its office space. “I am looking forward to working with Steven and the talented LVA team as we integrate our two offices to create a stronger combined practice. There are many opportunities to leverage our individual strengths and mutual relationships,” Craig said. JENSEN HUGHES ACQUIRES RUSSELL PHILLIPS & ASSOCIATES, EXPANDS SPECIALIZED SERVICE OFFERINGS TO THE HEALTHCARE INDUSTRY JENSEN HUGHES, Inc. , a global leader in fire protection and life safety engineering and consulting services, announced that it has completed the acquisition of Russell Phillips & Associates, LLC. RPA is headquartered in Fairport, New York, and is led by David Hood and Scott Aronson. RPA is a leader in providing fire, life safety, and emergency management consulting services and technology solutions to the healthcare industry. RPA will continue to operate and support their existing client base. This merger enhances the firms’ emergency management and life safety service offerings and provides greater value to clients in the healthcare industry. Raj Arora, president of strategy and business development for JENSEN HUGHES, said, “The combination of JENSEN HUGHES and RPA provides an unparalleled healthcare service and technology offering for our global client base. We are now positioned to rapidly develop new technology solutions to help

advance the science of safety in the healthcare market.” RPA’s technology solutions include the RPA Navigator Emergency Management and Life Safety Modules as well as a Mutual Aid Plan solution for more than 1,400 healthcare organizations. RPA’s premier service offerings and technology solutions allow the combined organization to better serve the global market. “We are excited to merge with JENSEN HUGHES. Their commitment to technology, quality and the integration of our specialized solutions makes them the perfect partner to grow our business model and provide more value to our clients,” said David Hood, president and principal of RPA. RPA and JENSEN HUGHES’ mission, vision, and values align well with a focus on their clients’ needs, technical excellence, and innovative solutions. The combined value will provide clients, such as hospitals, long term care, and other healthcare facilities, with practical and realistic approaches to protect the lives of patients and staff from injury or other disasters while reducing risk and liability. Scott Aronson, principal of RPA, stated, “All our services and programs are designed with interconnection in mind. This holistic approach increases efficiency and effectiveness and underscores our commitment to support healthcare organizations. A focus on life safety, education, and innovative technology enables us to meet the specific needs of the healthcare environment today and stay at the forefront of the industry in the years to come.”

people matters. We get business from coming into contact with firms that we aren’t asking anything of, and treating them in a way that makes them feel valued. Responding instantly. Remembering details. Forwarding articles and information. Taking the time to connect with individuals through hobbies, dogs (oh the dogs I’ve met in this industry!), and personalities, whether they can “do anything” for you or not. Very rarely do clients hire the person who spoke the loudest or bragged the most in the interview. They hire the person and the firm that treated them like they mattered. And guess what? That’s good selling. JAMIE CLAIRE KISER is Zweig Group’s director of consulting. Contact her at jkiser@zweiggroup.com. “What sets you apart is the way you treat people, and the genuine connections you make when you take the time to excitedly explain your work to someone who has nothing to gain from hearing the story. That desire to connect and drive to inspire could be called by another name – selling.”

JAMIE CLAIRE KISER, from page 3

story,” but that qualification instantly makes the veracity of the story suspect!). We were once retained by a seller for an M&A job, and the field quickly narrowed down to three top buyers. I had to “check in” constantly with the prospective buyers to keep them all on the same page and to provide updated information and give our client, the seller, as many options as possible. At the end of the negotiations, a buyer won out, the deal closed, and off we went. A few months later, we received a call from one of the buyers who lost out on the deal. He discretely asked for a proposal to help sell his firm because he said he had never met anyone as “politely pushy and persuasive” as our team, and he wanted us on their side when they went through the same process. I wasn’t sure whether to be flattered or, you know, not flattered. We opted for “hired” and sent over a proposal. The point of the story is that no matter the circumstance, there is always an opportunity to treat people right, and that investment in people is something you do because it is the only way you operate. It’s also an effective way to sell. It sounds so naïve in today’s world, but how we treat

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

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THE ZWEIG LETTER February 26, 2018, ISSUE 1237

Cha

P R O F I L E

Conference call: Chad Riley CEO of The Thrasher Group (Hot Firm #77 for 2016), a 350-person architecture, engineering, and survey consulting firm based in Bridgeport, West Virginia.

By LIISA ANDREASSEN Correspondent

“B y definition, a good project manager is some- one who delivers. Period,” says Riley. “They become the go-to, get-it-done person and often don’t know how to say no. We are trying to do a better job of surrounding our project managers with the right support – technical staff, business development support, project accounts, etc. – so they can focus on the things at which they truly ex- cel.” A CONVERSATION WITH CHAD RILEY. The Zweig Letter: The talent war in the A/E in- dustry is here. What steps do you take to create the leadership pipeline needed to retain your top people and not lose them to other firms?

Chad Riley: It’s important to bring in quality peo- ple to backfill as leaders advance their careers and to continually fill our talent pipeline. While there’s a need to bring in mid-level professionals, we are turning our attention to growing young talent. We’ve made steps to increase our interaction with colleges and universities, so we can attract their top talent and accelerate their development. Growing people into those roles is the hallmark of what has made us successful. TZL: As you look for talent, what position do you most need to fill in the coming year and why? CR: Being a growth company in a growth mode, we have a need to hire in nearly every part of our

Chad Riley, CEO, The Thrasher Group

THE ZWEIG LETTER Febru

d Riley

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CR: We’ve always had a seller-doer culture – it started with our founder. As we have expanded over time, we’ve added more rainmakers and now have a core group of business de- velopment and marketing staff. Seller-doer is the preferred way, but it’s not enough. In a growth company, your seller- doers are stretched for time, and they typically default to delivering for existing clients rather than getting new ones – which is the client experience we want. We created a busi- ness development group as an underlayment to get further ahead of opportunities than if we relied solely on seller-do- ers. Our business development helps leadership, project managers, and technical staff be better positioned to cap- ture work when it comes along. TZL: Diversifying the portfolio is never a bad thing. What are the most recent steps you’ve taken to broaden your revenue streams? CR: Being headquartered in a state that is the size of a mid- size city, the only way we were able to grow was through diversification. As a result, for a company of our size, we are incredibly diverse in the services we provide and the markets in which we offer them. I believe that will bene- fit Thrasher as we expand throughout the mid-Atlantic re- gion. Some people look at adding new services as a risk, but we see it as a stabilizing effect. To us, it comes back to our mission of improving communities and providing services based on our clients’ needs. Most recently, we’ve taken ser- vices we provide like environmental and highway design, and have stood them up as their own divisions within our business structure. Our primary diversification is now com- ing through expanding our geographic markets. “We have a culture defined by empowering our people, being accountable to one another, and prioritizing relationships – with clients and co-workers. We understand that today’s workforce wants more than a job; they prioritize community involvement and making a difference in the world.” TZL: The list of responsibilities for project managers is seemingly endless. How do you keep your PMs from burning out? And if they crash, how do you get them back out on the road, so to speak? CR: I cannot think of a bigger challenge for a growing com- pany. By definition, a good project manager is someone who delivers. Period. They become the go-to, get-it-done per- son and often don’t know how to say no. We are trying to do a better job of surrounding our project managers with the right support – technical staff, business development support, project accounts, etc. – so they can focus on the things at which they truly excel. It’s easy for good project See CONFERENCE CALL, page 8

business. Prioritizing those is difficult, but we evaluate us- ing two criteria: Does this position improve our client expe- rience and does it help us grow? We assess people in much the same way. “We are turning our attention to growing young talent. We’ve made steps to increase our interaction with colleges and universities, so we can attract their top talent and accelerate their development. Growing people into those roles is the hallmark of what has made us successful.” TZL: While plenty of firms have an ownership transition plan in place, many do not. What’s your advice for firms that have not taken steps to identify and empower the next generation of owners? CR: I think any transition is difficult for firms. In 1983, H. Wood “Woody” Thrasher and his father, Henry A. Thrash- er, formed Thrasher. Since that time, we’ve taken on share- holders, opened offices throughout the region, and most re- cently, Woody accepted the role of secretary of commerce for West Virginia, putting his holdings in a blind trust and naming me as CEO. I don’t think anyone could have imag- ined the company would be where it is today, but there was always an openness to talk about opportunities and how those different scenarios would take shape. My advice is to identify the options that are available to your company and explore them. The worst thing you can do is ignore it. TZL: Monthly happy hours and dog-friendly offices. What do today’s CEOs need to know about today’s workforce? CR: At the end of the day, a consulting business is all about its people. It is leadership’s responsibility to keep those peo- ple engaged and bought in. We have a culture defined by empowering our people, being accountable to one another, and prioritizing relationships – with clients and co-workers. We understand that today’s workforce wants more than a job; they prioritize community involvement and making a difference in the world, which is core to our mission of im- proving the communities where we live and work. People want a place where they are appreciated and empowered. It’s rare that we tell a younger staff member “no.” We give them opportunities to lead projects, dabble in business de- velopment, or explore a specialization in which they have an interest – and we recognize their efforts. Thrasher has al- ways been a place where if you see an opportunity and you want to pursue it, we’ll support you. TZL: Zweig Group research shows there has been a shift in business development strategies. More and more, technical staff, not marketing staff, are responsible for BD. What’s the BD formula in your firm?

uary 26, 2018, ISSUE 1237

CONFERENCE CALL, from page 7

TZL: The last few years have been good for the A/E indus- try. Is there a downturn in the forecast, and if so, when and to what severity? CR: Things run in cycles. We’re currently on a growth path and anticipate it to continue. However, we know things can change. What we hope to do through our current expan- sion is to diversify and gain experience in other markets, so when there’s an eventual downturn in one industry, we have another work pipeline. It’s because of our service di- versification that we are incredibly nimble and able to react to changing markets. We serve roughly 10 different mar- kets, and many of our employees are cross-trained to adapt. TZL: They say failure is a great teacher. What’s the big- gest lesson you’ve had to learn the hard way? CR: Being a new CEO, I am continually learning lessons. Over the past year, I’ve learned that the speed at which you have to assess and make decisions is incredibly fast. You can only effectively do that if you are in touch with what’s going on in the company. I’ve learned that when you see some- thing veering off course – even the slightest bit – you need to check in, raise awareness, and take action to get it back on course. TZL: While M&A is always an option, there’s something to be said about organic growth. What are your thoughts on why and how to grow a firm? CR: Both have their challenges; we’ve experienced both. With organic growth, we’ve learned that having the right person leading the regional office is key. If that person treats the opportunity as though they are launching their own small firm, then the likelihood of growth is way better than having someone who waits for headquarters to chart their path. With acquisitions, you have to make sure the people and culture are a good fit. “Over the past year, I’ve learned that the speed at which you have to assess and make decisions is incredibly fast. You can only effectively do that if you are in touch with what’s going on in the company.” TZL: Do you use historical performance data or metrics to establish project billable hours and how does the type of contract play into determining the project budget? CR: For our long-term markets, we have historical norms and knowledge of what is accepted in that industry. As we expand into new markets, we learn and adapt to different contract types and fee norms. We take a 360-degree view considering what the client expects, what we can do, the specific scope of work, and historical data, and then we ap- ply all these data points into contract negotiations, so we can make sure we’re setting everyone up for success. TZL: What’s your prediction for 2018? CR: The talent war will continue and advances in technology will continue to change the way we deliver architectural and engineering services.

managers to get stuck in the mentality that they have to do everything. We must pay attention and recognize when it’s happening and help them along. TZL: What is the role of entrepreneurship in your firm? CR: Entrepreneurial culture in our firm is what has made us different from the competition. Our founder was incredibly entrepreneurial, and he instilled that throughout the com- pany. It’s that spirit that keeps us sharp, continuing to im- prove our client experience, and inspires us to move quickly and seize on opportunities. We can’t be afraid to take a risk. We look for that spirit in the people we hire. “Our founder was incredibly entrepreneurial, and he instilled that throughout the company. It’s that spirit that keeps us sharp, continuing to improve our client experience, and inspires us to move quickly and seize on opportunities. We can’t be afraid to take a risk.” TZL: In the next couple of years, what A/E segments will heat up, and which ones will cool down? CR: From a regional perspective, we expect the energy mar- ket to heat up. The industry has been rebounding over the past year and appears poised for a strong run. Predominant- ly driven by oil and natural gas, we see this affecting electri- cal distribution, petrochemical, and we hope to see it trick- le through to community infrastructure and development. TZL: With overhead rates declining over the last five years and utilization rates slowly climbing back up to pre-recession levels, how do you deal with time manage- ment policies for your project teams? Is it different for different clients? CR: Obviously, as a consulting firm, billable time is what drives revenue, but those norms change through different stages of company growth. Regarding project teams, what is important to me is that their time is productive. I view time spent developing a new service for a client or present- ing at conferences to expand our brand as initiatives that are worthwhile investments. It is looking at it from an en- trepreneurial standpoint: we don’t look at the number; we look at the activity that it drives. TZL: Measuring the effectiveness of marketing is diffi- cult to do using hard metrics for ROI. How do you evalu- ate the success/failure of your firm’s marketing efforts when results could take months, or even years, to mate- rialize? Do you track any metrics to guide your market- ing plan? CR: You know effectiveness when you see it. I believe you have to have hard metrics, but the value of marketing – es- pecially within new markets – is so ambiguous that it’s dif- ficult to evaluate. We pay close attention to how we allocate resources and what the results are, but it’s never going to be an exact science.

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

O P I N I O N

Farmer’s garage

Autonomous vehicles are on the way, and when they arrive, parking decks will increasingly become obsolete, and will need to be repurposed.

C ars that can drive themselves, using radar, LIDAR, and other imaging devices will appear within the next five years. The technology will allow them to follow a few feet behind one another, utilizing our roadways more efficiently and safely (93 percent of auto accidents are due to driver error). People will no longer need or want to own their own vehicles, nor pay taxes, maintenance, insurance, or parking for them. One wonders what will happen to the thousands of parking garages, the majority of which will become redundant as a result.

Edward Friedrichs

Most of those structures were not designed with a secondary use in mind. Most were limited to code minimums, utilizing precast concrete beams with a seven-foot clearance, very deep floor- plates, open perimeters, and little, if any, heating, ventilating, or air-conditioning. In other words, they are not easily convertible to alternative uses such as offices, apartments, or even data centers. To make matters worse, many were built with sloped floors to allow a continuous search pattern while trying to find a parking place. So what are we going to do with these very solidly

constructed structures when many of the cars parked in them today are replaced by a vehicle that you summon on your cell phone? The autonomous vehicle knows where you are, picks you up, takes you to your destination, drops you off, and goes on to pick up other passengers. Since it is projected that autonomous vehicles will be electrically powered and able to park themselves at an efficient charging station, what will happen to all those gas stations on prime corners in our cities?

See EDWARD FRIEDRICHS, page 10

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

ON THE MOVE ARCHITECTURE DESIGN COLLABORATIVE ADDRESSES SIGNIFICANT GROWTH IN THE DENVER AREA WITH A NEW OFFICE AND NEW EMPLOYEES Architecture Design Collaborative announces Derek Price as senior project manager in their new Colorado office location. Price is a licensed architect with 20 years of experience in residential, senior housing, mixed-use, and retail/commercial projects. His recent experience as a principal for Hangar 41, working on large mixed-use and

multi-family projects around Denver, along with a high end senior housing project called Balfour at Riverfront Park and the Denver Place Towers Remodel with GKK Works, has led him to know the Denver market and the needs of the community. In his role at ADC, Price will be involved with the growth of the office, along with Mike Ohara, ADC principal. “Derek’s diversity in an ever-changing market is what ADC needs, as we begin to bring on more diverse projects in residential, office, and mixed use. His leadership will position ADC

to be ready for the anticipated growth of the office,” says Craig Chinn, founding principal, ADC. Price will join the ADC team in their new Colorado office located at 7375 West 52 Avenue, Suite 210, Arvada, CO 80002. “The substantial growth of our office, in the Denver area, prompted us to move to a larger location. The addition of Derek to our team will allow us to continue to grow and serve the community at large,” says Chinn.

that have been freshly picked as opposed to a major supermarket’s produce that may be many weeks old by the time it gets to your table, you’ll know what I mean. There are multiple reasons for us to pursue this option. Reno is in a high-desert climate with more than 300 sunny days a year, so water is scarce. In the project, we’re installing an on-site waste treatment/water recycling system, with water quality sufficient to flush toilets and clean enough for your dog to drink without becoming ill. The recycled water will irrigate our landscaping and fill our cooling towers. This will allow us to reduce our water consumption for the project by 50 percent. But we’ll actually recover more water than needed for those uses, so we’ll be able to do some farming with it as well. We have lots of sunlight and plenty of rooftops to place photovoltaic panels. In fact, one or more of our buildings will have clear, photovoltaic vision glass, so we’ll have adequate electricity for LED “grow lights” and other uses. We’ll put in a proof-of-concept garden in about two- and-a-half years. Our produce will be a market basket of fruits and vegetables, and eventually our planned project will feed the residents of West 2 nd District and supply our restaurants. At the moment, we’re working with a local company that is making the growing tubs, the irrigation system, and the monitoring and control systems for irrigation, lighting, and drainage. They’re also putting together a full-fledged shopping list of things we can grow here. At the same time, we’re looking for a “farmer/entrepreneur” interested in operating a whole new “farm-to-table” enterprise, as I think this is a business opportunity that can be applied throughout the world. We will be ready for those autonomous vehicles when they come. Will you? EDWARD FRIEDRICHS, FAIA, FIIDA, is a consultant with Zweig Group and the former CEO and president of Gensler. Contact him at efriedrichs@zweiggroup.com. “People will no longer need or want to own their own vehicles, nor pay taxes, maintenance, insurance, or parking for them. One wonders what will happen to the thousands of parking garages, the majority of which will become redundant as a result.”

EDWARD FRIEDRICHS, from page 9

We’re going to see a drastic reduction in air pollution and global warming. On the flip side of that positive, society will have to deal with such things as what to do with the displaced employees in service, policing, insurance, and parking. On the West 2 nd District project that I’m deeply involved with in Reno, Nevada, we’ll be building parking initially because of current demand for ample parking close to stores, restaurants, and amusements. When I hear the cry for more parking, I can’t help but ask, “If you could call an autonomous vehicle that drops you off at the front door of your destination and picks you up and takes you home, would you still opt to own, register, maintain, insure, and park your own private vehicle?” I normally receive a resounding, “NO!” So, what kind of parking structures will we build today with an eye toward the inevitable future that includes autonomous vehicles? For the massive West 2 nd District project, we’re designing structures that can be repurposed as needed in the future. We’re looking closely at hydroponic farms, where we can grow all sorts of produce that you would normally shop for in your local supermarket. And, by the way, those businesses are transforming as purveyors such as Whole Foods (now part of Amazon) allow you to shop online and deliver your groceries to your door, and, probably, will offer an option to enter your house and put your produce in your refrigerator. “Cars that can drive themselves, using radar, LIDAR, and other imaging devices will appear within the next five years. The technology will allow them to follow a few feet behind one another, utilizing our roadways more efficiently and safely.” A great advantage of locally grown produce is freshness. Even organic market produce from places such as Whole Foods and Sprouts or the local co-op is usually grown a month or more before and stored during that period in a cold storage facility and then trucked for several days to the store. If you ever have a chance to buy lettuce, tomatoes, strawberries, and other fruits and vegetables

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

O P I N I O N

Fast vs. right

“D o you want the job done right or done fast?” I heard this question from a colleague many years ago and, from one business situation to another, I often reflect back on it – especially when the situation deals with marketing. Whether it’s a monthly email campaign, promotional event, thought leadership piece, or blog post, firms need to give marketing the time it needs to evolve.

At a time when the art and science of marketing has become more complex than ever, I notice many firms, including those in the AEC industry, tend to focus more on conducting their marketing “fast” as opposed to “right.” I believe taking this course of action sets up a firm for failure in both the short- and long-term. As an architect, engineer, or builder, from proposal submission to commissioning, you know and understand the multitude of steps that are involved with the design and construction of a building. By the same token, you know the amount of time it takes to properly complete each step, and failing to allocate this time could spell disaster (cost, occupant safety, reputation, etc.) in the end. If a firm’s senior leadership can recognize and understand the trade-off between having a design or construction project “done right” versus

“done fast,” why do they hold the firm’s marketing activity to a different standard? “At a time when the art and science of marketing has become more complex than ever, I notice many firms, including those in the AEC industry, tend to focus more on conducting their marketing ‘fast’ as opposed to ‘right.’” Digital or traditional, direct or indirect, inbound or outbound, push or pull, etc., there are many components which make up a marketing strategy

Roger Marquis GUEST SPEAKER

See ROGER MARQUIS, page 12

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

BUSINESS NEWS BENTLEY SYSTEMS ANNOUNCES AVAILABILITY OF CHINESE TRANSLATION OF WATER LOSS REDUCTION Bentley Systems, Inc., a leading global provider of comprehensive software solutions for advancing infrastructure, announced that its Bentley Institute Press publication, Water Loss Reduction , is now available in Chinese. Water Loss Reduction , written by a group of industry experts from around the world, provides comprehensive, state-of- the-art technical knowledge and holistic approaches for addressing water loss in urban water systems. The book examines water loss reduction best practices including model-based leakage detection, pressure management, water balance or water audit, minimum night flow monitoring, and various device-based leakage detection methods. Dr. Zheng Yi Wu, Bentley Fellow, technical editor, and co-author of Water Loss Reduction , commented, “The best practices in Water Loss Reduction are very useful in China where many long-distance water transmissions, including the South-North Water Transferring Project, are being completed to mitigate water shortages in large cities. However, water is often lost from underground distribution pipelines due to leakage. Reducing water leakage is not only the best alternative of ‘new’ water sources, but is also nationally strategic to sustain economic development and on-going urbanization in China. Therefore, we are pleased to offer this essential guide

for Chinese utilities committed to detecting, managing, and limiting water loss.” The original English edition of the book was translated into Chinese by Dr. Qingzhou Zhang, Dr. Yuan Huang, and the research team led by Professor Zhao Hongbin from Harbin Institute of Technology. Professor Zhao, the leading authority of water distribution modeling in China, commented, “This book illustrates and elaborates on comprehensive theoretical principles and practical applications, and its state-of-the-art technical references demonstrate the innovative research and real-world practices of urban water loss reduction and management. This book project also sets an excellent example for effective collaboration between Chinese and overseas institutions to advance research and water system management in China. I sincerely wish that this translated book, together with other work by our team, can help to address the challenge of water loss reduction in China and enhance water system management in general.” The authors of this extensive work include: Zheng Yi Wu, Ph.D., Bentley Fellow, research director, Bentley, U.S.A.; Malcolm Farley, CEng, CEnv, C.WEM and FCIWEM, principal consultant at Malcolm Farley Associates, U.K., and leader of the Publications, Communication and Conferences team of IWA Water Loss Task Force; David Turtle, BA, CEng, MICE, supply planning manager, United Utilities, U.K.; Sanjay Dahasahasra, Ph.D., member

secretary, Maharashtra Jeevan Pradhikaran, India; Madhuri Mulay, Ph.D., head of IT Cell, Maharashtra Jeevan Pradhikaran, India; Joby Boxall, Ph.D., professor of Water Infrastructure Engineering, University of Sheffield, U.K.; Stephen Robert Mounce, Ph.D., research associate, University of Sheffield, U.K.; Yehuda Kleiner, Ph.D., senior research officer and group leader at National Research Council, Canada; and Zoran Kapelan, Ph.D., professor in Water System Engineering, Centre for Water Systems at the University of Exeter, U.K. Bentley Institute Press is a knowledge leader in the publication of textbooks and professional reference works for BIM advancement of the AEC, operations, geospatial, and educational communities. A sampling of its growing list of titles includes books covering MicroStation, building analysis and design, construction, road and site, plant design, structural analysis and design, and water and wastewater analysis – all written by experts in their respective disciplines. Bentley Systems is a global leader in providing engineers, architects, geospatial professionals, constructors, and owner-operators with comprehensive software solutions for advancing the design, construction, and operations of infrastructure. Founded in 1984, Bentley has more than 3,000 colleagues in more than 50 countries, more than $600 million in annual revenues, and since 2011 has invested more than $1 billion in research, development, and acquisitions.

As a principal or partner of a firm, you must recognize that marketing is an evolutionary process which takes time, as well as an investment (not expense) of money and resources, and should not be rushed or minimized. Certainly you can have (attainable) project goals and deadlines to work toward, which makes good business sense, but this should not interfere and prevent marketing from functioning in a sensible manner. The premier brands of the world, in or out of the AEC industry, did not become so overnight. For most it took years and even decades to become an everyday or household name. Give your marketing the time it needs to evolve. That’s how you plan for success. ROGER MARQUIS, client relations and business development director at Spacesmith. Contact him at rmarquis@spacesmith.com. “The premier brands of the world, in or out of the AEC industry, did not become so overnight. For most it took years and even decades to become an everyday or household name. Give your marketing the time it needs to evolve. That’s how you plan for success.”

ROGER MARQUIS, from page 11

or campaign, and a firm’s leadership needs to realize that just as with the design and construction of a building, marketing needs to be “done right” not “done fast” if it is to be effective and succeed. To illustrate this point, let’s focus on search engine optimization for a firm’s website. While it can take a considerable amount of time to write and post content for a website, making use of the proper keywords and coding schemes, etc., it also takes time to study search engine results and website analytics in order to determine what’s working, not working, and why. From here, it then takes time to make any necessary improvements or modifications and retest all of it over again. For a marketing project like SEO it could take months or longer to perfect. Whether it’s a monthly email campaign, promotional event, thought leadership piece, project proposal, or blog post, a firm’s senior leadership cannot see marketing and its various components or activities as merely things to check off on a to-do list. These are not necessarily one-and- done items to consider. Rather, it’s just the opposite. When done correctly, conscientiously, and in accordance to best practices, marketing takes time to research, understand, analyze, formulate, strategize, produce, implement, test, and manage.

THE ZWEIG LETTER February 26, 2018, ISSUE 1237

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