The Power of a Park: Urban

Open Spaces as Value

Generators

Thursday,
October 14

3:15 p.m. – 4:30 p.m.

1 Seating
1 Seating
1 Seating
1 Seating
1 Seating
2 Counting Male/Female Ratio as a Safety Indicator
3 Restrooms
3 Restrooms
3 Restrooms
4 Homelessness Ratios
4 Homelessness Ratios
5 Importance of Single People
5 Importance of Single People
6 Entertainment Options
6 Entertainment Options
6 Entertainment Options
6 Entertainment Options
7 Games
7 Games
8 How to Pay for Great Public Spaces
8 How to Pay for Great Public Spaces
8 How to Pay for Great Public Spaces
9 Creating Value
9 Creating Value

E&Y study -1
9 Creating Value

E&Y study -2
9 Creating Value

E&Y study -3
9 Creating Value

E&Y study -4
9 Creating Value

E&Y study -5
10 New Development around Bryant Park
10 New Development around Bryant Park
10 New Development around Bryant Park
 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
Downtown Context
 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
 Park Site

Cadillac Tower

Cadillac Square
Monroe Street

Compuware First National Building

Headquarter
s Site

1001 Woodward

Kennedy Block

Fort Street
Michigan Avenue Bank One
Looking east over Kennedy Block
 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
Final Park Design
 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
Park Features
Fountains
Monuments and statues –
Woodward and Monroe
street corner markers and the
Point of Origin
Michigan Soldiers’ and Sailors’ Monument
Fountain Bistro
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.
Spring
Summer
• 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
Fall
 September 11 Detroit
Memorial Service

Detroit Free Press

Marathon
Winter
North lawn area becomes the Rink every winter
High Profile Events:
The Park was a focal point for both the public and the media
during the Winter Blast and Super Bowl XL
 Coverage during the
Winter Blast and
Super Bowl XL

NBC’s ―Tonight Show‖

live from
Campus Martius Park
 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
 Campus Martius Park: Economic Development

• Office

• Retail

• Residential

• Employment
Campus Martius Park: Economic Development
 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
 Economic Development: Office Space
Compuware Corporation

•Quicken Loans HQ
relocates to Detroit in
2010

• 1700 employees come

from suburban location

• 240k square feet

• Campus Martius Park is

a significant factor
 Economic Development: Office Space
Compuware Corporation

• 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
 Economic Development: Office Space
Compuware Corporation

• 40k square foot

fitness center

• Developed
relationships with
the downtown
community

• Partnered to open
downtown primary
care health facility
 Economic Development: Office Space
Compuware Corporation

• 40k square foot Child

Development Center

• Coordinated activities
in Campus Martius
Park

• Center staff of 50
employees provide
service to 225
children
 Economic Development: Office Space
One Kennedy Square

• Built in 2006

• Completely occupied

• 250k square feet

• Strong support for

Campus Martius Park
 Economic Development: Office Space
Guardian Building

• National Historic Landmark

• 500k square feet of office

space

• Purchased in 2008 by
Wayne County for
consolidated operation in
the CBD
 Economic Development: Office Space
1001 Woodward

• Recently renovated
MEP systems

• New garage &

street level retail

• Relocating technology
company will occupy
28k square feet of
office space
 Economic Development: 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
 Summary of Key Elements for Success

• 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
 Summary of Key Elements for Success

• 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 Green
Reinvigorating a Downtown with a Great Urban Park

DISCOVERY GREEN CONSERVANCY

Discovery Green Conservancy
Discovery Green
 Allen’s Landing

Discovery Green Conservancy

Discovery Green
Houston 1973

Discovery Green Conservancy

Discovery Green
 Houston 2003

Houston Center

Hilton Americas

Discovery Green Conservancy

Discovery Green
 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.

GRB
• Many were surprised that the green
space would be lost.
• Mayor White was approached by
Houston Center Gardens
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.

Hilton Americas
Discovery Green Conservancy
Discovery Green
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 Gardens

the GRB was built.

Valet
Plaza
Service

Treehouse
Deck
Restaurant

Gardens

Event
Lawn

Oak
Alee

Putting Bandshell N
Green

Discovery Green Conservancy

Discovery Green
 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.

Discovery Green Conservancy

Discovery Green
 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.
Discovery Green Conservancy
Discovery Green
 Best Practices and Public Input
The Conservancy invited to Houston those responsible for successful urban parks
in other cities:

• 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.

Discovery Green Conservancy

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

Discovery Green Conservancy

Discovery Green
 Site Activity Plan
June, 2005

Discovery Green Conservancy

Discovery Green
Primary Recreation
Existing
Spaces Hill

Play
Area
Great
Lawn P.T.
Dog
Runs Park
Bldg Interactive
Water
Crawford Promenade

Valet
Model
Plaza
Boat
Area
Treehouse Deck

Great
Lawn

Pick-up
Service Sports
Multi-use
Amphitheater
Slope
Allee
Oak

Bocce Event
Lawn Waterside
Landing
Pick-up
Sports

Putting Market
Green Grove
Sculptural
Landform

Discovery Green Conservancy

Discovery Green
Event Spaces

Play
Area

P.T.

Birthday
Veranda
Crawford Promenade

Valet Model

Veranda
Market
Plaza Boat
Treehouse Deck

Area

Stage
Great
Lawn

Multi-use
Allee
Oak

Amphitheater
Event Slope
Lawn

Market
Grove Bandstand

Discovery Green Conservancy

Discovery Green
 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?
Discovery Green Conservancy
Discovery Green
 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

Discovery Green Conservancy

Discovery Green
 Development Budget
• 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

Discovery Green Conservancy

Discovery Green
 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 Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
 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

Discovery Green Conservancy

Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
 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

Discovery Green Conservancy

Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
Discovery Green Conservancy
Discovery Green
 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

Discovery Green Conservancy

Discovery Green
 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

Discovery Green Conservancy

Discovery Green
 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.

Discovery Green Conservancy

Discovery Green
 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.

Discovery Green Conservancy

Discovery Green
 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.

Discovery Green Conservancy

Discovery Green
 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.

Discovery Green Conservancy

Discovery Green
 The Park and Its Surrounding District

One Park Place

Discovery Tower
Guest Quarters

Discovery Green Conservancy

Discovery Green