Makers Square Business Plan

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Sheila Fleming
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1 Makers Square Business Plan for Fort Worden PDA Board Update 28 June 2017

1. Defining the Purpose Understand market context, listen to

Learning from Others Review example projects nationwide &

Framing a Plan Outline management, operations, and governance

2 1. Defining the Purpose Understand market context, listen to stakeholders, affirm guiding assumptions and goals 2. Learning from Others Review example projects nationwide & outline proposed activity/program framework 3. Framing a Plan Outline management, operations, and governance approach; develop pro forma operating estimates, final report KO Projects arts culture heritage planning

3 Makers Square Business Planning Workplan March April May June July August 1. Defining the Purpose interviews goals/assumptions check-in 2. Learning from Others exemplars & activity concept 3. Framing a Plan operating model review summary report KO Projects arts culture heritage planning

4 What we heard: Defining Purpose

5 Economic value Donors/ Funders fees rent Visitors Partners/ Tenants/ Users PDA programs space & services

6 Economic value Donors/ Funders lodging & food $ fees rent Visitors Partners/ Tenants/ Users PDA programs space & services room & board

7 Economic value Donors/ Funders contributed $ lodging & food $ fees rent Visitors Partners/ Tenants/ Users PDA programs space & services public value room & board

8 Economic value Donors/ Funders financial support contributed $ lodging & food $ fees rent Visitors Partners/ Tenants/ Users PDA programs space & services public value room & board sustaining Fort Worden & its mission

9 Non-economic value Donors/ Funders Support Motivation Encouragement Visitors Partners/ Tenants/ Users Vibrancy Participation Community Knowledge Cultural/aesthetic value Lifelong learning Non-economic values can t be measured but must be considered! PDA Sense of place Authenticity/History Lifelong learning

10 How will we know if Makers Square has been successful?

11 VIBRANCY A wide variety of activity happening all the time Consistent activity to draw informal visitors Activity that creates a buzz

12 EXCELLENCE Known for artistic/technical excellence, with highest-quality artists and instructors, quality products, and works of art. A reputation for attracting top talent Builds Fort Worden s reputation as a place for innovation

13 COMMUNITY A place with a sense of belonging for makers, locals, & visitors. Active cooperation between Square management and users. Opportunities for interdisciplinary work, joint marketing, program collaboration, spaces for informal gathering, etc.

A neighborhood with its own identity within the Ft W

14 IDENTITY Local, regional, national, international reputation as an hub for artists, artisans, makers, etc. A neighborhood with its own identity within the Ft W campus. A strong brand, supported by programs, communications, etc.

15 SUSTAINABILITY Activity drives Fort visitation in a variety of forms, with consistent Makers Square activity Partner organizations are fiscally healthy Earned revenue and rental income help sustain Makers Square High standard of care for buildings & infrastructure over time

16 Success for Makers Square is... VIBRANCY EXCELLENCE COMMUNITY IDENTITY SUSTAINABILITY

exploring and sharing. These spaces have a variety of equipment.

interests is at the core of a makerspace.

17 Maker Space ˈmākərˌspās/ n. A makerspace is a collaborative work space for making, learning, exploring and sharing. These spaces have a variety of equipment... creating something out of nothing and exploring your own interests is at the core of a makerspace. Makerspaces also foster entrepreneurship and are used as incubators and accelerators for startups. paraphrased from

18 Demand for space and activities Widespread interest in shared studio space for equipment-intensive work as backbone of Makers Sq. Shared feeling that ceramics is a missing piece at Fort Worden; potential interest in fiber arts

19 Demand for space and activities Widespread interest in shared studio space for equipment-intensive work as backbone of Makers Sq. Shared feeling that ceramics is a missing piece at Fort Worden; potential interest in fiber arts Limited apparent demand for individual artist studio space as many PT working artists have space already Interest in space for creative businesses, coworking, blending for-profit and nonprofit

20 Ceramics

21 Ceramics

22 Woodworking PTSW Printmaking Corvidae (+ letterpress?) KO Projects arts culture heritage planning

23 Multi-Use Making & Learning Space KO Projects arts culture heritage planning

24 Creative Businesses KO Projects arts culture heritage planning

25 Offices & Studios Individual Work Spaces KO Projects arts culture heritage planning

26 Demand for space and activities Widespread interest in shared studio space for equipment-intensive work as backbone of Makers Sq. Shared feeling that ceramics is a missing piece at Fort Worden Limited apparent demand for individual artist studio space as many PT working artists have space already Interest in space for creative businesses, coworking, blending for-profit and nonprofit Consensus that expansion in program participation must come from outside visitation Programs & activities must serve locals and visitors.

27 Activities & Programs Classes/workshops/events for locals Classes/workshops/events for visitors Artist/maker residencies Technology/digital activities & resources For-profit activity (if mission-adjacent ) Art/craft walks & sales Maker Fairs & other festivals Commissions & other large-scale events

28 Comparator Profiles

29 Comparators North House Folk School Sitka Center for Art & Ecology Chautauqua Institution Touchstone Center for Craft Peters Valley School of Craft Penland School of Crafts John C. Campbell Folk School Haystack Mountain School ko projects arts culture heritage planning

30 Comparators Sitka Center for Art & Ecology Touchstone Center for Craft Penland School of Crafts Haystack Mountain School ko projects arts culture heritage planning

31 Haystack Mountain School Deer Isle, ME

32 Haystack Mountain School Deer Isle, ME

33 Haystack Mountain School Deer Isle, ME

34 Penland School of Crafts Bakersville, NC

35 Penland School of Crafts Bakersville, NC

36 Penland School of Crafts Bakersville, NC

37 Touchstone Center for Craft Farmington, PA

38 Touchstone Center for Craft Farmington, PA

39 Touchstone Center for Craft Farmington, PA

40 Sitka Center for Art & Ecology Otis, OR

41 Sitka Center for Art & Ecology Otis, OR

42 Sitka Center for Art & Ecology Otis, OR

43 Programs & Accommodations Intensive workshops are mainstay of each destination s programming, usually long weekend, 1 or 2-weeks in duration. Marketing largely word-of-mouth, w/targeted outreach by artistic/maker genre, social media increasing. All draw attendees from outside local area, but have programs to serve local schools, visitors, etc. Scholarships, sometimes endowed, are a key component of driving attendance. Dorm-style housing key to high attendance; increasing demand for singles, doubles, private baths. Foodservice largely break-even.

44 Operations All sites are operated seasonally; core executive/program staff are full-time year-round. Sites with casual visitors have operated successful retail/gallery operations; gallery serves as orientation point. Physical plant generally rustic, many buildings unheated and/or unfinished Many staffing roles filled by volunteers, work-study positions, fellowships, etc. Genre-specific studios have a dedicated staff member acting as studio tech/coordinator

45 Economics Executives all noted that economic success comes from a number of balanced lines of programming no one element is a profit center. Contributed income from grants fund certain programs but sites are supported largely by individual donations Most sites have substantial operating endowments. Endowed scholarships have proved successful fundraising drivers. All noted the high cost of maintaining buildings and grounds. Most sites operating (almost) break-even annual budgets.

46 Brass Tacks

47 Makers Square 315 Makers Square neighborhood Present project boundary

48 gross area (sf) Building Areas in Makers Square 10,000 9,000 8,000 7,000 6,000 5,000 4,000 2 nd floor Ground floor 3,000 2,000 1,000 - (1,000) (2,000) (3,000) (4,000) Basement building number (5,000) (6,000) (7,000)

49 gross area (sf) PTSW PTSA Centrum/Corvidae Madrona Copper Cyn. PTSW Building Areas in Makers Square 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - (1,000) (2,000) (3,000) building number (4,000) (5,000) (6,000) (7,000)

50 5,410 gross area (sf) PTSW PTSA 4,985 Madrona Copper Cyn. PTSW 1,000 2,527 2,805 Centrum/Corvidae 4,620 1,710 Building Areas in Makers Square 10,000 9,000 8,000 7,000 6,000 23,000 sf new area (not counting 307) 5,000 4,000 3,000 2,000 1,000 - (1,000) (2,000) building number (3,000) (4,000) (5,000) (6,000) (7,000)

51 Preliminary Use Plan Ground Floor PTSA PTSW

52 Preliminary Use Plan Ground Floor Ceramics Hearth PTSA PTSW

53 Preliminary Use Plan Ground Floor Ceramics Hearth Studio PTSA Classrooms PTSW Galler y

54 Preliminary Use Plan Ground Floor Ceramics Hearth Studio PTSA Classrooms PTSW Culinary Galler y

55 Preliminary Use Plan Ground Floor Creative Businesses &/or new programs Housing future retail? residency/ studio? Ceramics Hearth PTSA Retail? Open studio? Studio Classrooms Gatherings Performances Meetings PTSW Culinary Galler y

56 Preliminary Use Plan 2 nd Floor Creative Businesses &/or new programs

57 Preliminary Use Plan Basement Creative Businesses &/or new programs

58 Space Framework Makers Square Managed Space Leased Space Exclusive Use 2,300 nsf Gallery 305 (maybe w/ operating partner) Studio 305 (maybe w/operating partner) 1,400 nsf N & S Classrooms Filling Station 309 5,000 sf 305, 324 support space (restrooms, common areas, corridors, etc.) 6,200 nsf 305 Attic Workspaces 305 Basement Studios 324 N & S (subdivision possible) 4,600 nsf 304 Culinary Institute (share 304 w PTSW) 4,500 nsf Makers Sq Hearth

59 Activity Framework General Operations (seasonal) Gallery 305 Shows Visiting Groups N&S Classroom Rentals Makers Sq. Events New Programs Space Rentals Existing Programs

60 Roles & Responsibilities

61 PDA Foundation Tenants/Part ners/users sustain enhance create & teach provide environment for lifelong learning to flourish Enable and support creation and learning Make great stuff and teach people how

62 Responsibilities PDA Foundation Tenants/Part ners/users Role sustain enhance create & teach Preserve capital assets Lodging Foodservice Maintenance Administration Research & development Identify opportunities Enable program innovation & collaboration Invest in change Program delivery Excellence Respond to demand Innovation Collaboration Primary Funding Sources Public $$ Earned income Individual gifts Historic pres. $ Grants Earned income Individual gifts Grants Earned income

63 Org Chart PDA Board CEO Foundation Board Operations CFO Sales & Marketing

64 Org Chart PDA Board CEO Foundation Board Operations CFO Sales & Marketing Partner Services Coordinator Partners PDA Staff

65 Org Chart PDA Board CEO Foundation Board Operations CFO Sales & Marketing 305 Manager Partner Services Coordinator Partners PDA Staff

66 Org Chart PDA Board CEO Foundation Board Grants Manager Operations CFO Sales & Marketing 305 Manager Partner Services Coordinator Partners PDA Staff

67 Looking Ahead

68 Next Steps Pro Forma model Modeling true cost of asset ownership Ancillary revenue from lodging, food & beverage Refining space use mix & rates Refining management responsibility, tenant requirements, etc. Outlining possibilities for events & other programming

69 Makers Sq Pro Forma Structure NET RESULT Revenues Expenses Rent Economic Assumptions Admin Event Rev. Facilities Data Event Exp. Food & Bev. Activity/Atten dance Occupancy Lodging Rental Calculation Reserve

70 Economic Drivers (preliminary findings) Revenue 1) Rent 2) Program participant lodging 3) Casual attendance Expense 1) Personnel & Administration 2) Occupancy & maintenance

71 Attracting & Enhancing Uses & Users

72 Opportunities Makers Studio Program Op. ceramics? Mix of Makers/Tenants , 324 blend of artists, creative businesses, etc. Gallery 305 Operator (optional) - Maker shows, retail, concierge 305 Studio 305 Operator (optional) - Residencies, special events, commissions? Classroom Rental Users - Group visits, events, new programs, expansion space for current programs Event Partners Current & new program partners, outside presenters, prospective program partners, other content providers 305

73 User Typologies Fort Worden Program Partners & Tenants Current Users & Renters New Program Partners & Tenants New Users & Renters

74 RFP Framework Makers Studio Program Operator Identify an operator for a 2,000-2,500sf studio and associated programs, ideally in ceramics, but other proposals welcome (e.g. multidisciplinary, digital studio, etc.). Nonprofit desirable. Proposals must: support lifelong learning bring program excellence drive overnight visitation for program participants submit business plan including market analysis, operating plan, marketing plan, etc. Include proposal for space fitout improvements Distribute to: Fort Worden Program Partners Regional institutions e.g. Pratt, Pottery NW, etc. National destinations: Haystack, Touchstone, Penland, etc. Schools: RISD, SCAD, UW, etc. Makers networks: Maker Faire, Alliance of Artists Communities, National Council on Education in the Ceramic Arts, Fab Lab, etc.

75 RFP Framework Maker Space Tenants Identify tenants for a variety of making spaces ranging from 150 2,000sf. Nonprofits, for-profits, and individuals welcome. Seeking blend of artists, creative entrepreneurs, and makers of all flavors Proposals must: Engage in lifelong learning programs annually Commit to regular on-site activity Submit business plan including market analysis, operating plan, marketing plan, etc. Bonuses for driving overnight visitation for program participants Space fitout proposals as-needed Distribute to: Fort Worden Program Partners Fort Worden Program participants Local artists, businesses, nonprofits Regional artist, maker, creative business networks Makers networks: Maker Faire, Alliance of Artists Communities, National Council on Education in the Ceramic Arts, Fab Lab, etc.

76 RFP Framework Gallery 305 Operator (optional) Identify operator for Gallery 305 Proposals must: Engage in lifelong learning programs annually Engage Makers Sq programs to provide gallery content Commit to peak and shoulder season open hours Act as gateway/concierge to Makers Sq Distribute to: Fort Worden Program Partners Local prospects Option to operate by Foundation

77 RFP Framework Studio 305 Operator (optional) Identify operator for Studio 305 Proposals must: Engage in lifelong learning programs annually Engage Makers Sq programs to content Consider residency programs and relationship with other Makers Sq activities Commit to public visibility Act as gateway/concierge to Makers Sq Distribute to: Fort Worden Program Partners Local prospects Option to operate by Foundation

78 Thank you!

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