Project History
• Application 2021
• Multiple demands from Planning Commission
• Extensive time, effort & cost
• Enthusiastic solutions
• Responsive to all concerns
Project Changes
Porsche Building Redesign
Partnership with Art Center
Sculpture at Street Edge
Meets City Design
Guidelines
• Creates a building frontage zone
• Engages the street and the public
• Generates interaction between public and private
spaces
• Landscaping and shade
• Softens the corner
Community & Economic Benefits
• Preservation of Swanson Building
• Partnership with Art Center
• New public art establishing sense of place
• Muti-function gathering space for community
• Increasing sales tax revenue
• Catalyst for growth
• Job growth
• Vocational training
Rusnak in Pasadena
• Established in Pasadena in 1966
• Multiple luxury brands (currently six)
• Nearly half-billion dollars in annual sales
• Top five sales tax producers in the city
• Driving millions to city coffers for more than 50 years • Support for more than a dozen local charities
Rusnak Sales Tax
• Sales tax revenue generated to Pasadena
• $2.4 million annually (FY23 )
• Porsche = 40% of total revenue
• Porsche sales tax
• More than $1 million annually to City
Sales Tax Impacts
• Permanent 30% increase in new vehicle allocations
• 10% increase each year thereafter for 10 years
• Doubling of total sales volume less than 10 years
• Sales tax to city also doubles
• $2 million annually
• Adjusts with inflation as car prices rise
Catalyst
• $40 million investment
• High visibility, iconic international brand
• Art piece serves as landmark
• Events under sculpture draw people
• Porsche as aspirational brand
• People want to wander and look
• Outdoor display/garden invites engagement
• Stay to shop, eat, plan in the district
Jobs
• Increase in jobs:
• 61 jobs expands to more than 90
• 40% highly paid technicians
• 40% well paid sales staff
• 20% administrative, all well above minimum
wage
Vocational Training
• PCC Automotive Technology program
• Hands on internships on site
• Electric, hybrid, high-performance vehicles
• Soft skills on the job
• Future program development
• Advisory Board Member
Economic Expansion
• Legacy business
• Invested in community for almost 60 years
• Millions in support of local charities
• Icon international brand
• Existing sales tax revenue
• and significant growth
• Expansion of jobs and vocational training
• Redevelopment of underutilized parking lot
Conclusion
• Trying to keep investments and revenue in
Pasadena
• Three years in process
• Redesigned to preserve Swanson Building
• Lengthy engagement to design street edge
• Exhaustive negotiations with Porsche
• Key partnerships with community
• Art Center & PCC
Multi
-
panel Construction
Beautiful Organic Forms
Aluminum Strips
Panels bend and twist to reflect the lanes on a
highway and the curves of a racetrack