PROPOSAL FOR:
ALISAL DISTRICT IDENTITY
MASTER PLAN
CITY OF SALINAS
COMMUNITY DEVELOPMENT DEPARTMENT
65 WEST ALISAL STREET , SUITE 201
Salinas, CA 93901
Submitted by:
URBAN FIELD + +
Michael Gomez
Economic Development Analyst
Phone: (831) 758-7986
Email: [email protected]
Community Development Department and Public Works Department 65 West Alisal Street Suite 201,
Salinas, CA 93901
November 7, 2022
Dear Mr. Michael Gomez and City of Salinas Staff,
Urban Field Studio, SWA Landscape Architects, and Volume, Inc. enthusiastically present our proposal for the Development of the Alisal Vibrancy Plan District Identity Master Plan. We have assembled a strong design team with a keen understanding of building district identity through multiple means to ensure the Alisal Neighborhood gets the very best and most authentic District Identity possible. The team is led by urban designers/architects (UFS) in close partnership with landscape architects (SWA) and graphic designers (Volume, Inc).
We see that the City of Salinas has already set the stage for the ADIMP through the extensive engagement process that resulted in the Alisal Vibrancy Plan, the Salinas Public Art Master Plan, and the Parks, Rec & Libraries Master Plan. We are excited to work with your team to build on those efforts to bring delightful, culturally-specific, and beautiful design to highlight the self- made identity of Salinas’s Alisal Neighborhood.
On top of our team’s design talent, we are also known for our ability to plan effectively at the local level bringing cross-discipline expertise cultivated from our past retail projects, downtown revitalization projects, streetscape planning, and community plans. We have worked with many neighborhoods throughout California to identify physical improvements that make places more attractive and livable.
Thank you for considering our proposal. We look forward to hearing from you and hope that our services will be selected to develop the Alisal District Identity Master Plan.
On behalf of the team,
LETTER OF INTRODUCTION
Jane Lin
Founding Partner of Urban Field Studio
Principal-in-Charge and
Designated Contact for the Team
510-207-9537
[email protected]
Alisal District Identity Master Plan Proposal from URBAN FIELD
PROJECT UNDERSTANDING
The Urban Field Studio team is excited to propose for work on the Alisal District Identity Master Plan (ADIMP) to develop district identity themes, branding, color palette, and commercial corridor, facade, and public art design guidelines that are highly representative of the Alisal neighborhood character defined by previous planning and community engagement.
PROJECT TEAM
This team is led by Jane Lin of Urban Field Studio, who will be the project manager working closely with studio leads Mariana Ricker at SWA and Eric Heiman at Volume, Inc. Our team includes Ryan Call (UFS) with extensive retail experience, Frank Fuller (UFS), an expert in downtown revitalization, Karla Damken (SWA), a fluent Spanish speaker who is a community engagement expert, René Bihan (SWA), managing principal with a wealth of experience working in the public realm, and creative director Adam Brodsley (Volume).
APPROACH
We feel our team is well qualified in providing place-sensitive design through our work on commercial corridors, retail, art, and strategic revitalization of neighborhoods. We are trained to work with diverse communities and are committed to an inclusive process. We understand that this is an important opportunity to create vibrant, strong, and compelling content that the Alisal neighborhood will be proud of. We pledge to do our best to listen, learn, and reflect the culture, art, identity, and history of the community. We believe the skills of our teammates bring the very best talent to support inspirational and practical physical improvements for the ADIMP .
EXECUTIVE SUMMARY
URBAN FIELD
+ SWA
+ VOLUME, INC.
ARE EXCITED TO
BUILD ON THE
FOUNDATION SET
BY THE ALISAL
VIBRANCY PLAN!
EXPERIENCE
We have worked with diverse, rural, and culturally unique communities before. For the rural Sacramento-San Joaquin Delta Heritage Communities (Isleton, Walnut Grove,
Locke, Cortland, and Freeport) we helped plan physical
improvements to strengthen its identity as a National
Heritage Area. We have worked on streetscapes all over
California, most notably in Whittier, using a streetscape kit of parts.
WE ARE PROUD OF OUR DESIGN WORK ON ALL
THE PHYSICAL COMPONENTS FOR DISTRICT
IDENTITY FOR PLACES, FROM SIGNAGE TO
FACADES AND THE PUBLIC REALM.
We have worked on district identity campaigns for Oakland Uptown, Brooklyn Basin, Harvey Milk, and for organizations like the Boy Scouts of America and the Bay Area Discovery Museum. We know that our combined “design-forces”
will bring forward high quality and authentic identity
components under an implementable and clear plan.
PROPOSED SERVICES
The work we do helps the communities we work with
to visualize future improvements. We offer the best
complement of services to transform and enhance the
communities we work for. Our expertise in community
planning and consensus building is built on the willingness to experiment and adapt as needed to best represent the communities we serve.
COMMITMENT
We don’t mean to boast, but we bring a very high level of creativity to the work we deliver. Our graphics, workshop materials, and reports are produced with our creative
reputation in mind. We bring small firm flexibility and large firm capacity to the table to ensure that we meet project milestones. We are dedicated to making the process as
smooth and collaborative as possible. Our mindset is to make the most of the resources available for the Alisal Neighborhood.
Alisal District Identity Master Plan Proposal from URBAN FIELD
PROJECT TEAM
JANE LIN, AIA
Principal in Charge
Urban Designer
RENE BIHAN
Managing Principal
SWA San Francisco
RYAN CALL, AIA
Consulting Principal
Urban Designer
MARIANA RICKER
Project Manager
SWA San Francisco
Landscape Architecture
ERIC HEIMAN
Principal
Volume, Inc.
Graphic Designer
FRANK FULLER, FAIA
Consulting Principal
Urban Designer
KARLA MENDOZA
DAMKEN
SWA San Francisco
Community Outreach
ADAM BRODSLEY
Principal
Volume, Inc.
Graphic Designer
URBAN FIELD
The Urban Field Team is
design-oriented, place-
based, and committed
to making realistic
proposals that can
actually be implemented.
The team is led by
owners of a small firm,
and adds the resources
of larger firms to deliver
high quality and timely
work.
Alisal District Identity Master Plan Proposal from URBAN FIELD
FIRM EXPERIENCE AND
QUALIFICATIONS
Alisal District Identity Master Plan Proposal from URBAN FIELD
URBAN FIELD
FIRM BACKGROUND
Urban Field Studio is a collaborative team of urban
designers in the San Francisco Bay Area that visualize
conceptual designs for future development scenarios.
Jane Lin and Heidi Sokolowsky formed Urban Field
Studio in 2014 and later Frank Fuller and Ryan Call joined to complement the team. Urban designers are skilled
architects and planners and strong verbal and visual
communicators. Urban Field studio partners have a
passion for the public domain, bringing ideas to the table that make places thrive today and in the future.
Urban Field Studio helps both public and private clients visualize the bigger picture for complex places with
unique contexts. We specialize in work with municipal
departments, state agencies, and the elected officials
of communities in California and throughout the nation.
Our projects range from design for specific sites on main streets in neighborhoods to special districts that can
span a metropolitan area. We specialize in development
strategy, planning, design guidelines and standards, and provide conceptual architecture to understand the physical potential of places. One of Urban Field’s strengths is our ability to craft realistic plans with the community and to see that they are implementable within the framework of the City’s and community’s structure.
Notable Projects:
• Sacramento San Joaquin Delta Community Design
Workshops, Delta Protection Commission (CA State
Agency)
• SJSU Campus Master Plan, SJSU
• Dublin SCS Properties Community Outreach, City of
Dublin
• Burlingame Town Square, City of Burlingame
• Old Town Newark Specific Plan, City of Newark, CA
• Oakland Uptown Signage Program, City of Oakland
• Metro Universal City/Studio City Mobility Hub Outreach ROLE
• Urban Designers
• Prime Consultant
for the Alisal District
Identity Master Plan
(ADIMP)
• Overall Project
Management
• Community
Engagement Strategy
and Management
• Online Survey Lead
• Support for the
Development of
Components
• Lead for Facade
Design Guidelines
• ADIMP Editor for
Drafts and Final Master
Plan
If selected, Urban Field
Studio, as prime consultant,
is strongly committed
to working closely and
consistently through the
end of the contract with
the City of Salinas. UFS
team members are all firm
owners which means there
will never be substitutions,
the ability to work flexibly,
and on a personal basis.
URBAN FIELD
JANE LIN
Jane Lin is a licensed architect and urban designer that wants the communities we live in to be more vibrant, memorable, and enduring. Jane holds a BA in Architecture, MS in Architecture, and a Masters in City Planning from UC Berkeley. Jane is a founding partner at Urban Field Studio, which was formed in 2014. Her work includes urban design for downtown revitalization, main streets, transit areas, campus planning, and projects that involve mixed-use public-private partnerships. Jane is a lecturer at UC Berkeley teaching in both the Departments of City Planning and for the Masters in Real Estate Development + Design. Jane’s strength is crafting the public outreach process and visually communicating projects with local communities and neighborhoods. She knows that the development strategies she puts forward can only be successful when they are physically compelling, economically viable, and community supported.
RYAN CALL
Ryan Call is an architect and urban design with over 20 years of experience in planning and architectural design. Ryan has developed a particular expertise in master planning mixed-use urban communities with a focus on vibrant retail districts and public spaces.
His primary interest lies in the strategic aspects of the design and development process where he has worked on a variety of projects from neighborhood shopping centers to regional shopping centers, to mixed-use multi-block districts. His presentation expertise has proven key to the success of many projects, especially during the critical public process and approvals phases.
FRANK FULLER
Frank Fuller is an architect and urban designer that has been shaping conceptual development for over three decades. In addition to architectural commissions, he has helped to transform downtowns, town and campus centers into active, pedestrian- oriented places. Frank believes that downtowns, Main Streets and urban neighborhoods are at the core of new humane American urbanism. Much of his career has focused on designing frameworks and strategies that create vital downtowns through transit based development and sustainable community design. He understands the perspectives of public agencies and private developers in building and revitalizing communities. By using a consensus-oriented approach, he integrates multiple interests to create strong public and private realms.
(Full resumes can be found at the end of the proposal.) SAN JOSÉ ST A TE UNIVERSITY
Campus Master Plan
Draft Date: October 21, 2022
URBAN FIELD STUDIO
SAN JOSE STATE UNIVERSITY CAMPUS MASTER PLAN
Client:
SJSU Facilities,
Operations, and
Development Department
Project Timeline:
2020-ongoing
Contact:
Chris Shay
Senior Director of Real
Estate
[email protected]
(408) 601-7984
Team:
Field Paoli Architects
(prime)
Urban Field Studio
Dalton Education
Associates
Jane Lin is the project manager for the San Jose State University Campus Master Plan, which is primed by Field Paoli Architects.
The subconsultant team includes SWA and Arup.
The project began in 2020 and includes all of the locations where SJSU programming occurs, including Moss Landing Marine
Laboratories. The project is addressed with two Campus Master Plans for locations in Santa Clara County and Monterey County.
This multi-year, long-range plan includes a team of subconsultants that has worked closely with the University staff and leadership to put forward a Public Draft in January 2023 for Main and South Campus in Santa Clara County. The first two years included multiple outreach events to reach students, faculty, staff, and the general community. The next two years will include public review and coordination with CEQA to finalize the plans.
urbanfieldstudio.com
URBAN FIELD STUDIO
SACRAMENTO-SAN JOAQUIN DELTA COMMUNITY DESIGN WORKSHOPS Client:
Delta Protection
Commission
Project Timeline:
2018-2020
Contact:
Blake Roberts, Program
Manager for the Delta
Protection Commission
blake.roberts@delta.
ca.gov
530.650.6572
Team:
Urban Field Studio
Urban Field Studio helped the Delta Protection Commission facilitate a Community Design Workshop on January 11, 2020 where community members discussed physical improvements for the Delta Legacy Communities along the Sacramento
River, including Isleton, Walnut Grove, Locke, Courtland, and Freeport. In 2019, the Sacramento-San Joaquin Delta National Heritage Area (NHA), which are places where historical, cultural, and natural resources combine to form cohesive, nationally important landscapes. The mapped results provided a roadmap for implementation with community input to highlight the multi- cultural heritage of this rural agricultural community. urbanfieldstudio.com
URBAN FIELD STUDIO
NEWARK OLD TOWN SPECIFIC PLAN
Client:
City of Newark, CA
Year Completed:
2018-2021
Contact:
Art Interiano
Deputy Community
Development Director
[email protected]
(510) 578-4331
Team:
Rhoades Planning Group
(prime)
Urban Field Studio
Lexington Planning
Bottomley Associates
BKF Engineering
The neighborhood retail located at Thornton and Sycamore has been struggling for years and now with the Dumbarton Railway in sight, the neighborhood will have an opportunity to redefine itself. Urban Field Studio, with Rhoades Planning Group, Lexington Planning, Bottomley Associates, and BKF Engineers worked with the City to prepare for the next wave of development through zoning updates and a vision for revitalizing the commercial center.
This includes streetscape improvements to Thornton Avenue and investment in gathering spaces in the neighborhood, which received an OBAG3 grant for implementation. The streetscape improvements allow for safer biking and more sidewalk width through a road diet. Future improvements include plaza design, public art, and features that strengthen district identity. urbanfieldstudio.com
urbanfieldstudio.com
URBAN FIELD STUDIO
DUBLIN SCS PROPERTIES
Client:
City of Dublin, CA
Year Completed:
2019-2021
Contact:
Amy Million
Principal Planner
City of Dublin, CA
Team:
ELS Architects
Urban Field Studio
Keyser Marston
Metrovation Retail Resources
Bernese Lane Partners
Kimley Horn
Ryan Call, while with ELS Architects, and Urban Field Studio provided extensive outreach for the City of Dublin to build consensus for a project on the controversial SCS Property site at Tassajara Road. The proposals by the land owner had been rejected three times by the City Council. The team developed a strategy that gave the community a chance to build a vision for the site and provide input. The outreach, conducted online during the pandemic, included management of a coUrbanize website with timely content, several surveys, and facilitation of online meetings.
The controversial issues focused on the trade off of the impact of more housing for community benefits, including public open space and a place to gather. Urban Field Studio provided plans, renderings, and visuals to support the community-driven vision, which ultimately won the approval of the City Council.
Client:
City of Dublin, CA
Year Completed:
2018-ongoing
Contact:
Amy Million
Principal Planner
City of Dublin, CA
amy.million@dublin.
ca.gov
925-833-6610
Team:
ELS Architects
Urban Field Studio
Keyser Marston
Metrovation Retail
Resources
Bernese Lane Partners
Kimley Horn
Urban Field Studio partners Ryan Call (while with ELS Architects) and Jane Lin provided extensive outreach for the City of Dublin to build consensus for a project on a controversial site at Tassajara Road, known as the SCS Property. The proposals by the land owner had been rejected three times by the City Council.
The team developed a strategy that gave the community a chance to build a vision for the site and provide input. The outreach, conducted online during the pandemic, included management of timely content through a coUrbanize website, several surveys, and facilitation of workshops.
The controversial issues focused on the trade-off of more housing for community benefits, including public open space and a place to gather.
Urban Field Studio provided plans, renderings, and visuals to support the community-drive vision which ultimately won the approval of the City Council.
urbanfieldstudio.com
“Urban Field Studio’s
patience, careful
listening, and visual
approach helped
build consensus
where it seemed
impossible.”
- Kristie Wheeler,
Assistant Community
Development Director
Alisal District Identity Master Plan Proposal from URBAN FIELD
FIRM BACKGROUND
For over six decades, SWA has been recognized as a world leader in landscape architecture, planning, and urban
design. Our projects, located in more than 60 countries worldwide, span a wide range of planning, urban design, and landscape architecture with varying scales, from
regional master plans to urban infill, plazas and parks. Our work focuses on ecologically-based solutions that provide a strong sense of place and incorporate the realities of costs, construction, and longevity.
SWA offers clients both a deep bench of talent and
experience as well as the energy, personal commitment,
and responsiveness typical in smaller firms. Despite being one of the largest firms of its type in the world, SWA is 100% employee-owned and organized into smaller studio-
based offices that enhance creativity. In our San Francisco studio, there are 30 employees. Our studio’s mix of
established practitioners and young thinkers is capable of vibrant innovation balanced with extensive and grounded experience. Our San Francisco studio focuses on urban
work — we are experts at designing and understanding
highly-programmed, community-based active public and
private spaces.
Notable Projects:
• Portsmouth Square Participatory Planning and
Landscape Redesign for the City of San Francisco, CA
• Ricardo Lara Linear Park, Los Angeles, CA
• Uptown Whittier Streetscape Beautification Plan for the City of Whittier, CA
• Grand Avenue Streetscape Master Plan for the City of
South San Francisco, CA
• Downtown Summerlin District Streetscapes for Howard
Hughes Corporation in Las Vegas, NV
• Tulsa Arts District Plan for the George Kaiser Family Foundation in Tulsa, OK
• The Memorial at Harvey Milk Plaza for the Friends of
Harvey Milk Plaza in the Castro, San Francisco, CA
• Aquatic Park and Pier Vision Plan with SF Maritime
National Historical Park in San Francisco, CA
ROLE
• Landscape Architects
• Design of Streetscape,
Gathering Spaces,
Public Realm
• Public Realm Lead for
Public Art, Streetscape
Elements, and
Landscape Finishes
and Planting
• Community
Engagement
Facilitation in Spanish
RENE BIHAN
René Bihan is an accomplished Landscape Architect, Urban Designer and educator interested in issues of urbanism and landscape design, and their symbiotic relationship to dense urban cities. René is a board member for The Cultural Landscape Foundation and an active member of the Bay Area’s architecture and design community; he has been a Commissioner for the San Francisco Arts Commission, sat on the Civic Design Review Panel and has been a member of the Better Streets Advisory Committee. He has an in-depth familiarity with construction, studio arts, and contemporary architecture.
René credits this varied background with his desire to synthesize conceptual ideas with practical solutions on a wide variety of development projects around the world.
MARIANA RICKER
Mariana Ricker grew up in Santa Cruz, and has a passion for California landscapes. She emphasizes the role of water, native ecology, and climate in successful, sustainable landscape design and enjoys working in urban settings that engage diverse user groups and activate the spaces that are most important to civic life. In her work as a landscape architect, Mariana seeks to create memorable experiences, connect people to the environment, and provide elegant solutions to programmatic needs. At SWA, she works on a wide range of projects from community parks to large-scale urban development and planning around the Bay Area and beyond. Mariana holds a degree in landscape architecture from the University of California, Berkeley and is a licensed landscape architect.
KARLA MENDOZA DAMKEN
Karla Damken joined SWA SF office in July 2018 after finishing her MLA degree at UC Berkeley. Prior to this, she studied Architecture in Guadalajara, Mexico, where she was born and raised. Her previous work experience includes site planning and urban design with a strong emphasis on social engagement and environmental issues. She believes that great cultural and natural landscapes improve people’s quality of life, and creates a greater sense of belonging.
(Full resumes can be found at the end of the proposal.) Uptown Whittier Streetscape
Beautification Plan
WHITTIER, CALIFORNIA
Whittier’s Uptown is a 185-acre historic central business district with a mix of streetscape types across 35 city blocks. It is a source of pride for its citizens, has a sense of identity from its historic roots, and is a place of great character and attraction due to its unique building form, diversity of activities, locally owned storefronts, restaurants and civic services. SWA worked collaboratively with the City and its citizens to create solutions to leverage these assets and enhance the area. These efforts included leading three community workshops and developing strategies that celebrate Whittier’s historic core, keep Uptown competitive, promote and walkable and enjoyable environment, enrich
the public realm, accommodate safety and accessibility.
Key consideration include street tree assessment and
streetscape design strategies for gateways, paving and curb standards, planting, lighting and site furnishing standards, parklets, art, accessibility, and other considerations.
Reference: Kyle Cason, Public Works Director, (562) 567-9500, [email protected]
Client: City of Whittier
Size: 185 acres
Scope of Work: Existing Conditions Analysis, Public Input, Tree Assessment, Streetscape Design, Conceptual Landscape
Design
SWA provided a comprehensive urban design study,
guidelines and streetscape improvements for 19 blocks
in the Brady Arts District, an area of downtown Tulsa that includes underutilized industrial properties as well as historic theaters, warehouses, and the famous Cain’s dance hall.
Community workshops and outreach to local owners and
stakeholders directed the project towards strong pedestrian environments that connect key destinations, including
Tulsa’s downtown arena and the ONEOK Ballpark. The project also identified a centrally-located truck yard as an ideal location for Guthrie Green, a new urban park that has
become the heart of the district. SWA’s streetscape created a vocabulary of paving, planting, LED lighting, and other elements that will be extended through the district as it revitalizes as a vibrant mixed-use neighborhood.
Tulsa Arts District
TULSA, OKLAHOMA
Reference: Stanton Doyle, George
Kaiser Foundation, (918) 688-6785,
[email protected]
Client: George Kaiser Family Foundation
Size:
19 city blocks
2.7-acre park
Tulsa Arts District
Architects:
Bing Thom Architects
Kinslow, Keith & Todd, Inc.
Populous (ONEOK Ballfield)
Scope:
Urban Design
Streetscape Master Plan and Design
Landscape Architectural Services
I
South San Francisco Grand Ave
Streetscape Master Plan
South SAn FrAncISco, cAlIFornIA
South San Francisco is a city that is both rooted in a rich history and on the forefront of modern technology with so many leaders in the biomedical field calling it their home.
Grand Avenue is an perfext example of where these two
facets of the city’s identity converge. The Master Plan spans 5 city blocks, anchored at one end by the historic City Hall and terminating at the new Caltrain Station that is currently under construction. The proposed design builds on the
principles set forth in the 2015 Specific Plan, celebrating and protecting the historic elements while improving upon what is existing to revitalize the local business and accomodate the growth that will be generated by numerous new housing projects within the immediate surrounding blocks.
Wayfinding and the prioritization of the pedestrian
experience create a playful and active multi-use district for this unique city and it’s future growth.
Pedestrian Streetscape Amenities
Reference: Tony Rozzi, Chief Planner / 650.877-8535,
[email protected]
Client: City of South San Francisco
Size: 5 city Blocks
Schedule: 2017-Present
Scope:
Master Plan - construction
South San Francisco Grand Ave Streetscape Master
Plan
Downtown Identity + Wayfinding
Uptown Whittier Streetscape
Beautification Plan
WHITTIER, CALIFORNIA
Whittier’s Uptown is a 185-acre historic central business district with a mix of streetscape types across 35 city blocks. It is a source of pride for its citizens, has a sense of identity from its historic roots, and is a place of great character and attraction due to its unique building form, diversity of activities, locally owned storefronts, restaurants and civic services. SWA worked collaboratively with the City and its citizens to create solutions to leverage these assets and enhance the area. These efforts included leading three community workshops and developing strategies that celebrate Whittier’s historic core, keep Uptown competitive, promote and walkable and enjoyable environment, enrich
the public realm, accommodate safety and accessibility.
Key consideration include street tree assessment and
streetscape design strategies for gateways, paving and curb standards, planting, lighting and site furnishing standards, parklets, art, accessibility, and other considerations.
Reference: Kyle Cason, Public Works Director, (562) 567-9500, [email protected]
Client: City of Whittier
Size: 185 acres
Scope of Work: Existing Conditions Analysis, Public Input, Tree Assessment, Streetscape Design, Conceptual Landscape
Design
Tulsa Arts District
South San Francisco Grand Ave Streetscape Master Plan
Playstructure Alley Activation
Artistic Alley + Enhanced Pedestrian / Bicyle Circulation Victoria Gardens
Upper Whittier Streetscape
Beautification Plan
Alisal District Identity Master Plan Proposal from URBAN FIELD
FIRM BACKGROUND
Founded in 2001 by Adam Brodsley and Eric Heiman,
Volume Inc is a celebrated design studio working at the intersection of visual communication, experience design, and architecture to challenge conventions of how design operates in physical space. Whether it’s embodying
a brand in very place-specific, expansively narrative
ways; communicating complex subject matter through
unexpected and engaging means; or getting someone
from point A to point B that goes beyond frictionless
optimization and adds a little delight to their day.
Volume’s work has been exhibited, honored, and published extensively worldwide.
Volume has created outdoor campaigns for Yerba Buena
Center for the Arts (YBCA), exhibition programs for the California Academy of Sciences, workplace branding and
wayfinding programs for Google, and a comprehensive
placemaking program for the recent Brooklyn Basin
development on the Oakland waterfront.
Notable Projects:
• Brooklyn Basin Placemaking, Oakland, California
• Boy Scouts Sustainability Treehouse Exhibits, Glen
Jean, West Virginia
• The Memorial at Harvey Milk Plaza, San Francisco,
California
• Bay Area Discovery Museum Exhibit Identity, Sausalito, California
• Yerba Buena Center for the Arts Campaign Identity, San Francisco, California
ROLE
• Graphic design
• Brand Strategy
• Brand Identity
• Wayfinding/Signage
• Lead for Themes
• Support for Public Art
ERIC HEIMAN
Eric Heiman grew up in the backwoods of western Pennsylvania and attended Carnegie Mellon University in Pittsburgh where he completed a Bachelor of Architecture. His winding, post-graduate path finally led him to the Bay Area where he studied graphic design at the California College of the Arts (CCA) and then later co-founded Volume Inc.
Eric also teaches at California College of the Arts (CCA) and was awarded the college- wide Excellence in Teaching award. At CCA, he currently manages TBD*, a student- staffed design studio that does work for local Bay Area nonprofits and civic institutions.
His writing on design has been published in Design Observer, Eye, and Emigré, and he was a founding writer for SFMOMA’s Open Space online publication. Eric has judged competitions, delivered lectures, moderated panels, programmed design conferences, and even curated one film festival. In 2017 he was made a AIGA Fellow for his contribution to raising the standards of excellence in practice and conduct within the Bay Area design community.
ADAM BRODSLEY
Adam Brodsley co-founded Volume Inc. at the dawn of the new millennium (which admittedly sounds like a long time ago) and has since served as Principal and Creative Director. His broad range of expertise and experience is connected by the desire to engage people through the power of design, whatever the method, whatever the medium but especially in the physical world we inhabit.
Adam has worked on projects ranging from branding and identity to digital and print to large scale environments for clients such as 826 Valencia, Adobe Systems, Autodesk, the Boy Scouts of America, the California Academy of Sciences, Heath Ceramics, Facebook, Google, Rizzoli, SFMOMA and the Robert Wood Johnson Foundation. In addition to a number of years teaching design and lecturing nationally, he has garnered numerous awards and his work has been widely published. Adam is a graduate of The Art Center College of Design in Los Angeles and holds a BA in Communications from UC Santa Barbara. He is a Northern California native.
(Full resumes can be found at the end of the proposal.) Boy Scout Sustainability Treehouse
Glen Jean, West Virginia
Volume Inc. was commissioned to design an exhibition program that tells a sustainability story through a “Sustainability Tree - house.” The challenge was to create an experience that would engage Boy Scouts eager to find the next adventure activity— zip lines, climbing areas, a skate park—and leave them with a new perspective on sustainability. The design avoids outdated and formulaic exhibit solutions and instead delivers information in surprising and unexpected ways, down to the humorous and slightly irreverent tone of the exhibit text.
SERVICES
Research
Visual Identity System
Content Development
Exhibition Design
Wayfinding
Copywriting
Motion / Video / Film
Year completed 2016
Client: Boy Scouts of America
Contact: Allison Schapker , Director, Trinity Works
[email protected]
The Memorial at Harvey Milk Plaza
San Francisco, California With SWA
We remember LGBTQ activist and San Francisco supervisor Harvey Milk as a beacon of hope—“Gotta give ‘em hope!” was one of his frequent mantras. But Harvey also wished “for the [gay rights] movement to continue,” implying that any hope was inextricably tied to action to realize it. This conceit is the foundation for the memorial at Harvey Milk Plaza.
A central “beacon” anchors the design. It wraps the a new MUNI elevator with images and words of Harvey, coupled with dynamic media elements that allow the memorial to speak to the present and any moment moving forward. Inspired by the protest sign, the beacon embodies the “My name is Harvey Milk, and I want to recruit you” rallying cry Harvey often used in his speeches.
SERVICES
Placemaking
Visual Identity System
Experience Design
In Progress
Client: The Friends of Harvey Milk
Contact: Brian Springfield, Executive Director
[email protected]
Brooklyn Basin
Oakland, California
Brooklyn Basin is a 64-acre industrial waterfront being transformed into a vibrant mixed-use neighborhood with more than 30 acres of public parks, trails, and marinas. Volume Inc. was tasked with building a site-specific identity and adding a narrative layer to the project which included large scale environmental graphics, interpretive moments, and wayfinding.
SERVICES
Research
Content Development
Visual Identity System
Placemaking
Wayfinding
Copywriting
Year completed 2020
Client: Signature Development
Contact: Faye Brandin, Senior Project Manager
[email protected]
5M Development Identity
San Francisco, California
Challenge: What exactly makes a neighborhood? And how do we bottle that essence in a brand? Solution: Celebrate the diverse community. Be inclusive. Don’t marginalize those already living there. Encourage and facilitate interaction and exchange between new and existing residents.
Volume developed a brand for the four-acre development that embodies 5M’s values and helps convey the project as a place of vibrancy and openness, with porous property boundaries that are welcoming to the existing neighbors and new residents alike, facilitating greater social and professional exchange.
SERVICES
Brand Strategy
Branding
Creative Direction
Photography / Illustration
Digital
Motion / Video / Film
Year completed 2019
Client: Brookfield Properties
Contact: Jason Bonnet, SVP, Development
[email protected]
Alisal District Identity Master Plan Proposal from URBAN FIELD
PROPOSED SCOPE OF WORK
Alisal District Identity Master Plan Proposal from URBAN FIELD
SCOPE OF WORK
TASK 1: PROJECT MANAGEMENT
UFS will be the prime consultant with Jane Lin as the project manager and primary contact for the team. UFS will manage subconsultants SWA and Volume Inc. UFS will bill monthly invoices and progress reports.
This task includes discovery, the kick-off meeting, and bi-weekly meetings for 8 months to get to an Administrative Draft. We feel strongly that this process will take longer than 8 months to complete the Final Draft. Our proposal makes sure that the majority of milestones are completed within the 8 month time frame listed in the RFP .
The proposed scope includes dedicated research and review of past efforts and plans and a summary of themes in a “Discovery Memo” prepared for the kick-off meeting to confirm alignment with City’s goals for the project.
The kick-off meeting will be in-person and can optionally include a site tour of the Alisal Neighborhood. UFS will work with the City to prepare an agenda for the meeting.
A standing bi-weekly meeting on zoom will follow the kick-off meeting.
Meeting agendas and minutes will be kept in shared online documents for transparency and coordination.
Note: Community meetings, consultants, workshops, and hearings are listed in subsequent tasks. Consultant will support legal public notices, staff reports, presentations, and resolutions with City Staff in the lead.
DELIVERABLES
• Discovery Memo
• Kickoff Meeting Agenda
• Coordination Meeting Agendas
• Monthly Invoicing and Budget Summary
SCHEDULE
• Month 1: Kick-off Meeting
• Months 1-8: Bi-weekly Coordination Meetings
DISCOVERY
KICK-OFF
MEETING
COORDINATION
MEETINGS
Alisal District Identity Master Plan Proposal from URBAN FIELD TASK 2: ADIMP FRAMEWORK
The team will begin by developing a framework for major components of the ADIMP . The components of the framework will be embedded in the content for community engagement and then further refined for the Draft ADIMP . The components of the plan will be led by different members of the Team and will be reviewed with staff before community engagement.
This component maps an inventory of important existing identity and opportunities sites for strengthening district identity. The mapped places will likely include places for branding, facade improvement, streetscape improvement, public realm improvement, and public art. This map will be a central exhibit to be developed with staff and community and iterated upon through the end of the project. A few key locations on the map will include a more focused effort in terms of conceptual design of public gathering places or opportunity sites. (Lead Consultants: UFS, SWA)
DISTRICT MAPPING
AND CONCEPTUAL
DESIGN
To the right is an example
of relevant work in the Delta
Community of Locke.
The team can build on the
ideas for placemaking from the
Alisal Vibrancy Plan.
Alisal District Identity Master Plan Proposal from URBAN FIELD Themes will be discussed and explored to establish a set of design of identifiers, symbols, logo, hashtag, and slogans for the neighborhood.
The branding program includes the Schematic Design of gateway elements, signage and banners. (Lead Consultant: Volume, Inc.)
DISTRICT IDENTITY
THEMES AND
BRANDING PROGRAM
ALISAL PUBLIC ART
PLAN
Public art design guidelines for commercial street corridors, public facilities (parks, libraries, recreational facilities, etc.), and private development will build on the process to date. There are options to look at examples from other communities or to bring a public art expert to be added to the team. (Lead Consultant: SWA with input from the team)
Alisal District Identity Master Plan Proposal from URBAN FIELD
COMMERCIAL
CORRIDOR DESIGN
GUIDELINES
Commercial Corridor Design Guidelines will include the streetscape elements that establish district identity, including color palette, planting, materials, and site furnishing components. The guidelines for streetscape elements may include tree species, furniture and amenities such as benches, kiosks, awnings, banners, bollards, trash enclosures, planters, sidewalk cafes, etc. This ‘toolkit’ will strengthen the district character of the Alisal commercial corridor and maintain flexibility for future community needs. (Lead Consultant: SWA, UFS)
Alisal District Identity Master Plan Proposal from URBAN FIELD
FACADE DESIGN
GUIDELINES
IMPLEMENTATION &
MAINTENANCE PLAN
Facade design guidelines for new development and existing facade improvements will help augment existing standards for colors, materials, building form, and frontage character. (Lead Consultant: UFS)
The implementation plan for the Framework will be developed through a high level assessment of the greater corridor needs and a list of suggested safe and feasible revitalization improvement efforts. The list of implementation actions for implementation will be developed closely with City staff and can optionally include a civil engineering expert to be added to the team. (Lead Consultant: UFS, SWA)
Alisal District Identity Master Plan Proposal from URBAN FIELD TASK 2: ADIMP FRAMEWORK
DELIVERABLES
• A presentation of compiled Plan Framework components and Initial Recommendations
SCHEDULE
• Month 2: Consultant Internal Charrette to develop the first round of ideas for District Mapping of Public Realm Improvements, District Identity, the Art Plan, Commercial Corridor Design Guidelines and Facade Design Guidelines. • Month 3: Staff Charrette to review progress on initial ideas and discuss the potential Implementation of the ideas.
• Month 4: Staff Review of materials that will go into the Plan Framework and Initial Recommendations Presentation to the Commission and City Council first, then the general community.
The ADIMP Framework will
compile preliminary ideas and
initial recommendations for
each of the components of the
Alisal District Identity..
Here is an example from the
Harvey Milk Memorial that is
representative of the kind of
graphics that would be part of
a narrative presentation to be
used with elected officials and
community members .
Alisal District Identity Master Plan Proposal from URBAN FIELD TASK 3: COMMUNITY ENGAGEMENT
This task includes a Community Engagement Strategy Memo that will outline Meetings and Events, Online Content, Communications Plan, Pop- up Materials, Workshop Materials, Stakeholder Interviews, Community Meeting Facilitation Guides, a Digital Survey, and digital presentations to the Commission and City Council.
The Community Engagement Strategy will build on the momentum of community engagement that began with the AVP , PRLMP , and PAMP . The UFS team will support City staff with content for community engagement activities with the Alisal community. The role of the Consultant for this task is to assist with creating the visuals and tools to be presented, including digital presentations, materials for workshops, social media, surveys, communications copy, and website content. UFS will be in the lead for Community Engagement with close support from SWA and Volume, Inc. It is anticipated that the full consultant team will be involved in developing materials for and attending events for Community Engagement.
COMMUNITY
ENGAGEMENT
STRATEGY
Alisal District Identity Master Plan Proposal from URBAN FIELD AUDIENCE Community Engagement will include materials for multiple languages, in-person and online. The team anticipates meeting with elected officials twice, at the end of framework development and before the public draft. It is assumed that City Staff will be responsible for keeping the City Council apprised of progress and subsequent readings.
The purpose of Community Engagement for this project is to build trust with the community, share ideas with the community and gather feedback about district identity proposals. Importantly, the Plan Framework and Initial Recommendations Memo will build on a summary of what we heard through community engagement. The Plan Framework will address the development components of the plan: District identity themes and branding, overarching improvements to the public realm, commercial corridor design guidelines, facade design guidelines, a public art plan, and the implementation and maintenance plan.
PURPOSE
The team will work with staff to produce the visuals and tools needed to make community outreach engaging. To
reach consensus and increase confidence in the design
and decision-making process, we offer a range of tools
and programs: facilitation of in-person events; scheduling and conducting stakeholder meetings, workshops, and
design charrettes. High quality visual representation of physical planning concepts are produced to be used to
make w and intuitive materials that are understandable to non-designers. We can create education videos, design
a spinner for a carnival, and we can do it in multiple languages!
Alisal District Identity Master Plan Proposal from URBAN FIELD TASK 3: COMMUNITY ENGAGEMENT
DELIVERABLES
• Community Engagement Strategy Memo developed with staff • Materials for “Pop-ups” at neighborhood gathering places and events • Materials for in-person and/or community workshops
• Digital Multilingual Survey(s) to identify district identity topics of consideration
SCHEDULE
• Month 1: A Community Engagement Strategy will be drafted shortly after the Kick-off Meeting
• Month 4: First Meeting with Commission and City Council to share Community Engagement Approach, Plan Framework and Initial Recommendations
• Month 5: Materials developed for Community Engagement • Months 6-7: Facilitation of Community Engagement Events and Survey • Month 9: Second Meeting with Commission and City Council to share completed Public Draft to kick off the Public Review Period
OLD TOWN NEWARK
SPECIFIC PLAN
Adopted September 23, 2021
TASK 4: ALISAL DISTRICT IDENTITY MASTER PLAN
(ADIMP)
The ADIMP will be written in Task 4 beginning with the Revision of Plan Components based on community engagement. The entire team will contribute to the development of the plan. Given an 8 month timeline, the team can complete an Administrative Draft of the ADIMP pending City and community availability. The schedule below reflects the anticipated time frame for completing the plan with a chance for public review before finalization.
DELIVERABLES
• Administrative Draft of the Alisal District Identity Master Plan • Public Draft of the Alisal District Identity Master Plan • Final Alisal District Identity Master Plan
SCHEDULE
• Month 7: Drafting the Administrative Draft ADIMP
• Month 8: Completion of the Administrative Draft ADIMP • Month 9: Revision based on Staff Feedback for the Public Draft ADIMP
• Month 10: Public Review Comment Period
• Month 11: Revision based on Public Comment for the Final ADIMP • Project End: Presentation of the Final ADIMP to the Commission and City Council
San Pablo Avenue Specific Plan
Design Guidelines and Objective Standards
Adopted July 18, 2022
The plans below have been
completed in the last year and
represent the level of quality for
completed plans. Please see
the plans at:
milpitasmetro.org,
sanpablospecificplan.org
https://www.newark.org/
departments/community-
development/specific-plans-
master-plans/old-town-newark-
specific-plan
TASK 1
Kick Off
Coordination Meetings
Month 1 Month 2 Month 3 Month 4 Month 5 Month 9Month 6 Month 10Month 7 Month 11Month 8 Month 12 TASK 2
Plan Framework and
Initial Recommendations
Presentation
TASK 3
TASK 4
Community
Engagement
Meetings
District Mapping
District Identity Themes & Branding Program
Alisal Public Art Plan
Facade Design Guidelines
Implementation
Commercial Corridor Design Guidelines
Community
Engagement
Strategy
Admin Draft Public
Draft Final DraftPublic Review
Meetings with
Commission and
City Council
Meetings with
Commission
and City Council
Meetings with
Commission and
City Council by
City Staff only
SCHEDULE
The timeline stated in the RFP of
6-8 months will only be enough
time for one round of community
engagement. A second round of
public review will take longer and
may extend the project timeline
several months to allow for a
reasonable open review period.
The team would like to discuss the
timing of the schedule with staff to
determine if there is a critical path
that can be isolated to meet known
deadlines (e.g. for Grants).
RESUMES
JANE LIN / FOUNDING PARTNER, AIA
URBAN FIELD STUDIO
Jane is a licensed architect and urban designer with twenty years of experience working with municipalities and agencies in the San Francisco Bay Area and beyond. Her work includes urban design for streetscape improvements, transit area planning, revitalizing mixed-use districts, and supporting housing policy. Jane is a lecturer at UC Berkeley and teaches architecture to school aged students (K-12). It is important to Jane that large groups of non-designers become empowered with creative communication skills because they are the key to making our communities better.
SELECT PROJECTS
COMPREHENSIVE PLANNING
Milpitas Metro Specific Plan, City of Milpitas*
San Jose State Campus Master Plan*
Downtown Dublin Vision, City of Dublin*
Dublin SCS Properties, City of Dublin*
North Hollywood Station Guide for Development, Metro Joint Development* Old Town Newark Specific Plan, City of Newark*
Mission San Jose Commercial Strategy Study, City of Fremont* Belmont Specific Plan, City of Belmont CA
Community Design Charrettes, Delta Planning Commission* Coliseum Development Study, City of Oakland CA
DESIGN/ DEVELOPMENT STANDARDS AND GUIDELINES FOR
MUL TI-FAMIL Y HOUSING
Emeryville Objective Design Standards, City of Emeryville San Leandro Multi-Family Design Standards, City of San Leandro* San Pablo Avenue Specific Plan, City of Albany*
Irvington BART Station Area Plan, City of Fremont and BART*
ENGAGEMENT AND OUTREACH
* Projects with extensive engagement and outreach
TEACHING | Lecturer, UC Berkeley
ED 201 Master of Urban Design Studio
CP140 Urban Design and Placemaking
CP 208 Masters of City Planning Urban Design Studio
COMMUNITY ACTIVITIES
ULI Urban Plan Juror, Facilitator, Curriculum Contributor, and Piedmont High School Champion
ULI Technical Assistance Panelist for the City of Dublin Panel Discussion Organizer for the San Francisco Urban Film Fest Piedmont Unified School District Facilities Steering Committee Piedmont Arts Fund Chair and Piedmont Makers Board Member Piedmont Racial Equity Campaign, Committee Member
Piedmont Housing Committee, Appointed Member
EDUCATION
University of California, Berkeley
Master of City Planning with
Concentration in Land Use, 2005
University of California, Berkeley
Master of Science in Architecture
with Concentration in Building
Science, 2005
University of California, Berkeley
Bachelor of Arts in Architecture,
1999
CERTIFICATIONS
Licensed Architect in California
LEED AP - ND Leadership in
Energy and Environmental Design
Accredited Professional with a
Specialty in Neighborhood Design
ASSOCIATIONS
National League of Cities and ULI,
Rose Center for Public Leadership,
Faculty Advisor to the City of Tucson
ULI Associate Member
AIA East Bay Member
SPUR Member
SCUP Member
PROFESSIONAL AWARDS
Artist-In-Residence Educator with
LEAP Arts in Education
Eisner Prize in City Planning, UC
Berkeley
www.urbanfieldstudio.com
EDUCATION
Washington State University, 2001
Bachelor of Architecture
Syracuse University Firenze, 2000
Study Abroad - Urban Design
CERTIFICATIONS
Licensed Architect in California and
Indiana
Accreditation by NCARB
ASSOCIATIONS
American Institute of Architects
ICSC
Urban Land Institute Full Member
RYAN L. CALL / PARTNER, AIA
URBAN FIELD STUDIO
With over 20 years of experience in planning and architectural design, Ryan has developed a particular expertise in master planning mixed-use urban communities with a focus on vibrant retail districts and public spaces. His primary interest lies in the strategic aspects of the design and development process where he has worked on a variety of projects from neighborhood shopping centers to regional shopping centers, to mixed-use multi-block districts. His presentation expertise has proven key to the success of many projects, especially during the critical public process and approvals phases.
SELECT PROJECTS*:
MIXED-USE MASTER PLANS
Downtown Dublin Vision, City of Dublin, CA
Dublin SCS Properties, City of Dublin, CA
Mueller Aldrich Street District, Austin, TX
University of Chicago 53rd Street District Mixed-Use Master Plan Project Elevate, Elk Grove, CA
University Town Center East, Sarasota, Florida
Village of Merrick Park, Coral Gables, Florida
NewPark Mall Mixed-Use Specific Plan, Newark, CA
REGIONAL RETAIL CENTERS
Hillsdale Shopping Center North Block, San Mateo, CA
Stonestown Galleria Anchor Redevelopment, San Francisco, CA HSC Mervyns Department Store Reconfiguration, San Mateo, CA HSC South Block Facade Improvements + ATT Shell Design
Tucson Mall Anchor Redevelopment, Tucson, CA
Eastridge Shopping Center, San Jose, CA
PUBLIC OUTREACH AND EDUCATION
Downtown Dublin Vision, Dublin, CA
SCS Property Public Outreach, Dublin, CA
Latimer Square Public Workshop and Charette, Bloomington, IN Telegraph Avenue Public Workshop and Charette, Berkeley, CA Harold Way Workshop and Charette, Berkeley, CA
DESIGN GUIDELINES
Green Tree Mixed-Use Retail and Residential Guidelines, Vacaville, CA Latimer Square PUD Design Guidelines, Bloomington Indiana
PROFESSIONAL AWARDS
AIA California Urban Design Award for Downtown Dublin
ICSC Gold Award for Hillsdale Shopping Center - San Mateo ULI Apgar Award for 2015
COMMUNITY ACTIVITIES
Berkeley Design Advocates
Downtown Berkeley Association Volunteer - Former Board Member Richmond Yacht Club Junior Program Volunteer
www.urbanfieldstudio.com
*Projects completed while Ryan was
the Director of Urban Design at ELS
Architecture and Urban Design in
Berkeley, CA.
EDUCATION
Washington State University, 2001
Bachelor of Architecture
Syracuse University Firenze, 2000
Study Abroad - Urban Design
CERTIFICATIONS
Licensed Architect in California and
Indiana
Accreditation by NCARB
ASSOCIATIONS
American Institute of Architects
ICSC
Urban Land Institute Full Member
RYAN L. CALL / PARTNER, AIA
URBAN FIELD STUDIO
With over 20 years of experience in planning and architectural design, Ryan has developed a particular expertise in master planning mixed-use urban communities with a focus on vibrant retail districts and public spaces. His primary interest lies in the strategic aspects of the design and development process where he has worked on a variety of projects from neighborhood shopping centers to regional shopping centers, to mixed-use multi-block districts. His presentation expertise has proven key to the success of many projects, especially during the critical public process and approvals phases.
SELECT PROJECTS*:
MIXED-USE MASTER PLANS
Downtown Dublin Vision, City of Dublin, CA
Dublin SCS Properties, City of Dublin, CA
Mueller Aldrich Street District, Austin, TX
University of Chicago 53rd Street District Mixed-Use Master Plan Project Elevate, Elk Grove, CA
University Town Center East, Sarasota, Florida
Village of Merrick Park, Coral Gables, Florida
NewPark Mall Mixed-Use Specific Plan, Newark, CA
REGIONAL RETAIL CENTERS
Hillsdale Shopping Center North Block, San Mateo, CA
Stonestown Galleria Anchor Redevelopment, San Francisco, CA HSC Mervyns Department Store Reconfiguration, San Mateo, CA HSC South Block Facade Improvements + ATT Shell Design
Tucson Mall Anchor Redevelopment, Tucson, CA
Eastridge Shopping Center, San Jose, CA
PUBLIC OUTREACH AND EDUCATION
Downtown Dublin Vision, Dublin, CA
SCS Property Public Outreach, Dublin, CA
Latimer Square Public Workshop and Charette, Bloomington, IN Telegraph Avenue Public Workshop and Charette, Berkeley, CA Harold Way Workshop and Charette, Berkeley, CA
DESIGN GUIDELINES
Green Tree Mixed-Use Retail and Residential Guidelines, Vacaville, CA Latimer Square PUD Design Guidelines, Bloomington Indiana
PROFESSIONAL AWARDS
AIA California Urban Design Award for Downtown Dublin
ICSC Gold Award for Hillsdale Shopping Center - San Mateo ULI Apgar Award for 2015
COMMUNITY ACTIVITIES
Berkeley Design Advocates
Downtown Berkeley Association Volunteer - Former Board Member Richmond Yacht Club Junior Program Volunteer
www.urbanfieldstudio.com
*Projects completed while Ryan was the Director of Urban Design at ELS Architecture and Urban Design in Berkeley, CA.
EDUCATION
University of California, Berkeley
Master of City & Regional Planning,
1976
University of California, Berkeley
Master of Architecture, 1973
Princeton University, NJ
Bachelor of Arts in Architecture,
1968
CERTIFICATIONS
Licensed Architect in California,
Nevada, and Arizona
Accreditation by NCARB
ASSOCIATIONS
Fellow, American Institute of
Architects
AIA East Bay Chapter President
(2000)
AIACC, Urban Design Committee
Chair (2009-14)
National League of Cities and ULI,
Rose Center for Public Leadership,
Faculty Advisor for the City of
Anchorage
ULI Urban Revitalization Council,
Member
ULI Technical Assistance Panel
Committee Co-Chair (2018-ongoing)
FRANK L. FULLER / PARTNER, FAIA
URBAN FIELD STUDIO
Frank Fuller is an architect and urban designer who has practiced in the United States for over forty years. In addition to architectural commissions, he has helped to transform downtowns, towns, and campus centers into active, pedestrian-oriented places. Frank understands the perspectives of public agencies and private developers in building and revitalizing communities.
By using a consensus-oriented approach, he integrates multiple interests to create strong public and private realms.
SELECT PROJECTS
CONCEPTUAL ARCHITECTURE
Coliseum Development Study, City of Oakland CA
Downtown Revitalization Studies for the City of Morgan Hill Santa Clara Downtown Strategy, Santa Clara, CA
LAND USE STRATEGY
Anaheim Civic Center Area Study, City of Anaheim CA
Diridon Station Area Plan, City of San José, CA
Flagstaff Downtown Development Strategy, Flagstaff, AZ
Centerville Framework Plan, City of Fremont CA
FEASIBILITY STUDIES
Anaheim Greater Downtown Plan, Anaheim CA
Livermore BART Station Area Plan
Arts District Development for the City of Long Beach
PUBLIC OUTREACH AND EDUCATION
Waldport Charrettes, Waldport, OR
Fairfax Mason Charrette, Fairfax, VA
DESIGN GUIDELINES
Long Beach Design District Implementation Plan, City of Long Beach, CA North San José Design Guidelines, City of San José, CA
PROFESSIONAL AWARDS
APA NC Honor Award for Milpitas Transit Area Plan
APA NC Honor Award for Santa Clara Station Area Plan
APA California Merit Award for North San José Neighborhoods Plan AIACC Presidential Citation
COMMUNITY ACTIVITIES
Rose Center Fellow, ULI and National League of Cities
Master of Urban Design Studio, UC Berkeley, College of Environmental Design Architecture Design Studios, UC Berkeley, College of Environmental Design AIA National Urban and Regional Design Awards Jury Chair AIACC Urban Design Committee Chair
AIACC|CCASLA Urban Design Awards Chair
California Redevelopment Association Awards Jury
www.urbanfieldstudio.com
Education
Master of Landscape Architecture,
Harvard University Graduate School of
Design
Bachelor of Landscape Architecture,
California State Polytechnic University
Registration
Registered Landscape Architect,
California, Arizona, Utah
FASLA, AIA, ULI
Professional Activities
Board Member, The Cultural Landscape
Foundation, current
Lamda Alpha, Member
San Francisco Better Street Master
Plan Community Advisory Committee
San Francisco Arts Commissioner,
Civic Design Review
Speaking
San Francisco Bay Area Planning and
Urban Research Association (SPUR) -
Design & Development presentation,
July 2018
ASLA National ASLA Panelist: Inside the
Studio, 2017
ASLA NCC - NorCal ASLA Guest
Speaker, Marketing Design Services
for a Millennial Generation, 2016
ASLA - National ASLA Speaking
Panelist, Workplace Development in
Silicon Valley, 2015
Cal Poly San Luis Obispo, Guest
Speaker, Smackdown Design-San
Francisco and Warriors Stadium, 2015
Keynote Speaker UK Landscape
Conference, 2010
Keynote Speaker Universidad de
Monterrey Mexico, UDEM/UDesign
Conference, 2009
Harvard University Graduate School
of Design, Studio Instructor: Summer
1994, Visiting Critic 2006, 2008
René is an accomplished Landscape Architect, Urban Designer and educator interested in issues of urbanism and landscape design, and their symbiotic rela - tionship to dense urban cities. René is a board member for The Cultural Landscape Foundation and an active member of the Bay Area’s architecture and design com - munity; he has been a Commissioner for the San Francisco Arts Commission, sat on the Civic Design Review Panel and has been a member of the Better Streets Advisory Committee. He has an in-depth familiarity with construction, studio arts, and contemporary architecture. René credits this varied background with his desire to synthesize conceptual ideas with practical solutions on a wide variety of development projects around the world.
Selected Awards
ASLA Northern California Chapter Merit Award, Truman Presidential Library, 2018 ASLA Northern California Chapter, Merit Award, Universidad de Monterrey, 2017 ASLA Northern California Chapter, Merit Award, San Antonio Station, 2016 ASLA Northern California Chapter, Honor Award, Iron Horse Park and Open Space, 2014 ASLA Northern California Chapter, Merit Award, Sunnydale HOPE, 2013 ULI Global Award for Excellence, Beijing Finance Street, 2008 ASLA Firm Award, 2006
IDRC Distinguished Environmental Planning Award, Charleston Park, 1997 ASLA National Honor Award, SGI/ATC and Charleston Park, 2001 Selected Project Experience
· Aquatic Park and Pier Vision Study, San Francisco, California • Beijing Finance Street, Beijing, California
· The Bridge, San Francisco, California
· City College of San Francisco Master Plan, San Francisco, California · Charleston Park, Mountain View, California
· Chase Center (Golden State Warriors Arena), San Francisco, California · City Creek Center, Salt Lake City, Utah
· Courthouse Square, San Rafael, California
· Desert Ridge Marriott, Phoenix, Arizona
· Disney Store Plaza, Shanghai, China
• East of 101 Planning, South San Francisco, California • Elco Yards (Greystar South Main), Redwood City, California · Fremont Civic Center Master Plan, Fremont, California • French Ranch San Geronimo, California
· Google, Mountain View, California
· Iron Horse Park and Open Space, Dublin, California
· Jack London Square, Oakland, California
· Magee Ranch, Danville, California
• North San Pedro Parks, San Jose, California
• North First Street Campus, San Jose, California
• Novartis East Hanover Campus East Village, East Hanover, New Jersey · One Rincon Hill Phase II, San Francisco, California
• Pacifica Quarry Development, Pacifica, California
· Rancharrah, Reno, NVSan Antonio Station, Mountain View, California · Santa Clara County Civic Center Master Plan (SC5), Santa Clara, California · SFSU Campus Physical Plan Update, San Francisco, California · Sunnydale HOPE Housing, San Francisco, California
· Truman Presidential Library, Independence, Missouri
· University of Cincinnati East Campus Planning, Cincinnati, Ohio · Universidad de Monterrey, Monterrey, Mexico
• University of the Pacific DeRosa University Center & Central Quad, Stockton, California
Rene Bihan, FASLA
Managing Principal, San Francisco
Education
Bachelor of Landscape Architecture,
Highest Honors, University of
California, Berkeley, 2016
Minors in Sustainable Design and
Conservation Resource Studies
Professional Activities
Urban Land Institute (ULI),
TA4C Committee
Technical Assistance Panel San Jose
(TAP Writer), 2020
Technical Assistance Panel Dublin
(TAP Writer), 2021
Selected Awards
Geraldine Knight Scott Traveling
Fellowship, 2016
Additional Languages
Spanish
Mariana Zavala Ricker, PLA
Associate
Mariana Ricker, a Bay Area native, has a passion for California landscapes and emphasizes the importance of site specific, sustainable landscape design. She enjoys working in urban settings that engage diverse user groups and activate the spaces that are most important to civic life.
In her work, Mariana seeks to create memorable experiences, connect people to the environment, introduce opportunities for education, and provide elegant solutions to programmatic needs. At SWA, she has gained experience working with clients in both the public and private sector as an essential team member on a wide range of projects from community parks to large-scale urban development and planning.
Selected Project Experience
• South Main Mixed Use (Elco Yards), Redwood City, California • Aquatic Park and Pier Vision Study, San Francisco, California • North San Pedro Parks, San Jose, California
• The Memorial at Harvey Milk Plaza, San Francisco, California • Downtown Summerlin District Streetscapes, Las Vegas, Nevada • Executive Park Streetscape Master Plan, San Francisco, California • Grand Avenue Streetscape Master Plan, South San Francisco, California • Uptown Whittier Streetscape Beautification Plan, Whittier, California • SF State Campus Physical Plan Update, San Francisco, California • Universidad de Monterrey, Monterrey, Mexico
• University of Cincinnati West Campus Master Plan, Cincinnati, Ohio • Truman Presidential Library and Museum, Independence, Missouri • Google Pacific Shores Campus, Redwood City, California • Downtown Summerlin Ballpark and Pedestrian Connection, Las Vegas, Nevada • Diridon Station Area Plan Update, San Jose, California • Caltrain Plaza, South San Francisco, California
• 215 Moffett, Mountain View, California
• Moffett Gateway, Mountain View, California
• Montague Square, San Jose, California
• Palo Alto Square, Palo Alto, California
• PayPal Campus, San Jose, California
• IDEI Vivaria, Monterrey, Mexico
• Jianjiang River Valley Competition, Pengzhou, Chengdu, China Karla Mendoza Damken
Designer
Karla joined SWA SF office in July 2018 after finishing her MLA degree at UC Berkeley. Prior to this, she studied Architecture in Guadalajara, Mexico, where she was born and raised. Her previous work experience includes site planning and urban design with a strong emphasis on social engagement and environmental issues. She believes that great cultural and natural landscapes improve people’s quality of life, and creates a greater sense of belonging.
Selected Project Experience
• Residential Park and Courtyards, Hercules, California • Future City, Beijing, China
• Mixed use office and retail, Stevens Creek BLVD, San Jose, California • Staglin Johnson Residence, Napa, California
• Fair Oaks Master Plan, Fairfax, Virginia
• Peter Strauss Ranch, Santa Monica Mountains, California Selected Project Experience (Previous firms)
• “DUIS Certification” for University of Guadalajara Cultural Center, Zapopan, Mexico • Conceptual Master Plan and Design Guidelines for University of Guadalajara Cultural Center, Zapopan, Mexico
• Safe Mobility and Community Engagement, Guadalajara, Mexico • Strategic Planning and Program Design Xomulli Biopark, Tlajomulco de Zúñiga, Mexico • Strategic Planning and Program Design San Miguel Recreational Center, Bosque La Primavera, Mexico
• Santa Esther Street Design Guidelines, Zapopan, Mexico Education
Master of Landscape
Architecture, University of
California Berkeley
Bachelor of Architecture,
Instituto de Estudios Superiores
de Occidente, ITESO
Additional Languages
Spanish
Eric Heiman
Partner / Creative Lead
Eric Heiman grew up in the backwoods of western Pennsylvania and attended Carn - egie Mellon University in Pittsburgh where he completed a Bachelor of Architecture.
His winding, post-graduate path finally led him to the Bay Area where he studied graphic design at the California College of the Arts (CCA) and then later co-founded Volume Inc.
Eric also teaches at California College of the Arts (CCA) and was awarded the college-wide Excellence in Teaching award. At CCA, he currently manages TBD*, a student-staffed design studio that does work for local Bay Area nonprofits and civic institutions. His writing on design has been published in Design Observer, Eye, and Emigré, and he was a founding writer for SFMOMA’s Open Space online publication.
Eric has judged competitions, delivered lectures, moderated panels, programmed design conferences, and even curated one film festival. In 2017 he was made a AIGA Fellow for his contribution to raising the standards of excellence in practice and conduct within the Bay Area design community.
Select Awards
Cooper Hewitt National Design Award (nominee) / 2022, 2020, 2016 365: AIGA Year in Design Awards / 2011, 2010 (4), 2006
AIGA (re)Design Awards / 2015 (2) (Best In Show)
Communication Arts, Annual Design Awards / 2017, 2016, 2013, 2009, 2006, 2004 Core77 Design Awards, Interiors & Exhibits / 2014 (Overall Winner and Merit) Core77 Design Awards, Visual Communication / 2016 (Merit), 2013 (Overall Winner) Graphis, Gold Award / 2018 (2), 2017, 2011 (2), 2010, 2009, 2008 (3) IDSA Idea Awards, Environments / 2014 (Gold)
Interior Design, Best of the Year Awards, Kid’s Zone (with Olson Kundig) / 2021 SEGD Design Awards, Honor Award / 2016, 2014, 2010; Merit Award / 2017 Select Exhibits
De Young Open, De Young Museum, San Francisco, 2021
Volume Inc: This Will (Not) Be Easy, University of Kentucky, Bolivar Art Gallery, 2019 Design San Francisco, Advertising and Design Club of Canada, Toronto, 2018 Masters of Design: Volume Inc. (retrospective solo show), Western Gallery, Bellingham, Washington, 2013
Work From California, 35th International Biennial of Graphic Design, Brno, Czech Republic, 2012
Innovation by Design, SFMOMA, 2007
Design Life Now: National Design Triennial , Cooper Hewitt National Design Museum, New York, 2006
Select Project Experience
Harvey Milk Plaza design, San Francisco, California
Pellier Park history wall, San Jose, California
Brooklyn Basin placemaking identity, Oakland, California Google Spruce Goose workplace branding, Playa Vista, California Bay Area Discovery Museum exhibition graphic design, Sausalito, California Boy Scout Sustainability Treehouse exhibition program, Glen Jean, West Virginia Scott Visitor Center exhibition program, Glen Jean, West Virginia California Academy of Sciences exhibition program, San Francisco, CA Education
Bachelor of Architecture
Carnegie Mellon University
(with University Honors)
BFA in Graphic Design
California College of the Arts
(with High Distinction)
Associations
Fellow, AIGA San Francisco
AIGA (member)
SEGD (member)
TDC / The One Club (member)
Selected Speaking
ASLA Conference on Landscape
Architecture, 2022
Design Observer Sessions, 2021
Bend Design Conference, 2019
SPUR, 2019
American Alliance of Museums
conference, 2017
SEGD Branded Environments (keynote),
2017
Type Director’s Club, 2013
AIGA National Conference, 2007
Adam Brodsley
Partner / Creative Lead
Adam Brodsley co-founded Volume Inc. at the dawn of the new millennium (which admittedly sounds like a long time ago) and has since served as Principal and Cre - ative Director. His broad range of expertise and experience is connected by the de - sire to engage people through the power of design, whatever the method, whatever the medium but especially in the physical world we inhabit.
Adam has worked on projects ranging from branding and identity to large-scale environments for clients such as 826 Valencia, Adobe Systems, Autodesk, the Boy Scouts of America, the California Academy of Sciences, Heath Ceramics, Google, The Presidio of San Francisco, Rizzoli, SFMOMA and the Robert Wood Johnson Foundation. In addition to several years teaching design and lecturing nationally, he has garnered numerous awards and his work has been widely published. Adam is a graduate of The Art Center College of Design in Los Angeles and holds a BA in Communications from UC Santa Barbara. He is a Northern California native.
Awards
365: AIGA Year in Design Awards: 2011, 2010 (4), 2006
AIGA (re)Design Awards: 2015 (2) (Best In Show)
Communication Arts, Annual Design Awards: 2017, 2016, 2013, 2009, 2006, 2004 Cooper Hewitt National Design Award (nominee) / 2022, 2020, 2016 Core77 Design Awards, Interiors & Exhibits: 2014 (Overall Winner and Merit) Core77 Design Awards, Visual Communication: 2016 (Merit), 2013 (Overall Winner) Graphis, Gold Award: 2018 (2), 2017, 2011 (2), 2010, 2009, 2008 (3) IDSA Idea Awards, Environments: 2014 (Gold)
Interior Design, Best of the Year Awards, Kid’s Zone (with Olson Kundig): 2021 SEGD Design Awards, Honor Award: 2016, 2014, 2010; Merit Award: 2017 Exhibits
University of Kentucky, Bolivar Art Gallery, Volume Inc: This Will (Not) Be Easy, 2019 Design San Francisco, Advertising and Design Club of Canada, Toronto, 2018 Masters of Design: Volume Inc. (retrospective solo show), Western Gallery, Bellingham, Washington, 2013
Society for Environmental Graphic Design, Washington, 2010 Select Project Experience
Harvey Milk Plaza design, San Francicso, California
Brooklyn Basin placemaking identity, Oakland, California Google Spruce Goose workplace branding, Playa Vista, California Bay Area Discovery Museum, Sausalito, California
Boy Scout Sustainability Treehouse Exhibits, Glen Jean, West Virginia Scott Visitor Center, Glen Jean, West Virginia
California Academy of Sciences exhibition program, San Francisco, CA Education
University of California, Santa Barbara
Bachelor of Arts
Communications
Art Center College of Design
Bachelor of Arts
Graphic Design
Associations
AIGA, professional association
for design
SEGD, Society of Experiential
Graphic Design
URBAN FIELD
1423 Broadway
Oakland, CA 94612
510-207-9537
[email protected]
Alisal ADIMP Proposed Fee v2
2/2/2023
ADIMP Fee Proposal UFS UFS SWASWA VolumeVolume
Task HoursFee (@$245/hr)HoursFee (@$200/hr)HoursFee (@$200/hr)Fee 1 Project Management
1.1Project Initiation 40 $9,800.0040 $8,000.00 10 $2,000.00 $19,800.00
1.2Standing Meetings 60 $14,700.0024 $4,800.00 24 $4,800.00 $24,300.00 2 ADIMP Framework
2.1District Mapping and Conceptual Designs for Streetscape and Gathering Places 60 $14,700.0060 $12,000.00 20 $4,000.00 $30,700.00
2.2District Identity Themes and Branding Program20 $4,900.0020 $4,000.00160 $32,000.00$40,900.00
2.3Public Art Plan 20 $4,900.0016 $3,200.00 10 $2,000.00 $10,100.00
2.4Commerical Corridor (& Open Space) Design Guidelines40 $9,800.0050 $10,000.00 $19,800.00
2.5Facade Design Guidelines 30 $7,350.00 $7,350.00
2.6Implementation and Maintenance Plan 30 $7,350.0020 $4,000.00 20 $4,000.00 $15,350.00
2.7Plan Framework Presentation with Initial Recommendations40 $9,800.0030 $6,000.00 20 $4,000.00 $19,800.00 3 Community Engagement
3.1Community Engagement Strategy (Memo) 12 $2,940.00 4 $800.00 10 $2,000.00 $5,740.00
3.2Stakeholder Meetings (3) 20 $4,900.0010 $2,000.00 10 $2,000.00 $8,900.00
3.3Engagement Day
Pop Up Materials and Facilitation 40 $9,800.0020 $4,000.00 20 $4,000.00 $17,800.00 Stakeholder Charrette Facilitation 40 $9,800.0020 $4,000.00 20 $4,000.00 $17,800.00
3.4Online Content and Digital Survey 40 $9,800.0010 $2,000.00 $11,800.00
3.5Physical Engagement 40 $9,800.0020 $4,000.00 30 $6,000.00 $19,800.00
3.6Digital Community Engagement Summary Presentation20 $4,900.00 6 $1,200.00 6 $1,200.00 $7,300.00 4 ADIMP
4.1Administrative Draft ADIMP (Revisions to Framework) and one round of review 60 $14,700.0040 $8,000.00 40 $8,000.00 $30,700.00
4.2Facade Design Guideline Brochure Draft 40 $9,800.00 $9,800.00
4.3Public Review Draft ADIMP (Revisions to Admin Draft) and one round of review 40 $9,800.0040 $8,000.00 30 $6,000.00 $23,800.00
4.4Final ADIMP (Revisions to Public Draft) 40 $9,800.0040 $8,000.00 30 $6,000.00 $23,800.00 Project Proposed Fee Total $179,340.00 $94,000.00 $92,000.00$365,340.00 Reimbursable Expenses $15,000.00
Project Total $380,340.00