Team NY: Package 3

Team

Students:
Christian Ollano
Klemen Kušar
Urša Švegl
Tina Vilfan

Mentors:
Derek Oyang
Sinan Mihelčič

Purpose

To provide a detailed and comprehensive site analysis of the 5
West Avenue site in Manhattan and enhance the feasibility and
viability of a Stanford Auxiliary Campus through substantial
research.

Vision

The Stanford’s NYC campus is poised to become one of the world’s
leading schools for business and engineering, establishing New
York City as the East Coast’s center for entrepreneurship and
innovation. Collaboration with local universities will reinforce the
learning environment, enhance human capital, and foster the
advancement of human ingenuity. In partnership with the city
government, local community, and area high‐tech firms, the
Stanford NYC campus will become integral in addressing some of
today’s most challenging technological issues, infusing
sustainability and integrity at its core philosophy, and promoting a
spirit of passionate pursuit for the betterment of mankind.

Outline

I. Site Analyses
II. Site Requirements
III. Design and Architecture
IV. Economic and Finance Report
V. Public Relations Plan

5 West End Avenue (Manhattan)

Site Analyses Site Requirements Design and Architecture Economic and Finance PR Plan

Site on the Map

5 West End Avenue

N


Site Map
The Grid

N

Site Map
Occupied/Unoccupied Space

N
Site Analyses Site Requirements The Old Power Plant Design & Architecture Economic & Finance PR Plan

Site Map
Typology

N

Site Map
Program

N

Site Map
Traffic

N

Site Map
Soil

N

Site Map
Sea level rise

N

Site Map
Lynch

N

Development Data
Building Regulation C4‐7

Inclusionary Housing Program
• Promotes economic integration in
+bonus areas of City undergiong substantial
new residential development
• Creation/preservation of affordable
housing for low‐income households
• Requires percentage of dwelling
units within a building to be set aside
within one half mile of development.
• Created units must remain
permanently affordable
•If 20% residential floor area for
Inclusionara program, 33% bonus
area above base level is permitted.

Public plaza building bonus
•20% FAR bonus if public plaza is
build


Development Data
Climate
Average Annual Temperature Wind Flower Diagram

Average Annual Precipitation Sun Path Diagram


Development Data
Owners of the neighbouring plots
Owner Address
CRP/EXTELL PARCEL N WEST 59 STREET
REIN L.P. 860 11 Avenue
City of New York/Dept. of Transportation 840 JOE DIMAGGIO HIGHWAY
AJH 61 CORP 20 WEST END AVENUE
The Abraham Joshua HE 246 WEST 61 STREET
MARGARET R. KASINITZ 75 WEST END AVENUE
NEW YORK CITY HOUSING 40 AMSTERDAM AVENUE

THE 33 WEST END AVE C 33 WEST END AVE C
CRP/RAR III PARCEL J 400 WEST 63 STREET
Senior Living Options 5 WEST END AVENUE


Structures under Demolition Contention
MTP 59th Street Parking LLC

641 West 59th Street, New York, NY 10019
• Currently utilized as parking structure and
parking lot (200 + spaces)
• South middle section of site plan


Development Data
The old Powerhouse IRT

-Preserving The Former IRT
Powerhouse (A study by Columbia
University)
-Owned by the NY City
-Possible mutual interest for renewal


Development Data
The old Power Plant IRT – preservation guidelines
- preserve character defining architectural features
- preserve and utilize the vast interior space
- incorporate public access
- restore lost features
- consideration to the 58th and 59th Street
- Establish a maintenance program
- preserve the waterfront neighbourhood context
- later additions to the Powerhouse


Special Considerations

Process Recommedations
• “just in time” deliveries (before rush hour, 7 am traffic)
• Construction Crane utilization
• Work limited from 7 am to 7 pm (due to proximity to residential
buildings
• ON‐site allocation of land for storage and laydown of materials/truck
access and parking
• Alleyway/side street utilization (pending analysis of truck turning radius)


URBAN DESIGN and ARCHITECTURE REPORT

Interaction of Programming Elements
Program Diagram


Design proposal
Design Proposal 1

-Building A
35-40 floors/ 516,670 sq.ft.
-professor and student housing
-recreation, clinic, mini grocer
Building B
C 25-30 floors/ 269,100 sq.ft.
-classroom and cabinets
Building C
8 floors/ 9,800 sq.ft.
-cabinets and offices

B A

N

Design proposal
Design Proposal 1

Theme: CONNECTIVITY
-axis from west end to Hudson river N
-2nd floor elevated open space
-elevated walkways

N
Site Introduction Engineering Design and Architecture Construction Economics Public Relations

Design proposal
Design Proposal 1

N
-6 floors of brick to reflect architecture of old
powerhouse

-rooftop gardens/open space/recreation
N space


Design proposal
SWOT‐ Design proposal 1

STRENGHTS WEAKNESESS

-Density close to FAR 10 -Failled to include Powerhouse in phase I.

-Connectedness -Failed to see Powerhouse as an main
opportunity for development

OPPORTUNITIES THREATS

-Density fosters communication/ -Wind tunnel effect
interaction


Design proposal
Design Proposal 2
PHASE 1 PHASE 2

C C
B B

A A
S S
Building A Building B
‚The Campus Powerhouse‘ ‚The Dorm‘ (18 floors / 200,000 sq.ft.)
(2 floors / 155,000 sq.ft.) student and professor housing, dinning, recreation

showrooms, galleries, bars/cafés/restaurants, Building C
library, TECHNICAL MUSEUM, youth center ‚The Administration‘ (4 floors/ 35,000 sq.ft.)
offfices, labs, cabinets


Design proposal
Design Proposal 2
PHASE 1 PHASE 2

OUTER SPACE
A ‚The courtyard‘
-plenty of sun
-low noise
-connection to park area
-open laboratories
A A
-recreation

B ‚The entrance‘
B B
-public character
-delicate relation to the old
powerhouse
-entrance platform


Design proposal
Design Proposal 2

INNER COURT VIEW FROM THE HIGHWAY

1 2
1 1

2 2

ENTRANCE PLATFORM


Design proposal


-Large green area connected to -Low density - financially unsustainable
waterfront
-higher costs due to renovation
-Renovated Powerhouse as a central
space


-atruim can accomodate different uses -risk of crime at night time because of open
green design
-Power house can become a social hub
-danger of fragmenting the camous


Design proposal
A ‚BUILD SPACE‘ Design Proposal 3

‐Engineering Building
‐Business School
‐Technological incubator
‐Student housing
‐Laboratories
‐Common facilities
‐Student housing
(33 floors / 528,000 sq.ft.)
‐Public building
(24 floors / 384,000 sq.ft)

A B
B ‚EMPTY SPACE‘
‐park
‐recreation
‐outer labs C
‐

C ‚EXPANSION‘
‐The Campus Powerhouse‘
(2 floors / 155,000 sq.ft.)


Design proposal
Design Proposal 3

PUBLIC
PRIVATE

NorthEast view on the Campus SouthEast view on the Campus


Design proposal


-connected towers -unability to build in phases

-large green surface -weak access from West End Avenue

-poor soil for good foundations


-available land for further -uncontrolled open green space
development
-bad connection with the city
-possibility to host various open air
events


Design proposal ‐ final
Programming


Traffic


Typology


View from the Hudson river


Concept


Transition

Public space Access points Transit


Parks

Possible solutions


Situation

N


Floor plan


Section


Fasade


3d


Reference

Tate modern, Herog & De Meuron


ECONOMIC and FINANCE REPORT

Detemining the Price
Study references ‐ RENOVATION

KINGSBRIDGE ARMORY,
West 195th Street

-from an warehouse to shopping mall
-area: 575 000 sqf
-investment: $310 mio

Cost: $530 per sqf

City lowered the purchase price of the
property from $20 mio to $5 mio


Determining the Price
Study references ‐ RENOVATION

NYC PUBLIC LIBRARY,
42nd Street

-renovation of an existing program
-area: 541 200 sqf
-investment: $300 mio

Cost: $554 per sqf
City donated $150 mio


Study references – RESIDENTIAL DEVELOPMENT

RECENT RESIDENTIAL
DEVELOPMENT,
Chelsea Area

-new residential development
-area: 299,200 sqf
-investment: $169,4 mio

Cost: $566 per sqf


Study references – OFFICE DEVELOPMENT

AVERAGE DEVELOPMENT PRICES,
www.rsmeans.com

-new office development
-area: 299,200 sqf
-investment: $169,4 mio

Cost: $228,24 per sqf


Land Cost
Plot Value

The IRT Powerhouse Building
163 204 sq.ft.
$_?_ mio
1 West End Avenue Plot
126 000 sq.ft.
$10,8 mio
West 59th Street Plot
52 260 sq.ft.
$6,9 mio

Cost PV : $17,7 mio

Building Cost
Size and Cost by Individual Building ‐ Present Value (PV)

West Avenue Office Building
400 000 sq.ft.
$92 mio
Stanford Building
440 000 sq.ft
$162,9 mio
West 60th Str Office Building
250 000 sq.ft.
$57,5 mio
West 59th Str Residence
300 000 sq.ft.
$168 mio
Joe DiMagio Hwy Residence
200 000 sq.ft.
$112 mio
The IRT Powerhouse
250 000 sq.ft.
$137,5 mio
Underground Parking
92 000 sq.ft.
$21,2 mio
TOTAL PV $751,3 mio

Building Cost
Phasing Timeline

Year
2012 now
2013
2014
2015
2016
2017 Plot purchase
2018
2019
2020
Phase I.
2021
2022
2023
2024
Phase II.
2025
2026
2027 Phase III.
2028
2029
$17,7mio $404,9mio $231,8mio $114,3mio Value


Phasing
Building Phase I.

400 000 sq.ft.
$92 mio
Stanford Building
440 000 sq.ft
Student and Professor Housing,
Faculty Office, Administration Office,
Studio, Laboratories, Design groups,
Roof Top Park.
$162,9 mio
Underground Parking
54 500 sq.ft.
$12,5 mio
The IRT Powerhouse
250 000 sq.ft.
Sport Facility, Library, Galleries,
Restaurants, Bars, Show Rooms,
Classromms, Lecture Halls, Dinning
Facility, Fitness, Technical Museum.
$137,5 mio

TOTAL PV $404,9 mio

Building Cost
Building Phase II.

250 000 sq.ft.
$57,5 mio
300 000 sq.ft.
$168 mio

Underground Parking
27 500 sq.ft.
$6,3 mio

TOTAL PV $231,8 mio

Building Cost
Building Phase III.

200 000 sq.ft.
$112 mio
Underground Parking
10 000 sq.ft.
$2,3 mio

TOTAL PV $114,3 mio

Total Cost
Shares
400 000 sq.ft.
$92 mio
Stanford Building
440 000 sq.ft
$162,9 mio
250 000 sq.ft.
$57,5 mio
300 000 sq.ft.
$168 mio
200 000 sq.ft.
$112 mio
The IRT Powerhouse
250 000 sq.ft.
$137,5 mio
Underground Parking
92 000 sq.ft.
$21,2 mio
Plot Value
341 464 sq.ft. TOTAL PV $769 mio
$17,7 mio

Financial Partnership
Potential Partners in the Project

Consolidated Edison
Steam generating facility in the IRT building

Durst Organization
Interested in development of the residential and Manhattan Community Board 4
commercial neighbourhood Representing the neighbourhood from 14th to
59th Street and from 8th Avenu westward.
Extell Development Company
Developing parcels north from IRT Powerhouse Manhattan Community Board 7
into Riverside Center. Interested in developing Representing the neighbourhood from 60th to
residential, retail space and restaurants. 110th West Street, west from the Central Park.

The Hudson River Powerhouse Group NYC Deparment of City Planning
Advocating to designate former IRT Powerhouse Involved in Land use and environmental review.
as a NYC Landmark
State Historic Preservation Office
Landmarks Preservation Commisssion Helping communities to identify, evaluate,
Designation of the city‘s landmarks and historic preserve, and revitalize their historic,
districts. archeological and cultural rescources.


PR & Marketing concept
Leave a print!

"You carry forever the
fingerprint that comes from
being under someone's
thumb."
Site Introduction Engineering
(Nancy Banks Smith)Construction
Design and Architecture Economics Public Relations

PR & Marketing goal

To present the Stanford NYC campus as a
project that will leave a positive print in the
city’s history as well as in people’s lives.


Target publics
Local
community
Other
universities Investors
in the area

Govern‐
Suppliers
ment

Three levels of
performance:
Students
Donators
NYC

USA
world
Companies/
Banks
partners

Media High schools

Staff


Netnography
Cons of Manhattan

parking air high crime
weather
quality rate

lots of homeless people
noise
traffic

dirty streets taxes
crowded
income disparity
expensive
lack of hot blonde women

no real sense of borin
community g

Construction phases
Objectives in different construction phases (NYC level)

Organising events
for all target
publics.

Planning Construction Operation

Presenting the project, inviting Buildling positive
target publics to participate in the brand image.
project and creating an overall
positive image of the project.


Activities and events on NYC level ‐ overview
Planning
• ideas gathering
• meetings with experts and city officials
• meetings with city authorities
• fundraising & appreciation events
• press conference
• meetings with other universities’ authorities

Construction
• tours & visits
• grand opening event
• open day
• voluntary work

Operation
• sponsorships
• student programs
• community service activities


Construction phases

Planning Construction Operation


Planning
Web page – information about events on the plot

Events and activities

Information about past/oncoming
events on the plot.


Planning: Events and activities
Ideas gathering
Aimed at
Local community

Objectives
Incorporating public & building an overall positive image about the project.

About
People will have an opportunity to share their ideas on-line in brainstorming sessions, forums,
chats, questionnaries etc. People with the best ideas will be invited to in-person sessions.

Key message
To let local community know that it is the one who dictates the construction of the campus.

Media
Mostly billboards and web page.

Communication strategies
Two-way communication


Planning
Ideas gathering – inviting people to the web page


Planning
Web page – inviting people to share their ideas

Share your ideas

Inviting people to share their ideas in:
• brainstorming sessions,
• forums,
• qustionnaries,
• chat rooms,
• etc.

People with best ideas will be invited
to in‐person sessions.


Meetings with experts and city officials
Aimed at
Local community

Objectives
Presenting expert view of the project to the public.

About
Experts and city officials present expert /urban view of the project and answer public’s questions.

Key message
The owners, experts, city officials and local community equally cooperate in building the sustainable
campus, that will create public welfare.

Media
Billboards, advertising in magazines/newspapers.

Conferences on the plot, live stream via web page.


Meetings with city authorities
Aimed at
Government

Objectives
Gaining government’s support.

About
Regular meetings with city authorities (at times experts and local community’s spokesperson will be
invited to participate in these meetings).

Key message
The campus can visibly contribute to city’s welfare and thus needs government’s support.

Media
Web page.

Communication on personal level, regular meetings.


Business meetings/lunches
Aimed at
Companies/partners, suppliers, banks, investors

Objectives
Building long-term strategic relationships, raising money, getting good loan conditions and
investments.
About
The owners invite (potential) business partners to meeting/lunch in upper class restaurants.

Key message
To prove as reliable strategic partner and debtor, presenting the project as a high ROI investment.

Media
Web page.

Communication on personal level.


Planning
Web page – information for media, investors and banks

Press & Contacts

• press kits
• press releases
• photographs
• contacts
• financial statements
• progress statements


Fundraising/apperciaton events
Aimed at
Donators

Objectives
Raising money and creating good relations with (potential) donators.

About
The owners invite (potential) donators to banquets, concerts, plays, dinners etc.

Key message
To prove as promising partner with highly potential project, that donators can help realize.

Media
Magazines, direct mailing.



Construction: Events and activities
Tours and visits
Aimed at
Investors, government, suppliers, media

Objectives
Enabling an insight into the project, giving out first-hand information.

About
Individuals of different public groups are invited to see the progress and happening on the plot.

Key message
To prove as a forthright partner.

Media
Direct mailings.



Voluntary work
Aimed at
Local community, students

Objectives
An opportunity for people to help creating the new campus, giving them a feeling of importance and
pride.
About
People are invited to voluntarily participate in different types of work connected to the project:
construction, PR, marketing, HRM, finance etc. Each volunteer gets a certificate in the end.

Key message
Giving people a chance to collaborate in the project.

Media
Billboards, flyers, advertising in magazines, web page, social media.


Planning
Web page

How you can help

Inviting people to voluntarily
participate in the project in many
different areas such as:
• construction
• building
• urbanism
• marketing
• PR
• finance

In the end, each participant gets a
certificate.


Grand opening event
Aimed at
All target publics

Objectives
Thanking all target publics for participation in the project and inviting them to further cooperation.

About
A big event on the plot and in the new campus with live music, food, workshops, firework etc.
Speeches will be held by the Mayor of NYC, the owners, partners, donators, …

Key message
Thanking all target publics to help and participate in the project and to accept the new campus.

Media


Open day
Aimed at
Students, staff, high schools, media

Objectives
Presenting the new campus, inviting students and staff to get a sense of the university where they
can study/teach.

About
Different events, lectures, leading tours, workshops will be going on. Everybody is invited, but the
main focus is on students and staff. The event will be going on for more days.

Key message
Inviting students and staff to get to know the campus.

Media


Operation: Events and activities
Sponsorships
Aimed at
Students, staff

Objectives
Creating positive and strong organizational culture and thus positive brand image.

About
Sponsoring different events, individual students and programmes.

Key message
Stanford is an university that supports and rewards creative, talented and hard working students.

Media
Depends on the event.


Student programmes
Aimed at
High schools

Objectives
Giving pupils an opportunity to get to know Stanford and its students, creating positive brand image.

About
A programme “Study with Stanford” where Stanford’s students give instructions to pupils at the
neighbouring high schools.

Key message
Taking care of pupils and their future and creating high-educated city, attractive to all kinds of
prospective businesses.

Media
Web-page, social media.


Community service activities
Aimed at
Local community

Objectives
Giving back to the local community.

About
“CleaN Your City” event that appeals to all city inhabitants and Stanford students to clean the city
together and make NYC a clean and healthy environment to live in.

Key message
Proving as responsible “neighbour”.

Media
Billboards, TV and radio advertising, social media.


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