First Place and Best in Show for Marketing Proposal for Historic Fort Snelling New Visitor Center Design Pursuit

1. Category: Specific Project Marketing
Firm: HGA Architects and Engineers, Inc., Minneapolis, Minnesota
Title: Historic Fort Snelling New Visitor Center Design Pursuit
FIRM’S MARKETING OBJECTIVE
Goals:
• To present and demonstrate the firm’s
qualifications for architectural and engineering
services to the prospective client for design of a its relationship to the chapel and Cavalry gatherings, openings, and fundraisers. be constructed of heavy timber roof and
new visitor center, museum, and adaptive re-use Barracks as one approaches the site from
the west.
The lobby should be designed to provide
a central orienting space within the com-
floor framing, supported on 6” diameter
cast-iron round columns that are spaced
of existing historic structures at one of the most plex of existing buildings, ease wayfinding in 11’ x 12’ bays. With one exception
and provide relief from museum fatigue. (the roof framing), there was no visible
well-known historic sites in Minnesota. MuSeuM ISSueS
Articulating a safe, convenient pathway evidence of modifications or deterioration
The Cavalry Barracks are buildings con- from the Ordinance Building to the central that would compromise the strength of the
• To further persuade the prospective client, ducive to adaptive re-use. The rectangular
i
floor plates are fairly flexible, and the
lobby will be critical to provide a gracious
yet efficient entry sequence for large
building frames. The building framing
appears to be in good condition.
during an interview presentation to Board building systems and circulation patterns
are straightforward. Museums have a
groups and schoolchildren.
The original two story wood porches have
members, to award us the commission based
been removed from the south façade of
highly specialized program and a few
HISTOrIC AdAPTIVe re uSe both buildings. Centrally located doors
key issues that will need to be addressed
on our design prowess, museum and historic are column spacing (for galleries), floor- A particular challenge of adaptive reuse/
to the porches have been replaced with
windows. The outline of the porches is still
to-floor heights, daylight control, floor historic restoration for an existing building
preservation experience, and engineering loading, wayfinding, and environmental is the integration of engineering systems,
visible against the brick façade. Historic
photographs may provide additional
controls including HVAC and building life safety features (exit stairs and corri-
qualifications. envelope. dors), AdA and accessibility requirements
information to aid in their reconstruction.
The concrete porch structures visible today
and other code compliance issues while
The gallery design must be sensitive to the are not original and should be carefully
maintaining the significant historical fabric
gracious, contemplative spaces of a tra- removed.
that provides the building its character and
Target Audience:
ditional museum and the active, flexible,
connection to the past. Ordinance Building: The building is gener-
technologically equipped areas of a con-
ally in fair to good condition, but there are
temporary history museum. The exhibits It is to be noted that buildings 17, 1,
Board Members of the Minnesota Historical
fundamental issues that need to be ad-
must integrate with the historic architecture 22 and 30 do not share the same ar-
dressed to allow this building to continue
of the original Cavalry Barracks and the chitectural significance attached to some
Society (MHS). new building systems. The historical nar-
ratives of exhibits must be supported from
of the other buildings that comprise this
historic site. They play a more supportive
reuse. The building is located adjacent to
the existing Visitor Center and great care
must be taken so as not to damage the
the smallest display to the overall building role, the significance of their contribu-
building during demolition of the Visitor
itself. The galleries should be designed to tion lying more in their association with
Center. Original limestone walls have
allow maximum flexibility with adjustable certain site-related events rather than their
CONTENT OF PIECE
been patched and repaired many times.
lighting and temperature controls, wired individual architectural merit. But it is this
Some stone units are eroded, the stone
or wireless technology, movable walls and supportive role that reinforces the linkage
sills are degrading. recent mortar repairs
We responded to the Request for Proposal
acoustical controls. of the site elements and creates a synergy
do not match the raised historic joint
of structures at Fort Snelling. The following
Special attention must be paid to the profile, aggregate composition or color.
by identifying the following: revenue generating spaces for the new
museum, which will provide additional
summary notes are our observations of
the existing buildings.
The cedar shake roof needs repair. The
building has original wood-framed, single
Qualifications of the Architectural and sources of funding for the MHS. The Cavalry Barracks: The buildings appear glazed, double hung windows. Hardware
• gift store needs to be in a high visibility to be solid and in need of minor recon- should be reconditioned, missing hard- View of the Fort Snelling Round Tower in 1935, Minnesota Historical Society
Engineering Design Team location preferably on the entry/exit path.
The new 400-seat auditorium should
struction. The most significant damage
appears to be a result of water infiltration.
ware replaced to match existing.
The modern addition at the west end of
have convenient after-hours access that is The buildings are representative of classic
•A Detailed Project Approach and separate from the secure areas of the mu- wood frame construction with some evi-
the building should be removed when
the current visitor’s center is demolished
seum (i.e. galleries) to maximize the use dence of recycled materials in its original
Understanding of the museum for special events, social construction. Buildings 17 1 appear to
to restore the building back to its original
condition. The building is intended to help
• Relevant Past Project Experience and | Project Approach New Historic Fort Snelling Museum New Historic Fort Snelling Museum Project Approach |
Expertise in Project Type
• Demonstrated Success in
Proposal Book Spread Sample
Understanding and Incorporating the
Client’s Mission and Values
All design and material production
was produced in-house. The proposal
and interview leave-behind booklets
were printed out-of-house
and bound in-
S house.
URE
IAT ED STRUCT
rvices for and ASSOC
G MUSEUM
gineering Se
ral and En
nal Architectu
S N E LL IN
R IC F O RT
Professio
ry
Memo
N E W H IS TO
Proposal
Book dits
Cover
cal Society
sot a H s ori
3 M nne
ty
al Socie l Society
H or ca
M
Message: Respect
The intended message of the prepared materials – proposal response, scaled model, presentation
ess
boards, and leave-behind booklet – was to illustrate our ability and commitment to design a new
world-class visitor center, museum and re-use of existing historic structures for the Minnesota Historical
Society’s Fort Snelling site.
ion
Transfor mat
Distinction:
The initial proposal book was designed to highlight the black and white archival photographs used on y
the cover and throughout the book. The photos themselves derive from the Historical Society’s extensive
image database and were purchased to illustrate our narrative response to the Society’s request of our
understanding of the project scope, specific needs and overall context, and important design issues of
historic preservation and adaptive re-use practices.
Invitation between the notes t
Wolfgang Amadeus Mozar
A scaled model and presentation boards were used during the interview to demonstrate various
conceptual design ideas and address specific design challenges. Large-format boards served as a
backdrop to the scaled model demonstration.
Leave-Behind Booklet Spreads
The leave-behind booklet was designed as a means to conclude the interview and leave the prospective nothing except what may
be seen on the outside,
for as yet I have not been
inside and
Of the fort itself I know wonders
client with a sense of our commitment to their project. The color palette was chosen to affirm the Society’s probably will not, as we are not brought here
for the purposes of seeing
Alexander S Chris ie, Excerpt from
Civil War Letter
branding image. A total of twenty booklets were handcrafted and distributed to the Board Members as
a visual reminder of HGA Architect’s creativity.
RESULTS OF THE MARKETING COMMUNICATIONS EFFORT
• The first goal was met when the prospective client narrowed the number of submitting firms from 15 down to five for a formal interview – HGA ranking first on the
list. Our submission of a written and graphic proposal that concisely articulated the information requested by the prospective client clearly demonstrated our creativity
and design ability to create a signature piece of architecture, and reflected our sensitivity to existing historic structures.
• The second goal was met when MHS Board members awarded HGA the commission for this project. We believe the commission was won because we proved
our extensive museum and historic preservation experience during the interview process and ultimately because our passion and commitment to this project resonated
with the client.
• The proposal response, while having served its initial purpose, continues to be used as a reference guide to future proposal layout designs. Photographs of the scaled
model and the presentation imagery are used to illustrate how HGA approaches similar projects. The leave-behind booklet also continues to be used as an example
of a successful marketing strategy that perhaps was the catalyst to ultimately winning the architectural design commission.
BUDGET AND COST DATA Design Team: Joan Soranno, AIA
Gary Raymond, Graphic Designer
Budget: $22,649 (Including Labor) Actual Total Cost: $21,500 (Including Labor) Contact: Kim Niedzielski—612.758.4324
Scale Model