June 16-17, 2011
Thursday-Friday, 9am-5pm
CES/AIA LU 14 units
Marketing leadership requires a clear understanding of each client’s goals, clarity of vision, competitive advantage, and ability to communicate. But today’s dynamic environment also requires leaders to be agile, innovative, and responsive. This program will focus on preparing AEC firms to thrive in a changing world. Trends and forces shaping the building industry will be analyzed, along with how firms are responding: new services, delivery methods, partnerships, and novel marketing approaches. Client representatives from healthcare, government, and higher education will discuss current factors affecting their organizations and the AEC services they value. Project delivery case studies will give you insight into the most effective and innovative strategies employed by winning teams. A panel of digital media specialists, journalists and PR professionals will advise on how best to develop your firm’s image and navigate the evolving media world. Participants will have opportunities to present and assess the effectiveness of their own marketing strategies, business development approaches, and communication plans.
Coordinators:
Deb Barbour, Principal, ZGF Architects LLP, Los Angeles, CA
Deb Barbour has 33 years of experience in marketing and business development for leading architectural firms in the US. She joined ZGF in 1988 to open the firm’s California office, and as a Principal, she has been responsible for guiding business development and marketing efforts in Los Angeles, as well as participating in the development and leadership of the firm. During her tenure, the firm has amassed a diverse portfolio of public and private commissions. As a strategist and mentor, Deb has inspired her industry peers through her demonstrated leadership and desire to contribute to others in our business. She is recognized by both clients and industry representatives as possessing a unique combination of skill, sensitivity and creativity, exemplifying the highest standard for marketing and professional services. Prior to joining ZGF, Deb served as Director of Business Development for CRSS and LPA in Orange County, and as Director of National Promotion for Skidmore, Owings & Merrill in New York. Deb holds a Bachelor of Architecture from the Arizona State University. She is an Associate Member of the American Institute of Architects, and a Member of both the Urban Land Institute and the Architectural Guild of the University of Southern California. Deb is also a Past President and Board Member of the Los Angeles Chapter of the Society of Marketing Professional Services (SMPS), and was SMPS’s 2000 Leonardo Award recipient.
Deb Barbour has 33 years of experience in marketing and business development for leading architectural firms in the US. She joined ZGF in 1988 to open the firm’s California office, and as a Principal, she has been responsible for guiding business development and marketing efforts in Los Angeles, as well as participating in the development and leadership of the firm. During her tenure, the firm has amassed a diverse portfolio of public and private commissions. As a strategist and mentor, Deb has inspired her industry peers through her demonstrated leadership and desire to contribute to others in our business. She is recognized by both clients and industry representatives as possessing a unique combination of skill, sensitivity and creativity, exemplifying the highest standard for marketing and professional services. Prior to joining ZGF, Deb served as Director of Business Development for CRSS and LPA in Orange County, and as Director of National Promotion for Skidmore, Owings & Merrill in New York. Deb holds a Bachelor of Architecture from the Arizona State University. She is an Associate Member of the American Institute of Architects, and a Member of both the Urban Land Institute and the Architectural Guild of the University of Southern California. Deb is also a Past President and Board Member of the Los Angeles Chapter of the Society of Marketing Professional Services (SMPS), and was SMPS’s 2000 Leonardo Award recipient.Sharlene Silverman, Principal, Sharlene Silverman Consulting, Los Angeles, CA
Sharlene Silverman has over 25 years experience providing marketing leadership and strategic planning for the architectural and engineering industry. For the past 10 years, as a partner with her own firm and The Coxe Group, she has consulted with large and small design firms, engineers and owners in the areas of marketing strategy, leadership development and succession planning. In 1986, Sharlene helped to establish the Los Angeles office of Arup, the international multidisciplinary engineering firm and was appointed Principal in 1991. During her twelve-year tenure, she led Arup’s marketing and business development efforts in the United States and was instrumental in growing the firm from a start-up of three to 350 people in four offices. In 1998, Sharlene was appointed Director of Professional Services for Universal Studios Recreation Group. As an owners representative, she oversaw selection of Architectural, engineering and construction services for projects in the US, Japan and Spain. Sharlene has lectured in professional practice and marketing at USC, UCLA, and SCI-Arc, and has led marketing seminars for the American Institute of Architects, American Planning Association and the Society of Marketing Professional Services. From 2003-2006, Sharlene co-authored three articles for the AIA Handbook of Professional Practice titled “Client Perspectives” providing insight into the Health Care, Higher Education and Federal Government market sectors. Sharlene has served as President and Board Member for The USC Architectural Guild and a Board Member for Alternative Living for the Aging. She holds a Bachelors degree in Architecture from the University of California at Berkeley and an MBA from the University of California, Los Angeles.
Sharlene Silverman has over 25 years experience providing marketing leadership and strategic planning for the architectural and engineering industry. For the past 10 years, as a partner with her own firm and The Coxe Group, she has consulted with large and small design firms, engineers and owners in the areas of marketing strategy, leadership development and succession planning. In 1986, Sharlene helped to establish the Los Angeles office of Arup, the international multidisciplinary engineering firm and was appointed Principal in 1991. During her twelve-year tenure, she led Arup’s marketing and business development efforts in the United States and was instrumental in growing the firm from a start-up of three to 350 people in four offices. In 1998, Sharlene was appointed Director of Professional Services for Universal Studios Recreation Group. As an owners representative, she oversaw selection of Architectural, engineering and construction services for projects in the US, Japan and Spain. Sharlene has lectured in professional practice and marketing at USC, UCLA, and SCI-Arc, and has led marketing seminars for the American Institute of Architects, American Planning Association and the Society of Marketing Professional Services. From 2003-2006, Sharlene co-authored three articles for the AIA Handbook of Professional Practice titled “Client Perspectives” providing insight into the Health Care, Higher Education and Federal Government market sectors. Sharlene has served as President and Board Member for The USC Architectural Guild and a Board Member for Alternative Living for the Aging. She holds a Bachelors degree in Architecture from the University of California at Berkeley and an MBA from the University of California, Los Angeles.
Featured Speakers:
Zeke Triana, AIA, LEED AP Director, Facilities Planning, Design & Construction, Cedars-Sinai Medical CenterZeke Triana, AIA, LEED AP, is Director of Facilities Planning, Design and Construction, for Cedars-Sinai Medical Center. He is responsible for the oversight of day-to-day facilities management, which includes design quality, scope, schedule, and budget for the planning and implementation of the Facilities Master Plan and campus-wide capital projects. He oversees the facilities department, which comprises over 40 staff members, including architects, planners, project managers, and engineers. With over 25 years of professional practice, Zeke has been involved in all aspects of project delivery for a variety of public and institutional projects, ranging from healthcare to academic research facilities. Having worked both as an architect and an owner, he has experience with the programmatic, functional and technical elements of planning, design and construction. Zeke is an active member of the Center for Healthcare Design and has served as chairperson of the LA Chapter of the AIA Academy of Architecture for Health.
Rona Rothenberg, FAIA Senior Manager, Design & Construction Services Judicial Council of California / Administrative Office of the CourtsRona G. Rothenberg, FAIA, is a Senior Manager for the statewide Design and Construction team of the Judicial Council of California-Administrative Office of the Courts’ Office of Court Construction and Management. A founding member of the $6.5 billion capital building program for the California courts, Rona has been with the AOC since late 2001. She holds a Bachelor of Science from Pennsylvania State University and a Master of Architecture from the University of California, Berkeley. Rona has served as a leader in design and construction projects for large institutions, as a client, for the past 25 years, during which time she has led teams in over 100 capital projects. Her past work in institutional project management includes senior staff positions with the School of Medicine at Stanford University, senior project manager for Allianz AG/Fireman’s Fund’s North American real estate operations, and with Kaiser Permanente’s Northern California team.
Christopher Parsons, President and CEO, Knowledge ArchitectureChristopher Parsons is the founder of Knowledge Architecture, a knowledge and information management consultancy to architects and engineers, as well as the producer of KA Connect, a knowledge and information management conference for the AEC industry. Christopher has been a technology leader in the AEC industry since 2002, as Chief Information Officer for Steinberg Architects and Information Technology Director for SMWM (now Perkins+Will). He is currently serving on the boards of Public Architecture and the San Francisco AIA, and is a former board member of the AEC IT Leaders Roundtable and the founder of San Francisco Digital Design (SFDD). He has spoken and written for several industry groups including AEBL, ZweigWhite, the AEC IT Leaders Roundtable, and LINE Magazine. Prior to entering the AEC industry, Christopher was a consultant with Experio Solutions (now Hitachi Consulting), a strategic technology consulting practice serving Global Fortune 1000 companies. Christopher has degrees in History and Political Science from Wake Forest University.
Jennifer Farnham, LEED AP, Senior Project Executive, Gilbane, Inc.Jennifer Farnham, LEED AP, is a Senior Project Executive with Gilbane, Inc., who has overall responsibility for the successful management of the design, estimating, value management, and construction phases of projects. Her wealth of experience comprises all forms of project delivery, along with extensive cost management strategies that are necessary to effectively manage design and construction. Her resume includes complex projects that range from science and classroom buildings for the University of California, San Diego, and California Polytechnic University, San Luis Obispo, to multi-phased programs for new construction, renovations, and deferred maintenance for Foothill College and De Anza College. Prior to joining Gilbane, Jennifer was with PCL Construction. She has a Bachelor of Arts in Business Administration from Rockhurst University.
Julie Taylor, Hon. AIA/LA Principal, Taylor & CompanyJulie D. Taylor, Hon. AIA/LA, Founder/Principal, Taylor & Company, has been professionally involved in the design industry since 1982, as publicist, marketer, writer, critic, and editor. She founded Taylor & Company in 1994 to provide public relations and marketing services to professionals and organizations involved in architecture, design, and furnishings. Her clients have included Rios Clementi Hale Studios, Behnisch Architekten, CO Architects, Shubin + Donaldson Architects, IBE Consulting Engineers, Hodgetts + Fung, and Lehrer Architects, among many others. She is the author of three books on design: Spa: The Sensuous Experience (2006); Bars, Pubs, and Cafés (2000); and Outdoor Rooms (1999). She is a long-time editorial veteran, with a variety of publishing credits, and has been editor of the Society of Architectural Historians/Southern California Chapter News since 1995. She is the Los Angeles correspondent for ArchNewsNow.com. Julie is on the steering committee of CANstruction LA and is the past chair of the AIA/LA Design Awards Committee. She was given honorary AIA/LA membership in December 2007.
Bryant Rice, AIA, LEED AP
Andy Cohen, FAIA, Executive Director, GenslerAndy Cohen, FAIA is a champion of design excellence at Gensler and a mentor to the design leadership of the firm’s practices and offices. As an executive director, he oversees initiatives related to design, client development and strategic growth. He is also the regional managing principal for the Southwest, which includes offices in Denver, Las Vegas, Los Angeles, Newport Beach, Phoenix, and San Diego. In this role, he has helped build Gensler’s airport, entertainment, hospitality and mixed-use practices. An architect, he is a graduate of Pratt Institute and Fellow of the American Institute of Architects.
Invited Speakers:
Casey Jones, Director of Design Excellence U.S. General Services AdministrationCasey Jones is Director of Design Excellence at the US General Services Administration, where he is responsible for fostering excellence in federally commissioned architecture and design. He oversees the agency’s National Registry of Peer Professionals in art, architecture, landscape architecture, urban design, interior design, and engineering, and calls upon their expertise in the development of GSA’s new construction and modernization projects. GSA is responsible for meeting the space requirements of federal agencies and owns or oversees more than 8,600 properties in 2,000 communities nationwide. GSA provides national leadership, policy direction, and standards in the areas of architecture, engineering, urban development, design, fine arts, historic preservation, construction services, and project management. To ensure a high standard of excellence for the American public, GSA engages the best private-sector architects and engineers to design, renovate, and construct federal buildings through its internationally renowned Design and Construction Excellence programs.
Jeffrey Averill, AIA, LEED AP, Campus Architect University of California, Los AngelesJeffrey Averill, AIA, LEED AP is Campus Architect at UCLA. He has been practicing architecture for over 30 years as a member of numerous offices in Houston, San Francisco, Philadelphia, London, Sydney, and Los Angeles. He joined UCLA Capital Programs in early 2001 as a Project Manager, responsible for a new laboratory building. In June 2003, he was formally appointed Campus Architect. He is a Westwood resident and serves as vice chair of the City of Los Angeles Westwood Design Review Board. He received a Bachelor of Architecture from Rice University and a Master of Architecture from the University of California at Berkeley.
Frances Anderton, Producer, Host, DnA: Design and Architecture 89.9 KCRW and KCRW.comFrances Anderton is the host of DnA: Design and Architecture on KCRW and KCRW.com. She is also a full-time producer of KCRW’s national and local current affairs shows To the Point and Which Way, LA? In addition, she is the LA Editor of Dwell Magazine and a regular contributor to the New York Times and many other publications on the subject of Los Angeles design and architecture. Frances is a frequent speaker and moderator at cultural institutions, including REDCAT, Hammer UCLA Museum, Skirball Institute, Los Angeles Forum for Architecture and Urban Design, and the A+D Museum. She is on the advisory board of the L.A. Forum. She has also been an on-air commentator on TV and documentary programs about architecture; the latest is Visual Acoustics: The Modernism of Julius Shulman, released in 2008. She studied architecture at University College London (Bartlett School).
Bibliography: Click to see full list
- The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier, 2003. New Riders Publishing
- The Owners Dilemma, Barbara White Bryson, FAIA and Canan Yetman. Ostberg Library of Design Management/Greenway Publication
- Trends Forecast and Foresight Scenarios”, Design Intelligence, January 1, 2011.
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, by W. Chan Kim and Renee Mauborgne
- “Marketing is a Conversation,” by David Maister
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